Sandy Tsang Email & Phone Number

Vancouver, British Columbia, Canada

Vancouver, British Columbia, Canada

Singapore

Singapore

Singapore

London, United Kingdom

London, United Kingdom

• Built up multiple key acquisition channels and grew monthly application volume by more than 60%. Achieved £270m worth of loans disbursed in 18 months• Launched and optimised PPC channel for new customer acquisition, driving down Brand CPC costs by 57% while increasing click volume by 82% within three months. The improved efficiency kept acquisition CPA flat but increased volume by more than 100%• Negotiated and developed a brand new broker channel, adding six new partners within three months, worth c.10% additional business. Expertise in relationship management has resulted in partners doubling or trebling their business with Zopa month-on-month since launch• Led the selection of an RTB display agency, and collaborated with the agency to implement a series of prospecting and remarketing logic to achieve 5X the click-through rate • Led the SEO strategy across marketing and PR functions. Moved key generic keywords from positions >50 to page 1 of Google SERPs in a highly competitive market (loan, savings)• Built and managed a team of three acquisition managers, working to grow the PPC channel through optimisation and expansion, and the broker channel through relationship management. Oversaw the wider marketing team to launch and maintain social media profiles, develop sales materials, and create content for PR and blogging• Set up TV ad testing, delivering a TV ad for regional testing within two months. Led the initiative to explain peer-to-peer lending and its regulations in order to gain advertising standards committee approval. Set up regional benchmarking to ensure a clean regional test to prove brand awareness uplift and its impact on direct response channels. Achieved 69% uplift in loans applications and 42% uplift in approvals in test region

Toronto, Canada

• Spearheaded the digital launch strategy for the new Gold Rewards Card in Canada, including a sophisticated media targeting and re-targeting plan, complementary PPC and SEO solutions, innovative brand site assets, the campaign micro-site designed for prospect retargeting, and blogger and online media influencers integration. Holistic digital strategy revitalized proprietary charge card marketing • Launched the new Starwood Hotels & Resorts partnership with focus on niche prospect base, through social media engagement (blogs, forums, Twitter) and pioneered an innovative online wait list to generate demand. • Introduced new Google Display Network and its targeting tools and platforms into Canada through strong working relationship with media agency and vendors• Redesigned the PPC channel and reprioritized investment to improve channel ROI • Coached a team of direct reports to develop strong partnerships with Co-Brand partners and international Amex teams (Air Miles, Starwood, Aeroplan, and Gold Rewards)• Managed the blogger engagement strategy (new to Canada) with the Public Affairs team to invite influential online personalities to become product advocates as part of major product launches: Starwood and Gold Rewards

Toronto, Canada

Toronto, Canada

Toronto, Canada

Education record

Hba, Honours Business Administration

Honours English Literature