Skeleton Key is a digital solutions company that helps clients unlock marketing effectiveness through data and technology. We specialise in transforming complex challenges into clear, actionable strategies, ensuring every solution is tailored to drive real results. Our approach is rooted in deep technical expertise and a commitment to empowering our clients with the tools they need for success. Our services span several key areas:Data and Tech Audits - Comprehensive evaluations of marketers’ maturity and proficiency across critical data and technology capabilities, laying the groundwork for improvement roadmaps.Martech Solutions - Implementing, configuring, and operating martech and adtech platforms that enable strategic marketing and business capabilities, ensuring optimal performance.Customer Data Solutions - Transforming customer data into actionable use cases and business outcomes by delivering connected, enriched journeys across the customer lifecycle.Measurement & Effectiveness - Uncovering the drivers of incremental business growth by strengthening decision-making through learning agendas and insights grounded in cause-and-effect analysis.Industry Education - Improving knowledge of data-driven marketing through education, empowering marketers, technologists, and organisations to embrace it with confidence.As a fully independent and technology-agnostic partner, we remain focused solely on delivering the most effective and impactful solutions for our clients. For us, data and technology are valuable only when they lead to better marketing outcomes—an unwavering priority in every solution and recommendation we offer.For more, visit our website at:skeletonkey.digital

Led and guided the Essence APAC Data and Technology practice and attached businesses through the merger with Mediacom to form the combined EssenceMediacom APAC Data and Technology discipline.Represented the combined agency in all things data, technology and product within local, regional and global new business conversations and pitches.

Started and led the Essence Data and Technology practice in APAC, with the purpose of harnessing the power of data to unlock greater efficiency and effectiveness for brands, and enable more valuable marketing experiences for consumers. Disciplines within the practice include Data Strategy, Ad Tech, Business Intelligence, Data Engineering and Product stewardship.Represented agency in all things data and technology within local, regional and global new business conversations and pitches.

Started and led the Essence Data Strategy practice in APAC, helping marketers identify, manage and deploy their most valuable data to create better experiences for their customers. We achieved this executionally and/or consultatively by bringing our clients expertise in Tech Stack Strategy, Data Organisation, Audience Planning, Data Platform Stewardship, Data Acquisition and Thought Leadership.Represented agency in all things data and programmatic within local, regional and global new business conversations and pitches.

Named to Campaign Asia-Pacific's 40 under 40 list for 2019.Named Ad Tech Rising Star, APAC by ExchangeWire at The Wires APAC 2019 awards.Essence APAC Programmatic named winner of Best Client Services Team award for work on Google Marketing Account at The Wires APAC 2019 awards.Essence APAC Programmatic highly commended in the Best Digital Advertising Team category at The Drum Digital Advertising Awards APAC.Essence and Teads named winners of Best Video Campaign for partnership on Google Assistant Japan at The Wires APAC 2019.Named finalist in the Best Programmatic Capabilities By An Agency category in the inaugural AdExchanger awards as the lone APAC-led entry in the category.Active with programmatic planning/buying in 10 major APAC markets in 2018 increasing APAC media purchased via DSP 67% YoY.Notable 2018 achievements include:Bringing advanced machine learning to APAC with AI-driven bidding tactics in DV360 that score impressions according to multiple signals deemed valuable according to client, product and campaign objective(s). We built and deployed these algorithms on 10 campaigns featuring 5 products across 5 markets.Migrating media targeting from buying platform to creative layer via dynamic, responsive mobile banners informed by real-time signals including weather, location, daypart, sports scores, context and audience data on 11 campaigns featuring 5 products across 6 markets, effectively bridging the gap between media and creative.Enhancing upstream planning with Ads Data Hub by indexing client 1st party data with Google data on the log-level to tease out behavioral and interest signals informing inventory and data decisions on 6 campaigns featuring 4 products across 4 markets.Moved the needle on migrating inventory traditionally bought via direct IO to programmaticby transacting on nearly 1,400 private deals with 116 publishers across 6 markets for both standard and custom formats.

Essence ranked #1 programmatic agency by AdExchangerGrew Google Marketing to #2 spending advertiser on DBM in APAC during 2017- Increased Google Marketing APAC programmatic media investment by 517% YoY from 2016 to 2017.Lead APAC programmatic partnership discussions to grow partner inventory and data catalog- Increased programmatic private deals from 63 deals in 2016 to 974 deals in 2017 (1446% YoY growth)- Increased programmatic partners from 10 in 2016 to 60 in 2017 (500% increase YoY)Lead APAC Google Marketing 1st party data capture, organization and deployment efforts- Over 400MM user IDs mapped in DMP in 2017- Increased campaign data usage from 4 instances across 4 campaigns in 2015/2016 to 54 instances across 28 campaigns in 2017- Provided consulting via data derived audience insights for upstream go-to-market strategy on new productsSteward ongoing Google Marketing global brand innovation project in conjunction with Media Lab for APAC involving multiple disciplines including programmatic, data strategy, analytics, ad ops and tradingOversee programmatic planning and audience efforts for DAZN leveraging The Trade Desk and DBM DSPs in Japan

Head of Essence China digital media planning and programmatic.Oversaw programmatic and audience based strategy and tactical planning across HP Inc. PC and Print divisions for the China market.

Oversaw programmatic and audience based planning for Google Marketing NA.- Increased Google Marketing NA programmatic media investment by 500% YoY from 2014 to 2015.Stewarded ongoing programmatic innovation project in conjunction with Media Lab involving multiple disciplines including programmatic, analytics, ad ops and investment.Lead programmatic private marketplace inventory and custom data integration conversations with key publishers and data providers.- Team brokered over 600 PMP deals- Negotiated Google Marketing NA's first data partnership enabling syndication of publisher's exclusive data for deployment across open exchangeLead programmatic planning and audience efforts for Intuit Quickbooks leveraging RocketFuel DSP/DMP during new client onboarding phase.

Oversaw programmatic and audience based planning across all products for Google Marketing NA.Lead programmatic private marketplace inventory and custom data integration conversations with key publishers and data providers.Developed audience data framework, segmentation taxonomy and deployment best practices leveraging DoubleClick Audience Center DMP.Worked with DoubleClick product and sales team in multiple beta/alpha tests and dogfooding efforts for DoubleClick products.Lead programmatic scenario planning for new business pitches.

Oversaw digital media investment and trading for Google Marketing NA across all products and accounts.Lead negotiations and brokered agency level partnerships with top publishers to maximize value and return on media investment for Google Marketing NALead negotiations for digital upfront video and retail inventory with key partners for Google NA Marketing.Head of programmatic partnerships and inaugural member of Essence NA programmatic team.

Lead digital media planner and buyer on Google NA account for Chrome Browser, Chrome Experiments, Chromebook and Chromecast.Lead digital media planner and architect for 2015 Webby Award winning campaign Google Chrome Experiment: A Journey through Middle-earth.Agency lead for various projects within and across Google product portfolio in conjunction with Google Media Lab.

Lead digital planner and buyer for Wells Fargo Asian American account.

Digital media planner and buyer for Procter and Gamble Hispanic account.