- data-focused consultancy providing digital marketing/advertising and data analytics services from strategy to campaign ideation, media planning, execution and data visualisation; and advising on adopting digital marketing/advertising technology platform and software.- Google/Baidu/Bing/Amazon SEM, GDN, YT, FB, IG, LinkedIn, programmatic display - dataXu, GMP, Criteo, Amobee, MediaMath, Yahoo; influencer marketing, WeChat, social listening, SEO, Adobe Site Catalyst/Omniture/Target, Tableau, Salesforce CRM & Marketing Cloud, MTA, SQL, AI/ML, Google Analytics, Google Tag Manager.- other services include project management and advisory on website UX design, payment gateway solutions, customer journey, customer segmentation, brand identity and positioning. - clients and experience include Royal Selangor Pewter (WW), SG presidential campaign, Forest Adventure, INSEAD, COMO Shambhala, Apple etc

Started a small business (www.thcc.shop) to pursue an earlier passion in food & beverages industry; conceived and executed every aspect of the business.

The role was one spanning digitalisation, data analytics/visualisation apart from digital marketing/advertising; it provided the opportunity to further hone skills in change management, communications, strategy, human resources and leadership.Advised dealerships in SG, TH, MY, HK, AU & NZ on digital topics to improve acquisition, retention and growth in new cars, pre-owned, after-sales and rental/leasing; partnered senior management in aligning digital strategies & projects with their business objectives & annual planning;Recommended & implemented Salesforce MC/IS/CDP for real-time & strategic customer engagements at BMW dealerships in 3 countries; customised metrics to track success & subsequently introduced a framework for operating, implementation and reporting at other dealerships; participated in mapping the customer journey along both physical/digital touch points in detail; thereafter proposed testing new triggers and interactions on SFMC;Represented SDM in a biweekly discussion involving Google EU and US/EU dealerships on shaping new features for the sector; Oversaw digital marketing execution of 7 teams across 5 brands in SG & TH as well as their data & analytics requirements; introduced MTA to evaluate effectiveness of digital media channels for optimising spends; started a ‘share & learn’ culture thru a quarterly forum for marketing teams in all regions; assisted in hiring & guiding marketing and data personnel at dealerships in SG/TH;Hired & guided a new team to initiate (i) 2 data projects - predictive leads scoring & used car valuation modelling; (ii) Tableau deployment; (iii) SDM brand awareness thru content marketing; and (iv) digitalisation projects - automating loans application & digitalising car purchase processes; set KPIs for new roles and reviewed personnel performance;Conducted a brand exercise where a team was guided through defining the vision, mission & values, and elucidating a brand personality archetype, logo, colours etc;

Focused on growth of revenue & market share of 3 brands – Crazy Domains, Vodien and Sitebeat – of varying brand equity and maturity in multiple markets - AU, NZ, SG, MY, PH, ID, HK, UK & IN. Company is a technology solutions provider offering a suite of SaaS products, domain and hosting services with operations in AU, UA, PH and SG;Conceived full funnel integrated strategy & executed plans for customer acquisition, revenue growth and brand awareness; set up new pricing and negotiated with strategic partners for sales/promotion collaborations on our websites; institutionalised an in-house digital marketing/advertising operation with best practices; increased market shares and revenues as well as grew a new revenue stream from strategic partnerships; budgeted for department's annual operations and campaigns;Set up and trained a new team of 4 in SG to plan, schedule and execute in-house performance, social media, influencer, affiliate marketing - (i) self managed advertising platforms across major media channels; (ii) briefed in-house creative team for assets production (videos, podcasts, animations, statics); (iii) set up tracking through GTM; (iv) optimised website UX/UI and conversion funnel with IT; (iv) analysed CRM with media data as well as monitor customer behaviour, competitor activities & market trends to elucidate opportunities for reaching new segments or grow market share; (v) managed SEO and programmatic display with vendors; (vi) collaborated to launch new products - website builder SaaS and SEO service - with product managers; Trained 2 in PH - 1 for ORM and suppliers’ requirements; and another in backend IT system for pricing & discount management;Collaborated with Sitebeat team to define the personality archetype and guidelines for a new brand;

Executed digital advertising strategies with a team of 5 employing multiple digital channels including technical implementations - 3rd party tags & consolidating multiple data streams for analyses - for B2B/B2C clients in the regional markets;Collaborated with other teams for prospecting new accounts, client briefs and pitches to major prospects.A majority left the company when it was merged with Wunderman in 2017.

Managed website development, developed programmes and planned membership tiering and acquisition.

Managed and optimised Apple Online Store’s multi-lingual eCommerce paid search campaigns across Asia Pacific with 2 junior members and in collaboration with Apple’s team;

Started the trade office for TDB to cover West Coast USA and Canada.

- Promotion of Singapore and Singapore companies to foreign entities for purposes of investments, collaborations and outsourcing.- Proposed and gained approval for a new policy for kickstarting eCommerce and encouraging the adoption of Internet or related technologies locally.

Coding new automations to streamline and improve processes in data manipulation for mainframe database and desktop.