Yen Ping Tan Email and Phone Number

• Manage cross-channel global media campaigns across paid search, social (Meta) and programmatic for hospitality and tourism client• Develop cross-channel media proposals to brief, with a particular focus on lower-funnel performance campaigns• Plan and execute testing roadmaps, conduct audience testings across channels, and produce post-test analysis for continuous testing and learning• Deliver weekly & monthly reports on campaign performance using Campaign Manager 360 & industry trends with insights on competitor activities and growing market trends• Project management to ensure campaigns are delivered on time and targets are met• Managed communication with multiple stakeholders including clients, internal teams and partner agencies• Coordinated with vendors for continuous testings of new betas to drive innovation and campaign performance e.g. Google Ads Performance Max, Facebook Travel Ads• Trained and managed other media executives

• Manage Paid Search / Search Engine Marketing (SEM) on Google Ads, Microsoft Bing Ads and Yahoo! Japan for B2B and B2C clients across APAC• Drive growth and expansion through the development and execution of tests and optimisations• End-to-end management of key projects and tests (including media planning, campaign set up, optimisation and reporting)• In-platform optimisations and daily pacing of campaigns to ensure that quarterly targets are achieved

Essence, part of GroupM, is a global data and measurement-driven agency whose mission is to make advertising more valuable to the world. Clients include Google, FrieslandCampina, Flipkart and the Financial Times. The agency is more than 1,400 people strong, manages over $3.6B in media spend and deploys campaigns in 71 markets via offices in Bengaluru, Chicago, Delhi, Düsseldorf, Jakarta, London, Los Angeles, Melbourne, Minneapolis, Mumbai, New York, San Francisco, Seattle, Seoul, Singapore, Sydney, Tokyo and Toronto.Visit essenceglobal.com for more information and follow us on Twitter at @essenceglobal---------------------------Essence’s 12-month EMERGE Graduate Programme is a structured programme that enables students who have just graduated to gain real insights into life at Essence, allows for an in-depth exploration of interest in the media industry, and develop their professional skills and competencies. EMERGE Graduate Trainees will be rotated across two functions - Media Planning and Advertising Operations, spending six months in each function.

• Generate actionable insights through data analysis and data visualisation presented in the form of reports and presentation decks. • Synthesise and analyse social media and traditional media data gathered from a proprietary media intelligence tool to generate meaningful actionable insights for clients in various goverment and commercial sectors• Process media articles and translate them into structured formats using Microsoft Excel, which will then be sent for further data processing and archiving

• Performed market research and trend analysis through desk research and in-house tools to deliver in-depth understanding of market landscape for regional clients• Developed a trend analysis template to help clients identify potential opportunities in the market/industry• Analysed data to develop audience personas for Gardens by the Bay• Translated data gathered through media monitoring tools into actionable insights for clients in the form of monthly reports• Conducted social listening to identify key trends and conversations for clients• Clients: The Walt Disney Company, Toyota, Huawei, Gardens by the Bay, Jin Air, Netflix, Conservation International, iFlix, etc.

• Responsible for client management and project management• Orchestrated end-to-end activities of various projects, which includes management of project timelines, communication with clients, and execution of administration and research for the preparation of client briefs• Conducted market research to prepare briefs according to clients' requirements • Participated in brainstorming processes for new pitches/on-going projects• Prepared decks and conducted presentations to brief clients on progress of various projects• Clients/Projects: Sanofi Lactacyd, Power Over Cervical Cancer, GloxoSmithKline, Amo Blink, New Balance