Global Marketing leader based in Hong Kong with experience across APAC and North American markets having worked in both in-house and agency marketing management roles. Within these contexts, have led the development and successful delivery of effective marketing, CRM, marketing automation, email marketing (eDM) and database management programs. I am certified in Google Analytics, AdWords Search, and Email Marketing with hands-on experience using Salesforce and Adobe Marketing Clouds.
EDUCATION & PROFESSIONAL DEVELOPMENT
RUTGERS UNIVERSITY – New Brunswick, USA; GPA 3.5
Bachelor of Science – Marketing (Hons) • 08/2002 – 05/2006
Bachelor of Arts – Political Science (Hons) • 08/2002 – 05/2006
Academic Achievements: Rutgers University Outstanding Scholar Award; Edward J. Bloustein Distinguished Scholar; Pi Sigma Alpha, The National Political Science Honor Society; and Dean’s List
Marketing Manager – NIXPLAY (CREEDON TECHNOLOGIES), Hong Kong 09/2018 to 10/2019
Produced B2B marketing (social, content, event, performance) for the Nixplay Signage brand, supported consumer Nixplay brand with email marketing, CRM, and reporting results to stakeholders. Oversaw marketing email campaign schedules, CRM marketing automation, database hygiene, and CRM subject matter expert.
Increased consumer ecommerce revenue, in US, UK, and DE markets, on email channel by approximately 32% Y/Y through combination of optimised segmentation, multivariate testing, experimental campaigns. Also optimised abandoned cart programme and customer engagement trigger emails to drive engagement to company’s services.
Slashed overall lead CPA (cost per acquisition) for B2B by reducing by nearly 41% with an optimized AdWords landing page based on A/B split testing, included relevant content, updated collateral, and preferred contact channel.
Created B2B collateral, including brochures, 2-pagers, 1-sheets, case studies, Nixplay Signage CMS User Manual, CMS tutorial videos. Created blog articles to promote brand and offerings on website and official social media pages, leading growth in offline leads.
Supported customer support team and leadership in analysing customer sentiment, responding to negative customer reviews on Amazon sites, Shopify, Google Play, and iOS Store to learn key pain points, help customers, and improve ratings
Marketing Consultant – WEBLACKSHEEP (BLACK SHEEP PVT LTD), Hong Kong 05/2017 to 09/2018
Owned client servicing, created client marketing strategies, supported business development initiatives and advised Founder as needed. Oversaw marketing campaign schedules, CRM marketing automation, conducting A/B testing, and advocating best practices.
Created promotional eDM (email) campaigns for retail client, including A/B testing, using Salesforce Marketing Cloud to drive client customer engagement on online and offline revenue. Supported client in analysing customer satisfaction metrics, customer engagement using Google Analytics, and recommendations to optimise process
Developed multichannel marketing calendar for organising campaigns, and driving campaign production process for client. Also provided general marketing training as needed for retail client.
Completed certifications in Google Analytics, Google AdWords – Search, and Hubspot Inbound Marketing certifications to further optimise website, content marketing strategy, and provide greater support to clients and pre-sales pitches.
Connected Founder with professional partners and advisors based in India and the Philippines for resources in project management, digital marketing and business development.
Digital Marketing Manager – ASIA MILES LIMITED (CATHAY PACIFIC), Hong Kong 12/2015 to 05/2017
Owned email channel as subject matter expert. Direct report included an Assistant Marketing Manager while reporting to Channels Marketing head and worked closely with various marketing teams, and vendors. Oversaw eDM campaign schedules, administered Adobe Campaign, UAT, managed budgets, ad hoc SMS campaigns, worked with Data Science teams for deep dives into database or special projects, A/B testing analysis, campaign data and analytics, and advocated eDM best practices.
Completed full migration of eDM programme from previous agency and vendor platform (SmartFocus) into Adobe Campaign marketing automation (CRM) along with standard training within 10 months.
o Migration goal was to transition into in-house multichannel orchestration and automated lifecycle campaigns.
o Performance analysis conducted based using A/B testing on email channel and ensure projects are in full compliance with company data governance and applicable requirements
Implemented email guideline containing best practices and standardised branding and design for optimising email campaigns and streamlining email development process for reduced turnaround times.
Grew approximately 23% Y/Y gains in email click rates (CTR) and 11% Y/Y gains in email open rates for overall email campaigns in key languages (Chinese, English, Japanese, Korean) for all markets (China, Taiwan, Hong Kong, Rest of World).
Assigned by Channels Marketing Head to participate in advertising agency evaluation team alongside senior marketing heads, resulting in the selection of a new Agency of Record (AOR)
Senior Account Manager – MRM//MCCANN, Hong Kong 07/2014 to 12/2015
Account Served- Google APAC (Southeast Asia, India, Korea)
Managed Google Asia-Pacific’s lead generation campaigns for AdWords with focus on Southeast Asia, Korea, and India. Conducted client meetings to gather project requirements, updated status and managed deliverables (ETL, UAT, reporting). Briefed technology teams in projects, such as list building, data extracts, and data enrichment.
Insight Analyst – EPSILON DATA MANAGEMENT (EPSILON), Hong Kong 09/2012 to 07/2014
Accounts Served – Dell (Asia-Pacific), Shangri-La Hotels and Resorts, Bank Mandiri, Air China
Supported Director of Strategy and Insights in analysing campaign performance and advising clients in weekly, monthly, and quarterly meetings with regional marketing leads. Worked with Strategy and Insights consultants deep dive analysis of the client database, segmentation, and campaign analytics to optimise segmentation and campaign messaging. In addition, supported Consultants and Client Services to interpret data, provide business intelligence, planning and pre-sales (pitching) initiatives.
Achieved 13% Y/Y growth in email revenue for Dell Japan with A/B testing, insights, and recommendations leading to optimised email channel performance
Received company Limelight Teamwork Awards (05/2013, 07/2013) for contributions to Strategy and Insights department, clients, and work environment.
Project Manager – TRIBAL DDB WORLDWIDE (TRIBAL WORLDWIDE), New York, USA 01/2011 to 03/2012
Account Served- H&R Block
Led cross-functional team managing multiple email marketing and web development projects worth approximately USD1 million. Direct reports were freelance Copywriter, an Art Director, and 2 Developers while reporting to both Director of Production and Managing Partner. Prepared agendas, creative briefs; acted as email subject matter expert; and managed vendors. Other responsibilities included account servicing, maintaining client timelines, resource allocation, and drafting contracts for assigned projects.
Won email marketing business from a Request-for-Proposal (RFP) and acquired additional parts of this business valued at approximately USD75,000 from other agencies and vendors.
Extracted cost savings from vendor, renegotiated contract with email vendor allowing for increased email volumes and approximately 5% in cost savings from account budget.
Contributed process improvements in a major email campaign that resulted in reduced lead-time, increased flexibility for ad hoc projects, and reduced disconnect between front-end developers and email production teams.
EPSILON DATA MANAGEMENT (EPSILON), New York, USA 02/2008 to 01/2011
Account Executive (06/2008 – 01/2011) – Accounts Served – CitiCards, TIAA-CREF, GlaxoSmithKline, AOL
Managed India-based offshore team consisting of a Team Lead and a Developer in email campaigns including client’s email list, front-end development, UAT, and reporting post-campaign performance. Managed Intern assigned to CitiCards account and reported directly to Account Director. Spearheaded end-to-end project management involving stakeholders.
Served as key contributor to 2-person campaign solutions team that delivered on-site email campaign execution for CitiCards (Citigroup) to support client strategy and provide greater client insight to account team.
Deployed an average of 60 million emails per month from approximately 120 email campaigns that increased client’s revenue by approximately 10%.
Created a process guide for the client and our offshore development team, which led to approximately 50% productivity increase by reducing lead-time to deliver client projects and in securing new assignments.
Account Coordinator (02/2008 – 06/2008) – Account Served – CitiCards
Supported account team in creating custom reports detailing email performance metrics such as delivered, opens, click-through, opt-outs for CitiCards. Created and delivered a dashboard report outlining email campaign metrics, automated database updates, and ensured data accuracy. Promoted to Account Executive within 5 months due to exemplary job performance
Marketing and Sales Operations Coordinator – ARBINET-THEXCHANGE (PTGi), New Brunswick, USA 07/2006 to 02/2008
Managed advertising agency responsible for producing print ads, corporate website updates, press releases, email campaigns, and marketing collateral. Owned event marketing such as bookings, shipping, booths, and signage. Completed CRM implementation including documentation, database cleansing, and integration with legacy database, improving data quality. Created revenue reports and acted as product trainer, maintained user manuals for company’s proprietary trading platform, and established training program to over 350 business clients.
- TECHNICAL SKILLS
- Software: Microsoft Word, Excel, PowerPoint, Outlook, Microsoft Project, Microsoft Visio, Adobe Dreamweaver
- SaaS: Google Analytics, Shopify, ZOHO CRM, Salesforce Marketing Cloud (Exacttarget), INTERCOM, Adobe Marketing Cloud, MailChimp, Ysance DMP, Return Path, Litmus, Constant Contact, Listrak, beefree.io, HTML/CSS (Bootstrap),
- Social Media: Hootsuite, Talkwalker, Facebook, Twitter, LinkedIn, LINE, WeChat, Instagram, Pinterest, Wordpress
- account management, advertising, B2B Marketing, Content Marketing, CRM, Customer Relationship Management, Customer Service, eCOmmerce, Email Marketing, Google Analytics, marketing, Marketing Automation, Project Management, Retail, Team management
- Cantonese, English, Spanish
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