Resume / CV
Optimization Specialist, Global Advertising Performance (GAP)
SINGAPORE
Full-time
(Jan 2021 - Current)
Intern
(May - Aug 2019, Jun - Aug 2020)
Recipient of two internal awards for exceptional customer success and product knowledge.
Optimized for key performance metrics to meet client success goals while monitoring pacing and monthly revenue goals
Presented data-driven insights to APAC and JPKR advertisers and account managers after analysing targeting, creative, bid & budget optimizations and provided actionable insights to shape marketing strategies
Built internal and external guides in a global cross-functional team to distribute product expertise. Received positive feedback with over 24.96K+ views and featured in Twitter’s performance resource hub. First iteration of guide here.
key projects
A/B Testing Go-to-Market (GTM): Supported the product team in US (NY and SF) by rolling out A/B Testing product offering by advising cross-functional teams on how to define GAP-managed A/B testing methodologies, designing and running 57 AB tests totalling USD$2.23M in revenue for the APAC+JPKR region.
Knowledge sharing sessions: Lead sharing sessions to educate on our performance product. For internal: Seen 891 participants across 13 sessions in APAC, and JPKR markets (sales teams and cross-functional), with increased confidence level in our product (2.91 → 4.09; +1.18 out of a score of 5). For external: Delivered to Chinese and SEA clients in English and Chinese. 162 attendees collectively and a score of 80.99% average in quizzes.
Circles.Life
UX Designer
SINGAPORE
Contractor
(Jan 2020 - Mar 2020)
Intern
(Aug 2019 - Dec 2019)
Re-designed ecommerce flow for offline-to-online (O2O) channel which saw a 40% increment in sales and acquisitions. Read more here.
Supported in preliminary research in building the foundational design components for future market launches. Read more here.
Recipient of Power Intern award in the company (over 50 interns) with triple nominations.
Conducted user research, analysed and translated results to business design decisions for mobile app and product offerings.
Synthesized insights and grew the company's understanding of customer experience (CX), resulting in 18% increment in NPS.
Other intern & contract roles
Pop Social Inc.
Product Designer (Oct 2020 - Jan 2021)
Singapore
First employee based out of Austin, TX, USA headquarters.
Re-designing chat experiences to reflect and foster greater empathy and relationship building.
Exploration of Singapore and SEA market integration.
Changi Airport Group
Marketing Communications Intern (AUG 2018 - DEC 2018)
SINGAPORE
Headed a six-week attribution campaign for iShopChangi, resulting in 62% increase in new customers and revenue compared to previous campaigns.
Hypothesis-tested through Adobe Targeting, resulted in 15% increase in open rate and 11% in CTR for email marketing.
Provided creative work support like photo-taking, photoshop and video editing for socials.
Nestlé Singapore (Pte) Ltd
BRAND MARKETING Intern (May 2018 - Jul 2018)
SINGAPORE
Ran analysis in promoters’ distribution, resulting in a 25% improvement in efficiency and conversion and maintained the brand’s No. 1 market position for the next three months.
Assisted in sourcing of premiums from start till it hits the supermarket shelves.
Supported in initial market research on the ‘ready-to-eat’ industry for Singapore and Malaysia market.
Supported with the storyboarding and QA on an on-site TVC shoot, radio ad recording & social content shoots with influencers.
Saatchi & Saatchi
account management Intern (Apr 2016 - Jun 2016)
SINGAPORE
Discussed and planned 2017 - 2018 marketing deliverables in the Southeast Asia and Oceania region for a renowned global FMCG company
Analysed the sales of various diaper brands across the Southeast Asia market
Contributed in the storyboarding process for global TV commercial
Mirum Agency (under JWT)
CREATIVE Intern (Jan 2016 - Mar 2016)
SINGAPORE
Created deliverables and posts for the various social media accounts such as Facebook, Twitter, & LinkedIn for over 12 clients
Crafted the monthly themes for several clients' promotional and advertising efforts
Analysed the Singapore market and created engaging social media trend briefs for potential clients
Education
Singapore Management University (SMU)
Bachelor of Business Management
Specialisation in Marketing
2016-2020
SINGAPORE
Key projects to highlight:
Teaching Assistant:
I believe in going above and beyond for topics I am passionate about.
Interaction Design & Prototyping (2020)
Customer Relationship Management (2020)
Managing Creativity in Organisations (2020)
Design Thinking & Innovation (2018; 2020)
Centre of English Communication (2017)
Social Media and Marketing Assistant:
I wanted to hone my theoretical knowledge from school into practice.
Shirin Fozdar Programme with the Lien Centre for Social Innovation (2019)
Institute of Innovation and Entrepreneurship (2018)
Digitize by Google
2020
SINGAPORE
Google has collaborated with the Singapore Management University (SMU) for the DIGITIZE program. SMU is one of the educational institutions in Singapore that has partnered with Google to provide training on digital marketing and Google Ads.
The collaboration between Google and SMU includes various initiatives such as hosting digital marketing workshops and seminars, providing access to Google's online training resources, and offering industry-recognized certifications for participants who successfully complete the training.
Through this collaboration, SMU students and professionals in Singapore can develop their skills and knowledge in digital marketing and Google Ads, and ultimately enhance their employability and career prospects. The DIGITIZE program collaboration with SMU is part of Google's efforts to support the development of digital skills and empower individuals and businesses to succeed in the digital economy.