HubSpot
Basia Chow
Manager, Lifecycle & Performance
Summary
Lifecycle and performance marketing manager with 5+ years of experience leading CRM, CRO, and growth analytics across finance, government, and Series B+ scaling environments. Operating as a senior IC with full ownership of lifecycle strategy, experimentation roadmaps, and funnel performance frameworks. Led GTM and lifecycle marketing for the Dalio Market Principles Online (DMPO) — a global program developed with Ray Dalio, founder of Bridgewater, and hosted by the Wealth Management Institute (WMI), established by Temasek and GIC. Async-native operator with experience in remote-first, documentation-heavy environments, partnering closely with product, data, and creative pods.
Overview
5
5
years of professional experience
6
6
Certifications
2
2
Languages
Work History
Performance Marketing Manager
Wealth Management Institute
06.2024 - Current
- Owned full-funnel growth and GTM strategy for the Dalio Market Principles Online (DMPO) — a 30-hour interactive, AI-driven course built in partnership with Ray Dalio (Bridgewater) and funded by a $25M grant from Dalio Philanthropies.
- Drove SGD 1.3M+ in attributed revenue, 15% average conversion rate, and 66.67% open / 53.85% CTR on post-event nurtures.
- Reduced CPL by 40% via segmentation, landing page tests, and lifecycle experimentation across CRM, paid, and organic channels.
- Designed CRM automations with 45.5% uplift in CTR and time-based email logic to improve funnel progression and retention.
- Shipped dashboards for exec visibility on CAC, LTV, cohort velocity, and lead quality using HubSpot
- Piloted AI and portfolio simulator-based CTAs, improving demo-to-signups completion by 20% across high-intent segments.
- Supported go-to-market for regional thought leadership events with Google, HSBC, INTERPOL, FATF, and Microsoft.
Copywriter & Content Strategy
Splash Productions
09.2022 - 06.2024
- Led content and CRO for 15+ national campaigns (EDB, IMDA, MPA, MSE) across TikTok, Meta, gov.sg, and LinkedIn.
- Created 90+ SEO/UX-optimized assets, mapped to lifecycle stages, improving CTR and scroll depth.
- Rebranded and relaunched Go Green SG on GovTech's Isomer; 3 in 5 users reported increased motivation to act (post-campaign survey).
- Translated complex ESG, compliance, and data policy topics into relatable public narratives.
- Designed persona-led segmentation strategies for PDPC (IMDA) across G2C, G2B, and G2G channels.
Account Lead, Regional PR & Campaign Strategy
Publicis Groupe
09.2021 - 09.2022
- Directed PR strategy for Livspace's $180M Series F (KKR-led), achieving 24B+ impressions, 780M+ reach, and features in Bloomberg, Reuters, Nasdaq, Tech in Asia, and The Straits Times.
- Led regional campaigns for Levi's, Huawei, Fidelity across APAC, MENA, and the US, delivering 17.75B+ impressions across paid, earned, and influencer media.
- Deployed regional influencer activations and developed performance frameworks tying brand campaigns to sales KPIs.
- Built localization workflows to adapt messaging across tech, retail, and finance verticals.
Marketing & PR Consultant
Elliot & Co.
11.2020 - 09.2021
- Managed a SGD 300K+ PR portfolio across 20+ Series A - B+ startups and SMEs including Nervotec, a healthtech firm whose COVID-era smartphone vitals app was featured in Reuters as a “mini check-up via smartphone.”
- Secured 150+ Tier 1 media placements including CNN, Yahoo, CNA Luxury, and Vogue.
- Built founder-led GTM playbooks aligned to funding stages and product-market messaging.
- Drove launch of DexaFit SG with 100K+ reach and 20K+ engagements via influencer-led fitness PR.
Education
Bachelor's in Social Sciences - Political Science Major, Theatre Studies Minor
National University of Singapore (NUS)
Singapore06.2020
Skills
- Lifecycle marketing
- Go-to-market (GTM) strategy
- CRM automation
- Conversion rate optimisation (CRO)
- Growth marketing
- Performance marketing
- Customer segmentation
- A/B testing
- CAC and LTV tracking
- Funnel optimisation
- Attribution modelling
- Dashboard reporting
Certification
NUS Machine Learning (Python)
Software
Google Analytics 4 (GA4)
SQL
Tableau
Meta Ads
LinkedIn Ads
Google Ads
Python
Accomplishments
- Drove up to SGD 1.3M in attributed revenue through full-funnel optimization and lifecycle orchestration
- Reduced CPL by 40% and uplifted CTR by 45.5% via segmentation, A/B testing, and PLG-style CRO
- Built executive dashboards tracking CAC, LTV, and lead velocity across cohorts in GA4 and HubSpot
- Supported global GTM for Livspace's $180M Series F raise (KKR-led), with coverage in Bloomberg, Nasdaq, and Reuters
- Delivered 17.75B+ impressions for Levi's, Huawei, and Fidelity across paid, earned, and influencer media
Additional Information
As Fundraising Director for the Singapore Red Cross (Jan–Apr 2025), I launched a nationwide street dance and music fundraiser that reached over 20,000 people and raised SGD 1.4K for humanitarian efforts. The campaign was featured by the Singapore Red Cross for its creative mobilisation of the arts community.
Timeline
Performance Marketing Manager
Wealth Management Institute
06.2024 - Current
Copywriter & Content Strategy
Splash Productions
09.2022 - 06.2024
Account Lead, Regional PR & Campaign Strategy
Publicis Groupe
09.2021 - 09.2022
Marketing & PR Consultant
Elliot & Co.
11.2020 - 09.2021
Bachelor's in Social Sciences - Political Science Major, Theatre Studies Minor
National University of Singapore (NUS)
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