CHOW YENSHIUN
Performance Marketing Lead
Singapore
Summary
Digital marketing lead with strong competencies in developing, planning and managing integrated performance campaigns (Search, Social & Programmatic) with focus on business outcomes. Experience in managing up to 500k USD budget per month across different markets in APAC Data-driven, conceptual, and excellent team player with a focus in digital planning and team building.
Overview
8
8
years of professional experience
5
5
years of post-secondary education
Work History
Regional Performance Marketing Manager
Carro
10.2021 - Current
- Managed and set up a team of 10 performance marketing specialists across SEA transiting from agency to inhouse capabilities
- Cross-trained existing employees to maximize team agility and performance.
- Ensured campaigns execution across countries are done in timely manner while maintaining the highest quality of work
- Achieved lead volume target while maintaining optimal CAC in Singapore and Malaysia consistently by over 15% monthly.
- Increased Indonesia and Thailand leads to quality leads by 10-15% each month.
- Improved overall cost efficiency across multiple channels by at least 50%
- Part of the team that work on launching regional partnership that generated 6.4 ROAS based on match revenue and cars sold.
Senior Performance Marketing Manager
MindChamps
11.2020 - 10.2021
- PIC of MindChamps Enrichment Performance Marketing campaigns
- Spearheading the planning, ad operations and reporting of Enrichment campaigns
- Updated website content using WordPress and lead generation integration using Zapier
- Secondary role as Marketing Manager for Enrichment business and focus on building campaign strategy from creative, copy, landing and ePayment page structure and performance marketing
- Achieved close to 30% month on month increase on various education program leads generation since January 2021.
Performance Marketer
Freelancer
10.2019 - 11.2020
- Helped SMEs/Startups to launch social media accounts and paid media campaigns (Social and SEM)
- Strategized and audited past campaigns, social media accounts, website for various clients from different industry
- Clients mainly from eCommerce, F&B and Fitness industry
- Own 2 dropshipping stores via Shopify and managed online operation from product research, page set up, advertising, order fulfilments to customer service and CRM.
Performance Marketing Manager
Zilingo
10.2019 - 05.2020
- Manage and lead the digital campaigns for Zilingo B2C digital campaigns in Singapore and Philippines with Google Ads and Facebook Ads
- Own the portfolio of B2B performance marketing campaigns for India and Indonesia using Facebook Ads, LinkedIn Ads and looking for new digital channels
- Kickstarted a brand-new service for clients, Marketing as a Service as the digital lead which Zilingo offered performance and analytics services to B2B clients
- Part of the team that is involved in the digital planning of new business shift from B2C to B2B
- This includes naming convention, budgets allocation, leads qualification, channels and vendor management etc.
Digital Performance Manager
FALCON Agency
08.2018 - 08.2019
- Develop and oversee across all performance marketing function from strategy, audit (new clients), set up, optimizations and reporting for key clients of FALCON
- Leading a team of 4 executives to carry out all performance marketing operations
- Secondary role as an account manager involving in media briefing, reporting and coordination with other teams (social & creative) of the agency
- Through various optimizations and restructuring of campaigns, achieved an increase in the number of orders for honestbee by 75% and reduce CPO by 32% within a month
- Planned the launch of HBO GO (streaming app) by obtaining 110% new app install within 5 months with a low CPI of $0.40
- Converted 5,200 new installs with a CPI of $1 and ROAS of 5.86 within a month for Neuron Mobility using Paid Search and Social channels
- Led the pitch in performance marketing strategies and executions (paid social & programmatic) for honestbee, Classpass & Storytel
- Performance Lead for HBO Asia, honestbee, Neuron Mobility, Standard Chartered Bank and Tokio Marine.
Planner, Performance
PHD Singapore
05.2017 - 07.2018
- Run and optimize multi-million campaigns (Facebook, LinkedIn, SEM, Twitter and YouTube) across the APAC region
- Develop and present campaign performance report by analyzing and providing the most optimal recommendations, insights and digital trends
- Restructured HP Print SEM accounts in various markets and obtained 50% increment in conversions and 85% more efficiency in cost per conversions
- Overachieved SAP target of online leads generated by 140% and reduced cost per leads acquired by more than 45% for most key markets with precise omnichannel planning and execution with Paid Social and SEM
- Social campaign lead for HP and SAP, achieved an average of 60%-100% improvement in CTR/CPL/conversions based on historical data or industry benchmarks
- Accounts managed: Audi, HP, Ferrero SpA, SAP, SPRING Singapore.
Digital Marketing Specialist
The iProperty Group
01.2016 - 04.2017
- Plan and execute client’s (real estate developers) digital campaign accordingly with due diligence and client request
- Highest campaign amount managed is USD 200,000
- Record of generating over 250 warm leads in 30 days
- Manage and optimize all EDMs, ad display units, paid social and paid search for iProperty Singapore
- Achieved number 1 in traffic acquisition in SEM among competitors with 3 months.
Education
Bachelor of Business (Management) -
Royal Melbourne Institute of Technology – Singapore Institute of Management
01.2013 - 01.2015
Diploma in Multimedia & Infocomm Technology -
Nanyang Polytechnic
01.2008 - 01.2011
Skills
Adobe Advertising Cloudundefined
Expected Salary
Negotiable
Personal Information
- Date of Birth: 09/25/90
- Nationality: Singaporean
- Marital Status: Single
Timeline
Regional Performance Marketing Manager
Carro
10.2021 - Current
Senior Performance Marketing Manager
MindChamps
11.2020 - 10.2021
Performance Marketer
Freelancer
10.2019 - 11.2020
Performance Marketing Manager
Zilingo
10.2019 - 05.2020
Digital Performance Manager
FALCON Agency
08.2018 - 08.2019
Planner, Performance
PHD Singapore
05.2017 - 07.2018
Digital Marketing Specialist
The iProperty Group
01.2016 - 04.2017
Bachelor of Business (Management) -
Royal Melbourne Institute of Technology – Singapore Institute of Management
01.2013 - 01.2015
Diploma in Multimedia & Infocomm Technology -
Nanyang Polytechnic
01.2008 - 01.2011
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