FAITH TEO

Media Strategy

• Researched on strategic media platform opportunities in alignment with the client's vision, effectively driving incremental organic reach for the campaign (e.g. Confidential project to go live in 2024 – In collaboration with TikTok, defined clear goals and initiated briefs to reach audiences and seamlessly integrating them into a cohesive campaign, aimed at generating organic media hype in emerging Vietnam market by creating a Shot on iPhone music video).
• Proposed media recommendations internally which was adopted by the clients to create buzz and drive user engagement.

Finance Operations

• Expanded portfolio: Expansion into Indonesia market, while ensuring smooth day-to-day operations across the other 5 markets.
• Assumed a leadership role in training new interns and executives on finance operations by providing hands-on guidance and opportunities to improve current SOPs (e.g. Spearheaded the creation of an internship playbook for Apple, guiding interns to share their insights and learnings with directors).
• Streamlined process locally with a focus on maximizing Apple’s quarterly budgets and identified cost-efficiency opportunities (e.g. Implementing a forex reconciliation cadence to promote timely returns and charges of forex gains/losses, reconciled and closed outstanding commitments dating back to 2019).
• Presented impactful insights on optimized processes and notable achievements to C-level executives, delivering strategic value.

Media Planner

• Liaised with media vendors to create robust and synergistic proposals that drove incremental impact for our integrated marketing strategies (e.g. Apple’s Relax It’s iPhone campaign ran mobile scrollers across our recommended SPH editorial titles (HerWorld, Singapore Women’s Weekly, Harper’s Bazaar & Straits Times – Sports, Life, Tech; achieved over 70% of estimated impressions and is incorporated in future campaigns).
• Created data-driven recommendation decks for new media buys that drove an increase in brand awareness and exceeded client expectations for reach.

Finance Operations

• Additional responsibilities: Played a key role for the market expansion into Vietnam, preparing all financial and operational aspects from addressing issues on local government taxes, resolution of withholding tax issues to team onboarding.
• Established as the local market expert for financial solutions and coming up with strategies to mitigate problems (ISEA market recognized by OMD headquarters as the global example for other hub markets in terms of finance operational excellence).
• Increased client satisfaction by 20% through personalized communication and proactive problem-solving, achieving 10/10 client satisfaction ratings.
• Generated Apple’s quarterly financial performance reports and annual budget forecasts, provided relevant insights for the OMD leadership team.

Finance Operations

• Responsible for managing Apple’s advertising budget in ISEA (Singapore, Malaysia, Thailand, India) across various platforms, including Digital, Social, Retail, Search, and Out-of-Home, overseeing an annual budget of USD 95M.
• Collaborated with media, finance, and creative teams by serving as the primary financial steward for Apple processes. Overseeing daily operations from the point of Client approval to media plan formulation to the actualization of spends/performance.
• Served as the primary client contact and established a good rapport and relationship.
• Identified inefficiencies/gaps in the process and streamlined processes locally for ISEA markets to improve budget efficiency (e.g. Implementing an organized cadence process to ensure buffered budgets/savings are shifted out in a timely manner to other better performing media platforms).
• Crafted internal training materials and led the finance onboarding for all new hires.

• Formulated comprehensive media plans and managed end-to-end campaign execution across 6 global client accounts, overseeing a client independently (e.g. spearhead MamyPoko's Christmas year-end campaign end-to-end).
• Setting up campaigns on various advertising platforms: DV360, Google Tag Manager, Ads Manager.
• Monitored and evaluated campaign performance, making necessary adjustments to optimize results.
• Generated detailed and compelling reports for clients, showcasing campaign performance and insights.
• Assisted senior planners in preparing competitive analysis reports, providing valuable insights into the advertising landscape for different industries.

• Managed Facebook & Instagram social media platforms to boost company awareness and brand identity. Proposed social media management tools for tracking, analyzing performance, and extracting insights.
• Developed strategic communication plans for the launch of new projects and initiatives (e.g. Built a Communications Kit that was used by the communication team to optimize efficiency for future campaigns).
• Enhanced event attendee experience by assisting in the planning and execution of various activities.
• Conducted detailed data research and led data outreach on Singapore's startup scene, adapting the company's tone for compelling and engaging copywriting.
• Crafting and publishing corporate newsletters with a strategic perspective for potential partners and existing clients.