Hock Lik Tiong
Summary
A hybrid digital specialist with over 15 years of experience in eCommerce and digital marketing. Rich project and stakeholders managing experience with brands, advertising agencies and ecommerce marketplace. My expertise covers data-driven P&L control, business planning, traffic/users driving and member acquisition.
Overview
18
18
years of professional experience
Work History
Regional Lead, Campaign & Business Operations
Lazada Group
05.2021 - Current
- Spearheaded cross-functional collaboration to drive campaign GMV targets and P&L, achieving 6.3x campaign GMV uplift vs BAU by implementing strategic promotional initiatives and traffic optimizing efforts.
- Developed Regional operation framework and roadmap, aligning with strategic objectives and KPIs; resulting in a +25% in 2023 campaign efficiency.
- Planned and organized 2x Regional strategy workshops, 4x domain brainstorming sessions and monthly system onboarding refresher courses.
- Lead a team of 12 in collaboration with the campaign director; resulted campaign purchase rate +2pt vs LY and reduction of manpower output by 15%.
Manager, E-Commerce, Digital & Instore Marketing
Uniqlo
06.2016 - 04.2021
- Managed eCommerce P&L, meticulously managing a $1.5M budget; formulated and executed a comprehensive operations plan resulting in a 10% increase in ROI.
- Boosted App member acquisition by 41% via O2O initiatives and brands partnership with major regional tech players such as Grab & Klook.
- Piloted the integration of Click & Collect service and in-store digital touchpoints, resulting 20% boost in O2O revenue.
- Spearheaded instore materials production and new stores opening event activations; with average target completion of 105%.
- Led the sourcing, assessment and contract awarding of agencies pitches; resulted successful media & marketing cost reduction by 12% vs budget.
- Leader of a team of 8, reported to marketing director.
Senior Executive, Digital Marketing
Volkswagen
01.2015 - 05.2016
- Liaise with global HQ for all digital brand adaptation
- Drive digital activations to boost test drive enquiries
- Design & curate search, display, content & social media strategy
- Manage agencies, media partners and social media influencers.
- Manage Singapore & Brunei dealership
Digital Project Manager
Publicis
05.2013 - 12.2014
- Developed detailed project plans and work flow map to task level
- Digital creative strategy & identify new technology
- Post campaign analysis
- Delivered digital projects for clients across multiple industries such as banking, F&B, automobile, pharmaceutical & airlines.
Digital Account Manager
Pepper Technology
03.2008 - 04.2013
- Define scope of work and deliverables for CRM program and B2B segmentation
- End to end project planning, management and delivery
- Production delivery of EDMs, landing pages & web banners
- Supported CRM & digital deliverables for Hewlett Packard APAC & Royal Caribbean SG.
Sale Executive
Marcus Evans
09.2006 - 03.2008
- Delegate acquisitions for business trainings & conferences
- Account servicing and improve client satisfaction through constant relationship building
- Lead generation and new accounts expansion.
Education
Business & Marketing
University of Sunderland
United Kingdom01.2006
Business Management
Inti College
Malaysia01.2004
Skills
- Reporting: Google Analytics, Adobe Analytics, Search-metrics, Appflyer, Tableau reports requirement gathering
- Insights: Bazaarvoice, Similarweb
- Ops: MS Project, MS Powerpoint, MS Excel & MS Word
- Others: Basic HTML, Photoshop, Dreamweaver, Adobe CMS
Languages
English
Chinese
Personal Information
Notice Period: 2 months
Timeline
Regional Lead, Campaign & Business Operations
Lazada Group
05.2021 - Current
Manager, E-Commerce, Digital & Instore Marketing
Uniqlo
06.2016 - 04.2021
Senior Executive, Digital Marketing
Volkswagen
01.2015 - 05.2016
Digital Project Manager
Publicis
05.2013 - 12.2014
Digital Account Manager
Pepper Technology
03.2008 - 04.2013
Sale Executive
Marcus Evans
09.2006 - 03.2008
Business & Marketing
University of Sunderland
Business Management
Inti College
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