Kenneth Koh
Summary
Marketing professional with 9 years of experience in fintech, crypto, and media industries. Proven track record in driving growth and optimizing campaigns. Skilled in data analysis and content strategy, with a focus on performance marketing. Actively seeking to leverage expertise in a fintech role.
Overview
8
8
years of professional experience
Work History
Growth Analyst
Crypto.com
02.2024 - Current
- Manage, analyse and optimise paid campaigns to drive user acquisition and Return On Ad Spend (ROAS)
- Plan and execute growth campaigns focused on increasing acquisition volume and ROAS whilst minimizing Cost Per Acquisition (CPA).
- Manage the largest budget in the team across top-performing channels, including TikTok, Apple Search Ads, Twitter, and programmatic platforms
- Achieved and exceeded target ROAS in tier 1 markets and strong YoY ROAS growth in tier 2 markets
- Run test campaigns with new vendors to identify growth opportunities
- Collaborate with internal stakeholders including Creative, CRM and Analytics teams
- Utilise analytics tools to interpret complex datasets, reducing operational costs
Client Solutions Team Lead (Finance Vertical)
TikTok
11.2022 - 02.2024
- Onboarded new clients and provided training on TikTok Ads best practices
- Conducted weekly, biweekly, monthly, and quarterly campaign performance reviews to optimize results, troubleshoot issues, introduce new products, and upsell TikTok Ad Solutions based on client priorities
- Crafted compelling storylines and data-driven presentations tailored to clients’ business needs
- Achieved a 42.59% increase in average revenue per advertiser from FY2021 to FY2022, maintaining advertiser spending at $6M despite account reductions due to promotions
- Led and managed a team of 5 Client Success Managers (CSMs), fostering collaboration and driving performance
- Received two promotions, advancing through the roles of CSM (Key Accounts), Senior CSM (Key Accounts) and CSM (Team Lead)
Account Strategist (Global Publisher Sales Engine)
Google
02.2020 - 01.2021
- Created, automated, and customized reports at scale for Account Managers working with global publishers.
- Collaborated with global publishers and media companies to identify, pitch, and optimize monetization opportunities.
- Benchmarked publishers against best-in-class sites, recommending strategies to drive revenue.
- Developed interactive and dynamic reports using Google Data Studio for publishers and Account Managers to track performance.
- Analyzed and reported on publishers' programmatic setups to identify optimization opportunities and drive incremental monetization.
- Utilized SQL to query publisher data, providing highly customized reports.
- Resolved billing and contract inquiries, achieving a 100% Customer Satisfaction (CSAT) score.
Digital Marketing Manager
Giftano
10.2019 - 02.2020
- Planned, executed, optimized, and reported on paid campaigns
- Managed paid ad campaigns for two businesses, Giftano and Nox
- Oversaw campaigns across multiple media channels to generate leads and achieve positive ROI for the company
Digital Campaign Specialist
SPH Magazines
10.2018 - 10.2019
- Analysed and reported post-campaign results to internal and external stakeholders.
- Extracted and cleaned data from various sources (Facebook Ads Manager, Emarsys, DFP, Brightcove, Google Analytics) to craft coherent narratives and make recommendations for future campaigns.
- Collaborated with the sales team on pitches by analyzing past campaign performance and suggesting suitable solutions from the SPH Magazine suite.
- Created and implemented a new post-campaign reporting template.
- Presented a new digital idea that won two awards at the Tribal PowWow event: Best Idea Award and Audience Favourite Award.
Digital Media Planner
Wavemaker
01.2018 - 09.2018
- Planned, purchased, and reported on digital media campaigns for clients.
- Liaised with media owners and publishers to stay updated on the latest advertising offerings.
- Set up, tracked, and optimized campaigns to achieve client KPIs.
- Successfully contributed to campaigns for OCBC and Sentosa
Business Analyst
Yahoo Singapore
09.2016 - 01.2018
- Led initiatives to increase social media engagement for Yahoo INSEA properties.
- Managed the annual budget for social media engagement
- Collaborated with external social media agency to enhance page engagement through organic and paid strategies
- Presented weekly social media data and insights to the Social Media Lead and Editor-in-Chief, providing tactical and strategic recommendations
- Collected and analysed media traffic data for the Editorial team
- Reported on trending topics and recommended content based on audience interest
Education
Bachelor of Business Management - Marketing and Corporate Communication
Singapore Management University (SMU)
Skills
- Facebook Ads
- TikTok Ads
- Twitter Ads
- LinkedIn Ads
- Apple Search Ads
- Google Ads
- Appsflyer
- Google Analytics
- Tableau
- Advanced Excel
- Looker
- Outbrain
- Taboola
Languages
English
Chinese (Mandarin)
Timeline
Growth Analyst
Crypto.com
02.2024 - Current
Client Solutions Team Lead (Finance Vertical)
TikTok
11.2022 - 02.2024
Account Strategist (Global Publisher Sales Engine)
Google
02.2020 - 01.2021
Digital Marketing Manager
Giftano
10.2019 - 02.2020
Digital Campaign Specialist
SPH Magazines
10.2018 - 10.2019
Digital Media Planner
Wavemaker
01.2018 - 09.2018
Business Analyst
Yahoo Singapore
09.2016 - 01.2018
Bachelor of Business Management - Marketing and Corporate Communication
Singapore Management University (SMU)
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