Min Fung Chang
Digital Performance Marketing Manager
Summary
Strong leader with a passion for all things digital and driving for results. Extensive experience across digital platforms including web development, SEO, CRM, online advertising, content planning, branding, social media, mobile, analytics and market research.
Overview
14
14
years of professional experience
15
15
years of post-secondary education
2
2
Certifications
3
3
Languages
Work History
Regional Performance Marketing Manager
VTECH
07.2022 - Current
- Responsible for the growth marketing and CRM strategy, processes and implementation across SEA region (MY, ID, TH, PH & VN) and Chinese markets (HK, Macao & China)
- Managed budgets (at least $10,000/month) and campaigns across all digital channels (Meta, Google, Yahoo, Taboola, LinkedIn, Tik Tok) to drive strong return on investment and efficient CPA
- Optimised ad delivery, landing page conversion, drives user signups as efficiently as possible
- Managed to deliver an efficient CPA <$50/month for all Conversion campaigns
- Increased monthly conversation rate by 3% and able to generate at least 50 quality leads for sales team to follow-up
- Regular communication with regional teams on the metrics and findings from the campaigns and analyse performance, insights, blockers and areas of opportunity
- Worked closely with agencies to optimise the best delivery of the campaigns and discover new audiences
- Worked closely with content lead to craft a beautiful and content to enhance all marketing campaigns
- Leveraged on CRM tools, e.g Marketo & Mailchimp to manage customer activity as well as using Google Analytics to report VT website traffic
Client Manager
IPG Mediabrands
03.2022 - 06.2022
- Managed AMEX account on a short-term job and able to develop positive working relationship with the team
- Worked independently on day-today operational process including managing budget ($200,000 for 3 months), campaign setup, trafficking, receipt of creatives or tags, optimisation, troubleshooting and QA
- Leveraged on Google Analytics for campaign/web insights reporting
- Managed to increase monthly website traffic by 20% by using inbound marketing techniques like article writing and paid marketing ads
- Worked closely with Finance on billing setup and invoicing
Trading Manager
S4M / Ask Locala
08.2021 - 03.2022
- Scope of work includes campaign setup for mobile ad programmatic, campaign monitoring on daily/weekly basics, provides suggestions on campaign optimisations and details analysis on post campaign performance and improvisation
- Managed campaigns with a budget within the range of $1,000-$5,000 and able to deliver an efficient cost per acquisition (below $100)
- Interface directly with accounts team by addressing and managing client requests and communicate status on emails
- Weekly discussions with account team to identify opportunity areas for growth and optimisation as well as communicate learnings and insights through campaigns across the brands (Samsung, MOH SG, Hitachi, Subway, Citibank, Standard Chartered)
Paid Social Media Manager
Digitas APAC
05.2019 - 07.2021
- Scope of work includes defining digital audience segmentation from existing digital campaigns, customise digital plans across social channels (Meta, Linkedin, Tik Tok, Twitter), Google and YouTube, campaign monitoring on weekly basis and detailed analysis on post-campaign performance and improvisation
- Developed social media strategies for VISA account across global markets (Australia, New Zealand, Hong Kong, Taiwan, Korea, India, Bangladesh) from brand awareness to consideration and conversion
- Managed to execute successful campaigns by increasing VISA credit card signups by 15% within 2-3 months
- Involved in strategy/planning and execution for VISA “Where You Shop Matters” campaign, an initiative that encourages consumers to support their local businesses, while helping SMEs to go digital following the onset of COVID-19
- Worked closely with creative team to produce key visuals to adapt onto social platforms
- Worked closely with clients on PR communications to publish the articles across the news websites
- Managed paid media buying for UOB Singapore including but not limited to strategy development, campaign setup and optimisations
- Helped to grow UOB Instagram page followers from 5,000 to 14,000 in Dec 2020 within 6 months
- Managed all paid social campaigns for Disney/20th Century Fox to promote/ create awareness for all the movies as well as helping to boost ticket sales across SEA region (SG, TH, MY, PH, VN, ID)
- One of the successful campaign was promoting the movie ‘Ad Astra’ where we managed to help to boost ticket sales by 30% in SEA region
Performance Media Manager
Performics, Publicis Groupe
06.2018 - 05.2019
- Responsible in digital performance related scope from Digital strategy, campaign performance optimisation and post campaign analysis
- Worked directly with clients’ and media planners to support and drive effective digital marketing activities and strategies, directly own the management of all performance marketing activities for all brands under Performics
- Drive strategic paid search and identify areas of improvement and growth based on the marketing strategy
- Accountable for all aspects of search advertising including competitor analysis and keyword strategy
- Identify and capitalize on opportunities to maximize paid search effectiveness
- Accountable for defining and delivering the performance marketing strategy, outlining best practices for all performance marketing tactics and defining benchmarks to ensure effective ROI management and lead the implementation of all digital campaigns
- Accountable for providing weekly & monthly performance reviews of our marketing tactics effectiveness as well as defining action plans to optimise performance
- Developed digital media strategy and successfully launched Visa Malaysia Crossborder campaign
- This campaign has helped Visa to generate good revenue for at least 20% in 2019 compared to 2018
- Implemented a successful Performance media campaign (Facebook, SEM & Youtube) for Mentos Malaysia, resulting in 20% increase in sales for the newly launched product
- Collaborated with Sprinklr to educate internal and external team to encourage usage of the platform
- Utilised client’s additional budget to invest on the platform
- Clientele: VISA, MARS, Fox Malaysia (20th Century & Warner Bros), Nestle (Milo, Dear Nestle) Jotun, Novartis, The CADS, Emtrix, Dermatix, Singapore Airlines, Singapore Tourism Board, UOB, Wardah Cosmetics, Mentos (Malaysia & Singapore)
07.2017 - 05.2018
- Career transition – family business
Project Manager
WPP, JWT
05.2016 - 05.2017
- Managed digital projects from client management, digital plans and execution
- Led a team of 3 as a project manager, creating a trusting and respectful team in the process
- Developed and cultivated good relationships with both new and existing clients through effective communication and exemplary interpersonal skills
- Devised, deployed and monitored processes to boost long-term business success and increased profit levels by 7
01.2016 - 05.2016
- Professional development – Attended a short course on Digital Marketing
Digital Project Manager / Senior Project Executive / Digital Planner
IPG Mediabrands
01.2010 - 12.2015
- Leading a team of 5 executives
- Involved in 360 Media Planning, from offline to online
- Scope of work include Client and Project management, key contact point with internal and external (vendors and creative team), media execution and post campaign analysis and reporting
- Observes the market regularly to maintain knowledge of audience trends and consumer behaviour, as well as performing competitor research to stay abreast of what marketing channels the competition is utilizing
- Creates personas and evaluates the target audiences/demographic
- Worked closely with clients’ to understand their requirements and objectives
- Liaised with media owners to book ad placements within the stipulated budgets
- Campaign monitoring to ensure all media campaigns are executed in a timely manner
- Accountable for providing weekly & monthly performance reviews of our marketing tactics effectiveness as well as defining action plans to optimise performance
- Involved in the strategy planning, production & execution for Sony Pictures SALT movie campaign
- The campaign was viewed 2.5 million times and managed to rack up the movie’s box office collection 36% higher than other movies.
- Due to its success, the campaign was awarded Best Use Of Digital (Silver) at the Malaysia Media Awards 2011
- Involved in creative pitch for Grab and successfully clinched the contract partnership for 3 years
- Managed a team of 3 digital executives to successfully execute 30 campaigns across the globe (Malaysia Airlines) within 3 months
- Clientele: Malaysia Airlines, Maxis, Grab, KFC, Sony Pictures, Telekom Malaysia, Pizza Hut
Digital Media Specialist
Innity
12.2008 - 01.2010
- Responsible on Agencies relationships, creates digital plans within Innity’s offerings
- Plan and execute clients’ campaigns to ensure KPIs are met
Education
Bachelor of Science - Mathematics and Statistics
University of Manchester
United Kingdom 09.2004 - 07.2007
A-Levels -
HELP Institute
Malaysia 03.2003 - 07.2004
High School Diploma -
St. John's Institution
Malaysia 01.1991 - 12.2001
Skills
Performance Marketing (Social Media, Programmatic, SEM, SEO)
undefinedCertification
Facebook Blueprint
Additional Information
- Status: Singapore Permanent Resident
- Salary : S$, 7,200 - $9,000/month (negotiable) Annual Wage Supplement
Timeline
Regional Performance Marketing Manager
VTECH
07.2022 - Current
Client Manager
IPG Mediabrands
03.2022 - 06.2022
Trading Manager
S4M / Ask Locala
08.2021 - 03.2022
Paid Social Media Manager
Digitas APAC
05.2019 - 07.2021
Performance Media Manager
Performics, Publicis Groupe
06.2018 - 05.2019
07.2017 - 05.2018
Project Manager
WPP, JWT
05.2016 - 05.2017
01.2016 - 05.2016
Digital Project Manager / Senior Project Executive / Digital Planner
IPG Mediabrands
01.2010 - 12.2015
Digital Media Specialist
Innity
12.2008 - 01.2010
Bachelor of Science - Mathematics and Statistics
University of Manchester
09.2004 - 07.2007
A-Levels -
HELP Institute
03.2003 - 07.2004
High School Diploma -
St. John's Institution
01.1991 - 12.2001
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