Monica, Yit Kin Ho

Develop integrated marketing programs across digital channels to drive acquisition and expansion in APAC.

1. Top Funnel (Paid Media) – Contact Acquisition

• Prioritize target accounts using ABM tools (profile fit, buying stage, intent signals)
• Manage account-based ads via paid display, social, and content syndication
• Optimize lead acquisition costs and target the right buying committee
• Ensure lead quality through double-lead verification, automate lead imports, and enroll in nurture programs

2. Mid Funnel (Email Nurture) – Demand Generation & Engagement

• Develop behavior, persona, and lifecycle-based nurture content strategies
• Pilot new nurture programs to enhance content relevance, drive MQL quality, and accelerate pipe progression
• Collaborate with Marketing Ops to refine TAL, manage bot traffic, and streamline lead management (Marketo, Salesforce)
• Track APAC database growth, engagement, and quality of contact acquisition

3. ABM

• Strategize ABM pilots to identify scalable GTM tactics, targeting high-value accounts
• Lead cross-functional teams to deliver personalized campaigns (email, ads, events, sales outreach)
• Track ABM metrics (account engagement, pipeline impact) and drive adoption through playbooks
• Strengthen Marketing-Sales alignment for 1-to-1 outreach to key accounts

** Martech used: Salesforce, Marketo, 6sense, Intentsify, Datorama, Excel (pivot)

Manage marketing operations via CRM strategy & implementation and full funnel campaign management

1. Lead Generation & Sales Funnel Management
• TOFU: Manage database health and contact acquisition strategies.
• MOFU: Oversee lead generation/lifecycle campaigns and develop lead scoring models.
• BOFU: Automate tracking, qualification, and reporting of lead performance.

2. Analytics & Reporting
• Create dashboards for marketing and sales funnel performance; provide CRM insights for strategy improvement.
• Support other BUs in KPI dashboard creation.

3. Marketing Ops Optimization
• Provide CRM training and customize processes to meet various BU needs.
• Integrate Martech stacks to enrich CRM data (Google, Zapier, Slack, etc);

• Manage CRM migration and data layer mapping.

4. Campaign Management

• Strategize campaign objective, segmentation & define campaign performance metrics.

• Collaborate with stakeholders for content and visuals; AB test campaigns for improvements.

• Personalize and automate campaigns per segment and lifecycle; optimize reach via multi-touchpoints (EDM, SMS, social, etc.).

• Localize campaigns to meet regional needs (language, context).

**Martech used: Hubspot, Zapier, Slack

Establish Home-Based Online Business
• Create brand pages on social media and e-commerce platforms (FB, IG, Lazada, Shopee).
• Develop paid ad strategies and campaign calendars for product launches and promotions.
• Manage FB Ads and Commerce Manager, focusing on CBO, audience insights, and catalogue creation.
• Maintain average CPA at USD0.08, customer acquisition cost at USD0.31, and frequency at 1.31.
• Collaborate with e-commerce sites for promotions and manage order fulfillment and inventory.

Drive Acquisition & Retention: EDM & Mobile Marketing

• Manage campaign calendar, content development, and performance analysis.
• Update EDM and PN templates; conduct A/B tests for optimization.
• Automate customer journeys and personalize cross-channel communications.
• Provide CRM data insights for strategy development across BUs.
• Collaborate with web/app developers for UAT and CRM maintenance.

• Lead MA system migration: Whitelist ESPs, resolve spam, and maintain >92% deliverability.
• Manage internship program for internal copywriting development.

Achievements

• Singtel SPOT Award (2019) for marketing automation and CRM migrations.
• Maintain email open rates and CTR above industry benchmarks.
• Email is a top channel for web traffic and engagement (Google Analytics).

** Martech used: SAP-Emarsys MC, Oracle-Responsys MC

• ABM Support: Organize seminars/workshops, manage reporting and budgeting.
• Marketing Collaterals: Procure and localize merchandise.
• Agency Collaboration: Work with agencies for offline initiatives (venue selection, booth setup).
• CRM Management: Maintain database and report on lead pipeline via Microsoft Dynamics.
• Ad Hoc Support: Assist Marketing & PR Manager as needed.

1. Demand Generation (IBM Unica):
• Execute email marketing campaigns: Create personalized EDMs, manage audience segmentation, and oversee lead scoring and reporting.
• Manage online ads on regional platforms and support channel partner ABM initiatives.
• Update regional marketing teams on digital trends (Marketo/Eloqua).

2. CRM Database Management (Oracle Siebel):
• Maintain CRM database with regular cleansing and lead updates.
• Expand database through B2B contact generation and local directory mapping.

3. Offline Marketing:
• Organize events: Manage budgets, venue setup, and logistics while tracking leads.
• Create printed collateral for regional magazine ads, including artwork localization.

4. Business Reporting:
• Track demand generation performance and evaluate online/offline strategies using CRM insights and best practices across SEA units.

Achievement

Best Supporting Staff year 2015

• Primary research for project setup & stimulus materials
• Co-develop research screeners & data collection guides
• Data collection: Retail visit, interviews, moderations, focus groups

• Quality control: fruit growing, quality grading, packaging and logistic

• Company administrative & logistics tasks

• Preliminary job recruitment: Aptitude test, performance report