Summary
Overview
Work History
Education
Skills
Awards
Timeline
Generic

Ruth Anthony

Singapore

Summary

Experienced and dedicated Media Strategies with 15+years of experience directing comprehensive media strategies seeks to leverage into a new role. Segments include efficiencies and driving digital transformation within media streams, while leading global initiatives. Industries include: FMCG, Gaming, Airlines, FinTech, Toys Skilled in strategic planning, team leadership, budget management, and client relations. Proficient in leveraging data analytics to optimize campaign performance and achieve organizational objectives.

Overview

14
14
years of professional experience

Work History

Account Planning Director (APAC)

EssenceMediacom
10.2022 - Current
  • Lead a team of 7 media professionals in developing and executing integrated media strategies for Brand and performance - ROAS CPAS driven strategies.
  • Oversaw the planning, negotiation, and buying of media across multiple channels, including global initiatives.
  • Utilized market research and audience insights to inform media planning decisions and optimize campaign targeting.
  • Managing P&L up to 20 Mil, ensuring efficient allocation of resources and maximizing ROI.
  • Implemented data-driven approaches to measure campaign performance and drive continuous improvement.
  • Collaborated cross-functionally with creative teams, account managers, and clients to align media strategies with overall campaign objectives.
  • Lead Go To Market guides and media strategies for hollistic view across SEA, ANZ & MENA.
  • Drive learning journey agenda Roadmap for every financial year.
  • Increase client sanctification scores up to 200% and revenue growth over 100% year on year.
  • Connecting with Global counterparts in driving local, regional initiatives for brand fulfillment.
  • Working closely with Client's Digital transformation team, brand managers, head of region in marketing to align on expectations and goals.

Planning Senior Manager (APAC)

EssenceMediacom
01.2020 - 10.2022
  • Driving the strategic direction of the organization, aligning planning efforts with business objectives, and facilitating the execution of initiatives to achieve sustainable growth and success.
  • Lead the development of strategic plans in alignment with the organization's objectives and long-term vision.
  • Conduct thorough market research and analysis to assess industry trends, competitor activities, customer preferences, and market opportunities.
  • Identify potential risks and uncertainties that may impact the organization's ability to achieve its strategic objectives.
  • Provide leadership, guidance, and mentorship to planning team members, fostering a culture of collaboration, accountability, and excellence.
  • Engage with key stakeholders, including senior management, board members, investors, and external partners, to communicate strategic priorities.

Planning Manager (APAC)

Publicis
01.2019 - 12.2019
  • Translating client objectives into actionable media strategies, optimizing campaign performance through data-driven insights, and driving successful outcomes for advertising and marketing initiatives.
  • Collaborate with clients, account managers, and creative teams to understand campaign objectives and target audience demographics.
  • Utilize market research, audience data, and media analytics tools to gather insights into consumer behavior.
  • Evaluate various media channels including digital, print, television, radio, out-of-home, and emerging platforms.
  • Monitor and analyze the performance of media campaigns in real-time, using data analytics tools to track key performance indicators.
  • Act as the primary point of contact for clients regarding media planning and buying activities.

Account Manager

ClickWorkz - Solutions
01.2017 - 01.2018
  • Growing the Singapore industry SME clients into a Digitial world by client servicing, participating in new pitches & RFPs.
  • Working closely with creative house and writers in support of campaign management.
  • Managing a set of clients on paid media, creative production.

Senior Media Planner

Havas Media
01.2015 - 01.2017
  • Lead the development and execution of strategic media plans that deliver maximum impact and value for clients.
  • Managing SEA clients on Philips Lighting, Long champ.

Sales Account Executive

theAsianparent
01.2012 - 01.2014
  • Lead on account for Wyeth & Abbott.
  • Drive sales per quarterly targets, hit sales KPI and pitch ideas to clients & media agencies.
  • Maintain key account relationships by providing support in areas such as business reviews and industry insights.

Education

Biomedical Engineering - Bio-science, organic chemistry & Theatre Arts

Republic Polytechnic
05.2008

Skills

  • Media Strategy
  • Development
  • Budget and Financial Management
  • Digital Media Planning & Execution
  • Campaign Analysis Performance
  • Client relationship Management
  • Creative Problem Solving
  • Media Mix Modelling Measurement

Awards

  • PlayStation Star of the Year FY22, 05/01/22, Singapore
  • Gold, Excellence in Marketing to a specific Audience, 12/01/18, Singapore

Timeline

Account Planning Director (APAC)

EssenceMediacom
10.2022 - Current

Planning Senior Manager (APAC)

EssenceMediacom
01.2020 - 10.2022

Planning Manager (APAC)

Publicis
01.2019 - 12.2019

Account Manager

ClickWorkz - Solutions
01.2017 - 01.2018

Senior Media Planner

Havas Media
01.2015 - 01.2017

Sales Account Executive

theAsianparent
01.2012 - 01.2014

Biomedical Engineering - Bio-science, organic chemistry & Theatre Arts

Republic Polytechnic

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Ruth Anthony