Summary
Overview
Work History
Education
Skills
Personal Information
Timeline
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Shiva Raju

Regional Owned Media Lead

Summary

Regional Owned Media Lead at H&M East Asia, managing six markets. Specialised in full-funnel campaigns, omnichannel marketing and leading teams with strong business strategy to drive regional success. Featured on Tech in Asia and e27 in 2022 for scaling a fintech 200% weekly as the pioneer Marketing hire.

Overview

7
7
years of professional experience

Work History

Owned Media Lead, East Asia

H&M Hennes & Mauritz AB
07.2024 - Current
  • Led the Owned Media team of H&M East Asia, comprising Japan, Korea, Singapore, Malaysia, Philippines and Vietnam.
  • Spearheaded strategy for H&M's email and push notification channels for the East Asian region to drive 15% to 30% weekly increments in dot com traffic consistently.
  • Customised market strategies for Japan, Korea, Singapore, Malaysia, Philippines and Vietnam in line with global rebrand to remain top of mind for the customer.
  • Led my own owned media team involving 2 specialists.
  • Worked with Loyalty and CRM teams to increase new subscribers for H&M's email database and drive customer retention throughout the customer onboarding journey.
  • Planned and managed the region's annual owned media budgets up to 6M SEK to drive regional success for the channels.
  • Drove up Malaysia market's ROI by 2X within one quarter as a result of effective resource allocation across markets, channels and customer segments.
  • Influenced the Commercial Planning team as a strategic stakeholder to discuss P&L effects in key global and regional campaign planning.
  • Led campaign prioritisations with the Commercial team to minimise reductions in P&L.
  • Worked with the digital, merchandising and content teams to curate product visuals, call-to-action buttons, templates and copy to drive commerciality and increase clickthrough rates and site traffic.
  • Resolved an Adobe Experience Manager issue within H&M's owned media channels within 2 months of joining the firm, saving the region from financial losses during its most critical commercial period (Fall Season Start) that launched key designer products and campaigns.
  • Successfully set up a 24/7 technical support process for the region that tapped on the India team.
  • Worked with H&M's Global counterpart and multinational agency partner VML to design and roll out user-friendly budget forecasting tools and work processes for all regions to forecast the annual budgets accurately for owned media, including buffers to prevent overspends.
  • Conducted A/B tests during key sale periods such as end-season sale, to uncover insights on customer purchase behaviour and hourly traffic patterns.
  • Set the region's contingency communications process and the ideal communications frequency for my team of specialists to enable the region to hit revenue goals.
  • Set the region's owned media meeting on a recurring monthly basis as an official cadence.
  • Designed post-campaign reporting frameworks and KPIs.
  • Worked with the specialists to share post-campaign performance insights and optimisation areas per market to the wider omni sales teams.
  • Built custom dashboards for my team of specialists from PowerBI that showed quarterly performance of different customer segments per channel.
  • Used data to set quarterly customer segment strategies and design cost-efficient workflows, which allowed each market to increase their communications and site traffic sustainably despite budget YoY budget cut.

Growth Marketing Manager

Workmate
12.2022 - 04.2024
  • Company Overview: Mobile app automating frontline staffing across Southeast Asia.
  • Developed the Go-To-Market strategy for the Singapore market in alignment with the APAC strategy.
  • Implemented omni-channel marketing tactics in all stages of the customer lifecycle journey, driving acquisition by 60X and active app users by 15%.
  • Developed and managed 25 seasonal, promotional and evergreen campaigns end-to-end for enterprise accounts such as Nike, Cotton On, foodpanda, NTUC FairPrice, etc.
  • Drove full-funnel customer journey across multiple channels and touchpoints, including dot com traffic, app installs and in-app actions.
  • Managed multiple cross-functional stakeholders such as business intelligence, operations, customer success and sales teams to drive campaign success.
  • Achieved 100% fulfilment for the Cotton On enterprise account in 3 days through end-to-end omni-channel marketing and operations, beating enterprise competitors like Indeed, Trabajo and My Careers Future, resulting in client satisfaction, retention and account growth.
  • Fully accountable for paid acquisition channels such as TikTok Ads, Google Ads, Meta Ads and App Search Ads.
  • Introduced Google Ads and TikTok Ads as scalable acquisition channels, tripling weekly acquisition numbers.
  • Reduced the cost per customer acquisition in 2 months by 4X, from $9 to $2.
  • Doubled the number of app users overnight through successful and viral app promotion campaigns on TikTok, garnering 1.2 million views on the most successful time-sensitive promotional campaign, and a 15% increase in in-app user engagement.
  • Mobile app automating frontline staffing across Southeast Asia.

Marketing Manager

JiPay
12.2021 - 11.2022
  • Company Overview: Fintech mobile app that allows remittances to the Philippines, Indonesia, India and Bangladesh.
  • Developed, defined, and implemented the Go-To-Market strategy for the Singapore market, leading to a 200% weekly customer growth rate, garnering earned media via press releases on Tech in Asia, e27 and Backscoop.
  • Marketing strategy reduced the customer acquisition costs by $13 within 3 months.
  • Drove the company to profit generation within 8 months of launch through growing remittance volumes by 2,530% via full ownership of an end-to-end viral influencer marketing campaign, from sourcing the right KOLs to negotiating, translating and ensuring final delivery.
  • Created legal contracts and invoices for KOLs.
  • Led the marketing team of 4 executives as the Marketing Manager.
  • Coordinated team members to develop a viral ad in-house, which led to 250% increase in new user accounts created within 1 week.
  • Created job description for new marketing hires.
  • Launched 9 partnerships within 8 months, including fronting pitching to secure partnerships and roll out partner promotional campaigns.
  • Drove 2,545 ad clicks and 1,535 new leads within 2 days via partner campaign with foodpanda.
  • Optimised omni-channel marketing campaigns and overall user journey by introducing CRM and marketing automation tools such as SendGrid email development workflow, Respond.io and 360Dialog to the team.
  • Project managed cross-functional product, engineering and customer success teams to implement tools, driving a 930% increase in middle and bottom funnel conversions via app installs and in-app actions.
  • Fintech mobile app that allows remittances to the Philippines, Indonesia, India and Bangladesh.

Senior Marketing Executive

XYPHER
01.2019 - 11.2021
  • Company Overview: B2B data analytics startup where I was an intern. I converted into a full-timer and was promoted into a Senior Marketing Executive.
  • Youngest employee to land Rolls-Royce as the firm's first enterprise aviation client by proactively sourcing opportunities and advocating participation in the ARTC Startup Challenge 2020 run by A
  • STAR.
  • Drove client retention and revenue generation of SG$50,000.
  • Organised 2 webinars end-to-end with the Association of Aerospace Industries. Planning included event format, panel speakers, corporate partners, content angle and developing post-event marketing collaterals for distribution.
  • Generated 20 high-quality leads.
  • Organised thought leadership panel discussions for over 5 key industry trade shows such as Echelon Asia Summit, Slingshot Singapore, Innovfest Unbound, RISE Hong Kong and Singapore Fintech Festival, generating 2,532 new leads.
  • B2B data analytics startup where I was an intern. I converted into a full-timer and was promoted into a Senior Marketing Executive.

Education

BSc - Management with International Business

Royal Holloway, University of London

Skills

  • Owned Media Marketing

  • Regional Budgeting

  • PowerBI

  • Google Analytics

  • Mixpanel

  • Influencer Marketing

  • Go-To-Market Strategy

  • Regional Marketing

  • CRM

  • Campaigns Management

  • Performance Reporting

Personal Information

Nationality: Singaporean

Timeline

Owned Media Lead, East Asia

H&M Hennes & Mauritz AB
07.2024 - Current

Growth Marketing Manager

Workmate
12.2022 - 04.2024

Marketing Manager

JiPay
12.2021 - 11.2022

Senior Marketing Executive

XYPHER
01.2019 - 11.2021

BSc - Management with International Business

Royal Holloway, University of London

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Shiva RajuRegional Owned Media Lead