Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Languages
Timeline
Generic

Valerie Puah

Summary

Strategic Integrated Marketing Manager possessing outstanding communication, project and stakeholders management abilities. Offering 6-years background in positioning the brand and leading both brand and acquisition marketing campaigns or initiatives. Familiar with budget optimization, structuring content calendar and collaborating with all marketing channels in execution of a 360 marketing plan. Proficient in both business communication in English and Mandarin.

Overview

5
5
years of professional experience
1
1
Certification

Work History

Integrated Marketing Manager

Moomoo Singapore
11.2021 - Current
  • Established, initiated, and optimized 360 integrated branding and acquisition marketing strategies and achieved top 1 in terms of app downloads and DAU amongst competitors.
  • Directed campaign tactics to actualize marketing goals and objectives. Led team to achieve quarterly KPI at rate of 100 - 140% completion.
  • Managed budget allocation and resource utilization to maximize marketing ROI.
  • Spearheaded strategic brand positioning for multiple business verticals tailored to TA demographic and needs.
  • Conducted competitor research and analysis to determine brand local positioning and messaging.
  • Conducted brand health checks and brand lift studies to establish a strategic positioning after understanding market needs and opportunity gaps.
  • Developed and executed branding campaigns for long-term sustenance focused on product's benefits and brand value.
  • Monitoring and optimizing of in-app cross-selling plans to improve in-app retention rate.

Assistant Manager [Performance Marketing]

Moomoo Singapore
11.2021 - Current
  • Increased customer acquisition and ROI through continuous optimization, testing and experimenting with ad creative work, bid strategies, audience targeting and placements.
  • Budget allocation and optimization of digital campaigns on Google, Facebook, TikTok, Twitter, Yahoo, Bing, LinkedIn, Apple store and Google play.
  • Prepare detailed campaign reports and digital marketing strategies, communicating key findings to senior management.
  • Improved page content, quality score and keyword relevancy, to achieve 20% m-o-m increase in acquisition from SEM.
  • Developed and executed A/B testing strategies to optimize campaign performance.
  • SEO: Optimized on-page and off-page traffic through optimization of content, keyword strategy and back-linking.
  • Regularly report on competitor analysis and Google search trends.

DIGITAL MARKETING LEAD

Passion Peers Pte Ltd, Digital Marketing Agency
06.2019 - 11.2021
  • End-to-end account management and campaign conceptualization for brands under Unilever, such as CIF(SG) and Pro Formula (EU)
  • Monthly research on competitor analysis and consumer trends to identify key opportunities for M&S SEA markets.
  • Grew M&S (Asia) digital community to achieve 4x growth in online community for Marks and Spencer (SG & MY) within 1 year.
  • Analyzed key performance metrics and spearheaded A/B testing to achieve the lowest CPC, CPI, highest reach, and traffic to site.
  • Structuring of landing page wireframe and optimization of website content to support M&S on festive campaigns.
  • Reporting of monthly social media performance (Facebook, LinkedIn), market trends, and insights to support clients with monthly recommendations.

Events and Community Manager

Upcode Academy (Start-Up)
09.2018 - 06.2019
  • Optimized end-to-end customer journey flow for website event registration to decrease no-show rate by 80% within 3 months.
  • Spearheaded planning and execution of 6 workshops a month and events leading up to nationwide hackathon - Singapore Smart Nation Challenge (SSNC) 2019.
  • Managed administrative logistics of events planning, event booking, and event promotions.
  • Solicited feedback from attendees to assess event success and uncover opportunities for improvement.
  • Oversaw preparation and management of event budgets to deliver at or below projected costs.

Education

BSc - Honors - Business Administration (Marketing)

UNIVERSITY AT BUFFALO (SUNY)
Singapore
2017

Skills

  • 360 campaigns
  • Go-to market strategies
  • ATL/BTL Marketing
  • Budget Optimization
  • Data Analysis
  • SEO Optimization
  • Team management
  • Stakeholder management

Accomplishments

  • 5 Star - Top Performer for H1 2022 [Moomoo]
  • 5 Star - Top Performer for H2 2022 [Moomoo]
  • 1st Prize - Campaign Strategy 2022 (Futu, Global)

Certification

  • CMFAS - M5
  • CMFAS - M8
  • WSQ - Search Engine Optimization for SME

Languages

English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Bilingual or Proficient (C2)

Timeline

Integrated Marketing Manager

Moomoo Singapore
11.2021 - Current

Assistant Manager [Performance Marketing]

Moomoo Singapore
11.2021 - Current

DIGITAL MARKETING LEAD

Passion Peers Pte Ltd, Digital Marketing Agency
06.2019 - 11.2021

Events and Community Manager

Upcode Academy (Start-Up)
09.2018 - 06.2019

BSc - Honors - Business Administration (Marketing)

UNIVERSITY AT BUFFALO (SUNY)

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Valerie Puah