Mike Herbosa
Performance Marketing and Growth Leader with 15+ years of experience driving customer acquisition, revenue growth, and digital transformation across APAC through data-driven marketing strategies, paid media, SEO, analytics, and cross-functional leadership.
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About
Performance Marketing and Growth Marketing leader with 15+ years of experience driving customer acquisition, revenue growth, and digital transformation across hospitality, travel, real estate, e-commerce, and enterprise sectors throughout APAC. Expertise spans Google Ads, Meta, TikTok, SEO, CRO, analytics, and full-funnel growth strategy. Proven track record of delivering high ROAS, reducing acquisition costs, leading cross-functional teams, and building scalable marketing programs for both global brands and high-growth organizations.
Experience
Maker Lab (Singapore, Remote)
Performance Marketing Specialist & SEO Lead
February 2026 – May 2026
Responsibilities
Led performance marketing campaigns across Google Ads, Display, and Meta for Singapore real estate brands.
Owned SEO strategy including technical SEO, content optimization, and backlink acquisition.
Managed full-funnel acquisition strategies focused on lead generation and conversion optimization.
Integrated paid and organic marketing efforts to improve search visibility and share of voice.
Key Achievements
Led SEO and paid media growth initiatives for Ohmyhome Singapore and DreamR Project SG.
Improved lead acquisition efficiency through conversion-focused optimization.
Strengthened search visibility through integrated SEO and paid search strategies.
Ogilvy Philippines
Performance Marketing Specialist & Junior Strategist
July 2025 – January 2026
Responsibilities
Developed and executed full-funnel marketing campaigns across Meta, Google, TikTok, LinkedIn, and Display.
Managed campaign optimization, reporting, and performance analysis across multiple industries.
Presented data-driven recommendations to clients and stakeholders.
Mentored ad operations specialists and supported media planning initiatives.
Key Achievements
Consistently exceeded engagement and lead generation KPIs across education, hospitality, nonprofit, and telecommunications clients.
Managed multi-market campaigns while maintaining strong performance accountability.
Delivered actionable reporting and insights through TapClicks dashboards.
Marriott International
Cluster Digital Marketing Manager
February 2024 – September 2024
Responsibilities
Led digital marketing efforts for JW Marriott Khao Lak Resort & Spa and JW Marriott Khao Lak Suites.
Managed Google Ads and Meta advertising strategies.
Collaborated with marketing and sales teams to align campaign initiatives with business objectives.
Oversaw social media strategy and campaign execution.
Key Achievements
Successfully transitioned digital marketing operations from agency-led to in-house management.
Established new campaign KPIs, budgets, and performance benchmarks.
Improved campaign agility and operational control across digital channels.
Holiday Inn Resort Samui Bophut Beach
Director of Marketing
April 2023 – September 2023
Responsibilities
Directed digital marketing strategy and campaign execution.
Managed social media growth initiatives and paid advertising efforts.
Analyzed campaign performance and audience behavior to improve effectiveness.
Ensured adoption of emerging digital marketing trends and technologies.
Key Achievements
Increased online engagement by 40%.
Grew social media audience by 30%.
Achieved a year-to-date ROAS of 18.3x through IHG BOOST! campaigns, ranking among the top-performing properties in Thailand.
Intrepid Asia
Regional Performance Marketing Manager
December 2021 – January 2023
Responsibilities
Managed regional paid media campaigns across Meta, Google, Lazada, and Shopee.
Led performance optimization initiatives and media budget management.
Coordinated with agencies and internal stakeholders on campaign execution.
Implemented testing frameworks to improve campaign performance.
Key Achievements
Led regional performance marketing initiatives across Southeast Asia.
Improved campaign efficiency through continuous testing and optimization.
Delivered data-driven reporting and recommendations to senior stakeholders.
Red Planet Hotels
Senior Acquisitions Campaign Manager
July 2018 – December 2021
Responsibilities
Managed customer acquisition strategies across SEO, SEM, Affiliate, Retargeting, and Metasearch channels.
Analyzed customer behavior and campaign performance to identify growth opportunities.
Led cross-functional projects and digital transformation initiatives.
Managed digital marketing technology and optimization programs.
Key Achievements
Drove sustained growth in customer acquisition across multiple markets.
Improved marketing effectiveness through data-driven optimization.
Led digital acquisition efforts across multiple performance marketing channels.
