TWITCH
Director of Sales Marketing, APAC June 2020 – Current
- Launched Twitch Ads in APAC in 6 markets, achieving sales objectives and generating USD$70M in marketing attributed revenue within two years
- Demand Gen & Account-based Marketing: Set up email marketing strategy based on user engagement, driving leads acquisition with a 50% database growth, leading to incremental USD$2M in revenue
- Country Marketing: Developed a regional go-to-market plan for product positioning and localization, sales support, and commercialization activities
- eSports & Experiential Marketing: Communicated the value and position of Twitch to B2B audience through market-first owned and operated events like “Living The Stream” and “Ultimate Royale presented by Twitch”
- B2B Event & Trade Marketing: Continuously driving Twitch Ads as an always-on partner in APAC markets through strategic initiatives such as Awards, High Profile Events (Industry & Owned)
- Content Marketing: Achieved 440% increase in creative awards won including a Grand Prix and saw to an increase of 250% Branded Content launched reaching >58K views for an interactive piece on Campaign Asia
- Hired and led a team of 5 - Manager satisfaction of 16% above benchmark with 100% of team being promoted within 2 years
FACEBOOK (now known as Meta) Regional Consumer Marketing Manager, APAC
March 2017 – May 2020
- Consumer & B2C Marketing: Conducted country immersion for Indonesia & Thailand to understand consumer habits to determine prioritisation of products and campaign promotion for Facebook, WhatsApp, Instagram for 2020 (e.g. Whatapp Payments, Facebook Pay, Stories, Facebook Watch, Facebook for Developers)
- Program Marketing: Developed and launch strategy for "We Think Digital from Facebook" program in 10 countries, training 1M people by 2020
- Content Marketing: Increased social interaction rate by 25% through case studies & narratives for Facebook Developer tools
- Product and Developer Marketing: Launched Spark AR in APAC, increased developer adoption by 15%
- Policy Marketing: Created educational campaigns on fake news, misinformation, resulting in +1 brand lift and 10% increase in product adoption; built out Facebook’s presence in China at trade shows like CIIE and Big Data Industry Expo in Guiyang
- Digital Marketing: Set up social listening for global marketing campaigns with standardized metrics to measure sentiments across channels
WANTEDLY SINGAPORE Marketing and Social PR Manager (Consultant)
January 2017 – March 2017
- Brand Marketing: Developed brand guide and assets for Wantedly brand consistency as it scaled its business in APAC
- Public Relations Marketing: Secured interviews for the CEO with CNBC with ten press coverage by local news companies at launch
AIRBNB
Social Strategist
February 2015 – November 2016
- Crisis Management: Identified potential issues happening across the globe through social, worked closely with Airbnb Open Homes team to initiate free accommodation aiding disaster relief
- Community Management: Launched @AirbnbHelp, boosting engagement by 60% in 3 months
- Social Marketing: Spearheaded global social media strategy for or #AirbnbXGDragon, #AirbnbOpen, #AirbnbXLaneway with 1M+ mentions • Oversaw training for all departments, yielding 13% monthly social growth
- Built out an 18-member community engagement team, maintaining APAC engagement 25% above global average
DENTSU SINGAPORE PTE LTD Account Executive
August 2013 – October 2014
- Handled accounts in various industries including government (LTA, NTU), automobile (Toyota), FMCG (Pringles Regional) and NGO (WWF)
- Achieved highest Q1 billings with a team of two for the smallest account
- Supported the Toyota Corolla Altis launch, resulting in the highest sedan sales in
2014, winning the Marketer of the Year 2014 at the Singapore Media Awards
