My goal is to help grow a virtuous global brand
Digital Marketer & Spice Enthusiast
I'm a driven and introspective professional with a passion for product management and brand marketing. With 18 years of experience, I've honed my skills in separating problems from solutions, empowering my teams, and communicating effectively. I thrive on tackling challenging projects that are just outside my confort zone, and learning from every situation.
I love the psychological aspect of marketing. Understanding why customers buy requires both empirical demographic research and psychographic empathy. My superpower is Google Ads, because I enjoy the intent behind each search, and trying to match it with business goals.
In my free time I can be found driving up and down the highway, carrying out some thoroughly shameless car KTV shrieking. When my two kittens get too irritating, I open a bag of their treats, sit on the floor with them and blow only the aroma out the bag. It's a teachable moment, but also great as an act of revenge. I enjoy enraging pedestrians & car drivers alike with reckless cycling, and enraging cyclists by driving way to close - all in all, an all-round nice guy.
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Resume
As a seasoned marketing leader, I've discovered a passion for nurturing startups and flourishing together. Guiding brands as we learn to crawl and then learn to walk, and finally run is where I find my stride. I've been fortunate to play a role in the growth stories of several amazing companies. Not without a good dose of failures in between, certainly. My journey has taken me through diverse accountabilities, including market research, content creation, and brand development. Using data-driven insights, I've crafted campaigns that resonate with audiences, drive engagement, and conversions.
Yet, it's the pursuit of building virtuous global brands that fuels my drive. I believe in the power of impactful storytelling, ethical practices, and meaningful connections. I've had the privilege of witnessing the ripple effects that conscious branding can have on not only businesses, but also the communities we impact.
From random tinkering in the digital landscape of the '90s to the strategic campaigns of today, every step of my journey has equipped me with insights, resilience, and a thirst for continuous learning.
As I stand at this juncture, my goal is clear: to contribute to building a better world, one brand at a time.
This short collection of experiences showcases my dedication, adaptability, and passion for growth.
Professional Experience
Head of Digital Marketing
2019 - 2023
Comfort Works, KL
- Successfully collaborated with a team from Australia during lockdowns to produce 2 compelling promotional product and brand videos
- Developed the marketing roadmap, funnels, and ecommerce sales targets, built & led a team of 12 marketers, conducting performance reviews, and Rocks (monthly/yearly KPIs) audits
- Developed and managed marketing budgets for the growth of 3 primary global regions, including countries in North America, Europe & UK, and Japan
- Supported 4 major fabric product launches by coordinating cross-functional teams and implementing dynamic marketing campaigns
- Significantly reduced cost per acquisition (CPA) achieving an average of US$35 from an initial US$130
- Implemented lead generation funnels, promotions, and a referral program, resulting in a 433% growth of the email marketing database from 30k to 160k
- Doubled the global average conversion rate (CVR) from 0.3% to 0.6%, resulting in a 100% increase in customer acquisition
- Validated Black Friday Cyber Monday (BFCM) campaign, leading to a 60% increase in conversions and an additional US$150 in average order value (AOV)
- Implemented SCRUM sprints and achieved nearly 100% velocity sprints
Marketing Manager
2017 - 2019
Lunch Actually Group, KL
- Built and led a team of 3 digital performance marketers and 2 graphic designers, managing schedules, performance reviews and daily tasks
- Exceeded sales qualified leads targets by 25% through the implementation of targeted search, social media, and email campaigns.
- Developed, analyzed, and optimized landing pages using data-driven insights and A/B testing in collaboration with the sales team.
- Achieved a 40% increase in landing page conversion rate and a 30% improvement in lead quality within a 12-month period.
- Assisted in the launch of over 15 automated email funnels and the delivery of 3-6 monthly promotional emails.
- Successfully reduced Google Ads lead cost per acquisition (CPA) by 30% within one year.
Affiliate Marketer
2006 - 2023
Self Employed, KL
- Successfully launched and managed a portfolio of over 1000 promotional websites across multiple niche markets, including video games, health and fitness, dating, and green energy technology
- Utilized HTML, CSS, Photoshop/GIMP, Sublime Text, and custom templates to create visually appealing graphics and layouts
- Produced keyword-optimized content and implemented both whitehat and blackhat SEO techniques (no longer utilizing blackhat methods).
- Managed paid search ads using hoplinks, resulting in a significant increase in organic traffic by 200% and a 150% improvement in click-through rates (CTR).
- Maintained top page rankings (positions 1-3) on Google for non-saturated markets and achieved impressive sales figures of 3000 products.
- Developed and marketed a Python-based article spinner tool, leveraging a downloaded thesaurus as a database. This side hustle generated sales of over 300 copies at a price of US$29.99.
- Acquired proficiency in creating static sites using GitHub hosting and repositories, significantly improving loading speed and enhancing page ranking on Search Console.