Resume
Work
Experience
5.2022 - 6.2022
Head of Performance Marketing of Hyphen Group
Hyphen Group is a leading fintech company in Greater Southeast Asia across six markets including HK, SG, TW, MY, PH, TH.
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Led a team of 6 performance marketing specialists to support paid campaigns in 6 markets (HK, SG, TW, PH, MY, TH) and ensure marketing results meet target gross profit
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Collaborate with different functional stakeholders to develop marketing strategies and solutions
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Work directly with C-level executives to ensure day-to-day OKRs are directly aligned with company goals and prepare investor reports
10.2021 - 5.2022
Senior Digital Director of Assembly Global
Assembly is a global omnichannel agency with over 1500 people, delivering media, data, technology, and business consultancy solutions to brands.
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Led a team of 4 to support multi-channel strategy, planning, and implementation in global markets for major fintech client
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Launched GTM marketing program for newly listed brand, managed multi-million USD quarterly marketing budget, increased B2B and B2C users through full-funnel channels
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Led and won a new business pitch for a global travel retail brand, collaborate with China team for PRC media strategy and business forecast
Key Account: Fintech - Global market, Travel Retail
6.2019 - 9.2021
Performance Director of Wavemaker HK
​Wavemaker is the WPP-owned 4As media agency.
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Led a team of 6 performance marketing specialists to support paid campaigns for the 2nd large local bank in HK
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Successfully increased the number of applications for various products by 38% YOY
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Improved client satisfaction score within 6 months
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In charge of the Search Excellence Program for the agency, improved the agency-wise excellence score by 80% in 9 months
Key Account: Banking & Finance, E-commerce
2.2015 - 6.2019
Digital Performance Director of Reprise
​Reprise Digital is the IPG-owned 4As media agency.
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Strategic planning for performance marketing across SEM, SEO, Performance Display, YouTube & Paid Social.
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Managing a team of 8 specialists to deliver day-to-day account management to our clients. The team is responsible for planning, execution, monitoring, optimization as well as account servicing.
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Work closely with the Management Team (Local & Regional) for business development and new business pitch.
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To build good relationships with our key clients, maintain the business and up-selling.
Key accounts: Hospitality, Insurance, E-commerce, FMCG
Education
2008-2010
Colorado University of Commerce
Bachelor's degree, Business/Commerce, General
Skills & Expertise
Cantonese
Native
English
Professional Working Proficiency
Chinese
Professional Working Proficiency
Paid & Organic Search
Display & Programmatic Display
Affiniate Marketing
Paid Social
KOL Marketing
Planning & Strategy
FINANCIAL-RELATED EXPERIENCE
Hyphen Group provides information and comparison for various financial products.
Bullish is a technology company that owns a trading platform for digital assets (crypto).
Hang Seng Bank is the 2nd large bank in Hong Kong, providing both consumer and business financial products.
Sun Life is a leading provider of individual and group insurance, wealth management and pension services.