Avan Tan

- Leading the performance marketing team dedicated to servicing Singapore accounts. Total of 14 accounts, 26 brands. Key accounts are category leaders on Lazada and Shopee Singapore.

- Leading a successful team and maintaining a 50-60% GP2 (gross profit) month on month. Currently at 111% target achievement for Q1 2024 GP2.

- Maintaining cost-effective cost to serve through monthly resource planning with SEA VP for Marketing, and Singapore CEO.

- Supporting the marketing team in campaign planning, strategy & execution, and account management. Resulted in 65% YoY growth in media investment from brands.

- Responsible for

1. Making sure at least 90% of media budgets are utilized across all brands.

2. Target paid GMVs are achieved.

3. Maintaining the highest ROAS possible across all brands.

Key Achievements:

• 134% paid GMV target achievement during 10.10, 10x ROI and 109% of budget utilized.
• 165% paid GMV target achievement during 11.11, 13x ROI and 106% of budget utilized.
• 163% GMV achievement during 12.12, 12x ROI and 104% of budget utilized.

- Improved the collaboration between marketing team and internal stakeholders.

- Created case studies to help business development team convert prospects into clients.

• Ran Lazada Sponsored Products, Search, Discovery, Affiliates, Shopee Keyword & Discovery ads, and Facebook CPAS campaigns for the top global premium beauty brands.
• Working with brands and our company's commercial team to achieve clients' monthly revenue goals.
• Analyzing and interpreting data on campaign performance to provide meaningful insights and actionable recommendations to improve campaign performance and profitability month over month.
• Responsible for client billing:
  - Creates media plans and cost estimates.
  - Sends invoices to clients for payment.

Operations

• Automated our client reports using Swydo. Helped the team improve data analyzation and interpretation skills.
• Part of the pioneering team of Traffix (Great Deals’ digital marketing agency) - helped in the creation of team norms and core values related to Traffix’ Mission and Vision.
• Helped QA associates’ Facebook campaign setups and reports. Helped the team check campaign budgets and ad sets’ start and end dates to prevent overspending, checked every detail on ads to make sure captions, links, and images are correct before launching ads. Checked each associate's insights and recommendations on their reports to make sure that they focus on high impact insights that will directly affect the goal of our clients.
• Led campaign tactical meetings where the team looks into specific numbers on brands’ campaigns to determine why our data performed the way they did.

Ran Facebook Collaborative Ads

• Handled multiple clients including but not limited to: GlaxoSmithKline PH, Under Armour PH, Royal Canin PH.
• Experience with Facebook ads include running multiple campaigns with different objectives including: page likes, brand awareness, traffic.

Facebook Blueprint Certified Media Buying Professional

• Passed the Facebook blueprint exam in one take.

Marketing Strategy

- Worked with the Head of Marketing, sales team, and stakeholders to craft our buyer personas and value propositions. This became the foundation for all marketing campaigns for our SaaS and services and allowed us to communicate the right message to the right person at the right time for optimum conversions.

- Created marketing campaign funnels with GERU - the marketing funnel simulator.

- Directly reporting to the CEO for 6 months.

- Continuously working with the sales team and the CEO to identify opportunities in our marketing funnel.

- Worked closely with the Head of Product to turn product development to value propositions. Created marketing campaigns for our SaaS with the goal of increasing monthly active users and revenue generated from SaaS.

Email Marketing

Used GetVero as the main email automation platform.

- Created multiple email automations for ToFu and MoFu leads. The goal is to boost engagements and get MoFu leads to schedule a call with our sales team to open up business opportunities.

- Sent monthly newsletters and promo emails segmented according to where the audience are in the marketing funnel.

- Created email automations for newsletter subscribers to move them down our marketing funnel.

- A/B tested sign-ups forms to increase conversions.

Remarketing through AdRoll

- Created AdRoll banners for multiple segments:

1. Website visitors - goal is to get them to sign-up.

2. Sign-ups - the goal is first purchase.

3. Partners/clients - the goal is upsell/cross sell.

Google Tag Manager

- Installed remarketing and Facebook pixels on our brands' websites.

Social Media Marketing

- In charge of Facebook, LinkedIn, and Twitter content calendar.

- Used HeyOrca to schedule organic posts.

- Ran Facebook and LinkedIn ads for Axadra.

- Distributed relevant blogs to LinkedIn groups.

Analytics

- Used HEAP analytics, Google Analytics, and Google Data Studio as platforms to measure KPIs.

- Used HEAP analytics to measure activities such as “sign in”, “purchase start”, “order complete”, and all other events inside the app that indicates interest.

- Used Google Analytics for goal conversion tracking for all stages of the buyer’s journey including (but not limited to):
1. Newsletter subscriptions

2. Sign-ups from blog

3. Sign-ups from services/product pages

4. Submitted contact us form

- Used Google Data Studio for weekly reporting on marketing KPIs from: Traffic > number of sign-ups > SQLs > First paid invoice > Revenue

Facebook Business Manager

- Running lead ads, web traffic, and conversion ads targeting custom, saved, and lookalike audiences through Facebook pixel.

• Created custom audiences according to engagement on:

Running Facebook ads.

Email list of HR practitioners

Engaged with page

Landing Page Visitors

• Created lookalike audiences:

Lookalike 2-5%, 30 days pixel visitors.

Lookalike 1-2%, completed web sign up.

Lookalike 1-2%, CRM potentials.

Lookalike 1-2%, Salarium clients.

Lookalike 1%, HR Nation PH and more.

• Ran a Christmas campaign (Nov-Dec 2018) targeting saved audiences with HR interests, 1-2% lookalike of HR Nation PH leads, and 1-2% lookalikes of Salarium clients. Final stage of the campaign includes 3 conversion ads using custom audiences (those who engaged on our video ads and visited the Christmas campaign landing page).
• Ran lead ads with the mentoring of the CMO. Lead ads (including the Christmas campaign mentioned above) reached 700+ sign ups in 2 months at approx 300 pesos cost per lead by the end of December 2018. Facebook Ads along with Google Adwords, and organic channels contributed to 4 million worth of closed deals in 1 month (a company record).

- Ran a brand awareness campaign with the CMO. Used a testimonial video for social proof and to scare competitors about how we are posting consistent testimonials about our clients talking about what they love about Salarium. Ad Sets include (1) saved audience (top 3 cities in NCR, detailed targeting of Manager - CEO job description). (2) Top 3 cities, people with interest in HR/Payroll.

• Scheduling organic posts with the intent of providing value to the target audience, using Zoho Socials.

Google Analytics

• Monitoring and evaluating website traffic to keep track on performance of each digital marketing channel.
• Coordinated with our freelance Google Adwords specialist to optimize AdWord Campaigns. Checked bounce rates and conversion rates of Ad Groups.
• Monitored product landing pages.
• Finished the beginner and advanced Google Analytics course. See LinkedIn for credentials.

Project Management

- Using Trello as the main project management tool to keep track of all the deliverables of the marketing team.

• Setting objectives (mostly lead generation), planning the resources needed, and the process of implementation, assigning tasks, and managing the timeline of each project.
• Coordinating closely with the creative team including copywriters and graphic designers to create content for Facebook ads, email, and website.

Inbound Marketing/SEO/Content

• Generating organic leads through SEO and leading them further down our marketing funnel through email marketing.
• SEO using both Google Keyword Planner, SEMrush, and Ahrefs.
• On-page optimization using WordPress as CMS, optimizing for keywords using Yoast SEO plugin.

- Using content as the primary fuel to convert leads from all stages of the buyer's journey. From awareness -> consideration -> decision stage.

Email Marketing

• Used Zoho Campaigns, Zoho CRM, and MailChimp to automate specific workflows in the lead nurturing process.
• Produced bi-montlhy newsletters (1) for clients and (2) subscribers to remain top of mind in the industry of payroll software.
• Knowledgeable in Zoho CRM, Zoho Campaigns, ActiveCampaigns, MailChimp, Google Sheets integration through Zapier.
• Mostly creating drip workflow automations for lead nurturing in all stages of the buyer's journey including: (1) MQL - SAL, (2) SAL - SQL, (3) SQL - Close/Client.
• Worked closely with the pre-sales and sales team in the lead nurturing process with the goal of optimizing conversion rates from the stages mentioned above.

Inbound Marketing to contribute towards the company's annual revenue goal:

SEO/Content Marketing

- Keyword Research through Google Keyword Planner.

- Creating content based on most searched terms/phrases. Includes writing and layout design, as well as back end website development through Wordpress for Business.

- On-page optimization through Yoast SEO plug-in using Wordpress for Business.

- Off-page optimization (link-building): reaching out to related blogs to collaborate with, with the intention of link building to boost page ranks of SERPs.

- Monitoring Marketing Masterfile in google sheets to track inbound/outbound leads, marketing metrics and expenses for reporting and optimization. 2. Email Marketing to Nurture Leads.

- Creating email campaigns for: (1)Hub, (2)Hero, (3) Hygiene content for prospective clients on the awareness, consideration, and decision stage of the buyer's journey.

- Created drip campaigns to upsell/cross-sell different HR solutions.

- Created newsletters to update and satisfy existing clients.

Channel Partnership POC for LinkedIn

- Trained with LinkedIn Asia-Pacific HQ in SG with the intention of learning outbound/prospecting activities to enable our sales team to generate more sales.

- Had several face-to-face and virtual meetings with LinkedIn POC's for updates and to discuss forecasts. Aligning LinkedIn and the company's goals to create win-win scenarios that would result in increased profitability for both parties.