Built through
real operating
experience.

Managing 360° communication and business strategy across 5 brands: SJS Canopy (off-road accessories), iCamp Japan (ski camp), iCamp Thailand (residential camp), Saitaan Villa 18 (luxury Phuket villa), and Mali Villa 57 (luxury villa).

Managed 360° communications and marketing strategy to grow the Astronize Web3 gaming platform and launch TSX.

• Led and executed strategic marketing plans for brand awareness and platform launch
• Built data-driven campaigns across social media, content, and Guild community channels
• Analysed performance using web analytics to identify optimisation opportunities
• Collaborated with product development and cross-functional stakeholders
• Tracked industry trends and competitor activity; managed full marketing budget

Managed Lazada Wallet coupons and campaigns, developing strategies to shift COD users toward digital wallet usage.

• COD Fee project — designed user journey and worked with PD team on A/B testing and implementation
• Lazada Wallet UX & UI flow adjustments for coupon and discount campaign journeys
• Strategic growth planning for Lazpay team target users
• Voucher performance budget tracking and quarterly reconciliation
• Built qualitative data dashboard for top management with BI team
• Growth Team data-driven SOP and process workflows
• Growth Partnership Campaign: Lazada Wallet × TrueMoney Wallet
• Weekly insights and recommendations to Marketing Leads; top-line strategy planning

Managing and developing Thailand and Laos campaigns, with APAC-level responsibilities on online branding and cross-country marketing operations.

• RMA, RMO and online branding campaign tracking — reach uplift and CPA reduction
• Thailand foodpanda Tuesday campaign showcased to other country teams
• Adapted Smartly design template tool for all local teams
• Applied Golden Ticket process to local teams
• FIFA World Cup CRM design customisation for local countries
• Launched foodpanda for Business across all APAC markets with initial asset brief
• Designed Campaign Performance Report template with Berlin central team
• Built Smartsheet for traffic and design ticket management; cluster design SOP

Managing and initiating O2O business strategies to grow the Instant JOY on-demand delivery platform under JD CENTRAL.

• Thematic content planning and campaign mechanics across the full funnel
• Offline event management during launch phase — generated 300 orders/week from offline events alone
• Built User Acquisition Strategy and full marketing channel architecture
• Managed Marketing Team structure, defined channel responsibilities
• Developed Marketing Mix for all 2022 360° omnichannel activities
• Created standard workflow and process for marketing and design teams
• Initiated promotion campaigns aligned with commercial stakeholders
• Brand Refresh — planned, developed, executed, and tracked results
• Allocated and managed marketing budget; produced P&L reports for management
• Conducted marketing research: customer persona and targeting

Running campaigns for pickup and panda-kitchens verticals. Managing 2 direct reports, budgets, and coordinating with stakeholders to drive business objectives.

• Drove 10× MoM order growth in pickup and panda-kitchens verticals
• Implemented government Half/Half campaign for pickup — 2× order boost
• Planned and executed 360° campaign communications across all media channels
• Researched and developed mix-and-match projects for kitchens and concepts
• Managed 2 subordinates on marketing execution

Supporting the food vertical marketing manager on flagship deals, nationwide vouchers, media planning, and omnichannel communications.

• Designed campaign plans for food campaign manager to achieve business objectives and OKRs
• Developed omnichannel strategy across brand-owned media, social, CRM, app, website, and KOLs
• Coordinated with regional team for campaign media
• Monitored orders, budget, and business OKRs; prepared weekly and monthly performance reports

Entry-level to mid-level marketing role spanning three specialisations across campaigns, influencer, and event marketing. First professional role after graduation.

BBA Marketing degree with academic competition experience.