Managed 360° communication and business strategy to grow 5 brands under SJS Pro Products: SJS Canopy (off-road 4x4 accessories), iCamp Japan (ski & snowboard camp), iCamp Thailand (residential summer camp), Saitaan Villa 18 (luxury Phuket villa), and Mali Villa 57 (luxury villa). Operating as a one-person marketing department, I covered everything from strategy to execution.
Growth & Sales Marketing
- Initiated lead generation and market lead channels using push-and-pull sales strategy — from planning through execution with the sales team
- Created SOP for the sales team to track leads and follow up with customers systematically
- Built sales forecast sheet and dashboard for sales team visibility
- Reported monthly sales orders and maintained business development database
Campaign & Brand Marketing
- B2B: credit term discount campaign, service bundle campaign, exclusive distribution agreement campaign
- B2C: marketing communication material package partnership campaign
- Set up and managed Meta campaign ads from scratch
- Brand refresh, website refresh (Wix), SEO writing, TikTok/Reels ambassador content
- Product marketing: pricing, margin ROI analysis, R&D trend direction
↗ Standout result: directing the team's focus toward EV pickup trends generated 4× order growth — a direct outcome of product-marketing thinking, not just campaign execution.
Joined Lazada as Platform Growth Manager with a specific focus on the Lazada Wallet team — tracking coupon campaigns and developing strategies to shift cash-on-delivery (COD) users toward wallet-based transactions. This role was part UX, part analytics, part strategic planning.
- Designed the COD Fee user journey and worked closely with the Product Development team to implement, A/B test, and deploy the change — minimising COD buyer churn while shifting behaviour
- Led UX and UI flow adjustments for Lazada Wallet including coupon and discount campaign experiences
- Built and maintained qualitative data dashboards for top management using the BI team
- Created data-driven SOPs and process workflows for the Growth team
- Tracked voucher performance budget quarterly — reconciling campaign discount run-rates against spend
- Delivered weekly insights and strategy recommendations to Marketing Leads
- Executed Growth Partnership Campaign: Lazada Wallet × TrueMoney Wallet
↗ This case demonstrates strength in growth marketing that bridges user journey design, data reporting, product collaboration, and stakeholder communication — in a large platform environment.
Managed online and offline user acquisition for JD CENTRAL's 1-hour delivery platform Instant JOY — a startup product within a large commerce group that needed to prove its model fast. I built the channels, the team workflow, and the launch mechanics.
- Developed User Acquisition Strategy — planned and built marketing channels online and offline for the JD CENTRAL 1-hour delivery platform
- Conducted offline event management during app launch phase, using new-user marketing tools that generated 300 orders per week directly from offline events
- Built thematic content planning and campaign mechanics for seasonal and ongoing pushes
- Structured the Marketing Team — set up workflows, internal process documentation, and cross-team alignment
- Defined Marketing Mix for all 2022 360° marketing activities including omnichannel touchpoints
- Ran promotion campaigns aligned with commercial stakeholders, managing P&L reporting for top management
- Led brand refresh thinking and customer persona research
↗ A strong example of combining campaign ideas, launch execution, team process design, and commercial reporting within a fast-moving startup environment inside a large corporation.
This is a growth story. I joined foodpanda as a Marketing Coordinator handling events, influencer campaigns, and food campaigns — and progressively moved into roles managing teams, budgets, multi-country campaigns, and APAC-level marketing operations. Every promotion was a chance to build skills I'd use at the next level.
Achievements
- Drove 10× month-over-month order growth in pickup and panda-kitchens verticals
- Implemented a government Half/Half campaign for pickup verticals that boosted orders 2×
- Launched foodpanda for Business across all APAC markets
- Thailand foodpanda Tuesday campaign showcased to other country teams as a benchmark
- Adapted Smartly design template tool for all local teams across APAC
Scope of work
- Campaign planning, media coordination, voucher and subsidy tracking, omnichannel communications
- Influencer marketing — agency management, voucher tracking, performance reporting
- Event marketing — on-ground activation, booth materials, coupon logistics
- APAC campaign reporting design, SOP creation, cluster design workflows
- Managed 2 subordinates during the Marketing Team Supervisor period
↗ This case shows range, adaptability, and the ability to progress from hands-on campaign execution to leading regional marketing systems — in one of Southeast Asia's largest food delivery platforms.
Led strategic marketing planning to launch TSX and the Astronize Web3 gaming platform — building awareness, community, and campaign structure from scratch in a new and rapidly evolving space.
- Led and executed strategic marketing plans to achieve brand awareness for the Astronize Platform launch
- Developed and implemented data-driven marketing campaigns across social media, content, and Guild community channels — within budget constraints
- Analysed campaign performance using web analytics and measurement tools to identify improvement areas
- Collaborated with product development and cross-functional teams to align marketing with business goals
- Tracked industry trends and competitor activity to maintain competitive positioning
- Managed the marketing budget with full accountability for allocation and spending decisions
↗ This case highlights comfort with ambiguity, launch marketing structure, experimentation, and quickly building brand presence in a space without an established playbook.
