HuiQi L.

➤ Social Boosting program for Google APAC

➤ Programmatic for Google Store & Fitbit (APAC) • Led strategic discussions with clients during annual planning, delivering data-driven insights and shaping annual testing roadmaps that balance business outcomes with innovation opportunities • Closely collaborated with cross-functional teams in quarterly media planning to make data-driven budget recommendations, successfully achieving up to 56% improvement in CPiAs on Display channels HoH (H2 2024 - H1 2025) • Initiated and developed AI agents to automate media planning tasks, supporting improved efficiency across the team • Proactively encouraged cross-functional upskilling, providing onboarding and mentoring support for team members’ career growth

★ Awarded Googler of the Month, APAC, July 2024 by EM leadership & Google's Media Lab team ➤ Programmatic for Google Store & Fitbit (APAC) • Programmatic Display Lead on Google Store, overseeing 8-figure annual budgets and leading a local team of 2 and offshore team of 9 across 5 APAC markets to drive incremental sales • Spearheaded a structured creative refresh & optimisation workflow to reduce creative fatigue, improving QoQ CTRs +11.12% & VTRs +6.69% (Q3 2024 - Q4 2024) • Identified and implemented workflow improvements, developing templates and systems to enhance operational efficiency within the Display team

(Previously Essence) ➤ Paid Social for Google Play (APAC) • Paid Social Channel Lead on Google Play, managing media activity across 13 markets to drive in-app revenue and buyer acquisition for gaming apps • Successfully scaled paid social activity efficiently through optimisations and strategic channel expansions, increasing YoY spends by 3.07x and revenue by 3.4x (Q4 2021 - Q4 2022) • Independently owned E2E optimisation cycle, including forecasting of quarterly revenue targets, analysis of weekly data reports and distilling actionable insights for implementation on platform

➤ Paid Social across Google Play (APAC), Airbnb (AU) & Youtube Shorts (AU) • Independently managed and optimised campaigns, delivering weekly performance reports • Forecasted quarterly revenue targets, backed by historical results and data • Reviewed and updated Essence's repository of best practices based on campaign performance and learnings Other Projects: Media Health Check • Took on consulting role with Essence leaders for a Food Delivery client • Conducted platform audit based on Essence’s best practices, providing client with recommendations to improve media efficiency and maximise performance

(Previously Neo Media World) ➤ Dashboard Reporting & Ad Operations on CIMB • Built dashboards to monitor campaign performance • Executed trafficking and tagging requests • Assisted the team in campaign analysis • Prepared monthly competitive reports

➤ Ad Operations across Tigerair & LivSpace • Executed daily trafficking requests • Implemented end-to-end tracking on client’s site • Troubleshot trafficking and tracking issues • Ran daily reports to monitor campaign health

➤ Website Copywriting (SEO) & Organic Social for Inspire-Tech's rebranding exercise • Assisted in the company’s rebranding exercise by refreshing marketing collateral • Assisted in SEO web copywriting and wireframing of company’s website • Planned and created content for company’s social media accounts • Assisted in execution and content creation of email campaigns

Nanyang Business School • Bachelor of Accountancy with Honours (Merit) • Bachelor of Business with Honours (Distinction) (Marketing) • Recipient of the Nanyang Technological University College Scholarship • NTU Hall 4 Dance | Ohmelette • Manager AY17/18 • Captain AY18/19 • NTU Hall 4 | Touch Of The Hearts • Events Executive AY16/17 • Media and Design Executive AY17/18