Jasmine Zhang

• Leading digital demand generation across 14 markets in Asia, ANZ, and the GCC regions, with a focus on driving demand generation and pipeline growth. • Pioneering a regional digital ABM program in partnership with the sales teams to execute targeted, always-on campaigns for high-value accounts leveraging platforms like 6sense, Content Syndication, and Paid Social. • Advising global teams on regional nuances and emerging trends, contributing to the success of paid media campaigns across various channels, including Search Engine Marketing, Paid Social, and Display advertising. • Optimising digital marketing budgets by analysing key performance indicators and multi-channel touchpoints to ensure a strong ROI and efficient resource allocation. • Collaborating with cross-functional teams including brand, content, web, and marketing operations to streamline workflows and implement cohesive, high-impact digital initiatives. • Partnering with Marketing Operations to streamline and refine conversion tracking and audience segmentation, enhancing data-driven decision-making.

• Drive digital marketing strategy on social and paid channels across 4 of 7 SEA markets - Singapore, Malaysia, Thailand, and Cambodia (SEM, Display, e-mail, Social Media, and SEO). • Develop comprehensive marketing calendars and budgets to support the achievement of student placement goals. • Meet online traffic, online enquiry and qualified lead generation targets for student placement unit through digital ads. • Collaborate with country, region and central marketing teams to plan and drive effective digital marketing campaigns.

• Drove digital marketing activities for 14 markets across Asia Pacific - Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam • Created regional playbook for online marketing and driving e-store sales based on global guidelines and regional best practices, to empower local markets to increase effectiveness and profitability of digital marketing activities. • Conducted digital landscape study and pilot projects in key markets, to establish digital maturity levels and identify strategic areas of focus to support business objectives. • Pioneered customer acquisition campaign (via trials) across 14 markets in the Asia Pacific region on using paid campaigns on Google, Facebook, and Naver to drive growth in installation share. • Established and piloted demand generation activities for the SMB sector using LinkedIn Lead Generation. • Developed and maintained resource library for localised social media assets to encourage brand compliance and enhance regional relevance. • Managed relationships with key stakeholders in the region, to support local partners in optimising their digital activities to drive business growth. • Drove marketing activities to grow online sales for Singapore and India e-stores.

• Digital Audit: Establish strengths and opportunities in clients’ digital assets and operations, and make recommendations to enhance clients’ online presence, competitive edge, and marketing strategy. • Digital Reputation and Crisis Management: Build and protect client's online reputation by designing content and engagement approach and establishing pre-crisis plans. • Digital Team Structuring: Collaborate with clients to restructure digital roles and responsibilities in marketing and communications departments to streamline work processes for greater efficiency. • Analytics and Reporting: Develop reports for clients’ digital marketing activities with KPIs set according to industry standards, utilising data from tools such as Digimind, Socialbakers, and Facebook Insights. • Mentoring: Lead and train Operations Executives, providing feedback and guidance to enhance their professional growth and expertise in digital marketing. • Industry Experience: Tourism, Broadcast/Entertainment, Food and Beverage/Retail, Fashion, and Government Entities.

• Social Media Content Strategy: Developed content calendar for clients’ target markets in Southeast Asia, working closely with the regional teams. • Campaign Optimisation: Planned and ran targeted Facebook campaigns with Facebook Ads Manager for regionwide rollout in Southeast Asia, achieving engagement rates above national and regional benchmarks. • Fan Acquisition: Built client’s social media presence from scratch with customised acquisition strategies utilising paid, owned, and earned media to build significant bases comprised of relevant audiences from target markets, increasing clients’ fanbase figures by up to 100 times. • Clients: Laneige (Singapore, Malaysia, Thailand, Indonesia, and Vietnam), Discovery Channel Southeast Asia, Dolby Asia, Dulux Singapore, Accessorize Singapore.

• Publicity and Publications, Hall 12 Dinner and Dance 2011 Main Committee • Columnist, NTU Student Union sub-paper “InVerse” • Writer, NTU Humanities and Social Sciences Publications • Writer, Hall 12 Junior Common Room Committee Publications Subcommittee