Kevin Peng LU

Performance Marketing Manager - SG, MY and Emerging Markets @ Traveloka

About

Leadership in marketing has been my cornerstone, driving user acquisition across 11 markets. Mastery in leveraging major channels like Facebook and Google, alongside emerging platforms such as TikTok, has been vital to achieving a tremendous YoY user base expansion. The team's collective efforts have been instrumental in managing substantial marketing investments and pioneering digital innovations. With a strong background in AdTech and data analysis, my role has not only encompassed strategy creation but also fostering synergies across data, product, and social teams to propel user growth.

Country

City

Singapore

Industry

Marketing & Advertising

Skill

Business Growth, Growth Management, Customer Acquisition, Mobile Marketing, Marketing Technology, Customer Retention, Search Engine Optimization (SEO), App Store Optimization, Budget Management, Performance Marketing, Team Management, Ad Tech, Growth Hacking, Influencer Marketing, New Market Expansion, Microsoft Office, Microsoft Excel, Microsoft Word, PowerPoint, Customer Service

Experience

Performance Marketing Manager - SG, MY and Emerging Markets

Traveloka

2024-8 - Present · 2 yrs 2 mos

Singapore

Head of Online Marketing

ShopBack

2016-6 - 2024-5 · 8 yrs

Singapore

• Led the online marketing growth strategy and execution for 11 markets across major channels such as Facebook, Google, TikTok, and direct publishers. • Cultivated a high-performance marketing team achieving 10x YoY growth in user acquisition and managed a marketing budget of up to 1 Million USD per month. • Designed and implemented integral content strategies in collaboration with influencer and social media teams, contributing to 67% of user growth. • Led joint cross-functional projects with regional marketing functions, data, product, CRM, and graphic design teams to promote digital innovation, enhance marketing capabilities, and drive user growth initiatives. • Owned data analysis and AdTech functions, utilizing tools like GA for Firebase, Appsflyer, Branch.io, Amplitude, and Metabase for performance analysis and channel optimisation. • Responsible for performance measurement, marketing technology innovation, and regional impact through strategic direction and implementation.

Senior Manager

ZALORA Group

2015-6 - 2016-6 · 1 yr 1 mo

Singapore

• Growth lead, contribute to strategy for user acquisition, revenue growth and efficiency improvement. • Spearhead prospecting Facebook beta product adoption, e.g. Instagram ads pre-launch, Multi-Product Ads, Dynamic Product Ads, and Cross-device tracking/reporting. • Co-lead the team of 8 marketing executives specializing in Direct Response Facebook Paid Marketing activities in SE Asia, across Hong Kong, Taiwan, Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam.

Senior Account Manager

ZALORA Group

2015-1 - 2015-6 · 6 mos

Singapore

• Analyze performance data and suggest better optimization strategy to the team. • Oversee performance on Facebook Mobile APP campaigns and Twitter accounts.

Regional Mobile Marketing Executive

ZALORA Group

2013-12 - 2014-12 · 1 yr 1 mo

Singapore

• Experienced in APP Launch, APP Quality Assurance; mobile APP tracking set up. • In Charge of Facebook Mobile APP Campaign for 7 Countries (HK, ID, MY, PH, TH, SG and VN) and managed to increase the scale of the Channel by 500% in one year. • Mobile APP Data Analysis: Analyzing customer behavior within the APP; Set up robust reporting process for performance monitoring; Data support for internal stakeholders on APP Campaigns