Vanessa Lin

- Brand management over a cluster of restaurants - includes managing their Branding, Social Media, SEO, CRM, CMS, PR, Campaigns, and Operational needs. - Led digital advertising initiatives as the team's digital champion, refining paid media strategies and optimizing our approaches for enhanced results. - Successfully set-up and implemented better tracking and reservation system integrations to better attribute marketing spends. - Analyzed cost per reservation & implemented strategies to reduce expenses while improving ROI. - Spearheaded training and teaching sessions for team members, equipping them with digital skills like Paid Ads, GA4, GTM & basic SEO optimizations. - Drive production of marketing collaterals in collaboration with other disciplines - creatives and operations according to campaign needs. - Budgeting & planning of marketing activities to maximize results according to goals. - Demonstrated ability to cultivate and maintain strong relationships with diverse stakeholders, including C suite, shareholders, team members, and external partners. - Skilled in effectively communicating project goals and ensuring alignment between stakeholders' needs and organizational objectives.

In-House paid media support for 4 markets (SG, HK, TW, MY),

- Lead B2B marketing strategies through paid media strategies to onboard merchants and recruits delivery agents to platform. - Drive Campaign planning and budgeting various types of logistics product of different target audience. - Led projects to better attribute leads to marketing to justify return on ad spends. - Directed creative projects with agencies to produce paid ads materials - across all pillars (awareness -> conversion) - Support e-commerce growth on paid media for Shop on Pickupp - which attributed to at least 30% of its revenue. - Crystallised and present data from own research to push for change on products. Efficiently worked in a cross collaborative environment with sales, ops, bi, tech to identify product challenges and propose solutions.

- Manage online revenue stream with use of marketing campaigns for Timezone Online Shop. - Launched the Timezone Fun App successfully with more than 50,000 downloads within the first quarter. - Ran a variety of CRM campaigns with multiple objectives from acquisition to retention. - Provide retail marketing support for 15 venues across Singapore. This includes partnerships, creation of marketing materials, project management and training of operational staff. - Work with agencies (Media, Social & SEO) and ensure that recommendations are challenged and sound. Oversee and direct day to day media, social content planning, video production. - Hands on both Web and Mobile App CMS

- Plan, execute and manage digital campaigns for DBS Bank. This includes paid social, paid search, programmatic display and video platforms. - Mainly focused in driving mid to lower funnel conversions to maintain positive ROI for clients. - Monitor and analyse digital performance results on a regular basis. - Lead Bi-weekly WIPs with clients to report on campaign performance and recommend actionable insights to drive KPI success. - Source and Liase with external digital vendor for new media opportunities depending on campaign needs - Hands on in Ad Operations from Ad Trafficking, Floodlight tagging and building of dashboard. This includes Google Tag Manager and Campaign Manager.

- Integrated Media Planning (Traditional to Digital , liasing with various media owners to prepare detailed media flow plan with platform recommendations. Backed up with research from propietary tools and data resources) - Media Buying (booking in of ads, local/regional reporting, work with finance) - Media Implementation (Campaign set up with vendors, ensure all in place for launch - trackers, tagging, assets. etc) - Optimisation and Reporting (Campaign Monitoring through dashboards/automated reports and liasing with vendors on Optimisation strategies to ensure KPIs are met. Final reporting includes learnings and recommendations for next campaign) - Involve in occasional pitches for new businesses (data research, brainstorming, presentation) Clients include 1) LEGO 2) Kao - Brands include Laurier, Liese, Magiclean, Attack, Biore, Megrhythm, Curel, Essential 3) Carlsberg - Brands include Somersby, Carlsberg and Kronenbourg 4) Qatar Past Clients includes Maybank, Sony Pictures and Fitbit