10+ years turning data into growth — across search, shopping, social and beyond. Agency-trained. Strategy-led. Always hands-on.
"I measure success by the revenue I drive, not the campaigns I run."
Strategy & Activation — I do both.
I started my career in Hong Kong building campaigns from zero — keyword research, bid management, audience segmentation, reporting — all hands-on. That foundation is what makes me effective as a strategist today: I understand every layer of the stack.
Over 10 years I've operated across agency and in-house environments, managing enterprise-scale accounts like Lenovo, Marina Bay Sands, and American Eagle, while leading a team of 3–5 digital analysts. Whether it's growing eCommerce revenue through Shopping and PMax, reducing OTA dependency in hospitality, or rebuilding a B2B website to double lead conversion — I work with the business outcome as the north star.
Four stories where strategy and execution translated directly into business results.
Shopping campaigns managed 20,000+ SKUs but machine learning was wasting budget on low-value accessories, missing flagship Thinkpad and IdeaPad revenue.
Unoptimized product feed with 20K+ SKUs. Budget was being pulled toward low-value accessories, missing high-AOV flagship laptops.
Rebuilt the product feed to include only revenue-driving SKUs. Added custom labels by revenue tier and category to isolate high-value items and apply tROAS bidding at ad group level. Optimized titles/descriptions for search intent. Launched PMax to capture incremental revenue without risking ROAS on core campaigns.
Marina Bay Sands relied heavily on OTAs such as Expedia, Booking.com, and Rakuten Travel, paying approximately 20% in commissions. Increasing direct booking share was the top priority for improving profitability.
Ad operations across markets and engines lacked consistency, with no unified messaging strategy. Bidding was set independently of occupancy, leading to overspend during high-demand periods.
Used SA360 to centrally manage ad copy across Google, Yahoo Japan, and Microsoft Bing. Templates inserted hotel name, Best Rate Guarantee, and loyalty program benefits for consistent messaging. Built occupancy-based bidding: raised when rooms were available, suppressed above target threshold.
The majority of Japan digital MQLs came from organic search — yet organic traffic was not converting. The root cause was a Japanese site built as a direct translation of the US version, disconnected from local B2B expectations. The goal was to rebuild the site as a fully independent Japanese experience that could turn organic visits into qualified leads.
Users arriving via brand search landed on the homepage and bounced without engaging. CTAs for product demos, free trials, and inquiries were failing to convert — breaking the path to new logo acquisition. With organic as the primary traffic source, every lost visit was a missed opportunity for pipeline.
Led full website redesign and migration from project kickoff to launch in 90 days. Decoupled the Japan site from the US template — rebuilding navigation, key landing pages, and CTAs as a fully independent experience tailored to Japanese B2B expectations.
In FX / CFD, account registrations alone don't drive revenue — only active traders do. The brokerage was generating sign-ups but paying a premium for low-intent traffic that rarely converted to funded, trading accounts. The goal was to shift focus toward audiences and keywords more likely to result in actual trading activity, not just registrations.
Premium CPCs in financial services meant CAC was too high relative to LTV targets. Budget allocation lacked audience precision — spend was distributed broadly across keywords without intent segmentation, pulling in traffic unlikely to convert to active traders.
Recommended a restructure of campaigns around audience intent tiers. Proposed CPA-focused Smart Bidding with first-party audience signals via Customer Match, and identified keyword inefficiencies to concentrate spend on highest-converting query patterns.
From individual contributor to team lead — each role building toward full-funnel ownership.
Owned Japan B2B paid and organic search strategy end-to-end. Led website development, CRO and KPI dashboard management (ETL, database, automation). Collaborated with global paid and web directors to align local and global strategy.
Engaged directly by a global FX / CFD brokerage as an external consultant, collaborating with the Country Manager and APAC marketing team. Audited and advised on paid search performance and customer acquisition cost. Recommended a campaign restructure around audience intent tiers, proposed CPA-focused Smart Bidding with first-party Customer Match signals, and identified keyword inefficiencies to eliminate wasted spend.
Led a team of 3–5 digital analysts, balancing team development with hands-on search strategy across Lenovo, Marina Bay Sands, American Eagle and more. Spent the majority of time on team management and activation oversight, while also contributing to new business pitches, media planning and building search campaign strategy from scratch.
Managed global Google Paid Search campaigns to drive O2O foot traffic and revenue across DFS luxury retail stores. Led agency relationships and performance reporting.
Operated within Google's in-house APAC SMB marketing team. Ran Search, Display and Social campaigns for Japan market advertiser acquisition. Supported landing page UX across 16 countries. Owned GTM tracking implementation across APAC.
Foundation role where I built core SEO and SEM skills from the ground up — technical site audits, link building, paid search planning and optimization, and Japanese content creation. Worked across tech, fashion, and finance clients.
While at university, I built an eCommerce store selling at-home teeth whitening products from zero — teaching myself coding and SEO out of pure curiosity and drive. No team, no budget, no playbook, no AI. Just curiosity and execution. That experience became the foundation of my entire career.
Feel free to reach out via LinkedIn for any inquiries.