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."
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 HOTEL MYSTAYS, while leading a team of 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.
My mix: 80% Performance Marketing · 10% SEO · 10% Web/CRO.
🇯🇵 Japan · 🇭🇰 Hong Kong
APAC Regional (16 markets)
Verticals:
eCommerce · Hospitality · Finance · B2B SaaS · Fashion / Retail
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 accessories like cables, 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.
MBS relied heavily on OTAs charging ~20% commission. Even brand searchers were converting on Expedia rather than the official site.
No unified messaging across markets or search engines. No bidding intelligence tied to hotel occupancy. OTA share eroding profitability.
Used SA360 to centrally manage ad copy across Google, Yahoo Japan, and Microsoft Bing. Auto-generated templates dynamically insert hotel name, city, nearest station, real-time availability, and Best Rate Guarantee. Built occupancy-based automated bidding: bid up when rooms available, bid down above target occupancy threshold.
90% of Japan digital MQLs came from organic. But the Japanese site was a direct translation of the US site — outdated UI, poor UX, low local relevance.
Visit-to-MQL conversion rate was 1% — half the US benchmark of 2%. Revenue was being lost at every organic visit.
Led full website redesign and migration completed in 3 months. Rebuilt navigation, key landing pages, and CTAs tailored to Japanese B2B expectations. Post-launch: continuous optimization using GA4 and heatmap data to improve CTA placement and page layouts.
Growing new account registrations in a highly competitive, high-CPC financial market without proportionally increasing spend.
Premium CPCs in financial services. CAC was too high relative to LTV targets. Budget allocation lacked audience precision.
Restructured campaigns around audience intent tiers. Applied CPA-focused Smart Bidding with first-party audience signals via Customer Match. Refined keyword structure to eliminate waste and focus spend on highest-converting query patterns.
From individual contributor to team lead — each role building toward full-funnel ownership.
Own Japan B2B paid & organic search strategy end-to-end. Lead website development, CRO and KPI dashboard management (ETL, database, automation). Collaborate with global paid/web/creative directors to align local and global strategy.
Led a team of 5 digital analysts reporting to the MD. Specialized in search strategy across Lenovo, Marina Bay Sands, HOTEL MYSTAYS and more. 60% team management, 30% activation oversight, 10% new business pitch. Involved in agency pitches, media planning and search campaign strategy from scratch.
Contracted directly with Forex.com on a one-off project to improve paid search performance and reduce customer acquisition cost. Restructured campaigns around audience intent tiers, applied CPA-focused Smart Bidding with first-party Customer Match signals, and refined keyword structure to eliminate waste.
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: mastered SEO and SEM from the ground up. Technical site audits, link building, paid search planning and optimization, Japanese content creation. Worked across tech, fashion, and finance clients.
Open to senior digital marketing roles in Tokyo where I can drive real business impact. I bring both the strategic thinking and hands-on execution to deliver results from day one.