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Work Experience

Marketing Manager

NexDo | Tech/Services

Above-the-line Marketing

Work with media agencies to negotiate and purchase media space, ensuring optimal placement and cost-effectiveness for radio, billboards, bus advertisement, magazines, newspaper, and maildrop
Conceptualise and develop creative assets for above-the-line campaigns, ensuring they effectively communicate brand messages
Brief the graphic designer to produce compelling visuals
Ensure campaigns are launched on time and in accordance with the established strategy
Manage the budget allocated for marketing campaigns, optimsing spending to achieve maximum reach and impact
Monitor campaign performance and KPIs, such as reach, frequency, and brand awareness
Analyse data to measure campaign effectiveness and make data-driven recommendations for improvements

Digital Marketing

Google –

Collaborate with Google Ads specialist and explain business objectives, target audience, and KPIs.
Work with our Google Ads specialist on campaign strategy development
Monitor keywords to identify relevant and high-converting search terms
Monitor bidding strategies to optimise campaign performance and achieve desired KPIs
Allocate budget effectively across campaigns based on priorities
Data Analysis and Reporting
Analyse campaign performance metrics, such as impressions, clicks, conversions, and cost per conversion
Generate regular performance reports and provide insights campaign progress

SEO –

Worked with SEO specialist with planning our SEO strategy
Planned monthly content topics around targeted keywords
Managed a team of content writers
Proofread and check all content
Upload all content on the website
Optimise website content, including meta tags, headings, URLs, and internal linking structures
Implement fixes for site speed optimisation and mobile-friendliness
Generate regular keyword performance reports through SEMrush

Meta Ads –

Set up and configure campaigns, including selecting appropriate campaign objectives, audience targeting, ad placements, and bid strategies
Create engaging ad copy and creative assets that resonate with the target audience
Conduct audience research to define and segment target audiences based on demographics, interests, behaviors, and past interactions
Continuously test different ad creatives, headlines, ad placements, and audience segments to identify top-performing combinations
Monitor campaign performance metrics, such as impressions, clicks, conversions, and cost per conversion
Generate regular performance reports and implement actionable insights
Keep up-to-date with the latest features, tools, and trends within the Meta Ads platform

Lifecycle & Engagement Marketing

Developed retention programs that reduce churn and increase customer lifetime value
Map out the customer journey and identify key touchpoints
Segment customers based on behavior, preferences, and lifecycle stages
Develop personalised marketing strategies that address the specific needs of each segment
Plan and execute multi-channel engagement campaigns (email, SMS, in-app push notifications) to increase customer activation, usage, and retention
Craft compelling messaging and offers to encourage customer participation
Implement strategies like loyalty programs and customer feedback loops
Identify opportunities to upsell or cross-sell relevant services to existing customers
Implemented referral program and initiatives that encourage customers to refer friends and family

Data Analysis & KPI Management

Monitor campaign and channel acquisition costs and customer repeat rate
Develop tracking mechanisms and dashboards to monitor KPI performance
Analyse marketing data to identify trends, patterns, and insights
Utilise statistical techniques to extract meaningful insights from data sets
Generate regular and ad-hoc reports that present KPI performance, campaign results, and data-driven recommendations
Evaluate the effectiveness of marketing campaigns, including email, social media, PPC, and content marketing, using data-driven insights
Identify successful strategies and areas for improvement
Monitor and analyse competitors’ marketing activities and performance to identify opportunities and trends in the market

Management and Collaboration

Manage PR, Media, and Branding agency relationships
Collaborate with the development team to coordinate and plan website and app development, with a focus on UX/UI
Collaborate with department managers at NexDo including Operations, Finance, Customer Service, and CEO to ensure goal attainment

Influencer Marketing

Conduct research to identify potential influencers across different social media platforms, considering follower demographics, engagement rates, and brand alignment
Initiate outreach to potential influencers and nurture relationships to establish meaningful partnerships
Negotiate collaboration terms, compensation, and deliverables with influencers, ensuring a fair and mutually beneficial agreement through a contract
Manage campaign timelines, content schedules, and deliverables to ensure timely execution
Monitor and engage with influencer content and interactions to maintain a strong brand presence
Creating influencer codes on NexDo’s website backend

Email Marketing

Create engaging and personalised email concepts, including copy, visuals, and calls-to-action, to drive opens, clicks, and conversions
Develop a content calendar and schedule for email campaigns
Segment email lists based on demographic data, user behavior, and preferences to deliver relevant content to specific audiences
Utilise data insights to customise messaging and improve audience engagement
Set up and execute email campaigns using MailChimp
Implement triggered emails and personalised workflows to enhance the user journey
Conduct A/B tests on subject lines, email content, visuals, and sending times to optimise open rates, click-through rates, and conversion rates
Continuously analyse results to refine email marketing strategies
Monitor performance metrics, such as open rates, click rates, conversion rates, and revenue attribution

Event Management

Singlehandedly organised NexDo’s booth at the Auckland Home Show 2023
Managed all aspects of event logistics, including booth selection, vendor coordination, and equipment setup
Developed promotional strategies to drive attendance and engagement
Engaged with attendees and gave out promotional materials and merchandise
Oversee on-site event activities, managed staff, and ensured smooth event operations
Developed post-event communication to nurture relationships with attendees

SMS Marketing

Use SMS tool to send and schedule communications around promotions
Segment the SMS subscriber list based on demographics, behaviors, preferences, and engagement history
Personalise SMS messages to deliver relevant content to specific audience segments
Craft compelling CTAs and offers to drive conversions
Monitor campaign performance metrics, including delivery rates, open rates, click-through rates, conversion rates, and unsubscribe rates

Automation

Identify opportunities for automation to improve efficiency and personalise customer experiences
Build automated marketing workflows that include various touchpoints, such as emails, SMS, in-app push notifications according to customer behaviour
Integrated marketing automation platform Zapier with our Freshworks CRM to ensure seamless data flow

Marketing Coordinator

Texas Chicken New Zealand | QSR

Above-the-line Marketing

Collaborate with the senior management to develop above-the-line marketing strategies that align with overall business goals and objectives
Identify the most suitable media channels for reaching the target audience, including radio, print, and outdoor advertising
Work with media agencies to negotiate and purchase media space, ensuring optimal placement and cost-effectiveness
Coordinate the end-to-end execution of above-the-line campaigns, including media placement, scheduling, and monitoring with media buying agency
Ensure campaigns are launched on time and in accordance with the established strategy
Manage the budget allocated for above-the-line marketing campaigns, optimising spending to achieve maximum reach and impact
Collaborate with advertising agency and digital agency to bring campaigns to life

Social Media Marketing

Define content themes, posting schedules, and goals for social media platforms
Create engaging content that caters to the target audience
Manage and maintain our company’s social media profiles
Monitor and respond to user comments, messages, and inquiries in a timely and professional manner

Email Marketing

Plan a content calendar for email campaigns
Set up email campaigns using MailChimp
Conduct A/B tests and experiment with content, creatives, and sending times
Continuously analyse results to refine email marketing strategies
Monitor performance metrics, such as open rates, click rates, conversion rates, and revenue attribution

Community Management

Monitor social media platforms for comments, messages, and mentions related to the brand
Respond to inquiries, comments, and messages in a timely and authentic manner
Address negative comments and manage conflicts
Escalate complex issues to appropriate teams while maintaining a positive online environment
Listen to community feedback and gather insights on customer needs, preferences, and internal possible issues
Provide actionable feedback to internal teams for continuous improvement

Promotions

Plan and manage coupon programs, including discount codes, and limited-time offers
Decide on limited time offer menu after testing
Coordinate with internal restaurant teams to ensure seamless coupon redemption processes
Create promotional content including copy and creative
Implement and monitor promotional campaigns across various marketing channels, such as email, social media, website, billboards, radio, and print
Ensure accurate tracking of promotions and coupon usage

Competitor Analysis

Identify and profile key competitors in the fast food industry in New Zealand
Conduct thorough research on competitors’ menu offerings, pricing, and promotions
Analyse competitors’ menus, identifying trends in ingredients, flavors, and meal offerings
Evaluate competitors’ marketing strategies across various channels, including digital marketing, social media, and advertising campaigns
Analyse competitors’ customer experience, from ordering to dining or delivery, identifying strengths and areas needing enhancement
Provide insights for improving our own customer journey
Research competitors’ performance on a local and regional level, understanding their market share, brand perception, and customer preferences
Analyse pricing strategies, promotional campaigns, and value propositions of competitors
Create comprehensive reports and presentations that communicate competitor analysis findings and actionable recommendations to stakeholders

Category, Campaigns & Community Analyst

Shopee Philippines | E-commerce