(02)
Work Experience
- Nov 2020 - Present
Marketing Manager
NexDo | Tech/Services
- 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
Google –
SEO –
Meta Ads –
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- September 2019 - September 2020
Marketing Coordinator
Texas Chicken New Zealand | QSR
- 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
- 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
- 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
- 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
- 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
- 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
- August 2016 - July 2017
Category, Campaigns & Community Analyst
Shopee Philippines | E-commerce
SEO –
- Collaborate with the team to select strategic keywords for on-page and off-page optimisation
- Help optimise product titles and descriptions for targeted keywords, ensuring they are SEO-friendly
- Support the implementation of on-page elements such as meta titles, meta descriptions, and header tags
- Identify and address technical SEO issues specific to an ecommerce environment, including site speed optimisation, mobile optimisation, and structured data markup
- Collaborate with developers to implement technical recommendations
- Assist in optimising content across the marketplace for SEO best practices and user engagement
SEM –
- Support the setup and management of paid search campaigns (Google Ads, Bing Ads) to drive targeted traffic and conversions
- Assist in keyword research and ad copywriting
- Help monitor and manage daily ad budgets, ensuring efficient spending and alignment with campaign goals
- Assist in tracking ROI and adjusting budgets based on performance
- Assist in preparing regular reports for analysis and insights
- Assist in creating engaging and visually appealing social media content
- Collaborate with the team to maintain a content calendar that aligns with marketing campaigns, product launches, and industry trends
- Ensure consistent and timely posting across social media platforms
- Help manage and maintain our marketplace’s social media profiles on platforms such as Instagram, Facebook, Twitter, and Pinterest
- Monitor and respond to comments, messages, and mentions in a timely manner
- Assist in engaging with our online community by responding to comments, questions, and messages
- Initiate conversations, polls, and interactive content to encourage user participation
- Assist in monitoring key social media metrics such as engagement rates, reach, and follower growth
- Collaborate with the events team to assist in planning and executing a range events, including product launches and workshops
- Help develop event concepts, themes, and goals that align with our brand and marketing objectives
- Assist in coordinating event logistics, such as venue selection, equipment setup, catering, and transportation
- Assist in creating compelling event-related content and collateral
- Assist in managing event registrations and attendee lists
- Help set up and manage event spaces ensuring a smooth and welcoming environment
- Collaborate with the events team to assist in managing event budgets and tracking expenses