MediaLab Global YouTube DR Lead; drive strategy, planning and execution for YouTube Shorts, Premium and Music growth globally (~$300M investment) Regularly influence global C-level to invest and align on outcomes in the best interests of YouTube / Google marketing objectives Work with a cross-functional team across analytics, sales, finance, legal, creative, product and engineering to drive product growth Shape the product development and creative process, organize launches and drive most efficient business results from marketing budgets using data driven methodologies Manage the global and regional MFG team of 30+ specialists to drive growth strategies plans and roadmaps ahead (local, regional and global) DR Incrementality: Global Incrementality Lead (part of XFN Steerco group), aimed to drive progress for $xxB DR programs at Google Marketing In partnership with MLMO, built the optimization and reporting plan for 2022, 2023 and 2024 Notable work: AI - based Google Ad format deployment | Firebase and Google Analytics integration | Social Ads testing | X-PA MMTs, MMMs and CLS support | MFG planning and creative tools | SQL and PLX

Google Ads Performance Automation and Analytics Product Lead (Solutions Specialist) for top tier Google APAC Advertisers, tasked with driving over $200M yearly Ads product adoption and growth Managed a vendor team across Sales and gTech that drove best - in - class Ads execution Helped scope and build regional and local revenue pipelines via long term trend analysis, growth predictions and business objective analyses Managed global - first go-to-market execution of Google Ad products across global, regional and local stakeholders, global product and engineering teams to drive measurable performance and scale Trained 1000+ clients and agency teams on full funnel media strategies, modern marketing mix and digital transformation Drove highest number of APAC - first alpha and beta testing during time in role Was part of the 'Compete' Steerco that analyzed ad product capabilities across Google Ads and competition Notable projects: Lead Gen Ads across VAC, Discovery, pMax, deployment for APAC clients | Google Analytics audits | Google planning tool adoption | Meta and TikTok competitor audits and training | Tableau Biggest Clients: B2B: DBS, Amazon, SCB, Microsoft, Telco clients B2C: Lazada, Shoppee, Agoda, and others

Led a team of 7 senior managers across APAC to drive performance marketing strategy and execution for top-tiered iProspect and DAN clients in APAC Led regional hub planning and operations - help build performance - first solutions for the network Digital lead generation and analytics consulting for global product owners and C-level executives, mentor stakeholders on cross-device marketing and analytics Built annual and quarterly plans to drive client business growth, identified experimentation opportunities and tasked with digital innovation using data Most used products: Google Ads, SA360 and DV360 | Social Ads | Affiliate Publishers | Campaign Manager | Google Analytics | Power BI Biggest Clients: B2B: PayPal | Standard Chartered Bank | Microsoft | Accor B2C: L'Oreal | Marriott

Led an APAC team of 5 performance specialists (3 remote); crafted regional mobile and cross - screen strategy for senior clients, discovered new growth strategies for flagship APAC brands Singapore Office Lead for app marketing, App Store Optimization and Google Analytics for Havas Media Oversaw programmatic operations for the region, trained teams on small-screen marketing and measurement Products most used: Google App Campaigns | Meta app ads | Firebase and Analytics | Power BI | SQL Biggest Clients: DBS | UOB | Fairprice | Singtel | App Developers

Grew the EMEA Performance business to a multi-million dollar revenue stream via ad deep product expertise Product Specialist on m-commerce and analytics products Everyday work included pre-sales consulting, inventory sizing, 3rd party analytics integration, supervising optimisation Led strategic partnerships with app developers in Central and Eastern Europe Products Most used: App install and engagement campaign Ads | Power BI | Salesforce | Kochava and Appsflyer Biggest Clients: Amazon, King.com, Ubisoft, Facebook

Technical Troubleshooting and AdWords and Google Analytics account management for NA and EMEA Tier 1 clients Google SEM campaign management, reporting and optimisation Special projects Lead - Google Maps growth