Aug 2022 – Present · 3 yrs 7 mos

• Startup marketing fixer. Fixed demand gen, positioning, pipeline, exec alignment issues:
• SpotDraft - Series A legaltech saas
• Identified $500K+ of inefficient spend in first 30 days
• Stood up a demand gen strategy that stabilized MQL & pipeline growth
• Helped recruit + onboard new Head of Demand Gen (ie. replaced myself)
• Aligned Sales, CS and Marketing leadership around common targets
• Rebrandly - PE-backed saas
• Increased visitor conversion rate to demo by 40%+
• Identified & saved $X,XXX / month in low-performing SEM spend
• Led implementation of pipeline acceleration tool, working w/ revops & engg
• Worked with CGO on strategy
• Spenmo (YC S20) - Series B fintech
• Working with CRO and product marketing team, refined position and narrative for a fintech company in a hypercompetitive space. Led internal workshops and advised on website redesign.
• and many others!

Sep 2021 – Sep 2022 · 1 yr

• Joined to reduce our dependence on paid acquisition and WOM. Quickly built an organic content motion / media machine that involved 2 podcasts (100K downloads), a social following (went from 20K to 40K) and a blog that 3X'd pageviews in 5 months.
• I joined during On Deck's hypergrowth period (100 to 300 employees in ~6 months), and was there through the tech market volatility in 2022. A short and intense rollercoaster ride in peak zirp startupland :)
• Helped drive down Paid CAC by XX% via CRO and content experiments
• In 2 months, scaled content production process from 2 → 16 articles/month
• Editor-in-chief for a content marketing operation that had collabs with Tier 1 guests like:
• CBO @ Uber
• CPO @ Tinder
• VP Growth @ Shopify
• COO @ Athletic Greens
• COO @ Bridgewater Associates

Jun 2018 – Aug 2021 · 3 yrs 2 mos · Singapore

• I started a private community for marketers who care about APAC → apacmarketers.com

Apr 2018 – Sep 2021 · 3 yrs 5 mos · Singapore

• Led HubSpot's demand generation and awareness programs in Asia
• DG: overachieved on demand gen targets, averaged 130%+ attainment
• GTM: worked with Sales leadership to run gtm experiments in Asia and India. Helped build an outsourced BDR motion from scratch
• Awareness: drove 900K impressions from LinkedIn workshops run via teammates in Asia
• Awareness: raised HubSpot’s profile through speaking & thought leadership; spoke at 75+ engagements — presenting to over 10,000 people across Asia. Secured placements in target media (Straits Times, Marketing Interactive, Business Times, Channel News Asia, Times of India)

Sep 2017 – Mar 2018 · 6 mos · Singapore

Jan 2015 – Sep 2017 · 2 yrs 8 mos

• As the marketing leader at ReferralCandy, I obsessed about all things B2B SaaS customer acquisition.
• Ran paid experiments that dropped CAC by XXX%
• Grew traffic by 2,000%+ (read the blog post to see how)
• Drove SEO acquisition strategy: Page 1 on target high-intent SERPs for 3+ years
• Created permanent step-change increases in visitors, leads, signups within 2 mths
• Started as a team of 3, eventually to ~8 including designers

Jun 2014 – Jan 2015 · 7 mos

• I initially joined the company as the Inbound Marketing Manager, where I did these things:
• Managed blog production to ensure continued MoM traffic growth
• Refined content positioning to include target audience personas
• Kickstart lead generation strategy

Nov 2013 – Jun 2014 · 7 mos · Singapore

• ★ Create product marketing strategy from scratch
• Set up messaging and positioning for each pivot of product; deep research into personas, target audiences and target channels to inform go-to-market activities
• ★ Demand generation driven by content
• Filling the top of the marketing funnel with content marketing aimed at our target personas: blogs, PR, social, guest posting on relevant blogs

Sep 2012 – May 2013 · 8 mos · Beijing City, China

• ★ Increased organic traffic, registrations, sales leads with content
• Managed a team of freelance writers and analysts to produce the best, industry-leading content in the app store data industry. Worked closely with SEO and social media team to jam the top of the funnel.
• ★ Media relations and branding
• PR focused on demand gen: managed PR agency to get into TechCrunch, VentureBeat, NYTimes etc on a regular basis.. Led creation of branded conference materials, from keynote slides to booth setup.
• ★ Strategy and team goal-setting with VP marketing
• Set quarterly marketing roadmaps based on quantitative analysis.

Jun 2011 – Sep 2012 · 1 yr 3 mos

• ★ Go-to-market launch strategy
• Lead marketing from concept pitch to game launch and beyond. Manage growth (social media; PR; paid user acquisition, etc)
• ★ Act as the internal voice of the customer
• Represent millions of users - driving customer insights through surveys, forums, qualitative and quantitative analysis. Influence product roadmap with data. Fight for budget for marketing initiatives. Regularly communicate with executives.
• ★ Identify key acquisition partnerships
• Sought out cross-promotion opportunities to drive new user acquisition
• ★ Lead production of marketing creatives
• Art direction for assets: infographics, app store graphics, PR requests, etc.

Dec 2010 – May 2011 · 5 mos

• ★ Drive engagement on social media
• Use copywriting, jokes and memes to get people to click on things :-)

Jan 2010 – Dec 2010 · 11 mos · Beijing, China

• Learned the way of the Swiss Army Knife as I lead marketing efforts at a boutique consulting firm:
• lead a team of foreign & local staff
• designed and executed marketing strategy
• owned department P&L
• closed sales deals

Jan 2008 – Jan 2009 · 1 yr · South Korea

• Dove headfirst into a foreign culture. By living completely outside my comfort zone, I learned how to adapt quickly, became a citizen of the world, met lifelong friends and got addicted to k-pop all at the same time.

Jan 2007 – Jan 2007 · 0 mo

• Blended web analytics, Photoshop, HTML and copywriting to create a cocktail of communications and data reporting that would make any channel manager smile.

Jan 2007 – Jan 2007 · 0 mo · Ontario, Canada

• Analyzed what makes Generation Y tick to figure out why they buy chocolate and candy bars. Lived and breathed qualitative (focus groups), quant (worked on the largest Nielsen database in Canada) and started my relationship with writing internal memos and decks.

Jan 2005 – Jan 2005 · 0 mo

• 50+ public speaking appearances, to crowds of varying sizes and audiences, and convincing those people that they needed to donate money helped make sure I knew how to look good in front of a crowd and think on my feet.