Brand planning and account management for Singapore Airlines globally across > 16 markets.

Account Director

Integrated comms planning for Diageo Global Travel / Travel Retail across the APAC Region.

Planning Director

PHD is a growth-focused media agency driven by innovation and creativity. Today, with over 100 offices in 74 countries, PHD continues to create remarkable campaigns that lead to remarkable growth – using the extending canvas of data and technology.

•  Spearhead thought-leadership, maximizing value from strategic vendor partnerships and championing digital roadmap adoption for Chanel across Fashion, Watches & Fine Jewelry and Fragrance & Beauty divisions
•  Identify, inspire and evangelize digital opportunities, innovations, experiments and pilots across > 12 markets in the Asia-Pacific Region, while maintaining strong, robust brand governance
•  APAC CoE Advisory role on client and market engagements, serving as a performance, insights & strategy advisor to both external and internal market leads

Learn more at https://www.phdmedia.com/

Digital Director

@ASK Training Singapore

ASK Training is a SkillsFuture Singapore (SSG) Approved Training Organisation (ATO), a Continuing Education and Training (CET) Centre, specialising in the provision of Digital Marketing, Microsoft Office, and Soft Skills Training courses.

Training budding digital marketeers on advertising fundamentals, frameworks, go-to-market strategies and more.

Learn more at https://asktraining.com.sg/

Associate Trainer | Digital Marketing & Analytics

Dr. Chiro

Dr. Chiro is a leading & most trusted Chiropractor in Singapore offers best Chiropractor Care for pain relief.

Managing SEO, paid media strategy and influencer marketing.

Marketing Partnership x Koocester:
•  https://www.tiktok.com/@koocesterbusiness/video/7405178394314378504
•  https://www.tiktok.com/@koocester/video/7445994270160456976/
•  https://www.tiktok.com/@koocester/video/7446387818886221057

Learn more at https://drchiro.com.sg/

Business Advisor | Growth Consultant

Pufferfish Digital

Amplify your digital resonance with data-driven marketing consulting & advisory.

Learn more at https://www.pufferfishdigital.com/

Freelance

IPG Mediabrands APAC

UM is a global media agency committed to Futureproofing our clients’ businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands.

Continuing my previous role, leading a team of high performance digital specialists to deliver excellence in client management and media planning for UM suite of clients –
• Account Management
• Digital, Data & Audience Strategy
• Innovation & Partnerships

UM Clients: 
Global: Shangri-La (over 100 hotels in over 22 countries, regions and 76 destinations)
Regional: HRA Mederma (TH, MY), Netflix (TW, MY), ZEISS (SEA), Dyson Marketplace (SEA)
Local: CPF, Dyson SG

Learn more at https://www.umww.com/

Senior Digital Manager | UM APAC

Initiative is a full service global media agency built to grow brands through culture. The agency's approach to rapidly interpreting and activating on cultural data signals – Cultural Velocity – creates relevant, long-lasting consumer connections that drive business results.

Continuing my previous role, leading performance media for Initiative suite of clients –
• Client Engagement
• Digital Centre of Excellence (COE)
• Craft Excellence

Initiative Clients: 
Global / Central Hub: Schneider Electric
Regional: LEGO (APAC), Patek Philippe (SG, MY, PH, TH, VN)
Local: Carlsberg

Learn more at https://initiative.com/

Regional Performance Manager | Reprise APAC

Reprise is the world's largest performance marketing network, with over 3,000 experts in 68 offices in 48 markets, offering a full suite of crafts designed to deliver customer flow. As part of the Mediabrands family, the agency supports industry-leading partner agencies – UM, Initiative, and Matterkind– and leverage additional world-class IPG resources, including Acxiom, to deliver customer-centric performance marketing to clients.

End-to-end media planning & buying, digital strategy, channel selection, platform activation, campaign pacing, tactical optimization, content amplification and management of performance marketing across search, social, programmatic, video and display for >20+ client portfolio accounts of various industries –

• B2B Energy Solutions (Global)
• B2C Tourism & Hospitality (Global)
• B2C Cloud Services/Technology (Regional)
• Technology Hardware Goods (Regional)
• Retail/eCommerce (Regional)
• FMCG/CPG (Regional)
• Pharmaceutical (Regional)
• Luxury Goods (Regional)
• Financial Services/Insurance (Local)
• Government Services (Local)
• Education (Local)

Clients: Carlsberg, Collinson, DKSH Hiruscar, Dyson, Estée Lauder, GoDaddy, GovTech, HDB, HRA Mederma, LEGO, Maybank/Etiqa, Mentholatum, Mitsubishi Electric, Nestlé Professional, Nexus International, Noumi Milklab, NUS, Patek Philippe, Schneider Electric, Sentosa, Shangri-La, SIM Global, SUTD

Markets: Global - Central / Regional (APAC/SEA) Hub - AU/HK/ID/JP/KR/MY/NZ/PH/SG/TH/TW/VN

Learn more at https://reprisedigital.com/

Senior Performance Planner | Reprise APAC

Essence

Essence, part of GroupM, is a global data and measurement-driven agency whose mission is to make advertising more valuable to the world. Clients include Google, FrieslandCampina, Flipkart and the Financial Times. The agency is more than 1,700 people strong, manages over $4.2B in media spend and deploys campaigns in 71 markets via offices in Bengaluru, Chicago, Delhi, Düsseldorf, Jakarta, London, Los Angeles, Melbourne, Minneapolis, Mumbai, New York, San Francisco, Seattle, Seoul, Singapore, Sydney, Tokyo and Toronto.

• Strategise, build, & deliver digital DR (direct-response) focused media plans for Google's YouTube, driving acquisitions for Premium & Music subscriptions in 12 markets across the Asia-Pacific region
• Hands-on budget planning, forecasting, optimisation and reporting of digital media spends in excess of USD $40m (MV) market value in annual billings
• Devise Test-and-Learn best practice experiments & manage launch of Gpod Betas to deliver incremental performance efficiencies via on-net Display, Video, Paid Search and UAC channels

Markets: Regional (APAC) - AU/HK/ID/IN/JP/KR/MY/NZ/PH/SG/TH/TW

Learn more at https://www.essenceglobal.com/

Senior Media Planner | YouTube APAC

DBS Bank

As the pioneering Data Management Platform (DMP) specialist team, we research, use data to analyse database marketing activities, and make recommendations to optimize marketing efforts.

Tech Integration  -
•	Responsible for setting overall strategy for data integration, and recommend the creation of actionable segments (e.g. web analytics segments, CRM signals, propensity models)

Campaign Management -
•	Use data collected from internal and external channels to identify insights that helps help create impactful marketing campaigns
•	Create customer segment traits using analytics capability via Adobe Audience Manager (AAM) for contextualized targeting for paid (e.g. programmatic display, Facebook), owned and earned media

Paid Media Strategy -
•	Develop analyses and customer insights to help drive campaign performance (e.g. digital usage & transactions, acquisition and engagement) across the consumer digital business
•	Build customer journey frameworks, identify targeting opportunities and proactively test segmentation strategies across online channels
•	Recommend customer segments and work closely with the Performance Marketing team to optimize digital campaign ROIs and KPIs

Analytics & Attribution -
•	Analyse and interpret a range of digital media performance data against campaign KPIs to identify trends, root causes and follow-up actions 
•	Identify opportunities for applying new marketing technologies, digital products

Project Management -
•	Create automated reports (e.g. Adobe Report Builder) and design dashboards (e.g. Datorama) to analyse performance from traffic to conversions through to lead and pipeline

Stakeholder Management -
•	Work closely with our internal stakeholders (Product teams, analytics, e-Biz) to strategise, develop and execute marketing automation efforts across owned and paid channels to optimize campaign performance
•	Build and maintain strong cross-functional partnership with media agencies, media owners and internal analytics experts

Marketing Insights Analyst | Growth Marketing, CBG

StashAway

StashAway is Singapore’s intelligent, automated digital wealth manager that personalises, rebalances, and optimises your portfolio so you can reach your goals.

•	Driving paid/organic traffic, generating high quality conversions via SEM, technical SEO & Google Ads display strategies
•	Marketing segmentation of customers via Facebook Custom Audiences, enhancing ad re-targeting opportunities via look-alike audiences
•	PPC Reporting automation via Supermetrics, Google Analytics API and Google Sheets
•	Plan, execute & proactively optimise campaign performance, and managing churn
•	Reporting of key marketing metrics & KPI, tracking ROI, ROAS, CAC, NPS
•	Marketing bid & budget management, paid, owned and earned marketing strategy across markets
•	A/B Ad Text significance testing and optimisation
•	Conducting competitor analysis, digital insights reporting and SEO best practices research

Tools: Google Analytics, Google Ads, Google Keyword Planner, Facebook Business Manager, LinkedIn Campaign Manager, Emarsis, AppsFlyer, Branch.io, Co-Schedule, Eventbrite, Metabase, Supermetrics, Similarweb

Learn more at https://www.stashaway.com/

Online Marketing Analyst | Performance Marketing

Canstar

Canstar is Australia's Biggest Financial Comparison site, which empowers users to find the right financial tools & products according to their individual preferences. Our purpose is to simplify the world of finance and help consumers confidently find the right product for them.

Reporting to the Digital Analytics & Campaign Manager, I worked on digital commercial insights, forecast revenue metrics, maintain benchmark performance of over 300+ live campaigns (in excess of $1.5m/month) and digital optimization strategy that contributed to >4x our digital revenue runrate in less than 12 months.

Started as Digital Campaign Assistant within the Commercial Team, my main responsibilities include:

•	Tracking, audit, reconciliation & revenue optimization of >300+ digital campaigns
•	Delivering digital insights & audience-conversion analytics reports to > 50 banking & finance clients across 30+ product categories, including top 3 verticals such as retail banking, insurance and superannuation/investments
•	Building KPI-focused revenue forecasts and monthly business review (MBR) reports for Senior Executives & Management
•	Delivering business intelligence reports of our commercial revenue mastersheet and automating campaign tracking workflows using Google API, using tools including Google Analytics, Bime, and Tableau which led to 50% reduction in time spent on manual reporting, and tangible increases in productivity & reporting accuracy
•	Highlighting digital opportunities, prototyping design solutions and conducting multivariate, A/B/N experiment testing to improve Monetised Click-Through Rate (MCTR) on top-generating leads
•	Working with the Digital, UX and Editorial teams to analyse customer journey behaviours and strategise & action customer-centric plans to encourage Conversion Rate Optimization (CRO) across the site

Tools: Google Doubleclick for Publishers (DFP), Google Analytics, Tableau, Bime, Google Sheets, SQL

Learn more at https://www.canstar.com.au/

Digital Insights Specialist | Commercial

Vibelabs

Vibelabs creates centralised platforms that simplify the experience of discovering events relevant to individual needs from multiple data sources and empower organisations to act on insights drawn from data analytics. Our first product is the official events app for UQ Union, UQU Vibe.

• Strategised overall branding & marketing for Vibelabs
• Delivered pitch which led to our pre-seed funding from UQ Union
• iLab Germinate 11 Cohort (Accelerator Program)
• Best Business Award (UQ Weekend of Startups)
• Executed launch of our first product, UQU Vibe and obtained 300+ subscribers in a month
• Achieved > 2,000 downloads within the first 2 weeks of launch
• Sustained retention rate of 22% > industry standards of 8% on average
• Featured by multiple university departments, including UQ Business School, UQ BEL SET, UQ Idea Hub, UQ iLab, UQ Alumni, UQ Young Alumni, UQ Union and other clubs & societies
• Worked on business development opportunities which led to trials with two large franchises within first month of launch

UQU Vibe: https://www.uquvibe.com.au/
Visit us at https://www.vibelabs.com.au/

Co-Founder | Marketing

Digital Analytics | Performance Marketing | Media Planning | MarTech | ACLP-Certified

A little more than a decade ago, as a wide-eyed graduate, I hustled my way into scoring my first digital stint at Australia’s Biggest Financial Comparison site, Canstar. Fast forward 4 months later, I was offered a permanent position in a digital insights role, and absolutely fell in love with diving deep into the thick of numbers — the result of my labour of passion was clear, I led projects that resulted in >4x incremental revenue in just slightly over a year.

After more than half a decade in Australia, I packed my bags and moved back to sunny Singapore to join DBS Bank, the largest bank in South East Asia, where I continued my pursuit in digital strategy and built data-driven marketing capabilities through analytics tools.

Intrigued by agency life, I dived head-first into an account management position at Essence, working on the Google / YouTube account. I've been in several agency roles since — currently, I'm working on a portfolio of household name brand clients across the globe.

People around me say that I have one too many dad jokes up my sleeves and ap-parent-ly (pun-intended) so. I love a good challenge, working on transformational 'turnaround accounts'. I'd also like to think I'm creative, hungry and forward-thinking (I'm already thinking about what to eat for tomorrow's lunch).

I love what I do and strive to uphold my personal mantra of "Never One Day, Always Day One", which motivates me to wake up everyday to do the best I can.

Beyond marketing strategies, I've had the privilege of having practical, hands-on keyboard on 
• Google/Adobe Analytics
• GAds/Meta/TikTok/LinkedIn
• Tableau/Power BI/Looker

I hold a Master’s Degree in Commerce (Applied Finance)
Bachelor's Degree in Communication
& more to come!

My current obsession is learning the art (and science) of storytelling. I believe that there're few things in this world that are more beautiful than a data-led, well-crafted narrative that deeply resonates. Taking one step at a time to eliminate #DeathByPowerPoint

In my free time, you'll find me lurking around at a hackathon (contributing back to roots of my personal start-up venture). I enjoy hiking, cycling, rock-climbing, training, and volunteering as a mentor — as cliche as it sounds, I believe in the power of empowering others, and one of the best ways to give back is to share with someone how to fish.

If you've read about my humble journey thus far and still feeling curious, I'd love to learn about your story, feel free to drop a message and let's connect over coffee!

taplio

David Fong's Linkedin Analytics

David Fong

Performance Score

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}David Fong's Linkedin Analytics

David Fong

Performance Score

Ready to grow your LinkedIn presence?

David Fong's Linkedin Analytics