Singapore, Singapore
🗺️ I show up where the map runs out. Sometimes it’s a promising new market that no one’s quite cracked. Sometimes it’s a new product category where the rules haven’t been written yet. And sometimes it’s figuring out what success looks like before anyone knows how to chase it. At Google and Meta, I’ve built go-to-market frameworks for markets and categories that didn’t have them, and watched these playbooks get applied well beyond their original scope. A market entry approach I developed for Japan became the global standard for how Reality Labs sequences market entry and expansion. A data-driven model I built to measure Search marketing ROI in APAC shaped investment decisions globally for years. The other half of the job, the part that rarely makes it onto a brief, is bringing others along. I’ve gotten product teams to care about markets they’ve never prioritised. I’ve helped leadership see where the ROI wasn’t quite obvious yet. And I’ve shown local teams how to find their place within a bigger global vision. I've built and run these playbooks across Japan, Korea, India, Australia, Indonesia, Argentina and more, at the scale and complexity that Google and Meta demand. The map still runs out in a lot of places. I'm always curious to hear where.
Led market narrative, positioning and go-to-market strategy for Reality Labs across Japan and India, spanning Quest hardware and Horizon on Mobile, from content roadmaps to in-market launch execution. The market entry framework developed for Japan became the global standard for new market introduction.
Led marketing strategy and planning for Large Customer Marketing across APAC, introducing revenue attribution methodology that unlocked $100M+ in trackable ads revenue and driving $12M in cost efficiencies across 14 markets.
Shaped yearly marketing priorities across Ads, Consumer Apps and Reputation for APAC, securing +24% incremental resources and leading Google's external response to COVID-19 across 12 markets.
Built the marketing strategy and $100M investment framework for Search across APAC, creating measurement approaches where none existed and delivering 2.0+ ROI for two consecutive years.
Launched refreshed brand strategy and B2B communications plan to defend industry leading position in travel e-commerce. Piloted digital cross-sell campaign to increase hotel sales and shift share for credit card network partner.
Drove consumer campaigns to increase product usage and deepen user engagement across multiple Yahoo! properties including Yahoo.com, Sports, and Mail across Southeast Asia.