Performance Marketer · 5+ Years · SEA · EMEA · North America

Revenue Infrastructure
for modern businesses.

Results-driven performance marketer specialising in B2B ABM and B2C growth across SaaS, Banking, Automotive, and FMCG sectors. Proficient in Google, Meta, and major ad platforms — built to generate qualified demand at scale.

Run My Lead Audit View Platform Architecture
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Full-funnel ownership From first ad impression to closed pipeline — strategy, execution, and reporting in one place.
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Revenue-first reporting GA4 + Looker Studio dashboards tied to CPL, CPA, and pipeline value — not vanity metrics.
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Cross-market execution 5+ years running campaigns across APAC, US, EU, and SEA with localised strategy for each market.
Live revenue intelligence
$8 Figures ACV+

Annual contract value generated across EMEA & US markets.

−20%

Monthly automotive CPL improvement via data optimisation & GTM insights.

+38%

Credit card conversion rise through A/B testing & campaign optimisation.

152

Car bookings generated for a low-market-share brand via demand capture.

Markets: APAC · US · EU · SEA
Specialties: SaaS · Automotive · Banking · Growth funnels
Industries & markets served

Built for serious operators across high-value verticals.

Hands-on execution across SaaS, banking, automotive, FMCG, and insurance — from Malaysia and Southeast Asia to the US, Europe, and the Middle East.

SaaS · US Market
Fintech · SEA
Automotive · APAC
Home Insurance · US Market
B2B Pipeline · ABM
Economic impact

Metrics framed around money, not vanity.

Real outcomes across paid media, CRO, and cross-channel campaign management — measured by pipeline value, efficiency, velocity, and market reach.

Pipeline$7 Figures

Annual contract value and pipeline influenced through US-market performance marketing.

Efficiency-20%

Monthly CPL reduction for automotive campaigns through data optimisation and GTM insights.

Velocity152

Car bookings generated in a single day for a low-market-share automotive brand via targeted demand capture.

Conversion+38%

Rise in credit card approval rates through optimized campaign strategies and A/B testing across SEA markets.

Platform architecture

Lead infrastructure stack.

This is the section that turns the business from “agency” into “infrastructure.” It productizes the delivery model into a system buyers can understand instantly.

Traffic layer

Demand capture across channels where intent and reach compound together.

  • Google Ads
  • Meta Ads
  • LinkedIn Ads
  • SEO acquisition
Conversion layer

Conversion engineering to turn expensive traffic into pipeline efficiently.

  • Landing pages
  • Lead forms
  • CRO systems
  • A/B testing
Data layer

Clean tracking architecture so decisions are made from signal, not guesswork.

  • GA4
  • GTM / events
  • CRM sync
  • Attribution mapping
Intelligence layer

Revenue-level visibility that prioritizes quality, not just volume.

  • Lead scoring
  • Forecasting
  • Pipeline reporting
  • Budget optimization
Core service modules

Three pillars of a high-performance growth system.

From capturing intent-rich demand to converting traffic into pipeline and connecting every dollar to a measurable revenue outcome.

01 · Intent capture engine

Own high-intent demand

Capture buying intent with search, retargeting, and performance campaigns structured around cost efficiency and sales relevance.

  • Search + PMAX strategy
  • Audience architecture
  • Lead quality filtering
02 · Conversion infrastructure

Turn traffic into pipeline

Design conversion paths that reduce leakage, sharpen messaging, and improve qualification across page, form, and follow-up touchpoints.

  • Landing page systems
  • Offer framing
  • Funnel testing loops
03 · Revenue intelligence layer

See what actually drives revenue

Build reporting that ties acquisition to business outcomes so budget allocation gets smarter over time.

  • GA4 dashboards
  • Attribution logic
  • Executive reporting
Operating model

A clear revenue growth operating model.

How every engagement works — from the first ad impression to a closed deal in your pipeline.

Step 01

Traffic

Acquire intent-rich demand from paid search, Meta, LinkedIn, and SEO capture.

Step 02

Intent Capture

Match offer, keyword, audience, and page narrative to the right buying signal.

Step 03

Conversion Engine

Improve form completion, messaging clarity, and landing page persuasion loops.

Step 04

Lead Scoring

Prioritize quality so the sales team focuses on the most valuable opportunities.

Step 05

Sales Pipeline

Feed clean demand into CRM workflows with reporting tied to downstream movement.

Step 06

Revenue

Close the loop from spend to qualified pipeline to revenue efficiency.

Case Studies

Real problems. Measurable outcomes.

Four engagements across SaaS, banking, automotive, and multi-market — each with a clear challenge, approach, and result.

B2B SaaSHome InsuranceUS · EMEA
01

Scaling a global SaaS pipeline to 7-figure ACV

A fast-growing SaaS product needed to build a repeatable, data-backed demand generation engine across the US and European markets from the ground up.

Challenge

No structured performance marketing system in place for the US market. Traffic was inconsistent, conversion paths were untracked, and pipeline attribution was unclear.

Approach

Designed and executed a full-funnel strategy across Google Ads (PMAX + Search). Trained machine learning algorithms with the right conversion actions — feeding high-intent signals so Smart Bidding optimised toward qualified pipeline, not just lead volume. Set up GA4 conversion tracking and analysed drop-off paths to continuously refine signal quality.

Outcome
$7 FiguresACV influenced
2025 KPIsExceeded every quarter
Click to expand ▾
BankingAutomotiveSEA
02

Turning underperforming campaigns into conversion engines

Two parallel briefs — a fintech credit card launch and an automotive brand struggling with low bookings — required distinct but equally data-heavy turnaround strategies.

Challenge

Credit card approval rates were below target. Separately, an automotive brand with low market share was generating minimal bookings despite reasonable ad spend.

Approach

For banking: restructured audience targeting, ran A/B tests on creatives and landing pages, and proposed high-value profile strategies. For automotive: leveraged GTM data and AI-powered PMAX campaigns to reduce CPL and increase qualified bookings.

Outcome
+38%Credit card approvals
152Car bookings in one day
−20%Monthly CPL reduction
Click to expand ▾
Automotivee-CommerceMalaysia
03

Building tracking infrastructure for a conversion-blind brand

A local automotive and e-commerce advertiser was running media without meaningful conversion data — making it impossible to optimise toward real business outcomes.

Challenge

No reliable conversion tracking in place. Ad spend decisions were based on surface metrics (clicks, impressions) rather than actual customer journey signals.

Approach

Implemented full e-Commerce customer journey tracking via GTM — add-to-cart, initiate checkout, and purchase events. Used this data to identify best-performing media, refine landing pages, and establish A/B testing cadences.

Outcome
FullFunnel visibility established
KPIsHit via data-led optimisation
Click to expand ▾
SEM · SEOEDMAU · NZ · UK · US · SG
04

Multi-market demand generation across 5 countries

Multiple consumer and DTC brands needed coordinated search, SEO, and email marketing across Australia, New Zealand, UK, US, and Singapore simultaneously.

Challenge

Each market had different search behaviour, keyword intent, and audience profiles. A one-size-fits-all approach wasn't working and organic rankings were inconsistent.

Approach

Built market-specific Google Ads strategies with tailored keyword research and quality score optimisation. Ran on-page SEO using SERPRobot for rank monitoring. Managed EDM flows in Klaviyo and implemented GTM for behavioural analytics across all markets.

Outcome
5Markets managed simultaneously
UnifiedTracking & reporting across all
Click to expand ▾
About Me

Not a bloated agency. A performance partner.

5+ years of direct execution across B2B ABM and B2C campaigns — backed by Google, Meta, and IBM certifications.

Operating profile

Results-driven performance marketer with hands-on execution across SaaS, banking, automotive, and FMCG — directly accountable to pipeline outcomes across SEA, EMEA, and North America.

  • Consumer insights, market trends, and data analytics
  • GA4, CM360, GTM, Looker Studio, Google Ads Editor
  • B2B ABM strategy and B2C lead generation at scale
  • Member of the Australian Marketing Institute
  • Languages: English, Mandarin, Malay

Certifications

Google Ads Search Professional
Google Ads Video Professional
Google Ads Display Professional
Meta Media Buying Professional
Meta Media Planning Professional
Google Data Analytics Certificate
IBM Data Science Certificate
Google UX Design Certificate
Interactive calculator

Estimate your pipeline potential.

Plug in your numbers to see how performance marketing investment translates into qualified leads and projected revenue.

Lead ROI Calculator

Projected outcome

Estimated leads125
Estimated customers15
Projected revenue$45,000
ROAS multiple9.0×
Common questions

Everything you need to know about performance marketing.

What is performance marketing and how does it differ from brand marketing? ▾

Performance marketing is a data-driven approach where every dollar of ad spend is tied to a measurable outcome — leads, bookings, or revenue. Unlike brand marketing focused on awareness, performance marketing optimises for CPL, CPA, and ROAS in real time using platforms like Google Ads and Meta.

What ad platforms do you manage — Google Ads, Meta, LinkedIn? ▾

Full-stack execution across Google Ads (Search, Display, Video, Performance Max / PMAX), Meta Ads (Facebook & Instagram), and LinkedIn for B2B ABM. All campaigns tracked via GA4 with GTM event setup and attribution mapped in Looker Studio dashboards.

How do you reduce cost-per-lead (CPL) without sacrificing volume? ▾

Through audience segmentation, negative keyword management, landing page CRO, A/B testing ad creatives, and smart bidding strategies (Target CPA, PMAX). This approach reduced automotive CPL by 20% month-over-month while maintaining lead volume targets.

Can you handle B2B lead generation and B2C campaigns? ▾

Yes — with direct experience in both. B2B ABM for SaaS products in the US market (7-figure pipeline) and B2C campaigns for banking, automotive, and FMCG across SEA, EMEA, and North America. Strategy, targeting, and funnel structure differ significantly and are handled accordingly.

What does GA4 and conversion tracking setup actually involve? ▾

Full GTM implementation: custom event triggers (form submits, add-to-cart, purchase), GA4 property configuration, cross-domain tracking, and Looker Studio dashboards that connect ad platform spend to conversion paths and revenue attribution — so you know exactly what’s working.

Are you available for Australian roles or remote performance marketing work? ▾

Yes. Currently on an Australian Working Holiday Visa (Subclass 462) with no immediate sponsorship required — ready to relocate to Australia. Also open to remote engagements across APAC, US, and EU markets for paid media, CRO, and analytics work.

Ready to scale

Stop buying random traffic.
Start building revenue infrastructure.

Book a strategy conversation or request a tailored revenue growth plan. The goal is simple: identify your highest-leverage path to qualified pipeline.

Request Revenue Growth Plan Book Strategy Call