Download PDF

Yuda Foo

Digital strategist/e-Marketing Lead, APAC

  • Singapore
  • +65 97714680

Work History

May 2013Present

e-Marketing Lead



  • Lead regional digital marketing strategy for Asia Pacific region including web strategy, social strategy, user experience, analytics, digital paid media, Search Engine Optimization etc
  • Contribute to global digital marketing strategy as part of global planning team
  • Align e-Marketing leads across the region and provide regional digital support that can most significantly impact the region positively
  • Managing the brand digital ecosystem holistically through a user-experience and journey perspective
  • Align the digital experience across various product, service and functional stakeholder categories
  • Train digital team and related marketing roles on digital know-how 

Regional Marketing Campaigns

  • Point person for regional marketing campaigns with the growing confidence in digital since the first successful regional digital marketing campaign
  • Led regional marketing campaigns fronted by digital across Asia Pacific, including Australia, New Zealand, India, Japan, China, Indonesia, Singapore, Malaysia, Brunei, Vietnam, Thailand, Hong Kong, Philippines, Korea and Taiwan.
  • Managed end-to-end planning including strategy, creative execution, web development, media planning, campaign analytics, optimization, CRM and business KPI tracking
  • Coordinated with subsidiary offices to accommodate localization

Web Portals

  • Strategize, maintain and analyze performance of websites across 5 markets 
  • Established regional analytics reporting guidelines, reports and templates and get buy-in from the markets to be committed to measurement, analytics and continuous improvement
  • Ensure alignment and adherence to mobile best practices
  • Monitor Search Engine Optimization potential
  • Planned, coordinated and executed global Content Management System migration
  • Manage and ensure accurate product updates

Social Media

  • Established a business-focused regional social media strategy based on objectives, analytics and Return-On-Investment
  • Strengthened content strategy approach based on focused marketing objectives and messages
  • Plan and execute social media strategy in line with offline marketing campaign and activities to maximize marketing potential
  • Manage and create brand relevance through strategically-focused content marketing
Jul 2010May 2013

Digital Marketing Manager


Web Portals

  • Understanding businesses' digital positioning and the objectives of the platform as part of an entire user experience
  • Translating business objectives to web goals such as user experience, content architecture etc
  • Performance tracking and analysis planning for measurement and continuous improvement
  • Effectively provide regular and quantifiable reporting for improvements on user experience, content architecture, content layout, digital marketing etc
  • Managed regular performance analysis and recommendations for global websites with more than 100,000 visits per month

Digital Marketing

  • Campaign strategy planning to align marketing channels with campaign objectives and complementing owned, earned and paid media
  • Effectively optimize campaigns for Search Engine Marketing, Social Media Advertising and Display Advertising through testing and optimizing on-site conversion

Social Media

  • Initial planning and strategy in the goals social media can serve for the business and how to achieve those goals through content and engagement
  • Monthly analysis and strategizing Facebook content to achieve optimal engagement and interactions. This includes content type, tone and manner etc
  • Oversee Facebook campaigns from planning to execution to post-campaign review

New-Business Acquisition/Client Servicing

  • Involved in strategizing and planning for new tenders from a marketing strategy's point of view. This includes overall business strategy alignment through understanding the platform's role in the overall marketing mix and how to achieve them through search engine optimization, social media, tracking and analysis etc
  • Part of the presentation team in articulating or ideas in a concise and differentiated manner
  • Have been involved in several successful pitches
Aug 2009Nov 2009

Marketing Communications Executive


  • Organized and executed company visits
  • Handled corporate relations with potential hires on Facebook
  • Conducted Campus Visits to introduce Ubisoft Singapore
  • Organized and executed recruitment process for the Digipen-Ubisoft Campus
  • In Charge of monthly internal communications collateral
Oct 2008Jan 2009

Business Development Intern


  • Conduct and Present Market Competitive Reviews
  • Planning and organization of Talent Acquisition Programmes
  • Conducted a Recession Study to give the studio an insight to how recession affects the industry to aid future planning
May 2006Aug 2006

Staff Communications Intern

Singapore Sports Council

  • Developed staff communication messages (i.e. Newsletters)
  • Assisted in planning and execution of staff events
  • Developed marketing proposal for staff volunteer plan


Aug 2005May 2009

BBA (Hons)

National University of Singapore

Minor in Information Systems

Jan 2001Dec 2002

'A' Levels

Anglo-Chinese Junior College

Awarded distinctions in Economics, Mathematics, and General Paper

Jan 1997Dec 2000

'O' Levels

Anglo-Chinese School (Independent)

Awarded distinctions in English, Chinese, Elementary Maths, Additional Maths,

Geography, History, and Chemistry


I have ample first-hand experience with online business strategy, web analytics, community management & engagement, online advertising etc. Some of the tools and channels I have experience in includes Google Analytics, Google Adwords, Google Adsense, Yahoo Search, Omniture, Facebook, Twitter etc.

Performance tracking, measurement and optimization based on real numbers is one of my key strengths as I strongly believe in achieving business goals through quantifiable evidence. 

In my current role in Harley-Davidson, I have led regional marketing campaigns across Asia Pacific and grew to become the point person for regional marketing campaigns. The confidence in digital grew since the first successful campaign. The campaigns involved markets like Australia, New Zealand, India, Japan, China, Indonesia, Singapore, Malaysia, Brunei, Vietnam, Thailand, Hong Kong, Philippines, Korea and Taiwan.

Further to that, I've managed end-to-end planning including strategy, creative execution, web development, media planning, campaign analytics, optimization, CRM and business KPI tracking as well as maintain coordination with subsidiary offices in-market to accommodate localization.

I've been a key initiator at Convertium in implementing comprehensive tracking and measurement on all our existing client platforms with the increased emphasis on performance tracking and advancement in tracking tools. 

My high-level strategic approach to the online landscape  together with my ability to present ideas clearly and concisely have also played an integral role in winning new clients as well as retaining existing ones through pitches. 

Lastly, I have also practiced entrepreneurship with a 4 year old online venture to promote the local live music scene. In the process, I have also engaged in funding processes and business development.

My goal is to become an expert in online marketing strategies and effectively implement cost-effective marketing initiatives for businesses.


  1. Soccer
    • Active member of the school soccer team in Junior College and University
    • Represented Singapore Universities in the ASEAN University Games, Hanoi in 2006
    • Led NUS Business School to inter-faculty championship as the team captain in 2007
  2. Music
    • Hobbyist electric guitarist with an interest in rock and metal
    • Played a Bangkok show in 2011 amongst several local shows
  3. Motorcycling
    • A new but passionate rider since 2014
    • Currently holding a Class 2A 400cc license in Singapore



4As Certificate in Digital Marketing (Powered by Econsultancy)

Jul 2015July 2016

Google AdWords Certification