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Strategy & Planning | Social Media | Paid Social | Community Management | Social Advocacy Program | Social Competition | Google Analytics | Google Adwords

Work History

Feb 2018Present

Social Media & Community Manager (Global)


After the WhatUsersDo acquisition by UserZoom, I have taken on the same role but a more global scope, with social media programmes being implemented  in all our offices - from London, Madrid, and to our Silicon Valley headquarters in California.

Social Advocacy Programme

  • We create a lot of content in the form of webinars, blog posts, case studies, industry benchmarks, and reports. The Social Advocacy Programme puts these content in front of more people as employees share this on their own networks, thus becoming advocates. I put together an incentive system to reward  the top social advocate with the most shares.
Oct 2015Jan 2018

Social Media & Community Manager


WhatUsersDo is a user research software company committed to helping organisations' digital and web assets deliver the best user experience. My role is to improve brand awareness by sharing content and building communities and take the "Fight for UX" to the masses to underpin our continued growth.


  • Plan and manage the delivery of the social media strategy that loops in community management, influencer strategy, managing ads and content promotion.

Community Management

  • It's not just about building an audience, but it's about building an engaged community through a series of initiatives that encourage continuous and meaningful interactions. These initiatives include hosting weekly live UX chats on Twitter (#uxchat) and AMAs on our UX community on Slack. #uxchat has established itself as one of the most active live weekly UX discussions on Twitter.

Influencer Strategy and Outreach

  • People power! Plan, identify and reach out to a group of fairly influential people with a large following. Create "checkpoints" or a series of activities that engage the power of the influencers and move them from awareness to advocacy.
  • As part of the influencer strategy, I reach out to target influencers for their contribution to our quarterly Expert Opinions series

Content Curation & Promotion

  • Curate the best UX content from around the web and put it together in a weekly newsletter, along with our own content.
  • Create a promotional plan with the aim of distributing content via both organic and paid social activities whilst in the process managing resources, timelines, and working with the Content Marketing Manager.

Social Media Ads / Google Adwords

  • Plan and execute ad campaigns across various social media platforms such as Facebook, Twitter and LinkedIn, etc. in line with social media strategy
  • Google Adwords certified
  • Plan and execute PPC campaigns across Google Search Network and Google Display Network


  • Understand and analyse the impact of social media activity
  • Set measurable social and PPC metrics  i.e traffic (users), conversions (newsletter subs, Slack community signup, free trial, etc.)
Apr 2015Aug 2015

Marketing Manager


LawyerFair is a legal comparison and procurement service for the commercial market (B2B, SME focused). My role is to drive brand awareness and leads generation  - playing a pivotal role in driving growth to the next level.

  • Plan, manage and implement end-to-end digital marketing campaigns for brand awareness to leads generation
  • Setup, optimise and manage Google Adwords and Paid Social Media campaigns to generate leads (newsletter subscriptions, sales leads)
  • Deliver online marketing strategy for the company and initiate improvements to the website to enhance customer experience
  • My digital marketing campaigns span the following marketing mix: Social Media including Paid Social (LinkedIn Ads, Twitter Ads, Facebook Ads), Content Planning and Management, Paid Search including Google Adwords, SEO, Email, Website Development, as well as offline marketing initiatives

KPI Highlights: Increased website visits by over 250%, visitors by over 200%, time spent on site by 122%. Increased leads by 20%, optimised Cost Per Lead at £2.73 (Adwords) and drove Cost Per Lead down (Outbrain, Twitter, Facebook)

Being an early stage start up, I have direct contact with customers, vendors, freelancers, partners and other stakeholders, and expected to roll up my sleeves and help with other areas of the business.

Nov 2012Sep 2014

Director, Social Media & Content

Bamboo Labs, a Digital Marketing Agency

Bamboo Labs is a startup Digital Marketing agency in Asia. We have had the opportunity to work with brands Warner Brother, Honda, Bayer and Mazars. As Director, it has been my goal and passion to drive dynamic digital strategies based on key understanding of online social behaviour and industry insight. I have managed and co-managed a team of about 10-15 talented people (recruited, mentored, assisted in delivering KPIs, performance evaluation).

  • Develop Digital Strategies aligned with overall business objectives for a range of industries including Hospitality, Retail, Education, Financial Services, and more
  • Manage and co-manage a team of content managers, graphic designers and community managers from recruitment, training to performance evaluation (10-15 people)
  • Hands-on experience and expertise in Social Media platforms  (Facebook, LinkedIn, Twitter, Google+, YouTube, Instagram, Pinterest, WordPress, etc) and Search Engine Marketing, SEM
  • Create, manage, optimise strategic Ad Campaigns on Facebook (also Power Editor), LinkedIn, Promoted Tweets, Google Adwords, PPC, Paid Search
  • Strong knowledge of SEO, Google Analytics, Content Management, Email Marketing, Web Design
  • Utilise digital marketing techniques for prospecting, leads generation, nurturing, conversion
  • Monitor digital trends and take action from Insights and Web Analytics
  • Create, review plans, proposals and drive new business development
Some brands managed: 

Warner Brothers: Promoted Warner Brothers movies, such as Gravity and Walter Mitty using Facebook Ad Campaigns to increase reach and fan engagement

Honda: Facebook community management and promotion of Honda events and videos. Increased total audience reach by 1100%

Mazars: Digital activation of all online assets (Social Media, Blog, News, Brand Ambassadors, Jobs Promotion) leading to an increase of followers by 3300% and audience engagement by 1600%

NLP Top Coach: Increased leads by over 230% and drove Cost Per Lead down each month on Facebook & LinkedIn ad campaigns.

Mar 2012Sep 2014

Online Entrepreneur/Blogger

Retail Plus

I created Retail Plus as my training ground for content creation and entrepreneurship. It's a growing online resource for small businesses, clothing retailers and social media enthusiasts in Asia. I setup Retail Plus to train myself in becoming an online entrepreneur.

  • Effectively used social media to attract, reach out and engage prospects via Facebook, Twitter, Pinterest, LinkedIn, Instagram, Google+, Social Bookmarking, buy-and-sell sites, online communities
  • Over-all management of Facebook store – products sourcing, prospecting, branding, promotion, payments, logistics, after sales service, profit and loss statement
  • Built a blog + e-commerce web site on WordPress CMS
  • Developed strategies based on Facebook Insights, LinkedIn Insights and Google Analytics (audience, acquisition and behaviour)

KPI Highlights: Increased fans by 50K+, reach and engagement on Facebook Page and increased traffic to Website/Blog by 400-500 visits per day.

Oct 2012Mar 2013

Social Media Manager – Contract 6 months

PSI Solutions

PSI Solutions is a Thailand company offering training courses in Indochina. I helped jumpstart their online presence and social media activities by utilising content and events-driven marketing.

  • Establish company’s online presence in the training industry and increase company’s brand awareness and user engagement
  • Generate, nurture leads via promotion of free or introductory events
  • Starting one-to-one conversations with audience members, outreach to influencers
Dec 2010Mar 2012

Marketing Manager

Creative Technology Solutions

CTS is a wholesale trading organisation specialising in assembly and business services of industrial products.

  • Identified growth areas and new business opportunities in the marketing and sales of industrial and consumer products (via traditional marketing channels, B2B, online marketing)
  • Explored ideas and new product concepts to develop new products 
  • Campaigned for presence on various online channels and social media (Twitter, LinkedIn, Facebook Page, Wordpress, Google+, Ezine, etc.)
Jan 2010Dec 2010

Consultant, Sales & Marketing

Siam Legal International

Siam Legal is a leading provider of legal services in Thailand, as well as satellite offices in the US, UK and Asia.

  • Managed client relationships towards a win-win and organizing a pipeline of sales per month
  • Assisted in enhancing online marketing, web design and SEO by content creation

KPI Highlights: Achieved sales of legal services of over 500,00 THB (~£10,000) monthly

Feb 2009Jan 2010

International Marketing Supervisor

Innov-Asia/Midas International
  • Led and managed a team of 15 call center telemarketers for prospecting and qualifying leads
  • Successfully conducted market research on property markets and investments across Europe, Middle East and Asia
  • Developed an action plan to monitor and increase performance
Sep 2007Feb 2009

International Sales Coordinator

Autopack Co. Ltd.
  • Coordinated with an international network of distributors and customers – regarding technical, commercial and logistics matters – generating quotations, reviewing Autocad diagrams, negotiating agreements, executing sales orders, shipments, and ad hoc customer relations
  • Solely organized the company’s representation in International Marketing Trade Exhibitions – booking, advertising, booth design, arranging construction, shipment of demo machines and travel across Asia, Europe and America

KPI Highlights: Managed over 20 million Thai Baht (~£400,000) orders of packaging machinery per year starting from sales to delivery and after sales service


Jun 1998Mar 2004

Bachelor’s Degree in Science, Chemistry (+Communication Arts)

University of Santo Tomas

Google Adwords Certified, Google Analytics Bootcamp, Social Media Ads Bootcamp, Social Media Strategy, Online Marketing for Small Business, Basics of Google Analytics, WordPress Training, Facebook Marketing, Programming for Entrepreneurs (HTML & CSS), Google Adwords 101, Learn Photoshop

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