SINGAPORE — DIGITAL & ECOMMERCE MARKETING
Growth · eCommerce · AI-augmented marketing · tap to skip
Singapore — Growth · eCommerce · AI-augmented marketing
Five years of hands-on marketing across F&B, consumer tech and B2B. I run paid and organic in-house, build the reporting that measures them, and optimise for where search is heading next — AEO and GEO.
Currently Digital Marketing Executive at Burnt Ends Hospitality Group.
A group-level digital remit across a multi-brand restaurant group — wider scope, chosen over a bigger title, after four months out building AI tooling.
GOOGLE ADS·META·SEO / SEM·GA4·SHOPIFY·WOOCOMMERCE·CRM & EDM·AI-ASSISTED REPORTING·DATA ANALYTICS·BRAND & EVENTS·
GOOGLE ADS·META·SEO / SEM·GA4·SHOPIFY·WOOCOMMERCE·CRM & EDM·AI-ASSISTED REPORTING·DATA ANALYTICS·BRAND & EVENTS·
Selected results
+328%
online sales from a ground-up Google Ads programme (MMD / Philips & AOC)
+731%
orders created on the new eCommerce store in the same push
+208%
session visits driven to the storefront at launch
+35%
eCommerce revenue growth (Q1 2024 YoY) on a $1.13M channel at Polar Puffs & Cakes
+227%
profile-view growth on the Philips Evnia TikTok account, Jul 2024 – Jun 2025
+190%
growth in content shares across the same accounts
More wins
Burnt Ends HG · 2026
Reports in hours, not weeks
Rebuilt digital reporting with Claude and Windsor.ai — AI-generated dashboards covering sales, traffic, rankings and review sentiment across the group.
AOC AGON · 2024
Esports on the big stage
Planning committee for an APAC Valorant competition at Thailand Game Show, and led AOC Champions: Goals & Glory — a flagship branding event.
Brand socials · 2024–25
+227% profile views
+113% views, +158% likes and +190% content shares over four quarters — organic content and occasion-based campaigns.
Brady Asia · 2022
APAC events, reopened
Led tradeshows and events across APAC right after borders reopened; proposed a new online price portal for transparent distributor pricing.
Point of view
"Brand search is a ceiling, not a strategy."
Strong branded demand converts beautifully — and caps your acquisition at people who already know you. Growth hides in non-brand, occasion-led search: anniversary dinners, gifting, location terms. High intent, thin competition, and nobody's writing for it.
Here's the pattern I see auditing hospitality brands: branded search dominates. That feels like strength — and it is — but it's really a measure of the marketing you've already done, not the growth you could have.
The demand is sitting one layer out. Occasion searches — anniversary dinners, birthday celebrations, corporate hosting — pull four figures of monthly volume in Singapore alone. Most premium brands never write a single page for any of it.
My playbook: dedicated occasion and location landing pages, indexable HTML menus, and structured schema underneath it all. Then measure non-brand share of organic and first-time customer acquisition.
"Own the narrative before the aggregators do."
When review platforms outrank your own pages, the traffic, the booking journey and the customer data all leave your ecosystem. Google Business governance and review-response SOPs are how you keep the relationship yours.
Search any restaurant and count how many results the brand actually owns. Often aggregators and review platforms rank right beside — or above — the official site.
The fix is unglamorous: claim and verify every Google Business Profile, standardise names/addresses/hours/booking links, post weekly, and run review responses on an SOP.
Done consistently: better map visibility, more direct bookings, first-party data you own, and a weekly sentiment readout Operations actually reads.
"Optimise for the answer, not just the ranking."
Discovery is shifting from ten blue links to one AI answer. Structured schema and accurate listings are what LLMs cite when someone asks where to eat tonight.
A growing share of "where should we eat tonight?" never touches a search results page — it's asked straight to an AI assistant, which answers with three names and a reason.
What the machines read: structured schema (Restaurant, Menu, FAQ, Reviews), consistent entity data, content that answers real questions directly, and review sentiment.
I test this the way a diner would: ask the engines what customers ask, log the answers, and fix source data where they go wrong.
"A dashboard nobody reads is just a spreadsheet with better fonts."
Reporting exists to change a decision, not to prove effort. If a report doesn't end in a specific action someone actually takes, the real problem isn't the visualisation — it's that no one agreed what ‘good’ looks like before the data arrived.
I've inherited more polished dashboards than useful ones. The polish isn't the problem — it's that most reports are built backwards, starting from 'what data do we have' instead of 'what decision does this need to support'.
My rule: every report gets one headline number the reader can act on that week, not twelve metrics competing for attention. Everything else is context, collapsed until someone asks for it.
AI has made the mechanics — pulling GA4, formatting, charting — nearly free. That just raises the bar on the judgement part: knowing which number actually matters this week, and saying so plainly instead of hiding it in a wall of charts.
"The menu is the product page — treat it like one."
A PDF menu is invisible to search engines and AI assistants alike. Every dish is a potential answer to ‘what should I eat tonight’ — but only if it's actually indexable text, not a locked image.
Most restaurant sites still treat the menu as a static asset: a designed PDF, updated seasonally, uploaded and forgotten. To a search engine or an AI assistant, that PDF is close to invisible — no structured data, often no extractable text at all.
Rebuilding it as real, indexable HTML — with Menu and MenuItem schema, prices, dietary tags, and descriptions a diner would actually search for — turns every dish into its own small landing page.
The payoff shows up in two places at once: organic traffic for specific dish and occasion searches, and a materially better shot at being the answer when someone asks an AI assistant where to eat.
Now — since March 2026
Digital Marketing Executive across the group's restaurant brands — owning the digital backend: SEO, websites, eCommerce, Google Business, analytics and the accuracy of every menu, price and opening hour customers see online.
SEO and Google Business Profiles for every venue — ranking, discoverability and local search across the group.
Content, menus and seasonal updates across every site; WooCommerce stores and the delivery-partner marketplaces — keeping pricing and product data accurate everywhere.
Weekly and monthly dashboards off GA4 and platform data, plus review and sentiment reporting — always ending in a recommendation.
Google Ads tracking and optimisation inputs, liaison with developers and technical partners, and SOPs so digital updates outlive me.
AI & automation
Most teams are still working out where AI fits. I already run it daily — and I have the five years of channel experience to verify what it produces.
GA4 and platform data turned into interactive dashboards in hours, not days — built with Claude and Windsor.ai.
Review and sentiment analysis across every brand and platform, summarised into one weekly readout. Nothing skimmed.
AI drafts, I verify. Every output is checked against source data before anyone sees it; the hours saved go into campaigns.
Live reporting demo
An actual AI-built report, embedded below — pick a view or open it full screen.
Illustrative sample report. Sample data only, anonymised for portfolio use; the structure and formulas are real.
| Brand | Spend | Revenue | ROAS |
|---|---|---|---|
| Harbor House Grill | $0 | $0 | — |
| Wildflour Bakehouse | $68 | $2,523 | 37.27× |
| Copperfire BBQ | $74 | $359 | 4.84× |
| Vineleaf Cellar | $33 | $625 | 19.17× |
| Roast & Fold Co. | $32 | $0 | 0.0× |
Capabilities
Experience
Tap a role to expand the full scope.
Management, in practice
Marketing Manager at MMD Singapore — and the manager's workload at every role before and since.
SEM, paid social, SEO and content run internally — at one brand that measurably cut reliance on outside agencies.
GA4, Power BI and daily sales tracking. I don't wait for an analyst — I pull it, find the story, and take it to leadership.
Owned annual marketing budgets across roles — allocating paid spend for return, and reporting that return monthly.
Briefed and held agencies to their deliverables, aligned local execution with global HQ, and managed technical partners.
Work daily across Marketing, Operations, Finance, Retail and venue managers — the collaboration muscle management roles actually run on.
Led flagship events end-to-end — AOC Champions, APAC esports at Thailand Game Show — and wrote the SOPs so the process outlives the project.
Case studies
Challenge → decision → result. Each one is a story I can walk you through in detail.
MMD Singapore — Philips Evnia & AOC AGON
+328% sales, +731% orders
Marketing Manager, consumer tech. Sep 2024 – Oct 2025.
The challenge
MMD Singapore's eCommerce store for Philips Evnia and AOC AGON monitors was brand-new and effectively invisible — no paid search infrastructure existed, and the Meta ads account inherited from a predecessor was lost when they left without a handover. Every dollar of spend had to be justified to global HQ before it was approved.
What I did
Built the Google Ads programme from scratch — account structure, campaign types and keyword strategy — matched to the monitor category's purchase intent. Integrated Google directly into the Shopify store so every sale traced back to its originating campaign. Re-implemented Meta advertising from zero for additional sales and CTA initiatives. Instituted monthly ROI reporting so every subsequent spend decision to HQ was backed by evidence.
The result
+208% session visits, +328% sales and +731% orders on the new store. A measurement layer showed exactly which channel earned it, turning HQ budget conversations from a defence into a forecast.
Polar Puffs & Cakes
+35% eCommerce growth on a $1.13M channel
E-Commerce Marketing Executive, heritage F&B. Oct 2023 – Sep 2024.
The challenge
Polar Puffs & Cakes, a heritage Singapore bakery brand, had an eCommerce channel that lagged behind its retail strength. Rising last-mile delivery costs were eating into margin on every online order, and there was no daily visibility into what campaigns were actually returning.
What I did
Took full ownership of the eCommerce channel. Kickstarted daily sales tracking and campaign reporting so performance conversations happened in real time instead of monthly. Built the company's first customer persona to guide targeting and product offering decisions. Partnered with the Retail team on a self-collection push specifically to cut logistics cost per order, easing the delivery-margin problem directly.
The result
Q1 2024 eCommerce revenue came in 35% up year on year — SGD 323.6K against SGD 239.9K — with February alone up 44%. And a daily reporting habit the business kept using after the role ended.
Awfully Chocolate Group
2 months' revenue in 10 days
E-Commerce & Digital Marketing Executive. Nov 2022 – Oct 2023.
The challenge
Awfully Chocolate Group needed to compress a season's worth of revenue into a short campaign window — competing against bigger players with bigger budgets, across a multi-brand F&B portfolio with a shared customer database.
What I did
Led the campaign end-to-end: SEO-optimised landing pages built ahead of launch to capture organic demand immediately, targeted lead generation, and CRM/EDM pushes to a segmented customer database timed against a digital media calendar curated for the year. Paid support filled demand gaps the organic and CRM channels couldn't reach in the short window.
The result
Two months' revenue generated within 3–10 days of launch. The equivalent of a full season's return, compressed into a single sequenced push.
Builds
Working systems, not demos. Each has a page on how it's built — and the rule it refuses to break.
Flagship build — local-first marketing OS
A marketing OS that runs on my own laptop: every brand in the group's paid, organic and review data in one dashboard, refreshed overnight by a scheduled runner. Its first rule is that it would rather show nothing than a number it can't source.
Build — SEO/GEO, made scoreable
Audits and generates brand sites against a versioned standard — 50 rules covering technical SEO, AI-search visibility, performance and accessibility. Every rule cites its source, or it's labelled opinion.
Build — should this brand run ads, and is it worth it
A pre-flight check that scores a business on two axes — can it measure paid media, and is there demand worth chasing — before a dollar is spent. It would rather return an em-dash than a number it can't source.
Build — local document intelligence
Ask questions of your own PDFs, decks and recordings; get answers with citations that open the exact passage. Runs fully on-device — no cloud, no API keys, so it's safe on sensitive documents.
Build — grounded generation
Sweeps live job listings and drafts applications composed only from verified facts. Every number traces to a source, output is ATS-parseable, and nothing is ever sent automatically.
Build — production WooCommerce plugin
A production WooCommerce plugin for delivery and pickup scheduling: rule-based availability, cutoffs, per-item daily caps, and an export by fulfillment date that kitchen prep actually runs on.
Build — full-stack client engagement
An end-to-end sales CRM replacing a form-and-email approval chain: Kanban pipeline, business-card photo to contact, templated contracts, and security enforced at the database rather than the UI.
Build — validation discipline
A research pipeline for systematic strategies on paper accounts. Included not for results — none are claimed — but because it's the strictest thing I've built: code whose purpose is to prove its own idea worthless.
Side project — brand site for a friend
A site for a friend launching a kopi business — still evolving, shared as a peek at the process rather than a finished showpiece.
What managers say
Taking full ownership of his role, he drives all sales initiatives with remarkable dedication… his efforts in revamping our digital strategy yielded a notable year-over-year increase in GMV, surpassing budget expectations for consecutive months.
His efforts were pivotal in earning us recognition as the Top Bakery Brand of 2024.
His collaboration on SEO and SEM resulted in significant increases in organic visits and conversion rates, allowing us to reduce reliance on external agencies.
Toolkit
Marketing platforms, plus the engineering stack behind the builds above — the second half is there because I ship in it, not because it reads well on a list.
A quick client-side check of your JD against my actual toolkit — no data leaves your browser.
Certifications
Marketing on Facebook — Meta · Sep 2021
Data Integration Expert — Windsor.ai
Google Ads Search Professional Certification — Google Digital Academy (Skillshop) · 2026
Education
2021 — 2025 — BSc in Marketing — Singapore University of Social Sciences (SUSS)
2019 — 2020 — Specialist Diploma, Business Development in Technology — SMU & Temasek Polytechnic
2014 — 2017 — Diploma in Game Design & Development — Temasek Polytechnic
The first 90 days
Not hypothetical — this is condensed from a 29-page digital business review I wrote before starting my current role: full ecosystem audit, prioritised optimisations, and this 30/60/90 plan.
01–30
GA4 and channel audit, Google Business listings, booking-funnel and checkout tests. Fix the foundations, then ship first wins: sticky reservation CTAs, upsell bundles, menu SEO.
31–60
SEO content rollout targeting non-brand demand — occasion and location landing pages — plus email-capture journeys, corporate order funnels and marketplace optimisation.
61–90
Loyalty launch, CRM lifecycle automation, retargeting, and executive dashboards — covers per day, AOV, brand vs non-brand — deployed, automated and owned.
Questions, answered
Branded search converts well but only captures people who already know the brand. Growth comes from non-brand, occasion-led search — anniversary dinners, gifting, corporate hosting, location terms — served by dedicated landing pages, indexable HTML menus and structured schema, measured on non-brand share of organic traffic and first-time customer acquisition.
When aggregators outrank a brand's own pages, the booking journey and customer data leave its ecosystem. Claimed and verified Google Business Profiles, consistent listings, weekly posts and SOP-driven review responses improve map-pack visibility, protect direct bookings and turn reviews into a weekly sentiment readout for operations.
I completed my marketing degree in July 2025 while working full-time; when the MMD role ended that October I took four months out, building a local LLM command centre, this site and Gmail/Calendar automations on Google Cloud and Azure, while interviewing. Then I chose scope over title: Burnt Ends is group-level, multi-brand, and a far larger estate than two monitor brands in one market.
Answer and generative engine optimisation means feeding AI systems accurate, structured data: Restaurant, Menu, FAQ and Review schema, consistent entity data across listings, and content that answers real customer questions directly. Test by asking the engines what customers ask, fix source data where answers go wrong, and track AI-referral traffic in GA4.
It means the reporting, sentiment analysis and first drafts are AI-assisted — built with Claude and Windsor.ai — but every output is checked against source data before it reaches anyone. AI compresses the hours spent building a report from days to hours; it doesn't replace the judgement of someone who has run the channels it's reporting on.
An in-house operator who runs paid, organic, SEO and reporting themselves catches problems agencies bill by the hour to investigate — and can react same-day. Running SEM, paid social and SEO internally rather than outsourcing has measurably reduced reliance on external agencies while keeping full visibility on what's actually working.
Both — but the building is the differentiator. A local-first marketing dashboard assembling every group brand's performance data, an engine that audits and generates sites against a versioned 50-rule SEO/GEO standard, a WooCommerce scheduling plugin running in a live restaurant-group checkout, an on-device document-retrieval tool, and this site itself were all built directly, not briefed out. Each one has a write-up under Builds explaining how it works.
AI writes a lot of the code; the specification, the architecture and the rules are mine — and the rules are the part that matters. Each build has a written spec with locked decisions, a deviations log recording every place reality differed from that spec, and constraints the code enforces on itself: never display a figure that can't be sourced, never present cached data as live, never let an automated step grant itself permission. Anyone can generate code. Knowing what to demand of it, and being able to say why each decision was made, is the actual skill.
Because the reporting layer is where marketing claims get made, and buying that layer means trusting someone else's definitions. Building it means knowing exactly what a number is made of — which sources it came from, what window it covers, and when it was last refreshed. It also removes the recurring assembly work: the same exports, the same joins, every week. That time goes back into campaigns.
This site is itself a case study — built with AI, deployed on Vercel, schema-structured for search and AI answer engines, with AI-referral tracking on.
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