Lucas Lim Kai Yi — Digital Marketing Specialist, Singapore

Own the digital backend across the group's restaurant brands: SEO, websites, eCommerce, Google Business Profiles, analytics and the accuracy of every menu, price and opening hour customers see online.

• Run SEO and Google Business Profile management for every venue, improving ranking, discoverability and local search performance across the group.
• Manage content, menus, promotions and seasonal updates across sites; oversee WordPress/WooCommerce stores and delivery-partner marketplaces, keeping pricing and product data accurate everywhere.
• Build weekly and monthly performance dashboards (GA4 + platform data), customer review/sentiment reports, and sales/traffic/ranking/paid insight summaries with recommendations — using Claude and Windsor.ai to compress reporting time from days to hours.
• Support Google Ads tracking and optimisation inputs; liaise with developers and technical partners; maintain SOPs for digital updates; work cross-functionally with Marketing, Ops, Finance and venue managers.

Led marketing for Philips Evnia and AOC AGON monitors in Singapore — full-funnel campaigns, brand, eCommerce and paid media.

• Developed and implemented marketing plans focused on market penetration, retention and brand positioning across Singapore.
• Managed campaigns across social, email, SEO/SEM, content, PPC and online/offline events; maintained brand identity through consistent messaging, creative direction, website design and eCommerce.
• Oversaw digital content development for Meta, Google and TikTok; planned and managed paid advertising spend to maximise ROI; analysed campaign performance metrics to assess effectiveness.
• Managed relationships with external agencies and global HQ on local and global initiatives.

Owned the eCommerce channel end-to-end for one of Singapore's most recognised bakery brands.

• Managed digital accounts across platforms for sales and lead generation; ran Google Advertising and PPC keyword implementation.
• Coordinated all eCommerce operations — order processing and delivery for online and offline stores; drove overall eCommerce strategy, tracking industry trends across channels.
• Reported on campaign sales trends, purchase behaviour, conversion rates and traffic analytics; collaborated cross-functionally to improve customer journey and UX.
• Managed and optimised the annual e-marketing budget.

Ran SEO, paid, CRM/EDM and content across the group's brands, plus events (virtual and physical).

• Optimised landing pages and affiliated channels; created and executed SEO strategies; implemented Google Advertising and PPC keywords.
• Developed digital marketing strategies and campaigns; analysed sales and traffic data; ran lead generation for sales channels during major campaign periods.
• Managed customer database with a hybrid CRM/EDM platform; managed social media, content and website product optimisation to lift UX.

B2B marketing across Southeast Asia — campaigns, pricing, events and demand generation for an industrial global brand.

• Created marketing campaigns driving sales conversion; measured ROI and effectiveness; managed and tracked product/SKU performance; ran annual pricing updates.
• Maintained website and B2B ordering system; used SAP pricing and product modules.
• Managed events (exhibitions, seminars, roadshows); ran content marketing, EDM, SEO/SEM and social media; owned marketing plans and budget; managed leads and demand-gen activities.