SINGAPORE — DIGITAL & ECOMMERCE MARKETING
Growth · eCommerce · AI-augmented marketing · tap to skip
Case studies
Each one is a story I can walk you through in detail — including the constraints and what I'd do differently next time.
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.