CJ Cheong

Experience

• 

  Yahoo

  Jun 2013 - Dec 2013

  Search Marketing Intern

  - Assisted in migration of accounts to Bing Ads as part of the Yahoo-Microsoft Search Alliance- Account administration, including creation of insertion orders and generating reports- Compiled weekly team reports tracking account performance

• 

  Mindshare

  Jun 2014 - Oct 2015

  Account Executive - Digital Performance

  - Campaign management across multiple platforms (Google AdWords, Bing Ads, DoubleClick Search, Facebook, and Twitter), including ad and keyword generation, budget management, and optimisation of campaigns toward respective performance KPIs- Reporting on campaign performance to clients- Work closely with clients and vendors to set up campaigns, resolve issues, and optimise campaigns- Key client portfolio: Canon, Pizza Hut Delivery, KFC Delivery, Legoland Malaysia, Chanel, Great Eastern, Nestle Dolce Gusto, Nestle Infant Nutrition, Mini Cooper, Scott's Emulsion Show less

• 

  Performics

  Nov 2015 - now

  DBS- Account lead for DBS- Led a team of 14 local FTEs and 3 offshore FTEs in managing entire Consumer Banking Group portfolio- Led digital and integrated media strategy, working with key stakeholders and client partners to drive business objectivesVonage- Global B2B Enterprise client onboarded in Q4 2019- Scope covered always-on SEM and Display campaigns driving lead generation for enterprise API solutions- Managed APAC hub team responsible for 13 markets: Singapore, Malaysia, Thailand, Hong Kong, Taiwan, Vietnam, Indonesia, Philippines, India, China, Japan, Korea, and Australia & New Zealand- Worked with Publicis Media in-market teams in China, Japan, and Korea to define and set up account hierarchy, naming taxonomies, and operational processes Show less DBS- #2 on DBS team and key client contact for DBS Consumer Banking Group initiatives, working closely with Director in supporting DBS across all business units and segments- Led a team of 12 FTEs managing Consumer Banking Group Mass Market and Emerging Affluent segment products and initiatives- Worked closely with DBS to design processes for Data Management Platform audience ingestion, segmentation, and activationSilkAir- Client lead for SilkAir, the regional wing of Singapore Airlines- Account was handed over to new incumbent agency in Q2-2019Lenovo APAC eCommerce- Successfully pitched for Lenovo eCommerce business in April 2019- Scope covered always-on sales campaigns in launch markets Singapore, Malaysia, Thailand, and Hong Kong- Transition lead and key client contact while onboarding the account from incumbent in-market agencies- Worked with Publicis Media in-market teams to define and set up account hierarchy, naming taxonomies, and operational processesInternal- Selected to be part of Publicis Media Next-Generation Board, an internal mentorship programme exposing next-generation leaders to business challenges Show less DBS- Led a team of 7 FTEs managing Consumer Banking Group Mass Market and Emerging Affluent segment products and initiatives- Led the team in onboardeding DBS Institutional Banking Group SME campaigns, including always-on acquisition campaigns across SEM, Social, and Display, as well as tentpole initiatives such as DBS Business Class and 99SMESilkAir- Client lead for SilkAir, the regional wing of Singapore AirlinesInternal- Supported new business pitches for L'Oreal and Intel- Selected to participate in Trialblazers, Publicis Media's annual pitching workshop Show less DBS- Led a team of 3 FTEs managing DBS Consumer Banking Group Emerging Affluent segment products and initiatives- Product categories included Credit/Debit Cards, Deposits, Unsecured & Secured Loans- Team was responsible for end-to-end campaign planning across all Digital and Offline channels- Key client contact for priority products and initiatives within segment, working closely with client stakeholders and Creative Agency to manage key priorities- Guided team in strategic approach, optimisation goals, and data interpretation- Continued to design and lead centralisation of DBS' digital efforts into Deposits and Loans- Supported Director and General Manager in building and presenting at Digital Marketing Workshop for DBS C-Suite- Led evaluation of dashboarding solutions for DBS, including Data Studio, Nugit, and Datorama- Led standardisation efforts across the Performics DBS team to enable automated dashboarding, including new taxonomy design and adoption, trafficking, and setup processesSilkAir- Client lead for SilkAir, the regional wing of Singapore Airlines- Led a team of 2 FTEs to deliver sales-focused always-on SEM and tentpole campaigns- Led client education efforts to expand marketing efforts beyond SEM, driving audience segmentation strategies for always-on Programmatic Display campaigns across key regional markets Show less HP Inc.- Managed SEM campaigns for AU and SEATH-K markets across PCs, printers, and printer supplies- Led weekly client calls and quarterly reviews- Worked closely with in-market teams in non-English markets- Planned and executed SEM strategy alongside refillable inkjet product launch to win back SEM share in inkjet and ink cartridge refills categories- Account was handed over to new incumbent agency in Q2-2016Aviva Travel Insurance- Managed always-on campaigns driving Travel Insurance sales in Singapore across SEM, Programmatic Display, and Affiliates- Worked closely with accounts team at Zenith Optimedia in addressing client requests and quarterly planning- Led performance reports in weekly client meetings- Account was handed over to Zenith Optimedia for end-to-end management in Q2-2016DBS- Part of the founding team onboarding DBS to Performics in Feb 2016- Worked on end-to-end campaign planning across all Digital and Offline channels, with a focus on Consumer Banking Group Emerging Affluent audiences and related DBS & POSB products- Drew insights from external (Google Trends & Consumer Barometer, Nielson Clear Decisions & AQX) and internal (Zenith Touchpoints, GWI Pace Panel) research tools to support media planning- Digital channels planned and managed include SEM, Paid Social, Programmatic Display, and Programmatic Video- Offline channels planned and managed include Transit media (bus, MRT), Streetside media, Cinema, and Print- Worked with Associate Director to design Campaign Manager advertiser hierarchy and trafficking naming conventions- Proposed, presented, and executed centralisation of SEM within product categories to minimise keyword conflicts and work duplication, focusing budget and operational efforts to drive incremental efficiency and business outcomes for DBS; successful pilot with Cards category eventually scaled to all product pillars in DBS Show less

  • Executive Director

    Oct 2022 - now

  • Director

    Jan 2021 - Oct 2022

  • Associate Director

    Jul 2019 - Dec 2020

  • Senior Manager

    Oct 2018 - Jun 2019

  • Manager

    Apr 2018 - Sept 2018

  • Associate Manager

    Oct 2016 - Mar 2018

  • Media Planner

    Nov 2015 - Sept 2016