Lau Lik Sing
Manager, Performance Marketing SEA
Bandar Puteri Puchong
Summary
Highly accomplished, data-driven Performance Marketing Manager with 9+ years of progressive experience in digital marketing, specializing in maximizing Return on Ad Spend (ROAS) and driving e-commerce growth across SEA markets. Expert in building and optimizing end-to-end marketing funnels, customer journeys, and content for both brand.com and marketplace platforms. Proven track record of scaling campaigns, managing multi-country budgets, and leading cross-functional teams to consistently achieve and surpass sales and profitability targets.
Insightful Manager with experience directing and improving operations through effective employee motivational strategies and strong policy enforcement. Proficient in best practices, market trends and regulatory requirements of industry operations. Talented leader with analytical approach to business planning and day-to-day problem-solving.
Strong leader and problem-solver dedicated to streamlining operations to decrease costs and promote organizational efficiency. Uses independent decision-making skills and sound judgment to positively impact company success.
Overview
10
10
years of professional experience
3
3
Languages
Work History
MANAGER, PERFORMANCE MARKETING SEA
PUMA GROUP
Kuala Lumpur
01.2024 - Current
- -Led a team to manage digital strategy, budget, ad spend, ad optimization, ROAS, Cost Investment Ratio and margin across 6 South East Asia country’s (MY, SG, PH, ID, TH, & VN) dotcom & marketplaces (Shopee, Lazada, Zalora, Tiktok & etc). Average monthly spending is more than 400k USD.
- Accomplished multiple tasks within established timeframes.
- Maximized performance by monitoring daily activities and mentoring team members.
- Controlled costs to keep business operating within budget and increase profits.
ASSISTANT MANAGER, PERFORMANCE MARKETING SEA
PUMA GROUP
08.2021 - 01.2024
- -Performance Marketing (Dotcom MY, SG, PH & ID)
- Main KPI is maintaining profitable ROAS across different paid channels (social, google, retargeting banners, affiliates & EDM). Within company, I work closely with designers, content team & merchandising team to work on promotion/campaign planning week-on-week basis based on yearly target. I manage an internal team to keep track on all paid & non-paid channels performance ROAS week-on-week basis with actionable plan & solution. Expert in using:
- Google Analytics (e-commerce sales)
- Facebook business manager (social ads)
- Google ads (google ads)
- Criteo (retargeting banner ads)
- Impact (affiliate partner platform)
- SFCC & Emarsys (edm platform)
- -Performance Marketing (Marketplaces MY, SG, PH & ID)
- I work closely with marketplace & internal team to optimize in-platform ads (Shopee ads, Lazada ads & Zalora ads) & off-platform ads (Facebook CPAS) to get the right balance for maximum ROAS & profitability. Expert in using:
- Lazada Seller Center
- Shopee Seller Center
- Zalora GFG Platform
- Key achievements
- - 750k euro sale in 1 day (11.11 2022) across 3 countries
- - Consistently maintaining Performance Marketing spend less than 15% CIR (cost income ratio) in a year while achieving 100% Sales Target.
- - Optimizing E-comm budget usage & achieving management EBIT over 20%+
- - Diversify dotcom sales via effective EDM & affiliate partners strategies beside using paid marketing channels
- - Operating dotcom paid marketing channels (Meta & Google) with ROAS of 5+
- Supervised day-to-day operations to meet performance, quality and service expectations.
SENIOR DIGITAL MARKETING EXECUTIVE
KOSE (MALAYSIA) SDN. BHD.
06.2018 - 01.2021
- -Responsible for overall Above The Line (ATL) planning & execution of KOSÉ’s Brand.
- Develop 360 marketing plan by utilising media, PR, influencers/KOLs, social media, website & digital platform. Budget optimisation for overall digital media planning, able to deliver min 15% better efficiency on overall digital budget optimisation.
- -Digital ads buy budgeting & optimisation (Facebook ads manager & Google Ads)
- Able to run ads using Facebook ads manager & Google ads, delivering better ads performance by using customer-focused filter/targeting. Proven track record to reach potential customer with higher efficiency.
- -Influencer Marketing & PR
- Experienced in influencer marketing as well as public relation. Worked with multiple media partners to increase brand awareness & ROI such as Media Prima (Ripple), Astro, Blunic Medias, Goody25, Revasia, newspaper & etc.
- -E-commerce management/key account & planning
- E-commerce calendar/lifecycle planning that involves stock planning, selling mechanics, bundle/promo set, premiums & relevant communication. E-commerce platform includes Hermo & Lazada (LazMall)
PRODUCT EXECUTIVE – DIGITAL MARKETING
WIPRO CONSUMER CARE (LDW) MALAYSIA
08.2017 - 06.2018
- -Responsible for digital contents of Bio-essence Malaysia
- -Bio-essence is No.1 Moisturiser is Pharmacy (Nielsen, 2017) & No. Moisturiser in Malaysia (Nielsen, Q4 2017 & Q1 2018)
- -Manage & optimize social media contents and digitalize marketing campaigns/activations
- -Certification in Google Adwords Fundamental
- -Social media boosting, Google Search Engine Marketing, Google Display Network, YouTube Trueviews ads, bumper ads & unskippable ads
- -Social Influencers / Key Opinion Leaders marketing & management
- -Digital materials/content development such as online videos/articles
- -Website maintenance & update
MANAGEMENT TRAINEE
WIPRO CONSUMER CARE (LDW) MALAYSIA
08.2016 - 08.2017
- -Consumer Research (In-house visit) & analysis
- -Nielsen Panel usage and report analysis on moisturizer category
- -New Product Development
- -Sales Operation
- -Marketing Campaign & activations
- -Digital Marketing
Education
Bachelor of Science - Clinical Research
Monash University
Subang Jaya, Selangor, Malaysia 04.2001 -
Bachelor of Science - Biotechnology
Monash University
Subang Jaya, Selangor, Malaysia06.2011
Skills
Google Ads management
Meta Ads management
E-commerce platform management
TikTok advertising
Marketplaces platform & ads management (Lazada, Shopee, Zalora, Tiktok)
Team management
Efficiency enhancement
Team skill enhancement
Long-term strategic planning
Accomplishments
Recognized by PUMA Global as high potential employee & participate in global Speed Up programme to further enhance leadership & project management skill with 15 global employees
Timeline
MANAGER, PERFORMANCE MARKETING SEA
PUMA GROUP
01.2024 - Current
ASSISTANT MANAGER, PERFORMANCE MARKETING SEA
PUMA GROUP
08.2021 - 01.2024
SENIOR DIGITAL MARKETING EXECUTIVE
KOSE (MALAYSIA) SDN. BHD.
06.2018 - 01.2021
PRODUCT EXECUTIVE – DIGITAL MARKETING
WIPRO CONSUMER CARE (LDW) MALAYSIA
08.2017 - 06.2018
MANAGEMENT TRAINEE
WIPRO CONSUMER CARE (LDW) MALAYSIA
08.2016 - 08.2017
Bachelor of Science - Clinical Research
Monash University
04.2001 -
Bachelor of Science - Biotechnology
Monash University