Hi, I’m
Natasha Sebastian
Overview
22
years of professional experience
16
Years of Digital experience
Work History
Invictus Blue
Head of Digital
02.2022 - Current
Job overview
- Rebuilt the Performance & Planning team that had almost all fallen into the ‘Great Resignation’ trap in a matter of 2 months in this role
- Strategic & SME lead across the agency for Digital
- Contributed in several business pitches & won some (Confidential at the moment to disclose)
- Involved in conducting client workshops & internally upskilling the team as well as Trading & partnership deal negotiations
- Doubled revenue vs 2021 in the midst of team gaps & client challenges.
Ampersand Advisory
Senior Planning Director
05.2021 - 02.2022
Job overview
- Ventured back into the Agency world gently here
- Planned & executed Performance campaigns for Alliance Bank (the Agency’s most complex Conversion-led business)
- Celebrated results such as a 40% drop in cost per conversion for a financial product
- Contributed, presented & won the Himalaya Salt Candy business.
Citibank
Head of Digital
09.2018 - 07.2020
Job overview
- New to Bank acquisition sourced via digital channels (paid, organic, Aggregators, Partnerships)
- Delivered successful campaigns that contributed to sales spikes and brand health increases, in spite of 40% reduced budget vs 2018
- Providing thought leadership and charted direction across the Bank in the area of content, social media, digital marketing, customer insights, mobile app & website
- Revamped content strategy on the corporate Facebook page that more than doubled engagement rates
- Optimised eDM effectiveness, resulting in Open Rate % and Click through rate% increasing 3-folds
- Managed & engaged stakeholders across Product, Sales, Risk & Compliance departments on a regular basis
Prudential
Head of Digital Marketing
07.2015 - 08.2018
Job overview
- Pioneered Digital Marketing function in Prudential to drive new customer acquisition, brand awareness & social footprint
- Worked closely with Media & Creatives agencies to deliver best in class results for the company within the 1st 6 months of taking on this role
- Google Search response rates tripled & cost efficiencies improved by over 200%
- Instrumental in Pilot launch of lead management system (Value Add) - leads to sales conversion 25% (vs 2%); lead cycle reduced from 3 months to 10 days
- Optimised cost per lead down by 300%
- Revamped corporate Facebook page; in 6 months it was the leading Insurance Facebook page as measured by Social Bakers, with engagement rates over 10%
- Pioneered and executed social media selling skills workshops for our Agency force, which is now incorporated into Rookie training curriculum at the Prudential Business Academy.
Mindshare
Product Development & Implementation Director
07.2014 - 07.2015
Job overview
- Successfully set up & established, Malaysia's 1st Digital Implementation Hub with objective of driving efficiencies of agency resource as well as client ROI when it came to online banner implementation & campaign analytics
- Improved methods for measurement, documentation and work flow management of digital media campaigns across the Agency.
Mindshare
Digital Director
07.2012 - 07.2014
Job overview
- Digital client lead for Mindshare's key account - ASTRO, with team of 5 digital specialists
- Drove media planning, buying, Search, Social and Mobile campaigns across entire ASTRO business
- Pioneered implementation of "Adaptive Marketing" that saw client's CPA drop by 95% in the 1st year alone
- Negotiated and executed impactful and strategic partnership with ESPN that saw high engagement during football matches in real time
- 1st ever such campaign
- Provided strategic support for the Agency; contributed in pitch wins for key pieces of business - Prudential Social Media, Maxis & 2 Government campaigns (cannot be named due to confidentiality terms).
Mindshare
Senior Manager
11.2007 - 07.2012
Job overview
- Responsible for digital media planning & buying for over 10 clients (Unilever, MEASAT, Prudential, Nestle, Bayer, HSBC, CHANEL, Nike, LG, Volvo, Amway)
- Planned & executed innovative and highly successful campaigns for NOKIA in 2008/2009; resulting in NOKIA Malaysia being selected as 1 of the 10 most digitally-innovative advertisers in APAC
- Instrumental in growing Unilever's digital ad spends by over 100% in 1 year
- Conceptualised, developed & executed 2 pioneering content partnerships for Unilever with MSN and Yahoo! Products went out of stock
Ogilvy & Mather
Account Director
02.2007 - 10.2007
Job overview
- Ran the Malaysia Airlines business & contributed in the launch of “MH = Malaysian Hospitality”; MAS’s global brand refresh.
J.Walter Thompson, BangkokBangkok
Regional Account Director
06.2005 - 07.2006
Job overview
- Managed the Sunsilk business & led 7 key regional projects
- Strengthened market penetration and position by developing and implementing creative promotional strategies & campaigns.
Saatchi & Saatchi Malaysia
Regional Associate Account Director
06.1999 - 05.2005
Job overview
- Contributed to the success of a wide array of industries having provided Advertising expertise to the likes of Nestle, Sony, Alliance Bank, Smart ZED, Tai Thong to name a few.
Additional Information
Additional Information
- A Levels Pre-La 1998 (Advanced Tertiary College, KL)
- First place: Mindshare Original Thinking Awards - “Making it Happen”
- Finalist: Mindshare regional Digital Leader of the Year award show
- Excellence in Social Media Marketing Awarded by A&M Marketing Prudential CEO GEM Award
- 2nd Runner Up Mumbrella Best Insight Award for PRUCancer digital campaign
- Proven track record of reducing CPAs, increasing sales, elevating brand health, upskilling clients and staff, increasing joy and passion at work.
Timeline
Head of Digital
Invictus Blue
02.2022 - Current
Senior Planning Director
Ampersand Advisory
05.2021 - 02.2022
Head of Digital
Citibank
09.2018 - 07.2020
Head of Digital Marketing
Prudential
07.2015 - 08.2018
Product Development & Implementation Director
Mindshare
07.2014 - 07.2015
Digital Director
Mindshare
07.2012 - 07.2014
Senior Manager
Mindshare
11.2007 - 07.2012
Account Director
Ogilvy & Mather
02.2007 - 10.2007
Regional Account Director
J.Walter Thompson, Bangkok
06.2005 - 07.2006
Regional Associate Account Director
Saatchi & Saatchi Malaysia
06.1999 - 05.2005