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
Similar Profiles
CHARLOTTE GREENCHARLOTTE GREEN
Sales Team Leader at Invictus MarketingSales Team Leader at Invictus Marketing
K'Lee PetersonK'Lee Peterson
Brand Ambassador at Invictus Inc.Brand Ambassador at Invictus Inc.
Alyssa DyerAlyssa Dyer
Medical Assistant at Invictus HealthcareMedical Assistant at Invictus Healthcare
ALEX MAZELOWALEX MAZELOW
Head of Digital at StyleDemocracyHead of Digital at StyleDemocracy
Jonathan SwalesJonathan Swales
Head of Digital at OPL Leisure Group LtdHead of Digital at OPL Leisure Group Ltd