I’ve always been fascinated by the potential of technology to solve problems with speed and scale, which led me to explore the tech and data-driven side of marketing.
Tools/platforms I have experience with are The Trade Desk, Google Display Video 360, Microsoft Excel and Tableau, and I’m currently teaching myself SQL.
Performance Marketing
Performance Marketing at WPP and Coca-Cola APAC
I served as a performance marketing executive (programmatic) at global advertising agency WPP Media, setting up and running ads for non-social digital channels for Coca-Cola Asia Pacific:
- Executed paid marketing campaigns across Singapore, Malaysia, Indonesia and the Philippines, managing setup, activation and tracking to drive awareness and conversion goals
- Produced weekly and post-campaign reports, synthesising insights from multiple data sources to inform optimisation decisions and campaign planning
- Tools/platforms used: The Trade Desk, Google Display Video 360, Integral Ad Science (for tracking ad verification metrics like brand safety, viewability and invalid traffic)
Highlight: FIFA World Cup Trophy Tour Campaign
A major campaign I worked on was the FIFA World Cup Trophy Tour, a flagship Coca-Cola campaign that brings the World Cup trophy to cities worldwide, allowing selected fans to see it up-close.
- Target market: Malaysia
- Date: Nov – Dec 2025
- Campaign overview: consumers who spent at least 10 MYR on a Coca-Cola product and uploaded receipts, could stand a chance to win tickets to see the iconic 2026 world cup trophy up-close
- Key KPI: conversion, as measured by Cost Per Action (CPA) in terms of receipt uploads
- Ad type: Display Ad
- Channels: Facebook, Instagram, Websites and Apps (I managed setup and activation of the ad on websites and apps outside walled gardens, using The Trade Desk platform)
Read more about this campaign here.
Data Visualisation
Channel Marketing at Schneider Electric
As a Channel Marketing intern at Schneider Electric’s Home Electronics division, I supported sales executives and the company’s distributors and retailers in promoting home electronic products, taking on responsibilities in trade marketing and sales support:
- Analysed weekly sales and inventory data with Microsoft Excel and Tableau to uncover account-based trends, supporting sales planning for commercial success
Here are some examples of the types of analysis I did (all data is dummy data):
Chatbots
NUS Module MKT4761: Marketing Technology
MKT4761 was a course on how martech tools like Artificial Intelligence, Chatbots, Augmented Reality etc. can enhance marketing workflows and the customer experience. For our final project, we did a case study on how chatbots could be used to improve the customer service of Dr Lash, a Singapore-based eyelash extension salon.
I worked with another team mate (Fion Chua) to create Lash Genie, a button-based chatbot prototype, with the low-code chatbot builder Voiceflow. Here are some screenshots of the chatbot-building process and the final product.
Tammy Creates 