Hee Moon Ling
Toronto,ON
Summary
Data-driven professional with 6+ years of experience in analytics and media planning. Expertise in leveraging Google Analytics, BigQuery, and Python to develop automated reporting solutions and derive actionable insights. Proven track record of optimizing campaigns, reducing costs, and improving ROI for clients. Skilled in data visualization, statistical modeling, and client communication. Committed to delivering data-informed strategies that drive measurable results and client success.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Senior Data Analyst
Omnicom Media Group
Remote
02.2022 - Current
- Developed 50+ client-facing, cross-platform automated reports using Google Looker Studio and BigQuery, integrating data from various ad platforms and analytical tools.
- Engineered a rule-based insights report for IKEA using Google BigQuery with SQL, reducing team's time spent on preparing and sharing weekly client reports by 80%.
- Implemented advanced competitive analysis using BigQuery Multi-Model (Gemini Pro-1.5) and Google Colab with Python, reducing planning team's time spent on competitive reporting by 70%.
- Executed 25+ successful Google Analytics 4 migrations and ad event tagging projects using Google Tag Manager, designing tagging frameworks and measurement plans.
- Piloted clean room projects (Google Ads Data Hub and Facebook Advanced Analytics) for analyzing aggregated media campaign data.
- Managed an MMM project for a multinational retail client, coordinating the consolidation of 48 datasets and collaborating with 12 stakeholders.
- Improved audience segmentation for McDonald's using Google Analytics 4 and BigQuery SQL, resulting in a 12% ROI uplift in digital campaign tests.
- Initiated a reporting alert system using Google BigQuery, preventing unwanted ad server costs and resulting in an 11% reduction in unintended charges.
- Supervised Annalect India offshore team, providing data dashboard maintenance, campaign services, and saving an average of 10% in manpower.
Senior Media Planner
Optimum Media Direction
Hong Kong
04.2020 - 02.2022
- Collaborated with 5 key clients across retail, public transportation, FMCG, and banking to execute comprehensive media strategies.
- Participated in media planning, execution, A/B testing, and optimization, delivering recommendations and yearly reviews to clients.
- Contributed to 3 successful new business pitches by developing compelling media strategies and proposals.
- Fostered partnerships with 2 creative agencies to develop integrated campaigns, resulting in a 14% increase in client's brand awareness based on post-campaign surveys, ensuring optimal performance and client satisfaction.
- Provided quarterly competitive analyses using ComScore, Nielsen, and Admango to identify trends and areas for improvement.
Planning Associate
Mindshare
Hong Kong
01.2019 - 03.2020
- Collaborated with L'Oréal to develop and execute media strategies across multiple campaigns.
- Participated in media planning, execution, and optimization, delivering recommendations.
- Independently managed client communication for execution, planning, and reporting, ensuring seamless project management.
- Provided reports and insights to the client, identifying opportunities for ad optimization, resulting in a 19% improvement in click-through rates and a 12% reduction in cost per acquisition.
Media Executive
Carat
Hong Kong
06.2018 - 01.2019
- Collaborated with Friesland Campina, Mondelez, and Philips on digital and social media campaigns.
- Contributed to media booking, execution, and planning to optimize campaign performance.
- Delivered post-buy reports, ad spend analyses, and competitive insights for data-driven decisions.
- Streamlined reporting, reducing turnaround time by 20% and increasing client satisfaction.
Account Executive
Hakuhodo
Hong Kong, Manitoba
12.2017 - 05.2018
- Managed the production process for Japan Tobacco (JT) campaigns.
- Conducted quality control checks to ensure adherence to client specifications.
- Communicated client feedback to the production house for necessary revisions.
- Ensured smooth communication between the client and production team for timely project completion.
Education
Bachelor of Arts - Media Communications
City University of Hong Kong
Hong Kong02-2018
Associate of Arts - Bilingual Communications
Community College of City University of Hong Kong
08-2015
Skills
Data Analytics, Visualization, and Programming:
Google Analytics 4
Google Universal Analytics
Google Looker Studio
Google BigQuery
SQL
Excel
Excel VBA
Python
Digital Advertising Platforms:
Google Ads
Google Display & Video 360
Google Campaign Manager
Facebook Ads Manager
Facebook Business Manager
Tag Management and Data Integration:
Google Tag Manager
Windsorai
Supermetrics
Advertising and Social Media Analytics:
Google Ads Data Hub
Facebook Advanced Analytics
ComScore
Nielsen
Admango
Accomplishments
- Marketing Interactive Analytics Agency of the Year 2024 - Gold
- Omnicom Media Group Employee of the Month, Aug 2023
Certification
- Google Analytics Certification, Sep 2023 - Sep 2024
- Meta Certified Marketing Science Professional, Jun 2023 - Jun 2024
- Facebook Certified Media Planning Professional, Jun 2020 - Jun 2021
Languages
Chinese (Cantonese)
Native/ Bilingual
Chinese (Mandarin)
Native/ Bilingual
English
Full Professional
Japanese
Professional
Additional Information
- Open Work Permit Holder
References
References available upon request.
Timeline
Senior Data Analyst
Omnicom Media Group
02.2022 - Current
Senior Media Planner
Optimum Media Direction
04.2020 - 02.2022
Planning Associate
Mindshare
01.2019 - 03.2020
Media Executive
Carat
06.2018 - 01.2019
Account Executive
Hakuhodo
12.2017 - 05.2018
Bachelor of Arts - Media Communications
City University of Hong Kong
Associate of Arts - Bilingual Communications
Community College of City University of Hong Kong
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