Paxson Pak Chung Wong
Toronto,ON
Summary
With over 10 years of international experience in growth-focused digital marketing, I've excelled in both agency and in-house settings, spanning start-ups to MNCs. Proficient in SEM, social media, programmatic display, Google Analytics, and CRM.
Recently relocated to Canada and currently pursuing a master's at Smith School of Business, Queen's University, reflecting my commitment to ongoing learning. A highly motivated digital enthusiast, dedicated to achieving excellence in the dynamic world of digital marketing.
Overview
13
13
years of professional experience
Work History
Marketing Manager, Performance Marketing
Walt Disney
11.2021 - 06.2023
- Being one of the launching team member of Disney+ in Greater China Regions, reporting to both Disney+ APAC & Disney Studio HK
- Achievement: YoY +80% new subscribers from paid channels in the APAC regions, with a 25% improvement in CPA
- Plan and execute the digital marketing and media buy plan for HK & TW market to launch Disney+, Disney+ Day and D100 campaign
- Oversee the performance marketing channels for Disney+ business in APAC regions
- From setting up the channel accounts from scratch to on-going optimization and campaign planning
- Marketing Channels including: Paid Search, Display, Programmatic Remarketing, Paid Social, Affiliates, CTV, Media Buy, etc.
Senior Manager, Marketing & eCommerce Ops
Klook
02.2021 - 11.2021
- Oversee the digital business to drive exponential revenue and profit growth and execute strategic and tactical changes to elevate the digital and omni experience, including homepage features design and a/b test, traffic circulation optimization and merchandising sales operation
- Improved homepage CVR by 10%
- Leading the HK market CRM channel for user segmentation and engagement optimization
- Launched user loyalty program and increased 10% average booking per user
- Build regular performance dashboard and report, share the learning and strategy suggestion to the Management
- Lead and develop a data-driven and consumer centric approach to driving business profitability; increase visitors, improve conversion rates, capture larger basket sizes and manage margin performance
- Leading some marketing automation projects, including building internal tools to automate daily execution processes which saved 10 man hours per week.
Performance Marketing Manager
Klook
09.2018 - 01.2021
- Leading a Performance Marketing team to run various digital marketing campaigns including SEM, Programmatic Buy, Display, YouTube, Remarketing, eDM, App Download
- Key Achievements: SEM ROAS YoY improved 50% YoY, which is the channel driving most sales, biggest market HK registered user growth 100% YoY
- Launch UAC 2.0 with Google team to restructure Klook App download accounts
- Reach out and engage brands from various industries to partner with KLOOK e.g
- Airlines, OTAs, Banks, Insurance, Publishers, Fashion brands, Retail and FMCG companies
- Launched multiple OOH initiatives in MTR and bus networks (digital TV and static e4 panels)
- Worked with team on punchlines which generated viral social sharing in Hong Kong.
Interaction Manager
Wavemaker
02.2017 - 09.2018
- Develop full digital strategy and media plan, including Display, Social, Mobile & Search, to build brand awareness, trigger consideration, support campaign goals and drive cost-effective sales
- Perform seamless execution by doing ad tagging, testing, tracking, QA and troubleshooting, working with vendors
- Monitor Campaign performance in daily basis and come up with performance optimization suggestion and action
- Prepare regular report with performance summary with insights and next step suggestions to share with clients
- Take the lead of client servicing by being the go-to person for client request and inquiry
- Trained and developed a team of 3 digital specialists
- Clients includes: Zuji, Lane Crawford, Sino Group of Hotels, Swire Properties, DBS, China Life, Star Cruises, Dream Cruises, Hong Kong Disneyland, etc
- Successful Pitching participated: Hong Kong Disneyland, China Life, Genting Cruises.
Market Manager
Agoda.com (a Priceline subsidiary)
04.2015 - 01.2017
- Manages Agoda's PPC accounts on Google Search Engine for Hong Kong & Taiwan markets, achieving a growth of +100% in booking number
- Analyzes market performance, manages bidding to achieve target ROI and maximizes booking growth within the allocated budgets
- Optimizes Google Adwords campaigns, researches on new destinations, conducts competition analysis and proposes strategies to fight against local players with the Analytics Team
- Takes ownership of Search Query Optimization Product, conducts training and innovates work process to reduce wastes of media spend
- Supporting content team for Hong Kong & Taiwan pages content localization by carrying out A/B testing and content creation
- Launch and manage Mobile App Download campaigns for Agoda App globally in Google Play and Apple App Store.
Group Marketing Analyst (Regional Office)
jobsDB
10.2013 - 02.2015
- Measure the effectiveness and performance of marketing activities, including PPC/SEM, SEO, Display, Social Media, Content and eDM, in China, Hong Kong, Indonesia, Malaysia, Philippines, Singapore and Thailand
- Review marketing activities contribution to the website by using Omniture Sitecatalyst and Google Analytics, and create reports to show the finding and insight to enhance campaign performance
- Establish online campaign tracking guidelines for local teams and share campaign performance analytics knowledge and skills amongst the group
- Participate in target setting and forecasting for strategic planning purposes
- Answer and give advice to countries office for enquiry about Omniture Sitecatalyst data and campaign measurement best practice
- Consolidate a Digital Dashboard reporting the group marketing performance and goal achievement to CEO and other key stakeholders.
Search Marketing Specialist
iProspect Hong Kong Limited
04.2011 - 05.2013
- Responsible for both SEM and SEO tasks
- Create SEM campaign structure, keyword/ad copy proposals for new campaign initiatives and on-going campaign optimization
- Provide insights and reports for clients online marketing strategy and company website optimization
- Prepare regular reports to clients about the campaign performance and goal achievement
- Clients include: Canon, Hong Kong Housing Authority, Sino Group of Hotels, DBS, Regal Hotel, etc.
Assistant Marketing Officer
China Travel Service
10.2010 - 03.2011
- Organise sales and marketing promotion activities
- Assist the Marketing Manager to prepare marketing researches and reports
- Work with the IT department for website revamp and content writing
- Assist Marketing Manager to prepare materials for clients and presentations and attend different events.
Education
Master of Management Innovation & Entrepreneurship -
Queen's University
Ontario, Canada09.2024
BA(Hons) Humanities (Creative and Professional Writing Concentration), Second Class Upper Division Honor -
Hong Kong Baptist University
Hong Kong, Hong Kong09.2010
Skills
- SEM
- SEO
- Google Analytics
- Advertising Management
- CRM
- Affiliate Marketing
- Lead Generation
- Social Media Marketing
- Data Analytics
- Customer Acquisition
- Digital Marketing
- Media Buying
Industry Knowledge
- SEM
- SEO
- Social Ads
- Affiliate Marketing
- Mobile Marketing
- Online Media Buy
- Digital Media Planning
- Web Analytics
- CRM
- Remarketing
- User Acquisition
- Product Manager
- Data Analysis
Languages
English
Full Professional
Chinese (Cantonese)
Native or Bilingual
Chinese (Mandarin)
Full Professional
Timeline
Marketing Manager, Performance Marketing
Walt Disney
11.2021 - 06.2023
Senior Manager, Marketing & eCommerce Ops
Klook
02.2021 - 11.2021
Performance Marketing Manager
Klook
09.2018 - 01.2021
Interaction Manager
Wavemaker
02.2017 - 09.2018
Market Manager
Agoda.com (a Priceline subsidiary)
04.2015 - 01.2017
Group Marketing Analyst (Regional Office)
jobsDB
10.2013 - 02.2015
Search Marketing Specialist
iProspect Hong Kong Limited
04.2011 - 05.2013
Assistant Marketing Officer
China Travel Service
10.2010 - 03.2011
Master of Management Innovation & Entrepreneurship -
Queen's University
BA(Hons) Humanities (Creative and Professional Writing Concentration), Second Class Upper Division Honor -
Hong Kong Baptist University
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