Cattleya Chan - Digital Media Planner

Thailand

Experience

Aug 2022 - Dec 2022

5 months

Bangkok, Thailand

Translate and clarify client briefs, extract insights from research, and define customer segments to turn into practical digital strategies
Propose effective media touchpoints, digital tactics, and key KPIs to help clients succeed
Coordinate with cross-functional teams, including sales, ad optimization, content, SEO, influencers, strategic planning, tech, and project management to meet client goals, ensure accurate deliverables, and smooth implementation
Design measurement frameworks (ROI, CIR) and logical conversion tracking setups using UTM, GTM, Pixel, GA, and Appsflyer to optimize performance
Lead the team and guide junior members for new business pitches on lead gen and e-commerce projects
Won pitches: LINE SHOPPING (E-Commerce – GMV, Number of Orders, DAU) and LINE Ads (New Ads Account Creation) (Value 150M THB)

Nov 2021 - Jul 2022

9 months

Developed innovative and effective digital communication solutions in response to client briefs using traditional and online tools
Ensured creativity, accuracy, and quality control with timely outputs across Facebook, Google Ads, DV360, Twitter, Line Ads, and influencer campaigns
Managed day-to-day accounts for key clients, ensuring high-quality media and administrative deliverables, and building client trust for Visa Thailand and Kakao Webtoon
Worked with creative agencies to win new business pitches on e-commerce app projects: Kakao Webtoon
Featured in a TikTok success case study

Mar 2021 - Oct 2021

8 months

Worked with Silverlake, Politan, Under Armour, About Tooth Dental, L’Oréal, and Huxley
Co-created, planned, and executed performance media plans from awareness to conversion
Optimized ads on Google Ads (SEM, YouTube, Shopping Ads), TikTok, and Facebook (CPAS for Shopee/Lazada/website conversions)
Analyzed performance metrics like CPC, CTR, CVR, ROAS, ROI, and number of conversions (leads/purchase value)

Nov 2020 - Feb 2021

4 months

Managed Ablemen and Kireo brands
Planned, optimized, and led O2O performance marketing campaigns for UV tempered glass and premium tempered glass, driving sales from social to e-commerce to dealer installation
Covered the full funnel from awareness and consideration to purchase, focusing on CPC, CTR, conversion, and ROAS using Facebook Ads and WooCommerce
Increased daily sales of UV tempered glass from single digits to double digits

Aug 2019 - Jul 2020

1 year

Improved monthly campaign performance from awareness (online showroom) to lead intent and sales conversions by tailoring product and service offers based on construction stages and home solutions
Launched a mini e-commerce site for electrical products, driving a 400% sales increase

Nov 2017 - Aug 2019

1 year 10 months

Managed accounts: OMD for Nissan (top account), PHD for SCJ Duck, Google, Huawei SEA, UNHCR, Mega Bangna
Interpreted client needs and co-developed digital media plans along the marketing funnel to maximize results
Co-managed special ad tech projects for Google Blast and Google Search
Led experiments, co-authored award submissions, and created mini DCO campaigns
End-to-end implementation, monitoring, and reporting of solutions across GMP, influencer campaigns, Google Ads (SEM, YouTube, GDN), programmatic display, IAS ad blocking, DV360, direct buys, and Facebook
Offline media: in-store, events, animation, and TV buys
Piloted Line Business Connect and LAP projects
Earned client trust and praise by delivering effective advice and fast, results-driven work, helping clients see significant improvements in website quality