Summary
Overview
Work History
Education
Skills
Languages
Affiliations
Certification
Thought Leadership
References
Timeline
Generic

Serene Tan

Perth,Western Australia

Summary

Proven marketing leader adept at guiding teams to execute successful advertising and promotional campaigns, driving significant sales growth. Skilled in brand building, content strategy, project management, and leveraging data to enhance campaign effectiveness. Contributed to organizational growth through cross-functional business planning. Advanced from Content Lead to Head of Content at respond.io within 9 months, expanding the department from 2 to 20 members across four units over two years. Committed to hands-on leadership, fostering team independence, and driving accountability for impactful results.

Overview

6
6
years of professional experience
1
1
Certification

Work History

Head of Content and Brand

respond.io
Kuala Lumpur, Malaysia
06.2020 - 06.2024
  • Increased the company’s monthly recurring revenue (MRR) from $37k to $850k—of which $113k was attributed to organic search using customer-centric and value-driven content within 4 years.
  • Increased organic traffic by 20x and enhanced domain ranking from 51 to 69 within two years, utilizing quality multilingual content creation and targeted backlink growth to propel website performance.
  • Led successful media campaigns to elevate brand recognition and credibility, securing coverage in prominent publications including TechCrunch, Tech Funding News, Asia Tech Daily, and e27.
  • Oversaw events and tradeshows to enhance brand visibility in key target markets, resulting in a 131% increase in the company's Share of Search over a 6-month period (measured using MyTelescope).
  • Transformed and enhanced LinkedIn's social media performance, resulting in a surge in key metrics from Q4 2023 to Q2 2024. Follower growth increased by 64.3% (from 13k to 21k), total engagement grew by 118.2% (from 5k to 11k), engagement rate rose by 55.8% (from 7% to 11%), and total impressions experienced a notable increase of 40%, from 77k to 109k.
  • Researched, planned, and created high-quality content, including SEO-optimized B2B short and long-form articles, videos, graphics, and social media pillars that contributed to conversion and sign-ups.
  • Spearheaded the development and implementation of content, branding, and social media marketing strategies to increase long- and short-term marketing goals for brand awareness and revenue generation.
  • Utilized ChartMogul and Dreamdata to monitor user engagement and customer journeys at various business touchpoints, contributing to data-driven strategic decision-making.
  • Implemented strategies based on critical metric analysis of website traffic, domain ranking, keyword rankings, and backlinks to optimize inbound marketing efforts.
  • Successfully achieved positive results in brand perception, market positioning, stakeholder engagement and communication of company's value proposition by overseeing and implementing the brand strategy.
  • Effectively elevated the company's presence through strategic press releases, garnering attention from key industry publications including TechCrunch, as well as securing interviews on various local business radio stations.
  • Streamlined publishing processes and enhanced quality of deliverables by editing, proofreading, and improving groundwork to meet the company's publishing standards.
  • Led efforts in executing internal content audits, external competitor analyses, and evidence-based assessments resulting in enhanced organic performance through increased user engagement and maximized overall content potential for achieving successful business outcomes.

Marketing Specialist / Social Media & Content Lead

PPP Academy / Syncwealth (iLyf)
Kuala Lumpur, Malaysia
04.2019 - 06.2020
  • Enhanced brand visibility through effective content curation and management on various social media channels including Facebook, Instagram, YouTube, and LinkedIn.
  • Administered the production and dissemination of relevant, original, and high-quality content, organically and through paid channels.
  • Enhanced industry presence by creating compelling blog posts and articles based on extensive topic and keyword research.
  • Engaged with users and nurtured social media communities through responding to posts and fostering interactive discussions.
  • Guided and directed a team consisting of interns, outsourced writers, and illustrators to boost brand visibility and generate curiosity for a recently introduced product.
  • Used Semrush and implemented SEO best practices to optimize content visibility, resulting in increased organic search traffic.

Advertising and Promotions Manager

Q-dees Worldwide
Petaling Jaya, Malaysia
07.2018 - 03.2019
  • Supervised a talented team comprised of copywriters, videographers, graphic designers, and marketing executives to ensure effective collaboration and delivery of impactful creative projects.
  • Collaborated with cross-functional teams to strategize and create impactful advertising and promotional materials to drive franchise sales.
  • Coordinated with media outlets to distribute advertising materials, ensuring adherence to brand guidelines and standards.
  • Planned budgets, managed expenses, and oversaw campaign response rates to evaluate the effectiveness of each campaign based on marketing objectives and industry benchmarks.
  • Drove organizational growth by actively engaging in brand strategy development initiatives with other department heads.
  • Maintained brand consistency by reviewing and editing layouts, advertising copies, scripts, audio,and videos in accordance with brand guidelines.
  • Fostered brand recognition, recall, and top-of-mind presence through radio ads, highway billboards, and gantry advertising.
  • Evaluated and analyzed advertising promotions to determine the cost-effectiveness of campaigns, particularly in the above-the-line (ATL) domain.

Education

MBA - Masters of Business Administration

University of Wales Trinity Saint David
Malaysia Campus (UK Course)
06-2020

Bachelor of Education - Primary Education

Curtin University
Bentley, Western Australia
07-2014

Skills

  • Critical Thinking
  • Creative Problem-Solving
  • Active Listening
  • Self-Starter
  • Go-Getter
  • Leadership and Management
  • Project Management
  • Effective Time Management
  • Efficiency Under Pressure
  • Ahrefs
  • Semrush
  • Google Analytics 4
  • Google Search Console
  • Mixpanel
  • Chart Mogul
  • Dreamdata
  • Attributerio
  • Wordpress
  • Storychief
  • Sprout Social
  • MyTelescope
  • LinkedIn, Instagram, Facebook

Languages

English
Native/ Bilingual
Malay
Professional
Chinese
Limited
Japanese
Elementary

Affiliations

  • Registered Taekwondo 2nd dan black belt holder under the World Taekwondo Federation
  • I also enjoy travelling, baking, learning new languages, cultural exchanges, and visiting museums and old castles.
  • Back when I was living in Japan, I was also part of the weekly cultural and language exchange committee; organizing regular meetups and activities for the locals and expats living in Hiroshima.

Certification

  • Completed an online course on Content Marketing from Hubspot Academy.
  • Certified Digital Marketing Specialist in Social Media from the Digital Marketing Institute.

Thought Leadership

Content That Drives Sales Podcast Nectar Group | Link

  • Featured on the Honey Never Sleeps Podcast, hosted by the Nectar Group. Available on YouTube and Spotify.
    Discussed how content marketing helps businesses drive more sales and generate more revenue. Shared insights and strategies to make content scalable for fast-moving startups and growing businesses.

Developed an ultimate guide article on LINE software, Cited on Wikipedia (References # 54) | Link

References

References available upon request.

Timeline

Head of Content and Brand

respond.io
06.2020 - 06.2024

Marketing Specialist / Social Media & Content Lead

PPP Academy / Syncwealth (iLyf)
04.2019 - 06.2020

Advertising and Promotions Manager

Q-dees Worldwide
07.2018 - 03.2019

MBA - Masters of Business Administration

University of Wales Trinity Saint David

Bachelor of Education - Primary Education

Curtin University

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Serene Tan