Irene Siah

Yonsei University, EastAsia International College

2011 - 2015

BA in International Studies (GPA: 4.18/4.30)

• Valedictorian for Graduating Class of February 2015
• Yonsei EastAsia International College Full Scholarship Recipient

University of Toronto, Rotman Commerce

2013

• Exchange Student Program for Fall Semester 2013
• Social Media Manager at AIESEC Toronto

Product Marketing

• Measure and evaluate how initiatives may impact customer experience and business outcomes
• Craft sales marketing materials (one-sheets, case studies, narratives, decks, etc.) that will compellingly reflect the products' value proposition
• Work cross-functionally with product, sales, and events to effectively develop and deliver on shared goals

Content Strategy

• Develop overarching plans, create content roadmaps and ensure that content supports the larger marketing strategies that align with business goals and user needs
• Well-verse in distling in quantitative and qualitative data to make informed decisions about content creation and optimization

Digital Marketing

• Familiar with in a wide range of digital marketing channels including but not limited to social media (FB, IG, Twitter, LinkedIn ,YouTube), SEO, SEM, email
• Data-driven; using tools such as Google Analytics, Tableau, Looker and ads manager to measure performance of campaigns
• Work with various media amplification channels for content distribution

Program Management

• Oversee end-to-end program execution from pitch idea to final deliverables
• Work in agile methodology and scrum for projects
• Thrive at managing multiple requests and prioritising workload

Regional Marketing Manager, APAC

Oct 2023 - Present

Ross Video, Singapore

• Led the APAC marketing strategy and served as part of the APAC management team, focusing on driving brand growth and building co-marketing partnerships with local business partners.
• Spearheaded the ideation and production of diverse content types, including infographics, videos, emails, social media, and blog posts.
• Collaborated with the global product marketing team on product positioning, narrative development, and go-to-market (GTM) planning for APAC.
• Oversaw the sourcing and management of agencies and freelancers, handling rate negotiation, and ensuring brand alignment and tone of voice.
• Developed growth initiatives, including integrated marketing campaigns, partner marketing with key business partners, and joint-partner events to drive demand and lead generation.
• Achieved a +53% increase in organic growth and a 27% engagement rate on the regional LinkedIn page within six months.
• Created a joint partner event content blueprint that was scaled across KR, IN, and TH, resulting in over USD 2M in sales opportunities from the most recent KR event.

Sales Marketing Content Lead, APAC

Oct 2020 - Jun 2023

Amazon (Twitch Ads), Singapore

• Directed content strategy for Twitch Ads across APAC, managing full content lifecycles to support sales and post-sales teams.
• Manage the full lifecycle of content for Twitch Ads in APAC by working with sales, post-sales, and insights team to define key content thought leadership, sales narratives, product one-pagers, playbooks, case studies and content for events
• Work with global team to develop positioning and messaging, go-to-market strategy, sales enablement and competitive analysis
• Collaborated with PR team and launched 5x branded content with Campaign Asia to date
• Initiated and launched APAC Briefcase Materials, an internal library of content to increase team's efficiency in finding localised sales marketing materials. Page garnered more than 2,000 views within less than a year
• Developed 3x thought leadership narratives that attributed to over USD 12.1M in advertising sales revenue in 2022
• Created 30 case studies to date with 24 award wins, 3 highly commended to date. Notably, also won the first Grand Prix award for Twitch in APAC

Marketing Solutions Manager, APAC

Sep 2019 - May 2020

Tripadvisor, Singapore

• Led content strategy and creative solutions for Tripadvisor's newest vertical, Retail
• Ideated graphic creative elements (infographics, banner ads, wireframes) and executed front-end web development for advertorial campaigns where applicable
• Launched internal initiatives (editorial calendar, influencer case studies, thought-starter toolkits) to increase team's efficiency
• Worked on 17 retail briefs with project budgets amounting over USD1M within first 6 months for clients including STB Retail and NIVEA

APAC Content & Campaign Marketer

Jun 2018 - Sep 2019

Travix International, Singapore

• Led content and campaign marketing strategies for CheapTickets® & BudgetAir® brands
• Curated content (landing pages, blogs, EDMs and social media) for all marketing campaigns across 7 APAC markets including Singapore, Hong Kong, Thailand, Malaysia, South Korea, Taiwan and Australia
• Managed BudgetAir Korea website revamp with agency and redesigned website layout for Top 100 cities' flights pages
• Analysed consumer behaviour with data visualisation tool (Looker) & data-attribution tool (Google Analytics) to develop content acquisition strategies and performance metrics that drive measurable commercial results

Integrated Media Planner

Jun 2017 - Jun 2018

Zenith, Singapore

• Managed the efficient use of paid media budgets ranging from S$10K to S$1M for Singapore Tourism Board (STB)'s Industry Marketing Team
• Executed marketing campaigns and optimised on various digital channels including but not limited to Facebook Ads Manager, Google Analytics and Linkedin Campaign Manager
• Worked with local (MediaCorp, Mothership, MooveMedia) and global media titles (BuzzFeed, CNN, TTG Asia) to develop bespoke media packages for respective paid media campaigns
• Collaborated with creative and public relations agencies to drive and deploy holistic communication plans to influence key stakeholders across departments in STB

Social Media Manager & Editor

Feb 2015 - Jan 2017

Korea Tourism Organization, South Korea

• Monitored and optimized for popular content trends via research and social media analytics such as Hootsuite and Social Bakers
• Worked with external agencies on the planning of regional campaigns and content for KTO tourism website (english.visitkorea.or.kr)
• Curated marketing campaigns to help enhance KTO's brand and engagement with followers; Successfully grew KTO English Facebook Page by 100K fans organically, within a year