Frank (Yu Hang) Ng

Office of Marketing [Social Media]

Intellect

VP Marketing & Growth Strategy

I lead the marketing and growth function of Asia’s leading mental health company to take our ambitions from Singapore to a global scale. 

My core function is to champion’s Intellect vision of reinventing mental wellbeing for anyone and everyone, and amplify our best-in-class product suite and clinical expertise to enable organisations and individuals to lead their best life and find timely, empathetic support in moments of need.

As part of the executive leadership team, I lead all functions of marketing and communications inclusive of demand generation, events marketing, brand campaigns, PR, social and content, member growth, marketing analytics, and product marketing. I also play a central role in key account pitches, commercial strategy, and regional GTM, reporting to the CEO.

Accomplishments:

- Achieved growth to 100+ enterprise clients and 3+ million lives covered, including large global key accounts with 7 digits ARR for a single client.

- Led customer acquisition to grow marketing direct pipeline contribution from 10% in 2021 to 85% in 2023 (excluding channel partners), and closed won contribution to 90%. This was accomplished with strong commercial payback of 14x two-year LTV to CAC.

- Championed Intellect in local and global Tier 1 media, achieving spotlight coverage on global and national TV, news and radio including global names like CNN, CNBC, Nikkei, TechCrunch and Business Insider, as well as local names like CNA (5x), Straits Times, MediaCorp Ch8, Today Online, and many more. 

- Built a tentpole annual campaign and event in Mental Health Festival, which is headlined by government ministers, business heads and iconic personalities and sees more than 2,000+ attendees annually as of 2023. 

- Led multiple new products launches such as the global accreditation Mental Health First Aid (MHFA) as well as Intellect’s first brick-and-mortar clinics. MHFA has received overwhelming demand since launch and we were booked full for the first 12 weeks.

VP of Marketing

Intellect's mission is to make mental healthcare & wellbeing support accessible for everyone. 

We do this by marrying technology with a human touch in a single platform, delivering end-to-end wellbeing support for individuals and organisations alike.

For organisations who are looking to safeguard employee wellbeing amidst the new hybrid workspace, Intellect equips workforces with our clinically-validated approach to personalise the right care your employees need.

For individuals who wish to address personal and professional challenges, Intellect's self-care platform and 1-1 coaching & therapy sessions enable our clients to scale obstacles and lead their best life.

Today, Intellect is the largest and fastest-growing mental health tech company in Asia Pacific. Over 3 million members and leading organisations globally trust Intellect to provide evidence-based wellbeing support. Intellect was also selected as one of Google’s Best Apps of 2020.

Head Of Marketing

Head of Growth Marketing

Smartcademy

Course Producer and Instructor; taught 700 students for Digital Marketing 101, with average instructor rating of 9/10.

Instructor & Course Producer

Freelance, self-employed

Full-stack digital marketing consultant for early stage startups (real estate, D2C, blockchain, fintech, market research) and MNCs (eComm, medical).

Speaker Engagements: App Growth Summit Singapore 2019, 2020, SMEICC 2020. Also conducted workshops at NTUC, NTU, NUS, CapitaLand, and more organizations.

Speaker & Digital Marketing Consultant

Reckitt

Leads eCommerce Performance Marketing for 6 markets in ASEAN, collaborating with Heads of eCommerce to drive channel adoption and BIC execution, lead sales events (9.9, Super Brand Days) and new product launches, run stakeholder workshops, and review/plan media budgets and strategy.

eCommerce brands: Manages eCommerce marketing for all of Reckitt's business units of Nutrition, Health and Hygiene regionally. Core brands include Enfagrow, Dettol, Durex, Lactum, Sustagen, Finish, Air Wick, Harpic, among others.

Focus areas: Facebook Collaborative ads, In-platform search ads (Shopee MyAds, Lazada Sponsored Solutions, Amazon Advertising), Affiliate marketing, SEO, Google Ads and emerging channels, Content and UX marketing (in-store UX), eCommerce campaign planning and management.

Regional Performance Marketing Lead, eCommerce

Regional Performance Marketing Manager, eCommerce

Uber

Main role: Partner regional leadership to plan, analyze, and report 6-7 digits monthly performance marketing budgets across APAC & India (9 markets), as well as supporting the various markets in programmatic brand media buying and media publisher management.

Performance Marketing Manager, Regional Planning Lead

Main role: Managing 6-7 digits channel activations for Uber Rides performance marketing across APAC (6 markets), as well as supporting the various markets in programmatic brand media buying and media publisher management.

•	In my role, I work on end-to-end inhouse management of paid channels across Uber Rides, including Search (Google, Apple, Naver, Yahoo), UAC, Programmatic, Paid Social, and other experimental channels. I also work with stakeholders including country GMs, Finance, and Ops Leads to recommend suitable budgets and tactics to meet business goals.

•	Unlocked H2 business growth of re-launch markets (Japan and Korea) in 2019. After facing stagnant growth in H1, we identified unique user pain points that I addressed through creative optimization, landing page tests, and optimizing the channel mix. This resulted in 5x growth in first trips in H2 vs H1 (>100k) while reducing customer acquisition costs (CAC) by 3x over half a year to positive ROI levels.

•	Drove CAC efficiency in core markets at scale as part of Uber’s move to profitability. In order to achieve bottom-line goals, I recommended revised budget allocation and led channel overhauls for HK and India, capturing new opportunities from Apple Search and executing on a creative matrix to message top Rider products in different cities. 
o	Resulted in -80% drop in CAC in Hong Kong with 3x growth in first trips; 
o	Resulted in -25% drop in CAC in India at same level of growth (>100k users) 

•	Allowed the business to rationalize paid investment in Tier A markets: To understand the true impact of paid channels beyond our existing last click attribution model, I led paid incrementality testing on SEM, UAC, and Facebook in Australia. This also enabled my team to provide robust budget and efficiency recommendations to management and local stakeholders.

Performance Marketing Manager, Channel Management

General Assembly

► Supported digital marketing courses and corporate workshops by localizing and refining curriculum, advising on student projects, and teaching topics such as App Growth & SEO.

Teaching Assistant, Digital Marketing

Skyscanner

1. Product Growth for Skyscanner Trains and Car Hire (Sep 17 - Apr 18).
2. Market Growth for Skyscanner Oceania (May 18 - Dec 2018)

♦ SEO: Optimized numerous landing pages across US, UK, and AU markets for on-page and on-SERP elements. (schemas, featured snippets). This includes keyword research, competitor analysis, A/B testing, backlinks prospecting, and reporting via tools such as Search Console, Linkdex, Semrush, Similarweb, Moz, and Majestic. 

♦ App Growth: Part of the app-exclusive launch of Trains (https://www.skyscanner.net/trains) in the UK. In the process, planned and enabled various channels such as ASO, paid platforms (ASA, UAC, FB), web to app (branch.io), and push notifications. Working between product and growth teams, heavily used Mixpanel and Appsflyer to track funnel metrics and identify key product areas of improvement.

♦ Paid Search and Social: Conceptualized, tested, and scaled a number of new Search, Display, Facebook, and House ad campaigns for hotels and car hire. This includes the relaunch of SEM for Car Hire by identifying 4 prospective markets through past campaign data on Data Studio in comparison to current Google metrics.

Growth Executive

Singapore Tourism Board

1st rotation: Planning & International Relations
2nd rotation: Tourism Concept Development 
► Organizing team for the ASEAN Tourism Forum (ATF) 2017 and covered G2G relations in SAMEA.
► Stakeholder management for Wildlife Reserves Singapore (WRS)

Management Associate

SMU Marketing Society

At SMARKETING, we have built a society that:
► takes members to industry events (Appies, Effies, Loyalty World Asia, etc.)
► goes on company visits to learn about career opportunities (Facebook, LinkedIn, Expedia, etc.)
► organizes workshops with industry practitioners (Google and Publicis)
► partners with major marketing competitions (Nielsen, L'Oreal), and 
► hosts a series of networking events. 

In our term, we doubled our members, tripled our events lineup, and quadrupled our event participants. Find out more about what we do at http://www.smusmarketing.com/.

President

MasterCard

We strive to deliver the right merchant offers, to the right consumer, at the right time.

► Supported country marketing teams in CN, IN, KR, HK, & AU by (a) identifying top cross-border travel destinations and categories of spend with enterprise data, (b) curating the relevant merchant offers to these markets, and (c) packaging them to compliment cardholder needs.

► Developed an e-Commerce proposal to drive inter-region flows between AP and US, doing a deep dive on online shopper behavior.

Intern, Merchant Marketing

► Building Asia's leading mental health platform https://intellect.co/. We're not just an EAP. 

► Digital marketer through the whole value chain: strategy, stakeholder (GM/MD/Founder/Board) management, execution, analytics, as well as consulting and training for growth teams. Channel expertise spans SEO, SEM, paid social, content marketing, and app growth.

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