IDEKU

a. Led Meta Ads campaigns to generate qualified sales leads for Ideku’s POS solution.
b. Enhanced market positioning by aligning product features with customer needs, improving product-market fit.

Performance Marketing Manager

Bitsmedia

a. Optimized paid acquisition strategies for the Muslim Pro App, resulting in improved free trial-to-paid subscription conversions.
b. Developed targeted Custom Product Pages for key app features, improving conversion rates.
c. Enhanced user onboarding processes to increase account sign-ups.

Paid Acquisition

Ministry of Car

a. Optimized ad campaigns to significantly reduce acquisition costs for Ministry of Car.
b. Increased mobile app installs for 2nd Hand Mall through strategic Facebook Ads campaigns.
c. Designed email nurturing campaigns that improved customer retention and repeat sales.

eCommerce Digital Marketing Manager

Learners' Lodge

a. Secured top search engine rankings for competitive keywords, driving significant organic traffic growth.
b. Identified high-value keywords using Ahrefs to boost conversions.
c. Successfully mitigated negative SEO attacks to restore search engine rankings.

Growth Marketing Manager

National Trades Union Congress (NTUC)

a. Spearheaded the development and implementation of the new online membership form.
b. Introduced SEM, Facebook and programmatic buying to boost online form registrations.
c. Managed a team of 3 executives.

http://bit.ly/NTUCMember

Principal Specialist

Fuji Xerox Singapore

- Lifted Fuji Xerox Singapore brand perception through digital channels and drive straight to sales.

- Managed digital marketing plans to drive customer engagement across all digital channels including the web, SEM, eDM via Eloqua and social

- Implemented the following strategy for lead acquisition
a. Drive high quality and cost effective leads while cutting cost per lead
b. Expand our customer base through significant lead generation mainly through SEM and growth of email database
c. Strengthen the current customer relationships by sharing relevant, targeted and engaging content
d. Build community that the clients share information that drives word of mouth, recommendation & referrals

- Worked in close cooperation with regional office for Corporate Website revamp project
- Implementation of tracking parameters and analytics best practices to qualify ROI on digital marketing  initiatives
- Drives registration to our trade show


D E L I V E R S
- Leads to Opportunity at 50% conversion
- Leads to Won at 11.27% conversion
- Total opportunity increases by 12.35% 
- Win rate increases by 3%
- The number of new accounts increases by 24.04%

Online Marketing Associate Manager

Great Eastern Life

This role blends business, technical and product management skills to deliver results that will have a business impact within S.E.A. The role requires to provides Mobile Engagement Solution for Great Eastern Live Great Programme (Loyalty Programme).


R E S P O N S I B I L I T I E S:

- Work with local teams in Malaysia, Indonesia and Singapore to review and streamline new media campaigns and daily engagements across the organisation
- Oversee regional marketing campaigns in a consultative role to bring the best practices to mobile initiatives.



A C H I E V E M E N T S:

- Provide Great Eastern with mobile marketing solutions that increase consumer interaction via smart mobile marketing strategies and tactics.
a. Live Great - Health & Wellness iPhone App 
b. Great Eastern Live Great iPad App
c. Great Eastern 21 Days iPhone/ Android App.
d. Mobile Portal Management with strategic aim to provide value added services. Please visit m.greateasternlife.com

In Mob-Ex 2013, I won Gold Award for Best Brand Awareness Campaign for Great Eastern 21 Days App.

In Loyalty and Engagement Awards 2013, I won Gold Award for Best Use of Social/ Mobile for Great Eastern 21 Days App. 
Please visit http://www.marketing-interactive.com/great-eastern-le-2013-brand-year/

In Marketing Excellence Awards 2013, I am a finalist in Mobile Marketing Excellence.

In Mob-Ex 2014, I won Sliver Award for Best Use of Incentives and Rewards and  
a Bronze Award for Best Original Content for Live Great - Health & Wellness iPhone App.

Web Marketing Assistant Manager

TECMO KOEI Singapore Pte Ltd

- Explores nearly all possible perspectives to an idea and its numerous applications.

- Taking calculated risk and grasp idea holistically while noting the details.

- Involve in various platform game planning, designing and implementation

- Station in Japan from Sep 2008 to Sep 2009


A C H I E V E M E N T S:

- PSP Project (Romance of the Three Kingdoms 9)

- iPod Touch Project (Nobunaga’s Ambition Touch)
 Please refer to http://www.gamecity.ne.jp/nobuzen/ip/e/

- Flash Project (Bandit King)

- MMORPG (Romance of Three Kingdoms Online)
 Launched in Japan, Korea, China and Taiwan

Game Programmer

ST Electronic(Training & Simulation)

- In Military Flight Software Maintenance, I demonstrate not only mastery of the core role, but also the ability to take on new projects that are both challenging and critical to the project's growth.

Senior Engineer

Singapore Computer System

- In Military Analytics Software Development, I excel at the core elements of my job like C++ coding and debugging, but also learn other tasks that extend well beyond the scope of my role

Senior Programmer Analyst

📊 Meta Ads Strategist | AI-Powered Performance Marketing | Scaling Advantage+ Campaigns

📊 Meta Ads Strategist | Turns insights into impact with data-driven campaigns.

✅ Combines search and social ads to fill the pipeline with decision-makers, not just contacts
✅ Tests, track and optimizes every campaign step to lower lead cost and maximize ROI
✅ Customizes messaging based on AIDA framework, turning awareness into actions that increases conversions

My edge? I don't just run campaigns. I engineer complete growth ecosystems. From creative strategy to conversion optimization, every step is optimized for performance in the privacy-first era.

14+ years performance marketing 

Ready to scale profitably? Let's connect. 🚀

I still remember the look in my neighbor's daughter's eyes during her Primary 6 year. That spark of curiosity I'd seen when she was younger is gone. Replaced by dark circles, anxiety, and the weight of expectations no 12-year-old should carry.

She is one of many.

Stress that follows them into sleepless nights and tears over worksheets. Just endless revision, drilling, and memorizing. The same questions, different versions. Again. And again. 

Parents rushing from school pickup to tuition centers, driven by fear that without extra help, their child will be left behind. I am one of them.

These are 12-year-olds. Children who should still be discovering who they are, what they love, and what makes them laugh. Instead, their worth gets reduced to a number. Their identity becomes inseparable from their performance.

I've watched parents apologize to their children for not being able to afford more tuition hours. I've seen kids cry not because they failed, but because they "only" scored in the 80s. I've heard children say they're "not good enough" before they've even reached secondary school.

It's in the perfectionism that haunts high achievers into adulthood. The imposter syndrome that whispers, "You're not actually smart," despite evidence to the contrary. The anxiety becomes so normalized that children don't even realize it's not supposed to feel this way.

It's in the relationships strained by pressure. Parents who desperately want to be supportive but find themselves snapping over homework. Siblings who tiptoe around the house during the PSLE year. Friendships that become competitive rather than supportive.

We know there's another way. Other countries like Finland, Norway, and Sweden. They don't put their 12-year-olds through this. They wait until children are 15 or 16 for national assessments. And you know what? Their students thrive. They excel academically. But they also get to be children first.

A student who experienced both systems described it perfectly: the local Primary 6 was about "embarrassment and shaming" for discipline and about hierarchy and competition. The international system? It focused on growth, support, and resilience.

This is about asking ourselves: What are we willing to sacrifice for these standards? And more importantly. Are we sacrificing the right things?

When did we decide that childhood stress was an acceptable price for academic performance? When did we accept that 70% of our children need private tutoring just to keep up? When did we convince ourselves that a 12-year-old's exam score should determine their trajectory?

The one having panic attacks before exams. The one who stopped reading for pleasure because books became associated with pressure. The one who said, "I just want it to be over" about their childhood.


#PSLE #Singapore #ChildhoodStress #MentalHealthMatters #Education #Parenting #StudentWellbeing #EducationSystem

Sheng Wei SHI

📊 Meta Ads Strategist for Education | Lead Gen & App Install Specialist | AI-Powered Performance Marketing | I Map Buyer Journeys Before Spending Your Budget

After years of perfecting your SEO strategy, the rules are shifting faster than ever. While you've been optimizing for Google rankings, a new generation of users is bypassing search engines entirely. They are asking ChatGPT, Perplexity, and Claude for answers instead of clicking through to websites.

This isn't just another trend. It's a fundamental transformation in how people discover information, and the window for early advantage is closing fast.

The 3 Forces Reshaping Discovery

1. Search is going underground
AI systems are pushing traditional search engines to the backend. Soon, users won't see which sites rank #1. They'll only see synthesized AI responses. This makes optimization exponentially harder to understand.

2. Today's winners get permanently embedded
Here's the kicker: content ranking well today has a strong chance of being baked into future AI foundation models through training cycles. Win the SEO game now, and you might cement your position in AI knowledge systems for years.

3. The organic opportunity won't last
AI platforms will inevitably introduce ads. Once that happens, organic visibility becomes more competitive and expensive, just like we've seen with social media and Google.

AEO/GEO ≠ Traditional SEO

The biggest shift? Winning position #1 isn't enough anymore.

AI systems synthesize information from multiple sources, form opinions based on sentiment analysis, and pull from platforms like Reddit (which now has a Google partnership). A cybersecurity company discovered this the hard way despite excellent SEO, AI consistently described them as "a smaller player" due to skeptical Reddit discussions.

4 Strategies to Win in the AI Era

1. Hunt for AI-Generated Queries
Check Google Search Console for unusually long queries (7+ words) with high impression counts. These aren't human searches. They're AI systems fetching information. Use this regex filter: `([^" "]*\s){7,}?`

2. Control Your Brand Narrative
Monitor and shape how you're discussed across Reddit, Medium, LinkedIn articles, and other platforms AI systems frequently cite. One scavenger hunt app dominated ChatGPT recommendations by ensuring positive mentions across multiple high-ranking sources.

3. Expand Beyond Your Website
Build content across multiple platforms and consider creating owned microsites. Wise's strategy of running "a portfolio of websites" helps them control more of the conversation in their industry.

4. Optimize for Multiple Search Engines
ChatGPT uses Bing as its primary search engine, not Google. Implement IndexNow for real-time Bing indexing and monitor performance across multiple engines.

The Resource Allocation Formula

- 80% proven SEO best practices
- 15% emerging AEO/GEO techniques  
- <5% experimental approaches (llms.txt, AI query caching)




#DigitalMarketing #SEO #AEO #AI #MarketingStrategy #SearchOptimization

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