Derrick Kwa

About

I help brands tell their story, showcase their authentic personality - and in doing so, get their customers to fall in love with them. As someone who believes in learning by doing, I've developed my storytelling skills by crafting content for clients (in both the B2B and B2C sectors), as well as through an internship with Seth Godin and through his altMBA course. My passion for creation and belief in challenging the status quo means I thrive on coming up with new ideas and pushing the boundaries. My love of numbers, and experience with data and programming, allows me to continually optimize the campaigns and content I create.

Experience

• Lead Account Strategist · Yamu Media07-01-2024

  • Led account strategy, project management and client success for multiple accounts across e-commerce and B2B SaaS, spanning PPC, Email, CRO, SEO and Branding & Web Development engagements • Managed a fully remote of platform execution specialists, across multiple time zones • Doubled monthly revenue from $30k to $60 for a consumer pet supply e-commerce in 4 months, at a CAC of approx. $12 • Generated SQLs at a consistent $450 cost per SQL for a B2B Saas financing brand • Brought in $694k in inbound deal pipeline revenue for a new B2B services brand, within the first 3 months of launch, on $18.5k of ad spend.

• Performance Marketing Manager · Pink Orange | The 360 Ed Agency04-01-2022 – 07-01-2024

  At Pink Orange, we specialise in marketing for education companies, as well as other brands with longer conversion cycles such as solar. I work manage the all paid campaigns, as well as oversee all martech implementations including Hubspot and landing page builds During this time, I’ve: • Gained 11.8k leads from paid ads, at a CPL of £2.62 for an education company in the UK • Lowered CPL for an art gallery by 75% through their Facebook ads. • Lowered CPL for a solar panel company by 39% in the first 2 months, and another 64.6% in month 3 • Gained 837 leads for an ESL course provider in Canada at a CPL of $5.08. • Lowered CPL by 56% for an education campaign through A/B testing variations of a landing page calculator • Gained 1847 leads at a CPL of $2.87, and 16 applications at a Cost per Application of $330.90, for a university in Ghana, promoting both Undergraduate and Graduate programs • Attained 6705 students for a government-backed free English-language course in Rwanda, on a paid spend of $7,316.32, for a cost per student of $1.09

• Freelance Digital Marketer · Various Startups01-01-2019 – 05-01-2022

  During this period, I freelanced with several startups across multiple markets and industries, including: • An e-commerce children’s activity book site, where I managed a monthly average of over US$12k ad spend, with an overall ROAS of >3 • A freemium online training platform, where I ran Google ads to get free users at <US$7 per conversion, as well as improved their welcome email sequence to a >50% open rate and >5% click rate • A professional development course non-profit organisation, where I attained email signups at <£7 per lead on a budget of <£600 • Conducted a lead-scoring exercise for a SAAS company, analysing their CRM data to which factors had the biggest impacts on conversion rates

• Digital Marketing Manager · Beautonomy04-01-2018 – 10-01-2018

  I was part of the marketing team as the company grew from launch to >15,000GBP monthly revenue. I managed most of the paid marketing channels, as well as set up the email automation funnels, and also assisted in sourcing and managing various partnerships with influencers and other organisations. • Increased Google Ads conversion rate by >90%, decreased overall CPA by 10%, and increased Average order value by 28.9%, through testing personalisations of headlines & button text on the home page, using VWO • Created automated marketing reports using Supermetrics and Google Sheets • Coded a custom Google Chrome Extension to link our email automation system with the shipping management system • Performed a simple machine learning analysis to determine which elements of ads had the most impact

• Co-Founder · Thousand True Fans05-01-2014 – 07-01-2017

  I co-founded Thousand True Fans to help businesses connect with their customers and build a deeper relationship with them. • Led business development; created and executed cold email outreach strategy, with 18% converting to sales meetings • Launched and managed the online resource center across 3 locales for QuickBooks Asia, and created internal EDMs to increase social media engagement • Managed Wacoal Singapore's FB page for 2 months, increasing their average daily engagement by 13.5x • Ran FB ads for Wacoal Singapore: campaign ads which performed at US$0.11 per click; post engagement ads which performed at US$0.07 per engagement, and video ads which performed at US$0.007 per 3sec view • Managed LAC Taut Singapore's Facebook page for a 4 month period, increasing their total likes by 57%, average organic post reach by 1.5x, and average post likes per day by 4.6x

• Head of Digital Marketing · TopoTogo04-01-2017 – 10-01-2017

  I led the marketing efforts for TopoTogo. • Managed and ran Facebook ads, testing different audiences and achieving clicks at SG$0.24 per click • Performed keyword research and wrote blog posts Created and wrote lead magnet for hotel partners • Created marketing collaterals for hotel partners • Managed digital activities for partnership with the Civic District Outdoor Festival 2017, achieving $0.08c per engagement on Facebook

Education

• altMBA, Inaugral class
• Collège LaSalle, MontréalProfessional Cooking (DEP), Cooking and Related Culinary Arts, General

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