omd worldwide
I was in the regional role at OMD Worldwide since 2022, overseeing the APAC, Middle East, and Africa regions. My role involved managing key clients like FedEx Regional and Dairy Farm Regional, where I excelled in standardizing SOPs across over 28 markets. I was instrumental in suggesting innovative local strategies, implementing new tools, and developing effective work processes and roadmaps. I also played a crucial role in educating junior staff and stakeholders on digital marketing and data-driven strategies through regular workshops.
FedEx Regional APAC - My FedEx Reward (2023)
In 2023, following a slowdown in e-commerce growth, FedEx launched the My FedEx Rewards campaign as a strategic move to foster customer loyalty and stand out from competitors in 13 markets. The campaign offers points for loyalty SMEs delivery, aiming to retain customers and boost business.
Our strategy focused on profiling these key demographics to understand their content consumption behaviors, allowing us to target them more precisely. We structured the campaign in stages, initially aiming for broad reach to garner attention, followed by a targeted retargeting approach in the middle phase to reinforce our message.
Remarkably, we achieved our campaign targets just three weeks after launch, a testament to the power of well-executed digital marketing strategies and a deep understanding of our audience.
FedEx AU & NZ - UEFA Sponsorship (2022)
FedEx AU & NZ - New Trans-Tasman Service Route (2022)
The Trans-Tasman service offers express delivery between Australia and New Zealand up to five times a week. It supports the growing demands of e-commerce with specialized services like International e-Commerce delivery. Such efficient and reliable connectivity is instrumental in helping businesses expand their reach and grow in the competitive market.
This service not only connects major cities like Sydney, Auckland, and Christchurch but also enhances business operations by providing faster transit times and increased capacity for heavyweight cargo.
The strategy of the Trans-Tasman service campaign introduced KOL influencer videos to capture a wide audience first, then integrated a lucky draw where participants can win UEFA flight tickets through entering a two-way bill number at the same time.
The campaign effectively engages customers and encourages service usage. This approach not only enhances FedEx's express delivery capabilities between Australia and New Zealand but also drives business value by attracting more potential customers and supporting the expansion of service demands.
FedEx Hong Kong - Ecommerce Partnership with Chow Sang Sang (2022)
The partnership between Chow Sang Sang and FedEx is a cornerstone of their marketing strategy, enhancing their brand's global reach and operational efficiency. FedEx tailored logistics and customs solutions empowers Chow Sang Sang to navigate the complexities of global e-commerce, driving significant sales growth and enhancing their market presence.
The research for the audience journey planning shows that retail media platforms e.g Carousell are ideal for reaching the highest potential audience. To capitalize on this, I employed strategies that included standardizing SOPs across markets, innovating local strategies, and continuously educating stakeholders on digital marketing and data-driven insights. These efforts will not only enhance FedEx reputation for reliability and speed but also ensure the campaign's reach and effectiveness are maximized.