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Derrick Kwa
Growth Marketing Manager • Data Analyst • Frontend Developer • Singapore
Marketing Strategy
Paid Ads
Data Analysis
Google Ads
Facebook Ads
Digital Marketing
Brand Strategy
Front-End Development
Javascript
Advertising
Python
Google Analyics
LinkedIn Ads
Marketing Analytics
Social Ad Campaigns
Digital Marketer | Performance Marketing Manager
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.
Projects
Beautonomy Case Study
In 2018, I worked with Beautonomy, an ecommerce site that sold customisable beauty palettes. During that time, I managed most of the paid marketing channels, as well as the email automati on channels and assisted with sourcing and managing partnerships with influencers and other publishers. I was part of the team that helped grow the company from launch to >15,000GBP of monthly revenue.See MoreBucket List Bootcamp
The Bucket List Bootcamp was a 2-day, interactive and action-focused online event which I organized and hosted, to help people get a jumpstart on their dreams. • Sold 49 paid tickets for the event, within a month • Brought on-board 10 guest experts to host workshops, including Grammy- and Emmy-nominated musician Peter Himmelman, award-winning social media strategist Rachel Pedersen and artist and lifestyle blogger Aileen Xu • Ran a promotional contest that received entries from 291 people • Ran a Thunderclap campaign that had 92 supporters, with a combined total reach of over 263k • Wrote press release for the event, that 206 media outlets picked upSee MoreWork History
P
Performance Marketing Manager
Pink Orange | The 360 Ed AgencyApr 2022 - Present • 2 yrs 6 mosAt 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 $1.09V
Freelance Digital Marketer
Various StartupsJan 2019 - May 2022 • 3 yrs 5 mosDuring 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 ratesB
Digital Marketing Manager
BeautonomyApr 2018 - Oct 2018 • 7 mosI 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 impactT
Co-Founder
Thousand True FansMay 2014 - Jul 2017 • 3 yrs 3 mosI 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 4.6xT
Head of Digital Marketing
TopoTogoApr 2017 - Oct 2017 • 7 mosI 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 FacebookEducation
A
altMBA, Inaugral class
2015C
Collège LaSalle, Montréal
Professional Cooking (DEP), Cooking and Related Culinary Arts, General2018 - 2019How Pangea Works
Effortlessly discover top talent
We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.Start working with talent today
The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.Track work and invoices in one place
Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.
Available NowBook a Call
Digital Marketer | Performance Marketing Manager
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.
Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.Available NowBook a Call
Top talent is on Pangea
You are viewing Derrick's profile as a guest. Book a free call with our team to discuss your options for hiring fractional workers on Pangea's industry-leading talent marketplace.Derrick Kwa
Growth Marketing Manager • Data Analyst • Frontend Developer • Singapore
Marketing Strategy
Paid Ads
Data Analysis
Google Ads
Facebook Ads
Digital Marketing
Brand Strategy
Front-End Development
Javascript
Advertising
Python
Google Analyics
LinkedIn Ads
Marketing Analytics
Social Ad Campaigns
Projects
Beautonomy Case Study
In 2018, I worked with Beautonomy, an ecommerce site that sold customisable beauty palettes. During that time, I managed most of the paid marketing channels, as well as the email automati on channels and assisted with sourcing and managing partnerships with influencers and other publishers. I was part of the team that helped grow the company from launch to >15,000GBP of monthly revenue.Bucket List Bootcamp
The Bucket List Bootcamp was a 2-day, interactive and action-focused online event which I organized and hosted, to help people get a jumpstart on their dreams. • Sold 49 paid tickets for the event, within a month • Brought on-board 10 guest experts to host workshops, including Grammy- and Emmy-nominated musician Peter Himmelman, award-winning social media strategist Rachel Pedersen and artist and lifestyle blogger Aileen Xu • Ran a promotional contest that received entries from 291 people • Ran a Thunderclap campaign that had 92 supporters, with a combined total reach of over 263k • Wrote press release for the event, that 206 media outlets picked upWork History
P
Performance Marketing Manager
Pink Orange | The 360 Ed AgencyApr 2022 - Present • 2 yrs 6 mosAt 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 $1.09V
Freelance Digital Marketer
Various StartupsJan 2019 - May 2022 • 3 yrs 5 mosDuring 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 ratesB
Digital Marketing Manager
BeautonomyApr 2018 - Oct 2018 • 7 mosI 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 impactT
Co-Founder
Thousand True FansMay 2014 - Jul 2017 • 3 yrs 3 mosI 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 4.6xT
Head of Digital Marketing
TopoTogoApr 2017 - Oct 2017 • 7 mosI 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 FacebookEducation
A
altMBA, Inaugral class
2015C
Collège LaSalle, Montréal
Professional Cooking (DEP), Cooking and Related Culinary Arts, General2018 - 2019How Pangea Works
Effortlessly discover top talent
We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.Start working with talent today
The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.Track work and invoices in one place
Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!Talk with a Talent Expert
Members of our team are available to help you speed through the hiring process.Available NowBook a Call
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