Jason Lam

EF HELLO

Growth Manager, Global

November 2022 - December 2023•hello.ef.com/

EF Hello is a 24/7 AI language tutor in your pocket, learning English, French, German, Italian, and Spanish in real-life scenarios with zero anxiety. 4.9 star rating on app stores with the MUX, Red Dot, and iF design awards. 𝐀𝐫𝐞𝐚𝐬 𝐨𝐟 𝐅𝐨𝐜𝐮𝐬: • Designed and operated global expansion strategy, driving 1.9x MRR in a year • Planned and structured growth product & lifecycle marketing experimentation with product & engineering • Established global growth engine and process from scratch

Airwallex

Growth, HK & SEA

February 2022 - August 2023•airwallex.com/hk/business-account

Airwallex is a unicorn status, series E payments platform providing an end-to-end international business account to help businesses collect, manage, pay, and transact across 130+ destinations and 30+ currencies, without the constraints of the traditional global financial system. 𝐅𝐨𝐜𝐮𝐬𝐞𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐬: Hong Kong 🇭🇰, Singapore 🇸🇬, Malaysia 🇲🇾 𝐀𝐫𝐞𝐚𝐬 𝐨𝐟 𝐅𝐨𝐜𝐮𝐬: Building a scalable & systematic growth engine (Brand, Product, & Growth Marketing) to drive business success in the HK & SEA SME markets [𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 & 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧] • Formulated a cross-channel and full-funnel growth strategy to optimise the effort of acquisition, activation, and retention • Established performance review process to cultivate results and data-driven culture • Managed to scale new user acquisition (+171% new users) cost-efficiently (3x spending with just +13% CAC) leading to 2.9x monthly active users and 5.5x monthly gross profit in a year [𝐃𝐚𝐭𝐚 & 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬] • Oversaw major data and tracking related projects (Channel attribution, Redefinition of core metrics, Campaign tracking & automation, etc.) • Developed reporting & dashboards to track acquisition and overall business performance • Executed deep-dive analysis along with qualitative research to generate insights for growth initiatives [𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭] • Collaborated with cross-functional teams (Sales, Partnership, RevOps, Product & Tech, and Data) to plan, execute, and optimise the marketing and partnership campaigns (Agoda, Asia Miles, FedEx, Google, Xero, etc.) • Managed agencies and freelancers for day-to-day marketing operations, not limited to copywriting, design, video production, and ad operation

Lalamove

Digital Acquisition, APAC & LATAM

December 2020 - February 2022•lalamove.com/en-hk/

Lalamove is a unicorn status, series F logistics platform that provides on-demand and same-day delivery services possible for everyone at the touch of a button which operates in 10 markets across Asia and Latin America connecting over 7 million customers with a pool of over 700,000 driver-partners. 𝐅𝐨𝐜𝐮𝐬𝐞𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐬: • APAC (Hong Kong 🇭🇰, Indonesia 🇮🇩, Malaysia 🇲🇾, Philippines 🇵🇭, Singapore 🇸🇬, Taiwan 🇹🇼, Thailand 🇹🇭, & Vietnam 🇻🇳) • LATAM (Brazil 🇧🇷 & Mexico 🇲🇽) 𝐀𝐫𝐞𝐚𝐬 𝐨𝐟 𝐅𝐨𝐜𝐮𝐬: [𝐀𝐜𝐪𝐮𝐢𝐬𝐢𝐭𝐢𝐨𝐧 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 & 𝐎𝐩𝐞𝐫𝐚𝐢𝐨𝐧] • Planned, monitored, and improved global user and driver acquisition efforts to drive over 1.5x & 2.3x growth of monthly active user & driver base and 1.6x monthly revenue in a year, including but not limited to optimising product marketing, promotional discount strategy, funnel health, and cost efficiency • Translated global strategy into a well-executed action plan of each local markets, while advising local commercial teams on how to tackle business challenges with acquisition tactics by identifying and evaluating their needs and applying learning from other markets [𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐞𝐝𝐢𝐚] • Operated Google SEM, UAC, ASA, regional programmatic, and affiliate channels in the global hub, while developing effective process to work with local teams to optimise cross-channel performance covering owned and paid [𝐃𝐚𝐭𝐚, 𝐏𝐫𝐨𝐝𝐮𝐜𝐭, & 𝐓𝐞𝐜𝐡] • Collaborated with product and tech teams to enhance user onboarding experience and improve tracking & optimization • Designed dashboards for fuller and deeper insight, troubleshoot data and tracking related issues for robust and accurate end-to-end tracking with data team

ADSS is one of the biggest and regulated international brokerage firm that offers online trading, investment, wealth management, and asset management services for institutional, private, and retail clients in APAC and EMEA regions. 𝐅𝐨𝐜𝐮𝐬𝐞𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐬: • APAC (China 🇨🇳, Hong Kong 🇭🇰, Malaysia 🇲🇾, Taiwan 🇹🇼, Thailand 🇹🇭, & Vietnam 🇻🇳) • EMEA (United Arab Emirates 🇦🇪 & United Kingdom 🇬🇧) 𝐀𝐫𝐞𝐚𝐬 𝐨𝐟 𝐅𝐨𝐜𝐮𝐬: • Managed paid digital advertising activities (Paid Search, Social, Display, Direct Buy, & Programmatic) for APAC markets as well as supporting the MENA and UK marketing teams to ensure brand consistency and maximize conversions • Reviewed global SEO project deliverables, proposed website UX UI optimization, and conducted competitor analysis • Optimised MENA Google SEM budget allocation bringing a 42% decrease in CPL and CAC within a quarter • Rebuilt SEA Google SEM and GDN structure lowering CPL and CAC to 21% and 67% in a month