Application Review - Digital/Performance Marketer

Hi everyone,

I have been browsing through for a while trying to absorb as much information as I can. Thanks to everyone who put in the time and effort in reviewing people’s applications. I am in the process of putting together my application and would appreciate it if you could help review my application. Here goes:

Background

I’ve spent the past 5 years working in one of Southeast Asia’s largest superapps - they cover everything from fintech, to deliveries, and mobility. And I’ve been leading a high performing team who specializes in performance marketing, media and growth.

My application is anchored on my specialisation in digital/performance marketing and growth.

Recommendation Letters

  • Regional Marketing Head at Company
  • Industry Head at Google
  • Principal Product Manager at Company but I’ve known him for much longer (Mentor) - will be speaking about me from a mentor perspective

MC

Document 1: Received nationally/internationally recognised awards

  • In 2023, was cited as the Digital Performance lead for an nationally recognized award - screenshot of the award and my name referenced on website (link to website), I also added in details about the work that I did specifically for the campaign, highlighting what was the contribution from a paid performance perspective (business metric uplifts, media planning)
  • Added in other screenshots of national award winning campaigns where my name is referenced as the digital performance lead also along with links to the relevant websites to show that I’ve been recognized in those awards
  • Google Case studies which they use for industry best practices referencing me

Document 2: Commanded high salary or remuneration

  • RSU grants over the years (show current value of these grants)
  • Pay over the years
  • Pay in comparison to standard market rates - Payscale.com & Michael Page
  • Show that I command high salary based on standard cost of living in country

Document 3: Letter of Support - Head of Platform Growth at current company

  • Talks about my leadership and talent at my current role

Document 4: Mentorship/Speaking gigs

  • ADPList - screenshot of platform, review screenshots + 1 testimonial from mentee I had multiple sessions with
  • Invitation and pictures from a panel where I was one of 6 selected mentors for a structured mentoring program which is run in conjunction with Mastercard
    • Screenshots from invitation to mentor at the event, pictures from event
  • Review/letter from professor of marketing where I came on to mentor marketing students as part of their firn(this is currently still ongoing)

OC1 - Innovation

Document 5: Strategy

  • Outlined market insights, situation and problem to solve
  • Outlined strategy on a page for market for a vertical
  • Letter of support from current manager attesting to the strategy

Document 6: Innovative Marketing Campaign

  • Outlined a innovative marketing campaign which was carried out, utilizing a varied media mix which involved automation, creative tech as well as show uplift in business metrics (e.g. transactions, GMV
  • Show how parts of the campaign were used as part of a Google case study (screenshot of case study) as well as sourcing a quote from Google team

Document 7: Innovative Search Campaign

  • Outlined a innovation I did for the way the company handles/views search marketing as a channel
  • Outlined what I did, what was the change/innovation that was done, explain why this was important
  • Showing results from before and after - changes were made (Incremental increase in transactions)
  • LoS from former colleague who worked with me on this

OC3 - Impact

Document 8: User Growth for Platform

  • MC3 LoS talks about this too - Should I get her to verify this in another LoS which would either fit here or sit as a standalone document?
  • Talk about how I strategized and made budget calls on investment across platforms to help reach the growth goals of company > show how strategy was done
  • Show screenshots of externally public data on app downloads (Sensor Tower) as well as internal screenshots of dashboard to show growth of new platform transactions > with supporting quotes from annual report (linked & cited)

Document 9: Creative and Product Scorecard

  • Talk about how I embarked on implementing and building a product and creative dashboard, which resulted in time savings, media savings and growth in transactions
  • Show screenshots of said Dashboards
  • Show how the application resulted in measurable impacts in a specific market - growth in transactions from one platform and reduced CACs within one quarter as a result of the dashboards
  • LoS - Head of Loyalty to talk about and verify the results

Document 10: TBC

Some additional questions:

  • In MC1 - I do have some case studies where I was quoted and referenced by Google, I had some space so I put it in here, and added commentary. Should I take this out?
  • Should my 3rd OC3 talk about another impact project, or would it make sense to just put 1 LoS here that can support both the other evidence which has already been submitted in the category?

Please let me know if I have a shot - I’m really eager to apply! @alexnk @May @mbkuru @Francisca_Chiedu @pahuja

Thanks in advance!

Hi @cynamanda you have put together a good first set!

Few pointers:

  1. Ensure your letter in #3 in MC talks about your significant contribution to atleast 1 specific large project along with quantified impact.

2 ADPList is not considered in mentoring by TN usually hence I would put that in the end. Was the Mastercard mentoring a one-day event or was it a structured mentoring program? Pl incl the program structure. You should keep the google studies that mention your name in MC.

3 OC1 is about product and digital innovation. #5 here needs to have more details on innovation aspect.

4 OC3: you cannot have a recommender write 2 letters, you can have a 3rd OC3 evidence as a Los that covers this story and your overall impact.

Thanks so much for the feedback!

  1. Noted on the ADPList comment. Sorry an additional question - does the order of the MC/OC evidences matter as well? E.g. I should submit what I think is the strongest then put the weakest last?

That’s how I would arrange it in interest of the application, you can arrange as you like. There’s no prescribed order officially by TN.

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Hi Everyone - I’ve spent the last couple of weeks cleaning a few things up -

Recommendation Letters

  • RL1: Regional Marketing Head at Company - talks about the award-winning campaigns I’ve been credited for, along with the various case studies which I’ve done which resulted in being industry case studies (Google)
  • RL 2: Industry Head at Google - talks about the work I’ve done with him and his team over the years, and how I’ve helped them generate case studies which were shared within industry for their product marketing purposes
  • RL 3: Principal Product Manager at Company but I’ve known him for much longer - talks about my growth as an individual/leader in the time that he has known me

MC

Document 1: Received nationally/internationally/industry-recognized awards

  • In 2023, was cited as the Digital Performance lead for a nationally recognized award - screenshot of the award and my name referenced on website (link to website), I also added in details about the work that I did specifically for the campaign, highlighting what was the contribution from a paid performance perspective (business metric uplifts, media planning)
  • Added in other screenshots of national award-winning campaigns where my name is referenced as the digital performance lead also along with links to the relevant websites to show that I’ve been recognized in those awards
  • I also show industry-recognized case studies - Google Case studies which they use for industry best practices referencing - I box and highlight where I am quoted on these & have three examples over the period of 2021-2024 & link this back to how it was mentioned in RL 2

Document 2: Commanded high salary or remuneration

  • RSU grants over the years (show current value of these grants)
  • Pay over the years (graph) > show the growth in absolute & % terms
  • Pay in comparison to standard market rates - Payscale.com & Michael Page
  • Show that I command high salary based on standard cost of living in country (this is based of stats from the department of statistics as well as the central bank)

Document 3: Letter of Support - Head of Platform Growth at current company

  • Talks about my leadership and talent at my current role, how I lead multiple markets and a team of 6 as well as my contribution to the role and potential contribution to the UK digital economy
  • She will also talk about the impact I’ve driven via large scale projects - which is essentially referencing the projects mentioned in document 8 & 9 under OC 3

Document 4: Mentorship/Speaking gigs

  • Mastercard structured mentoring program which aims digitalize and support the growth of 100,000 small businesses in the country, with a particular focus on women-owned and women-led businesses. The program seeks to address various challenges faced by small businesses in the country and elevate women entrepreneurs to thrive in the digital economy
    • I added a link to show the press release from Mastercard in the text
    • Show screenshots featuring the structure of the program, learning modules & the selection criteria for mentors
    • Show my profile page on the platform > call out where it says I am a mentor
    • Show invitation (whatsapp screenshot) and pictures from a panel where I was one of 6 selected mentors for one of their in-person events where I was asked to facilitate discussions for one of the breakout groups
  • Mentorship/speaking gig with private university (Asia Top 40 in QS Ranking) students specializing in marketing
    • Review/letter from the professor of marketing at a private university where I came on to mentor marketing students as part of their final year project (this is currently still ongoing)
    • Show mentorship structure outline for final-year students (screenshot)
    • I was also asked to give a lecture to their final year students as an industry expert > will show pictures
  • ADPList - screenshot of platform, review screenshots + 1 testimonial from mentee I had multiple sessions with

OC1 - Innovation

Document 5: Strategy

  • Outlined market insights, situation and problem to solve
  • Clearly call out what the innovation (strategy) was in a separate section (this links to the problem that was highlighted)
  • Show the strategy on a page for market for one of the businesses
  • Letter of support from current manager attesting to the strategy - she covers the work done in document 7

Document 6: Innovative Marketing Campaign

  • Outlined an innovative marketing campaign which was carried out in 2022
  • Call out why this was innovative: utilizing a varied media mix which involved automation, creative tech as well as show uplift in business metrics (e.g. transactions, GMV)
  • Show how parts of the campaign were used as part of a Google case study (screenshot of case study) as well as sourcing a quote from Google team

Document 7: Innovative Search Campaign

  • Outlined an innovation I did for the way the company handles/views search marketing as a channel
  • Outlined what I did, what was the change/innovation that was done, explain why this was important
  • Showing results from before and after - changes were made (Incremental increase in transactions)
  • LoS from former colleague who worked with me on this

OC3 - Impact

Document 8: User Growth for Platform

  • Talk about how I strategized and made budget calls on investment across platforms to help reach the growth goals of company > show how strategy was done
  • Show screenshots of externally public data on app downloads (Sensor Tower) as well as internal screenshots of dashboard to show growth of new platform transactions > with supporting quotes from annual report (linked & cited) & a quote from MC3 highlighted here to reinforce it

Document 9: Creative and Product Scorecard

  • Talk about how I embarked on implementing and building a product and creative dashboard, which resulted in time savings, media savings and growth in transactions
  • Show screenshots of said Dashboards
  • Show how the application resulted in measurable impacts in a specific market - growth in transactions from one platform and reduced CACs within one quarter as a result of the dashboards

Document 10: Letter of Support from Head of Loyalty to talk about and verify the results for Document 8 & 9

Question -

  • I’m wondering if it would be better for me to focus on 2 documents for OC 1 showing innovation (Strategy + Innovative marketing Campaign) and have the recommendation/letter of support from the strategy document sit as a third piece. Or if its better to leave it as it is currently.

Would really appreciate any other feedback from the community here!

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