Open to opportunities

Cheri Lim

@cherilim

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Performance marketing and SEO executive who grows revenue with data-led experimentation across APAC channels.

Singapore

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What I'm looking for

I’m looking to grow in performance marketing and SEO where I can lead data-led experiments, partner closely with stakeholders, and turn insights into revenue-driving strategy across channels—backed by clear goals, fast iteration, and strong execution.

I’m a Performance Marketing and SEO Executive (APAC) overseeing paid marketing across 9 attractions in 5 countries, with an annual media budget of more than £500K (S$865K). I deliver measurable growth through phased planning tied to seasonality, campaign analysis to improve ad relevancy and efficiency, and scaling data-led experimentation across markets—driving 37% YoY revenue growth and 3x YoY website traffic growth, alongside 10% YoY ROAS improvement.

Before this, I spearheaded performance and e-commerce marketing at PRISM+ Singapore, managing a monthly portfolio exceeding S$800K while reducing Cost per Purchase by 15% and increasing ROAS by 20% YoY. I also strengthened CRM outcomes through email journey and retargeting structure design, used Tableau and Looker Studio for post-campaign reporting and optimization recommendations, and supported affiliate marketing during a transition by partnering on short-term activations and commission structure discussions.

Experience

Work history, roles, and key accomplishments

Current

Performance Marketing & SEO

Current

Merlin Entertainments Limited

Jun 2024 - Present (1 year 10 months)

Oversaw paid marketing across 9 attractions in 5 countries with a £500K+ annual media budget, delivering 37% YoY revenue growth and 3x YoY website traffic growth. Improved ROAS by 10% through in-depth campaign analysis, A/B testing, SEO and website optimization, and data-led experimentation.

Paid Media Management SEO Strategy Google Ads Meta Ads ROAS A B Testing Budgeting Web Analytics Experimentation Affiliate Marketing

Performance & E-commerce Mktg

Prism Tech Private Limited

Jan 2023 - May 2024 (1 year 4 months)

Led performance marketing with a monthly S$800K+ portfolio, reducing cost per purchase by 15% and increasing ROAS by 20% YoY. Ran e-commerce marketplace campaigns, designed CRM email/retargeting journeys, and used Tableau/Looker Studio for post-campaign reporting and optimization recommendations.

Performance Marketing ROAS Retargeting Post Campaign Reporting Tableau Looker Studio

Brands & PR Intern

Urban Clap Pte Ltd

Mar 2022 - Nov 2022 (8 months)

Increased follower base by 45% in 6 months by creating and implementing 60 Instagram/Facebook content pieces and managing agency content curation. Built relationships with 40 KOLs, contributing to a 10% increase in monthly conversion rate and improving engagement rate per post by 1%.

Social Media Content Creation Instagram Marketing Facebook Marketing

Education

Degrees, certifications, and relevant coursework

National University of Singapore

Bachelor of Business Administration, Marketing

2019 - 2022

Grade: With Honors (Distinction)

Bachelor of Business Administration (Honors, Distinction) with a specialization in Marketing at the National University of Singapore from 2019 to 2022.

Temasek Polytechnic

Diploma in Business, Business

2016 - 2019

Grade: Merit (GPA 3.92/4.0)

Activities and societies: Director’s List (2017); Edusave Merit Bursary Award (2016–2019); SME Marketing Solution Award (2019); Certificate in Transnational Studies (Diploma Plus Programme).

Diploma in Business (Merit, GPA 3.92/4.0) at Temasek Polytechnic from 2016 to 2019.