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@joanneliao
Data-driven paid media specialist delivering performance-focused digital advertising across APAC and EMEA.
I am a data-driven digital media professional with over six years' experience specialising in paid media activation and performance marketing across social, search and display channels.
I progressed through multiple roles at boutique agencies and global networks, leading campaign planning, ad trafficking, pixel implementation and cross-platform activation to deliver timely, high-quality launches.
I focus on performance optimisation and analytics—using tools like Google Analytics, Looker Studio and Search Ads 360—to extract insights, improve bidding and creative strategies, and boost conversion and click-through metrics.
I collaborate closely with clients, account teams, creatives and publishers, and have contributed to multi-market initiatives across APAC and EMEA for clients in banking, technology, media, consumer goods and education.
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Work history, roles, and key accomplishments
Jolt Digital / Labelium / Havas Media / PHD / iProspect / Re
Jul 2019 - May 2025 (5 years 10 months)
Led paid media activation and performance campaigns across Social, Search and Display for regional and global clients, improving campaign outcomes through data-driven optimisation and cross-functional coordination. Managed ad trafficking, pixel/tag implementation, budget planning and reporting to deliver measurable performance gains across APAC and EMEA.
Degrees, certifications, and relevant coursework
Bachelor of Communication, Professional Communications
2016 - 2017
Completed a Bachelor of Communication (Professional Communications) through SIM Global Education in partnership with RMIT University from November 2016 to August 2017.
Diploma, Communication and Information Design
2012 - 2015
Completed a Diploma in Communication and Information Design at Republic Polytechnic from April 2012 to May 2015.
Software and tools used professionally
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