Kendi Ng
Digital Marketing Specialist | SEO/SEM | Paid Ads | Marketing Analytics
Hong Kong
Digital Marketing professional with 15+ years of experience managing international campaigns, China media platforms, and performance marketing across Hong Kong and APAC. Expert in SEO strategy, Google Ads, LinkedIn Ads, GA4 analytics, and AI-powered marketing reporting. Freelance experience includes developing digital campaign microsites for global pharmaceutical clients and consulting on CRM migration projects. Currently running paid advertising campaigns and building automated marketing analytics infrastructure at an MPF and employee benefits company, including Claude AI integration and Azure Graph API automation.
Highlights
- Marketing Analytics Backend: Designed and built a PostgreSQL database on Windows Server feeding a self-built analytics web app — centralizing GA4 API, LinkedIn Ads API, Search Console API, and website lead data for cross-source campaign attribution analysis.
- AI-Powered SEO Reporting: Built an automated SEO reporting pipeline integrating Claude AI API with Google Search Console; generates monthly executive summaries with MoM/YoY keyword performance distributed via Azure Graph API — eliminating manual analyst time entirely.
- Paid Ads Management & Automation: Managing Google Ads and LinkedIn Ads at Gain Miles; engineered automated LinkedIn Ads-to-CRM lead sync, reducing lead response from one month to under 60 minutes.
- Pharmaceutical Campaign Microsite: Developed a campaign website for a global pharmaceutical company as a freelance developer; managed the full development lifecycle from brief through deployment.
- WhatsApp Marketing Integration: Gathering requirements for a Meta WhatsApp CRM integration; managing the Jira process with the dev team to launch a conversational marketing channel for lead nurturing.
- Full-Funnel Attribution: Built a GA4 + Odoo CRM integration via Python APIs enabling precise attribution from paid ad click to CRM conversion; replaced fragmented manual tracking with a unified dashboard.
- APAC Campaign Leadership: Managed digital advertising campaigns across APAC offices for international publishers including Forbes via the DoubleClick DART platform.
- China Media Expertise: Managed 300+ advertiser accounts across Baidu and Tencent platforms; achieved 120% KPI targets and a 50% client retention improvement.
Skills
Digital Marketing
China & APAC Platforms
Marketing Technology
Work Experience
CRM Operational Analyst — Gain Miles Assurance Consultants Ltd, Hong Kong SAR
10/2024 – Present
- Paid Ads Management: Managing Google Ads and LinkedIn Ads campaigns for MPF and employee benefits products; built an automated lead pipeline reducing marketing-to-sales handoff from weeks to under 60 minutes.
- AI SEO Reporting: Built a Claude AI-powered SEO reporting system using Google Apps Script and Search Console API; auto-generates executive summaries covering 57 Focus and Brand keywords with MoM/YoY analysis.
- WhatsApp CRM Requirements: Gathering and documenting business requirements for a Meta WhatsApp CRM integration; managing the Jira specification process with the dev team to enable a conversational marketing channel.
- API-Led Attribution: Built LinkedIn Ads API, Search Console API, and website lead integrations feeding into PostgreSQL — all powering a self-built Streamlit analytics app for cross-source paid performance and lead conversion analysis; GA4 and Looker Studio used alongside for SEO reporting.
- Azure Graph API: Migrated automated marketing email reporting to Microsoft Azure Graph API, improving delivery reliability and scalability of monthly report distribution.
- CRM App & Dashboards: Self-built a Streamlit lead assignment app to bridge marketing lead volume and CRM limitations; built self-service marketing dashboards replacing manual Excel reporting across teams.
- SEO Analytics: Automated MoM/YoY keyword tracking for Brand and Focus keyword segments with regex categorisation; eliminated manual monthly SEO reporting entirely.
Freelance Web Developer & CRM Consultant — Self-Employed, Hong Kong SAR
07/2024 – 09/2024
- Campaign Microsite Development: Developed a campaign website for MSD Hong Kong, a global pharmaceutical company; managed development from brief to deployment as sole developer.
- Website Revamp: Revamped a client website; handled the full development lifecycle including requirements, build, and launch.
- CRM Migration Planning: Consulted for a social enterprise on Zoho CRM migration; gathered business requirements, evaluated platform fit, and produced a data mapping plan for migration execution.
Senior Director, Account Management & Operations — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
01/2022 – 06/2024
- Operations Automation: Implemented Python and VBA automation to track team KPIs and operational performance across 300+ client accounts; reduced manual reporting overhead significantly.
- Growth & Retention: Led the account management team, achieving 120% KPI targets and a 50% increase in client retention through data-driven strategies across Baidu and Tencent platforms.
- Process Redesign: Spearheaded an account reactivation process overhaul — mapped the existing workflow, identified failure points, and implemented improvements driving significant efficiency gains.
Senior Account Director — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
01/2021 – 12/2021
- Account Leadership: Managed high-value advertiser accounts across Baidu and Tencent platforms; developed streamlined workflows improving team efficiency and client satisfaction.
Account Director — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
09/2016 – 12/2020
- KPI Achievement: Promoted within one year to Account Director, exceeding KPIs by 120%; restructured account team coverage for 300+ accounts across Baidu and Tencent platforms.
- Client Growth: Led a team of four onboarding and retaining high-profile clients; drove a 50% increase in account retention rates.
Account Manager — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
08/2015 – 08/2016
- Key Client Management: Delivered account management services to major clients, contributing to 15% revenue growth through strategic campaign and relationship management.
Senior Executive, Campaign Management — Publicitas Hong Kong Limited, PubliGroupe AG, Hong Kong SAR
01/2014 – 08/2015
- APAC Campaign Management: Managed digital advertising campaigns across APAC offices for international publishers including Forbes; implemented solutions via the DoubleClick DART platform.
Online Campaign Executive — Publicitas Hong Kong Limited, PubliGroupe AG, Hong Kong SAR
10/2010 – 12/2013
- Campaign Analytics: Managed client campaigns using Google Analytics and DoubleClick; built performance tracking systems improving campaign measurement and reporting accuracy.
Internet Marketing Executive — Funspire Interactive Limited, Hong Kong SAR
09/2008 – 10/2010
- Performance Marketing: Identified and negotiated affiliate partnership opportunities maximising ROI; conducted market data analysis to optimise campaign targeting and user acquisition.
Senior Portfolio Consultant — AXA Wealth Management (HK) Limited, Hong Kong SAR
08/2008 – 09/2008
- Financial Services: Promoted to Senior Portfolio Consultant within 7 months by achieving company sales targets; provided financial planning and investment advisory services to retail clients.
Personal Portfolio Consultant — AXA Wealth Management (HK) Limited, Hong Kong SAR
02/2008 – 08/2008
- Financial Advisory: Provided financial planning and investment product recommendations; built a client portfolio and exceeded initial sales targets, leading to rapid promotion.
IT Trainer — Welkin Systems Limited, Hong Kong SAR
12/2007 – 01/2008
- Training & Instruction: Created lesson plans and delivered training courses in Adobe Photoshop, Microsoft Excel, and Microsoft/Linux mail applications to customers.
Customer Service & Support Officer — 4Ward Limited, Hong Kong SAR
07/2007 – 12/2007
- IT Support: Provided IT support services to clients for Microsoft Enterprise Email Service and SharePoint; managed end-user technical issues and service requests.
Education
- Master of Science in Marketing — City University of Hong Kong, 2010 – 2012
- Bachelor of Information Technology — Deakin University, Melbourne, Australia, 2002 – 2006
Certifications
- Applied Data Science with Python Specialization — University of Michigan (Coursera, 2022)
- Python for Everybody Specialization — University of Michigan (Coursera, 2019)
- Search Engine Optimization (SEO) Specialization — UC Davis (Coursera, 2018)
- Responsive Website Development and Design — University of London (Coursera, 2017)
- Insurance Intermediaries Qualifying Examination (IIQE) — Paper I, III & V (2008)
Personal Projects
- Freelance Invoice Automation App: Built a full-stack invoice management app using Streamlit, Supabase (database), and GitHub for version control — deployed for personal freelance billing and client management.
- Freelance Web Development: Designed and developed websites for clients; managed the full project lifecycle from requirements gathering to deployment.
References
Frankie Ho — Head of International Business, iClick Interactive Asia Group Ltd
Angela Wong — General Manager, China Search (Asia) Limited
Contact details available on request.