Build the systems that drive marketing outcomes across matrix organizations.

Owned-platform strategy and roadmap built for multi-market APAC delivery — capability assessment through KPI/OKR design, phased rollout, and adoption tracking.

• Platform capability & maturity assessment across markets
• Multi-market rollout roadmap with milestones and owners
• KPI framework, OKR design, and measurement plan
• Stakeholder alignment and change management playbook

Comprehensive audit of your marketing stack: tag governance, consent management, attribution integrity, platform redundancy, and a P0–P3 remediation roadmap.

• Pixel/tag governance audit (PDPA/GDPR compliance review)
• Attribution model review and measurement gap analysis
• Platform integration and redundancy mapping
• Prioritised P0–P3 remediation roadmap

Build measurement foundations that hold: naming conventions, UTM governance, GA4 event schemas, cross-channel attribution architecture, and automated BI pipelines.

• Naming convention & UTM taxonomy framework
• GA4 event schema design and implementation spec
• Cross-channel attribution model architecture
• Automated reporting pipeline design (API → BI)

End-to-end paid media strategy tailored to market-specific dynamics — from audience architecture and creative testing frameworks to full-funnel measurement and ROI reporting.

• Paid media strategy with market-specific channel allocation
• A/B testing frameworks, audience-specific dynamic creatives & DCO
• Tracking implementation, attribution setup & ROI measurement
• Campaign governance, naming conventions & reporting dashboards

Design repeatable, scalable operating models: COE structure, workflow governance, process templates, vendor management, and cross-functional delivery governance.

• COE design and team structure recommendations
• Workflow governance, templates, and process standards
• Vendor evaluation matrix and management framework
• Governance dashboard and reporting cadence design

"I had the pleasure of collaborating with Ivan on a Conversion API project, where he served as the guiding force in our technological endeavors. Ivan brought unparalleled expertise and strategic vision to the table, ensuring the project's success from inception to implementation. I was consistently impressed by Ivan's deep understanding of complex technical concepts and his ability to translate these into actionable plans."

"Not afraid of hard work and happy to operate outside of his comfort zone when asked. His analytical skills are exemplary as is his approach to employing the right tactics to achieve often very challenging client KPIs. Coupled with a strong understanding of digital strategy, social analytics and campaign optimisation — and how best to utilise these effectively in a wider digital landscape — Ivan is a dream to work with."

I'm a Singapore-based digital marketing and MarTech leader specializing in regional platform strategy, measurement foundations, and operating model design across APAC.

My through-line is regional platform and operating-model leadership — building repeatable systems (process, templates, dashboards, automation) that make marketing measurable and scalable across complex multi-market environments.

Outside formal roles, I build digital marketing strategy artifacts and advise on MarTech architecture. I have a strong interest in AI agent architecture and practical applications of LLMs in marketing operations.

Skills Matrix

Contact Details

Book a Call

Schedule a 15-minute intro to discuss your needs and explore how we might work together. APAC timezone — typically respond within 1 business day.

Advisory · Fractional · Project engagements