Professional Experience 1

Professional Experience

Generated over 3,000+ qualified leads within
90 days via full-funnel Facebook Ads & TikTok Ads.
Successfully reduced CPA by 25% (from ฿250 to ฿190) through audience segmentation and A/B testing.
Improved ROAS from 2.8x → 4.1x through conversion-focused creatives and real-time
budget reallocation.
Set up end-to-end conversion tracking with GTM, GA4, and Meta Pixel to improve attribution
accuracy.
Optimized campaigns to achieve CTR +30% improvement via better copywriting and keyword structuring.
Launched targeted credit card campaigns
resulting in 15% increase in application form completions.
Collaborated cross-functionally with content, creative, and dev teams to align on performance KPIs.

Assist the team in the development of the overall digital marketing strategy.
Work closely with managers, marketing and other to understand campaign objectives, requirements, and target audience demographics.
Plan, execute, and manage digital advertising campaigns to achieve key performance indicators (KPIs) and business objectives.
Set up conversion, pixel, and event tracking on the website and across various digital.
Monitor and optimize ad campaigns to maximize performance and achieve KPIs such as ROAS, CTR, and conversion rates.
Optimize campaign targeting, budget allocation, and ad placements to improve performance and achieve objectives.
Optimize lower-funnel campaigns, including lead generation, and web conversions.
Ideate and execute ad creatives tailored to performance objectives.
Manage budgets, bids, and audience targeting for maximum efficiency.
Utilize data analysis tools and platforms to track key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).
Analyze campaign data, generate insights, and implement improvements to enhance overall digital performance.
Work closely with internal teams including strategists, creative teams, content creators, and social media designers to align marketing efforts with goals.

Generated 10,500+ donor leads via fundraising-focused campaigns.
Increased donation form submissions by +42% through CRO & A/B testing.
Achieved CPA ฿105 per donor, below the benchmark by 18%.
Improved engagement rate on TikTok Ads by +31% via UGC-style creatives and trending sounds.

Develop, execute, and optimize innovative digital campaigns from conception to launch.
Work to align campaign strategies and goals across the organization.
Provide ongoing actionable insights into campaign performance to relevant teams.
Define, measure and evaluate relevant paid media KPIs.
Build out media buys for various ad platforms and oversee the day-to-day execution of paid media.
Oversee and manage the overall budget for paid media.
Conduct in-depth keyword and website research, ad grouping and audience targeting.
Maintain knowledge of industry best practices and new technologies.
Work closely with the Digital Content team to develop digital content to support the paid digital fundraising campaign for UNHCR Thailand’s website, and social media such as Facebook, YouTube, Instagram, Tik Tok, and Line.
Work closely and collaborate with Associate PSP Officer and Digital Graphic Designer to deliver digital creatives and content to be published effectively and successfully by in-house and outsource media buying.
Ensure the design adheres to UNHCR style, guidelines, and brand book, specifically, regarding the font, color, and correct use of the UNHCR logo.
Provide analytical and creative thinking ability of activities in the Digital Fundraising and Private Sector Partnership programmes.
Keep abreast of UNHCR’s work globally and communicate relevant information to existing and prospective audiences.
Perform other duties as required.

Increased ROAS from 2.4x → 4.3x through
structured A/B creative testing.
Reduced CPA by 32% by adjusting bidding strategy and breaking down audiences by skincare concern (e.g., acne, anti-aging, dullness).
Collaborated with creative and product teams to launch seasonal campaign for “Glowing Skin Set” — sold out in 2 weeks.
Discovered that testimonial-style video ads outperformed product-focused ads by 51% in conversion rate.
Implemented multivariate testing (image, hook, CTA) to validate winning ad format for retargeting funnel.

Design and implement data-driven strategies to enhance the effectiveness and efficiency of online advertising campaigns.
Continuously monitor and analyze key performance metrics to identify optimization opportunities and maximize campaign impact.
Conduct in-depth research on market trends, competitor strategies, and user behavior to inform and refine optimization approaches.
Regularly assess campaign performance data and make strategic adjustments to improve outcomes.
Collaborate closely with cross-functional teams, including design, product, and marketing, to ensure seamless campaign execution.
Develop and execute A/B and multivariate testing frameworks to optimize campaign performance.
Engage with external vendors to explore and implement new advertising opportunities that align with business objectives.
Generate comprehensive performance reports to communicate insights and recommendations to key stakeholders.
Stay informed about industry trends, emerging technologies, and best practices to maintain a competitive edge in campaign optimization.
Formulate and execute strategies to enhance cost efficiency while maximizing campaign performance and ROI.

IT & Support Roles (2013–2017): Shine Integration System, Total Access Communication
MIS & Admin Roles (1995–2012): T.Charoen Co., Dome Consultant, Peace Canning