Leading a regional social media and digital campaign across three markets
Social Media Strategy | Agency Collaboration | Paid Media | Campaign Planning | Budget Management | Creative Direction
A six-month APAC awareness and lead generation campaign for one of the UK’s leading residential developers.
As marketing lead, I managed the regional strategy, campaign budget and agency collaboration for Barratt London’s APAC marketing programme across Singapore, Hong Kong and Malaysia.
Working closely with the London agency team, I translated global campaign objectives into market-relevant digital and social activity for Asia, aligning creative direction, paid media, audience targeting and campaign messaging across multiple project launches.
The campaign had a £100,000 budget and generated more than 200 qualified leads across three APAC markets.
SEARCH & CONVERSION STRATEGY
Built dedicated campaign landing pages and coordinated Google Search activity to capture high-intent demand around London property investment.
The search strategy focused on project-led and investment-led keywords, directing users into tailored landing pages with clear value propositions, project information and registration journeys.
I worked across campaign setup, messaging, landing page content and conversion flow to ensure paid search supported the wider social media and lead generation programme rather than operating as a standalone channel.
Focus: keyword strategy, ad messaging, landing page optimisation, lead capture and campaign alignment across paid search and social.
