MARKETING & FINANCIAL STRATEGY MANAGER

Nan Ei Sui San | Jun 2023 – Nov 2024
Capital Planning | Performance-Based Budgeting | Financial Efficiency Modeling

As the firm’s marketing and financial strategy lead, I was responsible for capital allocation and return optimization across paid media investments.

Applied investment-style logic to marketing operations by aligning campaign budgeting, forecasting models, and cost structure optimization with EBITDA growth and return efficiency.

Investment-Led Budgeting & Scenario Modeling

- Oversaw capital deployment across Meta, TikTok, and Google, integrating break-even analysis and LTV-based prioritization to maximize return spread.

- Directed media spend across Meta, TikTok, and Google with a focus on ROAS, LTV, and breakeven windows

- Built real-time reallocation models to shift capital into high-yield segments based on CAC trends and elasticity

- Conducted break-even and margin contribution analyses to guide executive-level decisions and budget structuring

- Forecasted campaign returns using scenario modeling based on seasonality, macro demand shifts, and ad spend saturation

Snapshot of top-line results from June–November 2024. Oversaw $161K in capital deployment across multiple ad channels, generating $350K in revenue and delivering a blended ROAS of 2.17 with $32K EBITDA contribution.

Analyzed ROAS and LTV by channel to determine capital efficiency. Budget decisions were guided by breakeven thresholds and return-to-cost ratios across each campaign vertical.

Maintained a healthy CAC-to-LTV spread across channels. Used real-time CAC movement and cohort performance to determine scaling thresholds and defend margin integrity.

Tracked monthly EBITDA trends to evaluate capital productivity. Managed loss recovery via tactical reallocation and lean media planning.

Applied breakeven models and marginal ROI thresholds to reallocate budget dynamically. Trimmed underperforming funnels and aligned spend to EBITDA-linked growth.

Used investment banking-style scenario modeling to stress-test capital deployment plans. Budget limits were set using risk-weighted assumptions and dynamic return thresholds.

Capital strategy combined real-time optimization with financial modeling to achieve margin-positive outcomes. Demonstrated how marketing budgets can be treated as investment portfolios — evaluated by ROAS, CAC spread, and EBITDA lift.

Investor-style performance memo created for internal review and financial scenario planning (Jun–Nov 2024)

Key Highlights:

- ROI-based decision-making integrating CAC vs. LTV benchmarks

- Campaign capital allocation linked to forward-looking EBITDA impact

- Visualized metrics such as ROAS trends, CPA thresholds, and platform-specific breakeven points

- Combined investment banking frameworks with growth marketing operations

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