Global Marketing Manager
OSG Youth Alliance + UNITAR GSLDC
Education · Social enterprise & leadership platform
Treated the funnel like a product, and turned scattered marketing into a conversion machine.
3,000+
Applicants
+15%
Applies from referrals
298
Members in 60 days
20%
Lower drop-off
What
Community, program and campaign management plus CRM across a Singapore-based social enterprise and an international leadership-development platform.
How
- Built a content calendar balancing peer-to-peer discussion, expert sessions and program updates.
- Ran weekly engagement loops in Circle, each week a theme, prompt, member spotlight and CTA feeding the next.
- Deployed behavior-triggered email nurture: abandoned-application reminders, onboarding for completers, alternatives for the waitlist.
- Ran 20+ A/B experiments across ad creative, landing-page copy and email sequences.
Results
- Grew the Circle community from 0 to 298 active members in 60 days, 49% past the 200 goal.
- Generated 3,000+ applicants for the SDG Youth Policy Challenge via optimized multi-stage funnels.
- Lifted webinar attendance by 210% through redesigned reminder flows and localized content.
- Reduced application drop-off by 20% with A/B-tested landing pages and CTAs; +15% applications from referrals.
Insights
Youth-engagement programs live or die on positioning. Don't just market what you do, market why it matters to each person who has to say yes.