Demand Generation | Growth Marketing | SEM | CRM
DPO International is a full-service food distribution company operating across Asia. It connects manufacturers, foodservice businesses, retailers, and consumers through a wide range of food supply chain services, supported by strong local market knowledge.
Target audiences:
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Food manufacturers
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Foodservice businesses
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Retailers
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Commercial partners
Team.
VP of Marketing
Content Manager
Graphic Designers
IT Programmer
Supply Chain Manager
Project Timeline.
2014-2017
My Role.
As a Web Marketing Manager at DPO International, I led digital marketing initiatives focused on website growth, demand generation, and lead generation across multiple brands and business units. My role involved building and optimizing digital experiences, managing paid campaigns, improving online visibility, and supporting revenue growth through data-driven marketing efforts.
I designed and launched 5 dynamic websites and e-commerce platforms, helping increase overall web traffic by 40% and supporting measurable sales growth. I also planned and managed SEM campaigns with a monthly budget of $4,000, achieving a ROAS between 2.2 and 2.8.
Beyond traffic growth, I supported demand generation and customer acquisition through email marketing, paid search, and digital campaign execution. I worked closely with product, design, and IT teams to improve user experience, strengthen SEO performance, and ensure each website contributed to lead generation and business growth.
Website Development & Optimization
Led the team in revamping the existing website into a high-performing lead generation platform built on WordPress, while also initiating a B2B e-commerce platform to streamline online ordering and support revenue growth.
Email Marketing & Customer Acquisition
Worked closely with the content and sales teams to build cold outreach campaigns targeting key audiences, while creating multi-step funnels and segmented workflows tailored to different ICPs.
Demand Generation & Lead Generation
Led inbound and outbound demand generation and lead generation initiatives across paid media, email marketing, cold outreach, and website optimization to attract qualified prospects, improve lead quality, and support business growth.
Paid Search & Performance Marketing
Strategized and executed paid campaigns across Google, Microsoft, and Facebook to capture high-intent demand, with ongoing monthly optimization focused on reducing CAC and increasing ROAS.
My Tools.
My Approach.
01
Partner with Sales to Define the ICP and Buyer Signals
Before building campaigns, I work closely with sales to make sure marketing is focused on the audiences most likely to convert.
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Align on ICP and high-value accounts
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Identify buyer roles, priorities, and common objections
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Understand what drives engagement and sales conversations
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Review qualification signals that indicate stronger lead quality
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Surface gaps between marketing-generated leads and sales expectations
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Turn these insights into sharper targeting and campaign strategy
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Define the core KPIs upfront, such as MQLs, SQLs, conversion rate, pipeline contribution, CAC, and revenue influenced
02
Build a Website in WordPress That Converts Inbound Demand
Created a high-converting website experience that clearly speaks to DPO International’s target audience across the food supply chain and turns inbound interest into qualified business inquiries. DPO positions itself as a full-suite market enabler for food businesses expanding in Southeast Asia and China, serving segments such as Industry, Foodservice, Retail, and Consumer.
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Aligned messaging with DPO’s core value proposition as a food distribution and market enablement partner in Asia
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Built pages tailored to DPO’s key audiences, including manufacturers, foodservice businesses, retailers, and consumer brand partners
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Structured the website around DPO’s main business divisions: Industry, Foodservice, Retail, and Consumer
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Highlighted DPO’s end-to-end capabilities such as distribution, compliance, logistics, warehousing, marketing, and selling support to strengthen trust and differentiation
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Created clear inquiry paths and conversion points for businesses looking to expand in Southeast Asia and China
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Used insights content, market trends, and service pages to support inbound discovery and generate qualified leads from organic and paid traffic
03
Strategize and Execute Online Campaigns
Strategized and executed multi-channel online campaigns for DPO International to promote its food distribution and market enablement services across Industry, Foodservice, Retail, and Consumer segments, helping generate qualified inbound interest and support outbound lead generation.
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Built campaigns around DPO’s core value proposition as a full-suite market enabler for food businesses entering or growing in Asian markets.
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Promoted DPO’s division-specific solutions for ingredients, foodservice supply chain support, retail distribution, and consumer e-enablement.
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Used paid search, paid social, email marketing, and remarketing to generate awareness, capture high-intent demand, and drive qualified business inquiries.
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Aligned messaging and offers with the needs of different audience segments across the food supply chain, from manufacturers to retail and foodservice partners.
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Supported both inbound demand generation and outbound lead generation to increase visibility, engagement, and commercial opportunities.
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Optimized campaigns monthly based on channel performance, lead quality, CAC, and ROAS to improve efficiency and business impact.
Meta Advertising
04
Reporting and Optimization
Built a consistent reporting and optimization process to measure performance, surface insights, and improve results across digital channels.
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Tracked key KPIs across paid media, website performance, and lead generation
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Evaluated campaign efficiency based on lead quality, CAC, ROAS, and conversion trends
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Identified gaps in targeting, messaging, and conversion paths through ongoing analysis
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Reported findings and recommendations to support smarter marketing decisions
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Applied monthly optimizations to improve campaign efficiency and business impact
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Continuously tested and refined strategy based on performance data
