Annual media investment
Global planning, allocation, pacing and governance across enterprise portfolios.
Sydney · Performance Marketing · Operations
I turn media investment into global growth momentum.
Sydney-based Performance Marketing & Operations Leader overseeing $70M+ across 30+ enterprise clients and 60+ advertising accounts.
TONNY YAOSYDNEY · AU
01 · Executive impact
Scale only matters when it improves the quality of decisions.
Enterprise clients
B2B and B2C organisations spanning technology, smart hardware and consumer categories.
Advertising accounts
Paid media accounts governed across platforms, markets and enterprise programmes.
Cross-functional professionals
Media, account, creative and operations talent aligned around reliable delivery.
Selected collaborations · Six industry clusters
A portfolio built across categories in motion.
brands represented across enterprise and growth portfolios
Brand
Alibaba.comalibaba.com
Hisensehisense.com
Ankeranker.com
POP MARTpopmart.com
Laifenlaifentech.com
LingoAcelingoace.com
Four-Faithfour-faith.com
Alibaba.comalibaba.com
Hisensehisense.com
Ankeranker.com
POP MARTpopmart.com
Laifenlaifentech.com
LingoAcelingoace.com
Four-Faithfour-faith.com
Robot
ECOVACSecovacs.com
WYBOTwybotpool.com
Roborockroborock.com
Dreamedreame.com
MAMMOTIONmammotion.com
eufyeufy.com
KEENONkeenon.com
ECOVACSecovacs.com
WYBOTwybotpool.com
Roborockroborock.com
Dreamedreame.com
MAMMOTIONmammotion.com
eufyeufy.com
KEENONkeenon.com
Outdoor
Jackeryjackery.com
EcoFlowecoflow.com
Renogyrenogy.com
Greenworksgreenworkstools.com
Mango Powermangopower.com
OutdoorMasteroutdoormaster.com
TORCHSTARtorchstar.us
Jackeryjackery.com
EcoFlowecoflow.com
Renogyrenogy.com
Greenworksgreenworkstools.com
Mango Powermangopower.com
OutdoorMasteroutdoormaster.com
TORCHSTARtorchstar.us
3C Tech
UGREENugreen.com
BatteryEVObatteryevo.com
DREOdreo.com
AWOL Visionawolvision.com
TOZOtozostore.com
Hypershellhypershell.tech
Thortronicsthortronics.com
UGREENugreen.com
BatteryEVObatteryevo.com
DREOdreo.com
AWOL Visionawolvision.com
TOZOtozostore.com
Hypershellhypershell.tech
Thortronicsthortronics.com
Home & Pet
FunnyFuzzyfunnyfuzzy.com
PetMarvelpetmarvel.com
Homerunpethomerunpet.com
KEYi Techkeyirobot.com
Bedsurebedsurehome.com
Eureka Ergonomiceurekaergonomic.com
UREVOurevo.com
FunnyFuzzyfunnyfuzzy.com
PetMarvelpetmarvel.com
Homerunpethomerunpet.com
KEYi Techkeyirobot.com
Bedsurebedsurehome.com
Eureka Ergonomiceurekaergonomic.com
UREVOurevo.com
Lifestyle
Moodtigermoodtiger.com
Baleafbaleaf.com
Florasisflorasis.com
Muselymusely.com
INTO YOUintoyoucosmetics.com
Momcozymomcozy.com
Orolayorolay.com
Moodtigermoodtiger.com
Baleafbaleaf.com
Florasisflorasis.com
Muselymusely.com
INTO YOUintoyoucosmetics.com
Momcozymomcozy.com
Orolayorolay.com
Explore the full collaboration portfolio
Logos represent collaboration experience and do not imply current endorsement.
02 · Selected work
Work designed to move more than a media metric.
01
PUBLIC PRODUCTFEATURED BUILD · AI MARKETING INTELLIGENCE
Omnivision Pro
An owned AI marketing intelligence and dashboard-builder product connecting live performance data, configurable analysis, AI insight and campaign quality control.
- AI intelligence
- Dashboard builder
- Live marketing data
02
MARKET EXPANSION · SMART HARDWARE
European Market Expansion
A market-entry and performance system designed to establish demand, prioritise investment and build a repeatable route to growth.
- Market entry
- Full funnel
- Europe
03
CROSS-CHANNEL DEMAND · CONSUMER ELECTRONICS
Black Friday Cross-channel Demand
An integrated live-event strategy that connected reach, engagement, brand search and conversion pathways during a high-intensity retail moment.
- Black Friday
- Live commerce
- Cross-channel
04
MEDIA GOVERNANCE · ENTERPRISE PORTFOLIO
Global Media Governance
A multi-account operating model connecting allocation, pacing, forecasting and risk signals across global paid media programmes.
- $70M+ portfolio
- Forecasting
- Risk control
05
LEADERSHIP CASE · CROSS-FUNCTIONAL DELIVERY
Team & Operations System
A leadership and operating model connecting onboarding, ownership, quality control, coaching and cross-functional delivery.
- Team leadership
- Onboarding
- SOP
AI MARKETING INTELLIGENCEOne configurable decision workspace
Featured build · Designed & built by Tonny Yao
Marketing intelligence, dashboard building and campaign QC in one product.
Omnivision Pro connects live advertising data, configurable charts and scorecards, AI-generated insight and platform-specific quality control—so analysis and operating standards live in the same decision environment.
03 · Growth operating system
I don’t just run campaigns. I build the system around better growth.
01
Strategy
Translate commercial ambition into market priorities, funnel architecture and channel roles.
02
Media governance
Build allocation, pacing, forecasting and risk systems that keep investment accountable.
03
Team operations
Create clear ownership, coaching and quality mechanisms for cross-functional teams.
04
Automation & intelligence
Connect live advertising data, configurable dashboards, AI insight and campaign QC in reusable products.
04 · Leadership in practice
Build clarity.
Grow judgement.
Scale ownership.
Leadership is the operating environment around the team: how quickly context travels, how quality becomes repeatable and how people grow into bigger decisions.
30+professionals aligned
15Dto independent support
SOP → QCrepeatable quality system
OPERATING PRINCIPLE 04Ownership grows when context travels.
05 · Career momentum
A career shaped by expanding responsibility.
SYDNEY BASE · GLOBAL MARKETING OPERATIONS · 2017—NOWSenior Project Lead
30+ enterprise clients · 60+ advertising accounts · $70M+ annual investment · 30+ professionals led
Project Lead
$30M+ managed investment · 5+ enterprise launches · 300%+ budget growth · 20 professionals led
Senior Paid Media Manager
12 markets · 140M+ reach · 8M+ engagements · 13 professionals led
Paid Media Manager
6+ industries · 20+ client portfolio · 95%+ satisfaction · 10 professionals led
Marketing & Commercial Foundations
8+ consumer brands · 14+ campaigns · 30+ investment sites · 400+ active users
STRATEGIST · OPERATOR · BUILDERAbout Tonny
Commercial thinking, operator discipline and a builder’s curiosity.
I’m a Sydney-based performance marketing and operations leader. I work where strategy meets execution—connecting investment, teams and intelligent systems so growth can scale without losing clarity.
More about how I think06 · Latest insight
Ideas for the next media cycle.
AI & Automation · 9 min read
TikTok’s Agentic Hub makes campaign execution easier. Governance is now the harder problem.
When AI agents can create, analyse and change campaigns through simple instructions, the operating advantage shifts from faster execution to better permissions, thresholds and accountability.
Read the insightAvailable for the right leadership opportunity