Experience · Scope · Progression
Building growth capability across media, teams and operating systems.
Seven-plus years across performance marketing, enterprise portfolio leadership, team development, automation and commercial operations in Australia and Asia.
EXECUTIVE PROFILETonny Yao
Performance Marketing Manager & Paid Media Lead
- Base
- Sydney, Australia
- Markets
- APAC · Europe · North America
- Focus
- Enterprise B2B & B2C
Current scope
One portfolio. Four distinct dimensions of responsibility.
Career progression
Responsibility expanded from execution to portfolio, people and systems.
01
Senior Project Lead
SparkX · Australia
Lead global paid media strategy, portfolio governance, cross-functional delivery and AI-assisted marketing operations at enterprise scale.
Enterprise clients
Advertising accounts
Annual investment
Professionals led
Responsibilities
- Own full-funnel planning, allocation, pacing, forecasting, optimisation and reporting across global paid media portfolios.
- Lead media, account management, creative and operations professionals through clear ownership, review and escalation systems.
- Govern delivery across Google Ads, Meta, TikTok, LinkedIn and programmatic channels.
Selected outcomes
- Built an AI-assisted campaign QC product to standardise pre-launch reviews across Meta and Google Ads.
- Connected advertising APIs, Google Apps Script and Google Sheets to improve reporting access and reduce recurring manual work.
- Created portfolio-level budget, pacing, forecasting and risk routines for leadership decision-making.
PlatformsGoogle Ads · Meta · TikTok · LinkedIn · The Trade Desk · Teads · Netflix Ads
02
Project Lead
SparkX · Australia
Expanded from campaign leadership into multi-market programme design, budget growth, automation and team operations.
Managed investment
Enterprise launches
Budget growth
Professionals led
Responsibilities
- Launched enterprise programmes with campaign structures, measurement frameworks and optimisation processes.
- Designed acquisition, conversion and retargeting systems across paid search, shopping, paid social and programmatic media.
- Led a 20-person cross-functional team and coordinated global delivery standards.
Selected outcomes
- Contributed to 300%+ managed-budget growth through scalable performance and client confidence.
- Automated campaign reporting through advertising APIs, Google Sheets and Google Apps Script.
PlatformsGoogle Ads · Meta · Criteo · Programmatic
03
Senior Paid Media Manager
SparkX · New South Wales, Australia
Led international performance programmes and built a larger cross-functional operating team.
Markets
Reach
Engagements
Professionals led
Responsibilities
- Led global media planning, execution and optimisation across 12 markets.
- Coordinated media, account and creative functions around shared campaign outcomes.
- Built accelerated onboarding and quality routines for a 13-person operations team.
Selected outcomes
- Added 80,000+ social followers while reducing CPC by 15%, CPE by 40% and CPV by 23% against benchmarks.
- Delivered a Black Friday livestream programme with 1M+ viewers and a 26% increase in brand search volume.
- Improved team efficiency by 30% within two months.
04
Paid Media Manager
SparkX · China
Progressed through paid-social supervision and assistant management into enterprise client and team leadership.
Industries
Client portfolio
Satisfaction
Professionals led
Responsibilities
- Planned and optimised awareness, acquisition, conversion and retargeting programmes.
- Built a 10-person paid media team and delivered at least two training sessions each month.
- Developed 16 structured learning plans and expanded multi-platform delivery capability.
Selected outcomes
- Supported accounts with more than $4M in monthly advertising investment.
- Maintained 95%+ satisfaction across 20+ clients.
- Supported campaigns selected as official success cases by Google and Meta.
PlatformsGoogle Ads · Meta · LinkedIn · Quora · LINE
05
Marketing & Commercial Foundations
GP Health Australia · AZ Global · Baoneng Urban Development · Sydney and China
Built foundations across marketing operations, cross-border commerce, campaign delivery, investment analysis and stakeholder coordination.
Consumer brands
Campaigns
Investment sites
Active users
Responsibilities
- Established marketing channels and delivered online and offline campaigns for consumer brands.
- Built customer segmentation and marketing operations for cross-border commerce.
- Evaluated investment opportunities and coordinated cross-functional feasibility work.
Selected outcomes
- Helped double brand awareness through 14+ campaigns.
- Built a WeChat channel that attracted 400+ active users in its first month.
- Advanced 11 investment opportunities through internal review and five to bidding.
Capability coverage
Commercial thinking supported by hands-on platform and operating depth.
Platforms
Google Ads · Meta Ads · TikTok Ads · LinkedIn Ads · Criteo · The Trade Desk · Teads · Netflix Ads
Measurement
GA4 · GTM · Attribution · Conversion architecture · Looker Studio
Operations
Budget governance · Forecasting · Pacing · Risk control · SOP · Hiring · Coaching · Quality assurance
Automation
Google Apps Script · Advertising APIs · Google Sheets · Automated reporting · AI-assisted campaign QC
Selected evidence