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PLAYER CLASS: PAID MEDIA STRATEGIST

Every campaign.
A new quest.

I’m Tan Zhan Pheng, a Paid Ads Team Lead connecting campaign strategy, creative development, and performance optimization across regional markets.

View Case Studies ↓Player Resume ↗
● PLAYER PROFILE / TZP_01
TAN ZHAN PHENGPAID ADS TEAM LEAD
Based in Petaling Jaya
Working across regional markets↗
RM100K+Monthly advertising budget overseen
6 marketsMY, SG, BD, NP, TH, HK
METACore paid media platform
4-person teamLeading 3 media buyers + 1 graphic designer
01 / Skill tree

The campaign
loadout.

From the initial brief to the next round of optimization, I bring strategy, people, and campaign execution together.

01

Media strategy
& budget planning

Aligning audiences, channels, and campaign plans with business goals. Allocating spend across markets and platforms to support campaign performance objectives.

Media buyingBudget planning
02

Campaign analysis
& optimization

Using performance insights to test targeting, bids, budgets, and creative. Monitoring CPA, CPFTD, ROAS, LTV, and CAPI to inform campaign decisions.

Performance reportingCampaign testing
03

Creative development
& team leadership

Leading three media buyers and one graphic designer. Overseeing campaign execution and building SOPs, workflows, and KPIs, while nurturing the team’s skills and creative development.

Content developmentLeadership
04

Branding &
community building

Creating communities that connect players with the brand, building relationships and ensuring a win-win solution for both players and the brand.

Brand connectionCommunity building
Featured work / Campaign case studies

The strategy.
The execution. The results.

Three anonymized acquisition campaigns across Malaysia and Bangladesh. Open each case for the approach behind the numbers.

01 / BRAND AMalaysia · META

Rebuilding the acquisition pipeline

An established brand relied heavily on repeat deposits from existing players and needed to bring new players into the funnel.

New players
898
First-time depositors
231
Advertising spend*
$17,395.40
Cost per registration*
$19.37
Cost per FTD*
$75.30
Player-to-deposit conversion
25.72%
Read the campaign approach

Acquisition

Used META campaigns to grow registrations, then move players toward their first deposit.

Offer & creative

Focused on a low-cost welcome offer and Malay-language audience targeting.

Optimization

Identified winning campaigns before scaling their budgets, supported by consistent Facebook and Instagram posting.

02 / BRAND BMalaysia · META

Building a young brand’s player base

A young brand needed a stronger new-player acquisition pipeline in Malaysia.

New players
3,191
First-time depositors
418
Advertising spend*
$25,560.08
Cost per registration*
$8.01
Cost per FTD*
$61.15
Player-to-deposit conversion
13.10%
Read the campaign approach

Acquisition

Used META as the paid acquisition channel.

Audience strategy

Tailored promotional approaches for Chinese and Malay audiences, using a low-cost welcome offer.

Optimization

Scaled winning campaigns and maintained consistent Facebook and Instagram activity.

03 / BRAND CBangladesh · META

Launching acquisition in a new market

A newly established brand needed traffic and a player community to support its early growth in Bangladesh.

New players
9,947
First-time depositors
2,099
Advertising spend*
$47,959.66
Cost per registration*
$4.82
Cost per FTD*
$22.85
Player-to-deposit conversion
21.10%
Read the campaign approach

Acquisition

Used META campaigns and a welcome bonus of over 500%, with free-credit giveaways.

Community

Built a player-focused community through Telegram and Facebook.

Market relevance

Highlighted locally popular gaming content, including JILI, and scaled winning campaigns.

FTD = first-time depositor. Cost per registration = spend ÷ new players; cost per FTD = spend ÷ first-time depositors, rounded to two decimals. Player-to-deposit conversion = first-time depositors ÷ new players × 100. Figures are reported campaign totals from my portfolio. *Spend uses the dollar symbol shown in the source; currency and reporting periods are not specified. Brand names are anonymized.

02 / Career quest log

Experience earned.
Next quest ready.

Paid campaigns, regional content, and growing leadership responsibilities.

Paid Ads Team Lead

Sep 2024 — Present
Visionix · Petaling Jaya, Malaysia

Develop media buying strategies and lead junior buyers across Meta and Google, overseeing a monthly advertising budget exceeding RM100,000.

Open mission briefing
  • Execute paid ads campaigns.
  • Lead three media buyers and one graphic designer, overseeing their campaign execution.
  • Create SOPs, workflows, and KPIs to guide the team’s daily work.
  • Oversee projects in Malaysia, Thailand, Bangladesh, Nepal, and Hong Kong.
  • Shape creative concepts, ad copy, and briefs with design and content teams.
  • Monitor performance and optimize targeting, budgets, bids, and creative.
  • Present insights and recommendations to stakeholders while managing multiple campaigns and deadlines.
Meta AdsGoogle AdsRegional campaigns

Core Team Member

Sep 2024 — Present
Visionix · Concurrent responsibility

Contribute to company strategy, operational frameworks, and go-to-market planning. Collaborate across departments on core processes, team culture, product direction, and long-term planning.

Senior Social Media Specialist

Jun 2023 — Jun 2024
Blacksire · Selangor, Malaysia

Led paid advertising projects for Malaysia and Singapore across Meta, Google, and YouTube. Planned monthly and quarterly media budgets, developed advertising materials, and coordinated tracking and reporting.

Social Media Specialist

Aug 2022 — May 2023
Blacksire · Selangor, Malaysia

Managed Facebook, Google, and YouTube campaigns, monitored metrics, and adjusted activity against campaign objectives. Worked with marketing colleagues on strategy, performance updates, and brand engagement.

Digital & Social Media Executive

Jan 2021 — Aug 2022
Enterpryze · Kuala Lumpur, Malaysia

Managed social media channels across Asia-Pacific and Japan. Planned content and campaigns, coordinated with cross-functional teams, and maintained brand consistency across regional activity.

03 / Origin story

Clear thinking.
Collaborative execution.

My work connects the analytical and creative sides of marketing: understanding campaign performance, shaping the next creative brief, and helping teams execute with a shared direction.

I lead a team of three media buyers and one graphic designer, overseeing campaign execution and creating standard operating procedures (SOPs), workflows, and KPIs. I nurture each team member’s skills and confidence, helping them become better versions of themselves.

Alongside paid media delivery, I contribute to business strategy and operational processes. I advise on branding strategy, marketing promotional offers, execution, and retention strategy.

Paid media strategyMeta AdsGoogle AdsYouTube AdsCampaign optimizationPerformance reportingStakeholder management
04 / Co-op mode

Ready for a strong addition to your team?

Reach out to me and let's talk.

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