Digital Marketing Master Class 2018

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Singapore, 239924


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Digital Marketing Master Class

29 June 2018 (Friday) | 9 am to 3 pm

Work Central : Singapore Shopping Centre #06-01 SG 239924


The digital landscape is moving at a lightning fast pace. In Singapore the government is leading the digital transformation, with Singapore’s citizens and businesses expected to be able to access all Government services anytime, anywhere on an Internet-enabled device by 2023.

Buyers today are more resourceful and sophisticated, and check out business websites, social media, articles and reviews online to get a better understanding of the products or services they are interested in before even visiting your shop or talking to your sales people.

How can every business, from retailers to brands and SMEs respond and adapt to these new forms of digital marketing?

Join this Master Class to discover the fundamentals of digital marketing, and how businesses are adapting, formulating & implementing Digital Marketing Strategies that work.


At the end of the master class, the participants will:

  • Master the fundamentals of digital marketing and selling online, including an introduction to the key strategies, channels, tactics and metrics
  • Discover techniques to leverage on key digital marketing channels - from SEO to paid search and social media marketing
  • Understand CPC, CPM, CPA, CTR - what do these metrics mean for your business, and how do you measure them?
  • Understand the targeting opportunities on various search and social channels
  • Learn about lean marketing principles - test, optimise, refine, repeat
  • Learn about the inbound and growth hacking tools at your disposal to run effective digital marketing campaigns


Session 1) Digital Marketing in 2018 and Beyond

  • Grasp online marketing essentials and key digital marketing jargon
  • Get your head around the new customer journey and determine how and where your business fits into the digital world.

Session 2) Top 10 Digital Marketing Growth Hacks

  • Discover how to launch your website correctly and get practical tips on driving traffic and sales through SEO, Social and Paid Advertising

Session 3) How to Measure & Optimize Campaigns for Greater ROI

  • Get to know the essentials of using Google Analytics + DataStudio to track and evaluate performance and draw insights to improve your business.


Participants are encouraged to bring their own laptop to the master class as there will be hands-on exercises that require internet access.


0900 - Registration

0915 - Session 1

1000 - Break

1030 - Session 2

1115 - Session 3

1200 - Lunch

1330 - Breakout sessions / One on One

1500 - End


Business owners, entrepreneurs, senior managers, marketers or executives with responsibilities in the areas of marketing, advertising and sales will benefit from this fast-paced master class.


Dr Francis Goh

CEO, Hehsed Consulting Pte Ltd

Francis Goh is the CEO of HehSed Consulting, which specializes in Corporate strategy, innovation and leadership development. He also currently teaches at NTU Technopreneurship Centre & Nanyang MBA faculty. As a serial entrepreneur, he has also invested in One Pioneer and serving as their Deputy CEO and Chief Innovation Officer. Prior to this he was the CEO at the global HR consulting firm, Mercer.

Francis has >20+ years of international experience in the technology and energy industries, having had numerous P&L and high impact leadership roles with global leaders such as Accenture, SAP, HP, Microsoft and ExxonMobil. During this time, Francis has worked across Asia, Europe and the United States.

Francis specializes in the areas of emerging solutions, breakthrough business models and innovation. He has a proven track record in building high-performance teams and overachieving both revenue and profit targets consistently. He has a strong reputation for developing and deploying new business go-to-market strategies across sales, operations and resource management. He establishes core innovative business models which further enhanced brand positioning and grew both topline and profits as a result. Francis is a hands-on leader with deep solution and value-selling expertise across a broad spectrum of clients in the Asia Pacific region across industries such as Oil &Gas, FSI, telco, manufacturing and the government.

Francis holds an Honors degree in Mechanical Engineering, an MBA and a PhD in International Management.

Ivan Wong

Partner, Digital Transformation

Queen Consulting Group | Hehsed Consulting Pte Ltd

Ivan Wong is a digital marketing and analytics professional. A lifelong learner, he is always on the lookout for new techniques to improve marketing ROI, and sharing the insights with clients. He's happy to report that many cutting edge techniques work, while others, well, just inflict "cuts" on him...

A certified accountant by training, he has over 20 years of experience working as a trainer, consultant and mentor focusing on digital marketing strategies, digital campaigns and digital analytics both client side and within the agency environment.

He is currently a consultant with Queen Consulting Group and Hehsed Consulting. Previously SEO/Analytics Director with GroupM APAC, he is one of the few certified Google Regional Trainers delivering the official Google AdWords, Analytics and Mobile Advertising courses. He has trained over 500 clients, working with industry partners including Google, IE Singapore, NUS Business School, TheKnowledgeEngineers, General Assembly, Econsultancy and Click Academy Asia.

Well versed in both the technical and business aspects of digital marketing, his passion is helping organisations of all types use digital marketing effectively, working with all sizes of business from SME’s through to enterprise clients including Decathlon, Resorts World Sentosa, SingHealth, Singapore Tourism Board and Allianz APAC.

Get in touch https://sg.linkedin.com/in/ivanwongseosingapore

Trish Thomson

Partner, Digital Transformation

Hehsed Europe

Trish Thomson is a Portfolio CMO for several start-ups and offers over 25 years of experience in the technology industry. Prior to this role she was Senior Vice President and CMO at PageUp, a talent management software-as-a-Service (SaaS) provider. In this role she was responsible for all aspects of global marketing, including reputation management, solutions marketing, field marketing, branding, thought leadership, and pipeline generation across a range of digital and offline channels.

Prior to joining PageUp she headed up the Customer & Partner Experience team for Microsoft in Asia where she was responsible for the end-to-end customer & partner journey across the full range of products & services, based out of Singapore. Trish previously worked as Chief Marketing Officer for a company supplying technology to the education sector, developing their branding and product portfolio with a focus on internationalizing the company. She joined the education company after a stint as CEO of a Paris-based music editing software start-up.

She has also been Head of Marketing for Cisco’s Emerging Markets, where she was responsible for developing and managing Cisco’s marketing strategy and programs across Russia, the Confederation of Independent States; Central and Eastern Europe; Middle East and Africa; and Latin America. Before Cisco, Trish was at Intel for 14 years in a variety of Sales & Marketing roles across EMEA, Asia, and the Americas. In her last role she spent 3 years as Head of Intel Asia Marketing based in Hong Kong. Her various roles have led Trish to live in the UK, France, Italy, the Netherlands, Germany, the US, Hong Kong and Singapore, and her travels have taken her to nearly 85 countries so far. Trish has degrees in Management Science and French.

Trainer Testimonials

Ivan is a well-versed expert in both the technical and business aspects of digital marketing. He is a trainer that walks the talk with actual hands-on knowledge and experience. When I was attending his lessons on AdWords and Google Analytics years ago he was very patient and is able to explain complex terms and concepts perspicuously. I’ve recently attended his Advanced Google Analytics lesson and he is able to answer all my technical questions - from platform related to integration with website backend systems and more. No matter which level you are in digital marketing, I firmly believe Ivan’s passion and expertise in this area and will quickly help you understand how to make the most of digital techniques.

Sean Yong
Digital Marketing Specialist

digital marketing testimonial

Ivan is a great trainer, I always enjoyed his training. Specific, detailed and easy to understand.

Carel Tan
Account Director
Media Labs Innovation Pte Ltd

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Singapore, 239924


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