Work — Louie Lui

01

Eucalyptus · Japan · 2025

Japan Market Acquisition

Digital Health · GLP-1 · Regulated

18x

Conversions in 6 months

62%

CPCP reduction · ¥52k to ¥20k

What happened

GLP-1 digital health launch in Japan. Near-zero acquisition infrastructure. Pharmaceutical advertising constraints. Cross-functional chaos. Built the search engine from scratch: high-intent keyword capture, shopping campaigns, full funnel from LP to consultation to prescription.

What I built

High-intent keyword infrastructure targeting drug-specific demand within regulatory constraints
Campaign segmentation by intent stage with separate budget logic per stage
Shopping campaigns to unlock incremental scale beyond search
Attribution framework bridging platform data with internal tracking

Acquisition was not the true bottleneck. Even at 18x volume, revenue did not scale proportionally. The real constraint was downstream.

02

PHS Hairscience · 2022

Lead Gen Turnaround

Hair Care · Head of Digital and Marketing

83%

CPL reduction in 3 months

37%

YoY revenue growth

What happened

Six months of declining lead volume and quality. Overspending with no visibility into what was working. Hired to diagnose, rebuild the team, and fix the economics. By December we spent less than half the January budget at higher volume and consistent CPL.

What I did

Full campaign audit identifying spend wastage and underperforming audiences
Rebuilt team accountability with weekly reviews tied to CPL and lead quality
4 months of structured experiments across content, audience, and channel
CRM and automation infrastructure to improve lead routing and lifecycle

Overspending is not the same as investing. Constraints force clarity.

03

Ordinary Folk · 2024

Path to Profitability

DTC Wellness · Growth Lead

Profitable

4 years of losses reversed in 11 months

What happened

Four consecutive years of losses. Media spend was 95% of their revenue pipeline but the unit economics were broken. Mandate: fix the equation, not just the top line.

How I did it

Full media mix audit identifying channels with negative ROAS subsidised by paid social
CAC and LTV models by cohort and channel to understand true unit economics
Structured creative testing across hooks, formats, and landing pages
Post-purchase retention sequences to reduce blended CAC while improving LTV

Profitability is a systems problem. Not a media one.

04

Hmlet · SG, HK, AU, JP · 2019

MarTech Infrastructure

Co-living · Series B

350%

SQL volume in 3 months

What happened

Scaling across four markets with marketing and sales completely disconnected. Leads were generated and disappeared. Three months of cross-functional work to map and rebuild the entire pipeline from first click to signed lease.

What I built

End-to-end MarTech flow across SG, HK, AU, and JP
Lead scoring and routing logic with shared taxonomy between marketing and sales
HubSpot, Salesforce, and Elsinore integration
Real-time dashboard for leadership across all markets

The bottleneck was never demand. The system was losing leads in transit.

05

Hmlet · 2019

SEO and Organic Growth

Run alongside paid acquisition

800%

Organic traffic over 24 months

What happened

Paid acquisition was working but expensive. Made the case to run SEO in parallel as a compounding long-term asset. Treated every piece of content as a capital allocation decision with an expected return.

The approach

Keyword clusters grouped by topic, intent, and buying stage
Content scored by traffic potential, ranking probability, and conversion value before commissioning
Weekly performance tracking with clear kill-or-double-down decisions
Internal linking architecture around high-value cluster pages

SEO is not a volume game. It is a prioritisation game.

06

OPPO Singapore · 2014 to 2018

Brand Building from Zero

Mobile Electronics · Founding Team

50K

Followers in 12 months · $0 budget

What happened

Part of the founding ten at OPPO Singapore. Nobody had heard of them. Zero paid budget. Built all social channels from scratch, designed the City Hall MRT OOH spread, built the B2B2C playbook with telcos and retailers. In 2016, Samsung tried to recruit me. I stayed.

The result

0 to 50,000 followers in under 12 months
Highest organic engagement in consumer electronics at the time
Best performing post: 2,000+ engagements, $0 spend
City Hall MRT OOH campaign for the OPPO N3 launch

Some of the best decisions are about the work, not the offer.