Delivered 80%+ cost efficiency for adverts and 3x benchmarks for email across WMI’s 150+ professional education programmes.
Strategic challenge: Scale lead generation for premium finance education programmes (across wealth management, family office, ESG and private banking) against aggressive enrolment targets, strict regulatory compliance requirements and complex cross-departmental workflows.
Analytical approach: Analysed performance data to identify high-converting creatives, messaging, audience segments and channel specifications. Tracked cost per lead (CPL) and conversion rates by programme category, channel and audience to establish performance benchmarks and optimisation opportunities.
Strategy & execution: Redesigned growth marketing infrastructure by implementing automated workflow systems (Zapier, Trello, Notion, Cognito Forms) to streamline collaboration between cross-functional teams. Developed standardised campaign templates and playbooks enabling consistent execution whilst maintaining cost efficiency at scale. Reduced campaign launch time and eliminated manual handoff errors across siloed departments.
Business impact:
- 80%+ improvement in paid media cost efficiency (CPA/CPL reduction)
- 3x industry benchmark performance for email and lifecycle channels
- 17,000+ annual enrolments supported through scalable campaign system
- Sustainable growth engine established for WMI’s portfolio
Context: WMI is a practise-based institute founded by GIC and Temasek, serving as Asia’s centre of excellence for wealth and asset management education, with programmes spanning wealth management, family office, ESG, private banking and trust services.
Basia 