From Inside the Platforms
to Building Real Businesses
My career started inside the Meta advertising programme — managing advertiser accounts, helping businesses scale their campaigns on Facebook and Instagram, and learning how the platform actually works from the inside. Not from tutorials or trial and error, but from direct, daily exposure to what makes campaigns perform and what makes them fail.
What became clear early on was that I didn't just want to manage campaigns — I wanted to help the people running them understand what they were doing and why. I started helping onboard new team members, noticed I had a knack for breaking down complex concepts and making them stick. In October 2020, that instinct got recognised. I was promoted to trainer during a major expansion period, tasked with developing the next cohort of Meta advertisers across Southeast Asia. That role — designing curriculum, delivering training, building capability at scale — became the foundation of everything that followed.
In October 2023, I joined TikTok to lead product training across the Asia-Pacific region. Different platform, different markets, same core challenge: taking complex advertising concepts and turning them into practical knowledge that actually changes how people run their campaigns. Working at a regional level across APAC meant operating across very different business environments simultaneously — which sharpened how I think about strategy, audience and market fit.
I founded PPM because I kept seeing the same thing everywhere I looked: businesses with a genuinely strong foundation — great product, real expertise, loyal customers — that were invisible online. Not because anything was wrong with what they'd built. Because the marketing wasn't doing its job. That gap between what a business is capable of and what it's currently achieving is exactly where PPM operates.