A group-level, project-based digital transformation unit serving CT Corp’s business units. The function formally concluded operations in August 2023.
- −70%cost per click
- +50%CTR vs. benchmark
- 24+business units
Highlights
- 01
Built the digital measurement stack from scratch — Google Analytics, Google Ads Manager (MCC) and Meta Business Manager — for around 85–90% of the CT Corp portfolio.
- 02
Set group-wide standards for how digital assets are tracked and reported, so every business unit worked from the same data foundation.
- 03
Promoted to cover paid channel management and digital analytics across 24+ business units, advising on omnichannel strategy and running campaigns directly where BU teams were not yet ready.
- 04
Restructured in-house campaigns for 5 business units: CPC dropped by more than 70% and CTR beat the industry benchmark by over 50% within 6–12 months.