Fiona Chen

TERO ENTERTAINMENT PCL

Bangkok, Thailand

Tero is one of Thailand's largest entertainment and media companies. Working across their digital marketing team meant touching a genuinely varied client roster: tourism boards, pharmaceutical brands, and consumer goods, all at the same time, all with different objectives and audiences.

One project that stood out was Maria Pet Food, where I got to experiment with AI-generated content when the tools were still pretty new, especially in Thailand. Using ChatGPT's DALL-E, Gemini, Runway AI, and Adobe Firefly, I built a social content strategy combining animation, motion graphics, and product storytelling. It was an early lesson in how much craft still goes into AI-assisted work, and it opened up a conversation on the team about how these tools could fit into the creative process.

The other side of the role was performance analysis. I tracked how ad spend translated to conversion across campaigns, and on the Interpharma work specifically, managing paid campaigns for products like Probac7, Magnesium, YUUU Toothpastes, and MultiVitamins across TikTok and Facebook, I found that a 21.7% increase in ad spend for the Beauty group produced a 58.8% increase in conversions, the kind of finding that actually changes where a client puts their budget next month. That analysis contributed to a 15% lift in engagement overall. I also coordinated asset trafficking across digital, sales, and production teams and prepared KPI dashboards for monthly leadership reviews.