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Growth Marketing Portfolio

Melvin
Seetoh

Growth Marketer · Content Creator

12 years building campaigns that engage, convert, and grow — across fintech, financial education, and digital media.

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What You’re About to See

3 Real Problems.
3 Strategic Responses.

01

Crisis Response

A full COVID pivot in 72 hours: how it became a bigger business than before.

02

Growth Engine

Building the CRM and funnel system that scaled 2,500+ professionals across 4 countries.

03

Strategic Diagnosis

Arriving at a new company with basic campaigns — and revamping a crucial sequence.

These are not side projects. These are the campaigns that moved the needle.

Story 01 — Crisis Response

The World
Stopped.

We Had 72 Hours.

Singapore announced a full shutdown on 3 April 2020. We had been running in-person programs just 20 days before. The question wasn't whether to pivot — it was how fast.

From 50 Pax in a Room — To 100+ on a Screen

In-person PPP Academy program — group photo

The Old Way

~50 pax previews · 15–20% closing rate · $2,497 3-day program · venue dependent

Online PPP Academy — 100+ participants on Zoom

The New Way

100+ pax per program · 20–30% closing rate · rebuilt in 72 hours

Story 01 — The Pivot

72 Hours. Five Decisions.

01 Chose to pivot, not wait. With no end date on restrictions, waiting was the riskier call.
02 Set up Zoom and WebinarJam. New accounts, new setups, new workflows — same weekend.
03 Rebuilt the funnel end-to-end. New products, new pricing ($2,497 → $999), new checkout processes.
04 Trained the trainer for live stream quality. Online delivery is a different craft than in-person.
05 Redesigned the preview format. 3 hours → 1.5 hours. Shorter, sharper, higher intent audience.

Story 01 — What It Became

And Then We Went Bigger.

99-Day Final Sprint Countdown 2020 — FULLY SOLD OUT

900+

99-Day Final Sprint Countdown · 22 Sep 2020 · $49

Wealth Strategist Summit 2021

1,500+

Wealth Strategist Summit · 5–6 Jan 2021 · 2 days

Online became our default model — and remained so until late 2022.

Story 02 — Growth Engine

2,500 Users.

Zero Ad Spend.

How a personal branding course for financial advisers became a self-sustaining referral machine — and grew a fintech platform across four countries without a single paid acquisition.

Story 02 — The Mechanism

A Referral Flywheel Disguised as a Course.

👥
3,000 Warm Contacts PPP Academy base — buyers and preview attendees
→
🎓
Brand in You Workshop Synchestra onboarding baked into training
→
📱
Passion Pitch Deliverable Video intro sent for "feedback"
→
🔄
1–30 Referrals Each Some brought entire agencies

The training was the onboarding. The deliverable was the sales tool. Every graduate became part of the salesforce.

Story 02 — Results

2,500+ Professionals.
4 Countries.

98–99%
Workshop-to-platform onboarding rate
~2,000
Onboarded in 2019 alone
SG · MY · ID · PH
60% Singapore · 30% Malaysia · 10% across region
$0
Paid acquisition — entirely warm referral
Synchestra Profile Builder platform
Financial Planning Platform for Advisers
Lyte Ventures Lyte Ventures · 2025

Story 03 — Strategic Diagnosis

The Problem
Wasn't Signups.

Lyte's onboarding numbers looked great. Revenue told a different story. High sign-ups, low utilisation — the platform wasn't earning what the numbers implied. Solving it required a different kind of system.

Story 03 — The System

Four Emails. One Goal: Make Them Care.

+ Facebook Custom Audience Layer — Email subscribers retargeted with video ads featuring real award-winning property agents. The same story, across every channel they use.

Story 03 — Early Signals

The Hypothesis Was Right.

Old Flow

<1%

Click-through rate on the original welcome email. Generic links to social. No story. No clear next step.

New Sequence

40%

CTR on the story-driven sequence. 80%+ completion on the first progressive profiling question. Engagement by design.

Early cohort (~17 users). The system was designed to measure long-term utilisation differences at scale — the metric that proves the business case. The architecture is in place.

What I Bring

Here’s What Changes
When You Hire Me.

📈

Campaigns That Actually Convert

Your marketing spend stops being a cost centre.

5.4% CTR · 80% lower cost-per-conversion · 18% landing page CVR · full-funnel ownership from ad to retention

⚙️

CRM & Automation Built to Scale

Your team gets hours back — every week.

60%+ email open rates · 40% CTR · 80% auto-profiling completion · eliminated 2+ hrs manual work per campaign

🤖

AI-Accelerated Execution

A one-person team that operates like a studio.

LLMs · Stable Diffusion · ComfyUI · text-to-video · AI-assisted dev — in live production, not just experiments

🎯

Content With Strategy Behind It

Your brand becomes a destination, not just a handle.

6,000+ TikTok community built organically · 10× engagement for clients · MediaCorp MCN accelerator alumnus

18 years of doing, not just managing. There’s more to talk about over coffee.

Further Reading

More Case Studies.

More added as they’re published.

Let's Talk

Looking for the
Next Challenge.

Open to growth, marketing, or content roles where strategy and execution live in the same seat — ideally in fintech, proptech, or a brand that takes storytelling seriously.

Email melvin.seetoh@gmail.com Phone +65 8323 9903 LinkedIn linkedin.com/in/melvinseetoh TikTok @niaolikesiao