APAC GMP Contracting Compliance

risk management

portfolio optimization

revenue growth

80%

reduction of non-compliant contracts

$22M ARR

portfolio optimized

~$27M YoY

new commitments secured

What's it all about?

Across the APAC region, the Google Marketing Platform (GMP) ecosystem was burdened by over 100 legacy, non-compliant contracts. These "off-book" agreements created significant operational friction and legal risk, while obscuring the true value of a US$22M ARR portfolio.

The Challenge: To sunset these contracts without damaging long-standing partner relationships. This required orchestrating a massive cross-functional effort between Legal, Sales, and Admin teams, turning a compliance cleanup into a strategic negotiation for future growth.

The Solution:

Operational Alignment: Identified systemic roadblocks in the contract renewal process and aligned stakeholders across three departments to execute an APAC-wide sunset program.
Commercial Leveraging: Partnered with relationship owners from Sales to identify high-growth agencies within the legacy pool.
Strategic Narratives: Designed a "YoY Spend Commitment" narrative, pivoting the renewal conversation from simple compliance to a criterion for long-term partnership and resource prioritization.

risk management

portfolio optimization

revenue growth

80%

reduction of non-compliant contracts

$22M ARR

portfolio optimized

~$27M YoY

new commitments secured

View next:

Google Meridian Summit 2025 (APAC & Japan)

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A personal project on

Instagram

“Agnes, you should create content!”

After thinking about it, I decided to give it a try...

But there was a huge problem

113 posts later, I realised it was sporadic. I had no clear strategy and often ran out of ideas. How did people figure it out? I needed clarity, but what should I do?

I reached out to a Social Media Manager in my network to exchange services.

Content strategy

Market research

Engagement strategy

you can check out my Instagram here

But there was another problem...

I reached out to a video editor in my network. We collaborated—creating a case study together.

Growth was slow.

I saw that short-form video was taking off and I wasn't leveraging the opportunity...

Cross-functional collaboration

Video scripting & recording

Hook optimization

Monthly review sessions

108

additional posts created over a 6-month period via the collab

16X

growth in Instagram followers
in 6 months (200 to 3,200)

1.9M

is the number of views of our highest-reach Instagram reel

One of my videos caught the attention of...

Ali Abdaal (IG: 976K followers)

He reposted my video on his Instagram stories.

We also experimented with a lead magnet and funnelling traffic to an email newsletter for further nurturing...

new email newsletter subscribers from Instagram over a 3-month period (15 to 110)

41.25%

average open rate per email newsletter sent measured on Brevo

$2,000+

total revenue generated over 3 months from Instagram and email newsletters.

“This experience has been amazing. Who knew that I would be able to run a mini marketing campaign to promote... me?”

—Agnes :-)

Wanna chat?

A personal project on

“I wonder if creating content on LinkedIn is similar to Instagram...”

Well... there's only one way to find out!

I got my hands dirty. But...

68 posts later, it was a snooze fest. Impressions were low, engagement was a sad single-digit. It was basically crickets.

I did get lucky, though!

Chris Do (LI: 562K followers)

He left a comment on my post which pushed my post onto his followers' feed.

you can check out my LinkedIn here

Despite getting some followers and engagement from Chris' exposure, it didn't do much and was not a replicable strategy.

So I sat down and analysed the data.

Here's what I found

Revising my content strategy

Tracking analytics

I decided to share my experience at my last job.

Topic: UI/UX design & product-market fit

Target audience: Software builders & aspiring founders

Followers & connections were friends from University.

Most were inactive on LinkedIn.

Or they couldn't relate to what I was posting about.

follower growth over a 2-month period (300 to 900)

11.4K

is the highest number of impressions a single post has generated

$450

total revenue generated over 2 months from LinkedIn.

I started getting questions and requests for calls.

Eventually, I offered my time on an hourly basis.

My posts also caught the attention of...

Eezee CTO (Forbes 30 under 30 Asia)

FoodPanda CTO

I got to have coffee with them.

“It never ceases to amaze me what digital marketing can do. I've got to meet amazing people with shared interests and inspiring stories. This experience has solidified my passion for marketing.”

—Agnes :-)

Wanna chat?