The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
Wearing three hats in his role - client services, ad operations, and publisher services - Raymond Wong, the operations manager at Inskin for Asia Pacific, harbours dreams of becoming a standup comedian when he is not helping clients create non-intrusive ad formats.
Why is your job important?
Once my sales team closes a deal with a client, I take over from there and make sure everything runs smoothly until the very end of the campaign. I ensure that Inskin goes live according to schedule and that we deliver what we promised we would.
What is the hardest and stressful part of your job?
I wear three hats in my role - client services, ad operations, and publisher services. Inskin’s headquarters in London has three defined teams, one for each department, but as a lean team in APAC, everyone holds more extensive responsibilities in order to succeed.
I knew it was going to be a challenge when I signed up, but I also knew the experience and knowledge I would gain would be worth it.
What is the most rewarding part of your job?
The fulfilment I get when I resolve a challenge for my team. I’m the first person that my sales team or client approaches when they face a challenge, which allows for plenty of opportunities for problem-solving.
It also helps that my teammates are such great people. To me, they’re more friends than colleagues.
First thing that comes to people’s minds when you tell them your job?
They think I am the guy that puts up those annoying pop-up ads on their screens, which is not true!
How would you correct/explain to them what you do then?
I would highlight the fact that our ads are definitely not considered the annoying ones. Inskin is known for its high-impact, non-intrusive ad formats that sit around the content and flow as you scroll, without interfering with the user experience.
Is there anything you want to change in your job?
If I had to name just one thing that I would like to change, it would be our desks at the Inskin offices. We need one of those fancy standing desks that go up and down with just the push of a button.
All jokes aside, I feel like I’m at a great position right now, especially with Inskin looking to expand its operations across South East Asia. In a constantly-evolving digital marketing world, changes are bound to happen.
I am prepared to rise to the challenge and contribute to Inskin’s growth, and I have the capacity to further build upon my knowledge and incorporate that into my job.
Which campaign, that you worked on, are you most proud of?
It would have to be the massive global campaign we did for DJI Mavic Pro camera drones. Besides being cutting-edge technology, what made it even more memorable to me was that it was my first campaign I managed at Inskin that ran in regions outside APAC, giving me the opportunity to work closely with our international teams in Australia and London.
Although it was challenging at times, especially with the difference in time zones, we pulled through to deliver this campaign with great results! It was a great all-around team effort!
Who is someone you want to emulate in your industry?
Neil Patel, the co-founder of Crazy Egg, Hello Bar, and KISSmetrics. What I most admire and want to emulate is his ability to turn vision into execution.
This quote from him really resonates with me, “Don’t expect things to be handed to you or for doors to open up when you want them to. You have to be a go-getter and if you are not one, you better learn how to become one.”
In other words, it is earned, not given. This has been my motto in life since the very beginning.
If you weren’t an adtech operations manager, what would you be?
I would probably be a copywriter, preferably a comedic one for TV. Having an ESFP (entertainer) personality type, I enjoy eliciting a laugh or two from those around me. I am definitely not at the standup-comedian level but give me a 15-second TVC and I think I’ll be able to make someone laugh.