Fractional Digital Marketing Lead for global consumer brands in Asia.
I help global consumer brands grow across Asia, without a full-time CMO.
Twenty years running CRM, social, paid, and content for brands including Sony Pictures Asia, adidas MENA, Dubai Tourism Board, Lyre's Spirit Co., KOJ Group (Nayomi.com), Flash Entertainment, and Middlesex University Dubai.
My specialty is categories where Western playbooks do not translate.
Marketing Services
Fractional Digital Marketing
Acting as your outsourced senior digital lead. I sit inside the business: leadership meetings, quarterly planning, hiring calls, agency oversight, and the integrated digital roadmap. For teams that need senior digital judgement but are not ready to hire a full-time CMO.
Senior Digital Strategy
For consumer brands navigating new markets or faster growth. Positioning, channel architecture, team structure, and the decisions that shape everything downstream. Particular depth in categories where Western playbooks do not translate: non-alcoholic spirits in the GCC, women's lingerie in Saudi, student recruitment across 150+ countries.
CRM and Customer Lifecycle
CRM programmes built as revenue engines, not send calendars. Lifecycle strategy, segmentation by intent, welcome / nurture / win-back / loyalty / reactivation flows talking to each other, event-triggered sends, and attribution tied to revenue rather than opens. Deep experience on HubSpot, Salesforce, DotDigital and more.
Social Media Marketing
Organic social and content strategy for consumer brands. Channel fit, content pillars, creative direction, and the discipline to put paid behind what is already working organically. Two decades of running social for global consumer brands informs the work.
Paid Media and Performance
Paid strategy across Meta, Google, TikTok, and regional networks. Media mix, funnel design, creative briefs, and the measurement frame to know what is actually working.
Different Ways Of Collaboration
Digital Marketing Audit
A two-week diagnostic of your digital marketing across CRM, social, paid, content, and funnel.
Built for brands that want senior eyes on the numbers before committing to a longer engagement, or for teams with a specific growth question they want answered properly.
What You'll Receive:
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A full audit of your CRM programme, paid stack, social and content, and conversion funnel.
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Competitive positioning and channel benchmarks for your category and market.
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A written diagnostic report with the two or three decisions that matter most.
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A 90-minute debrief with the leadership team.
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A prioritised 90-day action list, whether we keep working together or not.
Fractional Digital Marketing Retainer
Senior digital leadership inside your business, part-time. I sit inside the business: leadership meetings, quarterly planning, hiring calls, agency oversight, and the integrated digital roadmap across CRM, social, paid, and content.
How It Works:
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A short discovery call to see if the stage and fit are right.
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The audit runs first, regardless. It is the shared foundation we work from.
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Ongoing fractional work against the roadmap, with a single point of contact and clear monthly rhythm.
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Quarterly reviews against the numbers, honest and unsentimental.
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A small number of advisory clients at a time, so the work stays senior.
About Grace Choong
Co-founder & Digital Marketing Director
Today I work with a small number of founder-led brands as their fractional digital marketing lead. Most don't need a full-time CMO. They need a senior lead who can own the strategy, ship the work, and tell them what isn't working, without the full-time cost.
Over the past 20 years I've worked across CRM, paid media, content, social, ecommerce, and digital growth strategy with brands including adidas MENA, Sony Pictures Asia, Dubai Tourism, Lyre's, KOJ Group (Nayomi.com), and Middlesex University Dubai.
My specialty has always been helping brands grow in markets where Western playbooks don't translate cleanly, building strategies grounded in local behaviour, strong systems, and sustainable growth.
Not an agency. Not disconnected strategy decks.
I sit inside the team, own the function, and focus on what drives revenue.
Alongside my consulting work, my husband and I are building Good Ground Digital around mentorship, digital resources, and entrepreneurship, including our Confidence Speaking Mentorship Programme.
Everything we build rests on the same belief: growth becomes sustainable when there is clarity, structure, and strong foundations underneath it.
Founders and Leaders
We cater to ambitious founders and business leaders dedicated to building impactful brands.
If you aim for sustainability and long-term success, you’re in the right place.
Frequently Asked Questions
Successful Collaborations
Explore our impactful case studies that highlight our proven track record in transforming brands and empowering business leaders.
