I connect business objectives, audience intelligence, brand strategy, creative execution and media performance to build work that is not only visible, but commercially measurable.
I am Fandee Hateh, also known as FD, a marketing strategy, media and creative professional with 7+ years of professional experience across integrated marketing, brand communication, media strategy, campaign management, production, audience development and business intelligence.
My work focuses on translating business objectives into clear marketing priorities, campaign roadmaps, media and content strategies, KPI frameworks and cross-functional execution plans that connect brand, audience, media and commercial outcomes.
I have worked across entertainment, automotive, technology, public-sector communication, beauty, hospitality, F&B and lifestyle, taking on roles that range from marketing and media strategy to executive production, creative development, commercial partnerships and intelligence-led consulting.
I work across integrated marketing strategy, brand positioning, market and consumer intelligence, social listening, content direction, paid media, partnerships, production and performance analytics. Rather than treating these as separate functions, I connect them into one operating framework that links audience behaviour, media efficiency, brand visibility, engagement, conversion and commercial priorities.
Data is used to define priorities, not simply report performance. Market signals, campaign results and audience behaviour are translated into budget decisions, KPI frameworks, optimisation actions and clear execution plans for the teams responsible for delivery.
For me, creativity is not separate from performance. Strong creative work should attract attention, build recognition and create meaningful audience response while still supporting the commercial or organisational objective behind the work.
Across selected projects, portfolio activity has generated more than 49 million documented campaign views and 5.45 million in audience reach. I have managed approximately THB 9.65 million in documented media investment, contributed to more than THB 5.6 million in sponsorship value, and worked across commercial programmes where selected media initiatives achieved approximately 175–250% ROI per episode.
Intelligence work extends beyond campaign reporting. I use market signals, social listening, reputation data and performance evidence to identify opportunities, risks, audience intent and competitive movement that can shape marketing and business decisions.
Across six interactive intelligence systems, more than 1.259 million social mentions have been analysed across brands, executives, product ecosystems and event-partner entities. The goal is to convert data into priorities that management teams can act on.
Master’s Degree in Business Economics
Master’s Degree in Diplomacy & International Relations
This academic background strengthens my approach to marketing through business economics, market behaviour, stakeholder analysis and broader social and institutional context.
Business Growth
Audience Development
Leadership
Intelligence
Connect business, data and execution so strategy does not remain a presentation, and creative work does not exist without purpose.
Selected work demonstrates experience managing the complete performance cycle, from audience strategy and media allocation to campaign optimisation and commercial reporting. The emphasis is on connecting attention, efficiency and business outcome, rather than treating views or engagement as isolated metrics.
Aggregated campaign visibility across selected marketing, media and branded-content initiatives. This scale reflects experience managing high-volume communication while maintaining audience, platform and commercial priorities.
Large-scale audience delivery across selected campaigns and media activity.
Selected campaign growth supported by stronger content direction and performance-led optimisation.
Media investment managed with allocation, targeting, KPI monitoring and optimisation decisions.
Reconciled unit sales across itemized commercial projects plus the remaining Other Projects balance.
Conversation and reputation signals processed across market, brand, executive and product intelligence work.
Brands, executives, product ecosystems and event-partner entities benchmarked across six interactive intelligence systems.
Decision-support dashboards connecting social, market, reputation, event, performance and conversion signals.
Performance is evaluated beyond media exposure. Selected projects connect campaign delivery with revenue impact, sales value, units sold, sponsorship value and commercial return to support better investment decisions.
Creative, entertainment, media and intelligence work designed to connect audience attention with measurable commercial, operational and decision-making outcomes.
Figures below combine reconciled project-level campaign data, documented commercial outcomes, selected performance benchmarks and intelligence-system outputs. Different KPI families are intentionally kept separate: views are not unique reach, sales value is not revenue impact, and social mentions are analytical records rather than unique people.
Reconciled gross campaign visibility across 23 named marketing, entertainment, branded-content and media initiatives with reported view counts. The figure demonstrates the ability to manage high-volume communication across different categories and formats, but it should not be read as 49 million unique people because repeated exposure can contribute multiple views. Projects without a documented public view figure are excluded rather than estimated, so the total remains a minimum documented portfolio scale.
Minimum documented audience delivery across projects with reported reach values. Reach is used beside views to separate distribution breadth from repeated exposure: it answers how widely communication travelled, while views indicate how much total consumption or exposure occurred. Projects without a reported reach figure are excluded rather than modelled.
A selected-campaign growth benchmark reflecting stronger audience interaction after content direction and performance-led optimisation. It is retained as a project comparison KPI rather than presented as an average across every campaign. The metric is interpreted as relative growth against the project baseline, not as an additional volume to be added to views or reach.
Exact reconciled media investment across named projects with reported spend. The figure represents responsibility for allocation, targeting, channel selection, KPI monitoring and optimisation rather than a single campaign budget. Projects without a documented media budget are excluded instead of receiving assumed spend.
Reconciled commercial unit movement across projects where unit-sales evidence is available, plus the remaining portfolio balance classified as Other Projects. Named projects account for 120,202 units and the retained Other Projects balance accounts for 314,972 units. Units sold are kept separate from Sales Value because volume and monetary value answer different commercial questions.
Conversation, reputation and market signals processed across the six intelligence systems plus the retained Other Projects balance. The six named systems account for 1,219,000 mentions, with 40,000 additional mentions grouped under Other Projects. Mentions represent analytical records or signals, not 1.259 million unique individuals.
Analytical coverage across 11 executive profiles, 15 clinic brands, 13 scrub brands, 8 PEA product ecosystems, 5 bottle-category brands and 4 ROXY event-partner entities. Because these are different analytical units, the metric is deliberately called Intelligence Entities rather than “56 brands.”
Six distinct decision-support dashboards covering content intelligence, executive reputation, clinic market reputation, scrub competitive intelligence, consumer-brand comparison and event intelligence. Each system connects different evidence layers to management questions such as positioning, sentiment, conversion, risk, opportunity and commercial action.
Reconciled portfolio sales value connected to selected commercial, marketing and intelligence activity. The total combines itemized client and project sales values, THB 758,000 of commercial value from the six intelligence systems, and a retained Other Projects balance where project-level details are not publicly exposed. Sales Value is treated as a commercial outcome metric and remains distinct from Revenue Impact to avoid double counting or implying the two definitions are interchangeable.
Documented revenue impact associated with selected campaign and commercial programmes. It is maintained separately from Sales Value because the underlying business definitions differ. Against the reconciled media-budget base, the portfolio-level revenue-impact indicator is approximately 7.78x.
Minimum sponsorship value generated through sponsor strategy, proposal development, partnership packaging, negotiation and entertainment-led commercial integration. Named sponsorship records reconcile to THB 5.45M with a further THB 150K retained under Other Projects, producing the THB 5.6M controlling total.
Calculated by dividing THB 108,608,307.07 in Sales Value by THB 9,650,048.01 in reconciled Media Budget Managed. The result is 11.2547x, displayed as 11.25x. It is presented as a portfolio efficiency indicator, not automatically as platform ROAS because the commercial and media scopes are broader than a single ad-platform attribution model.
Calculated by dividing THB 75,095,089 in Revenue Impact by THB 9,650,048.01 in Media Budget Managed. The resulting 7.7818x is displayed as 7.78x and is intentionally separated from the 11.25x Sales Value ratio so the portfolio does not collapse two different commercial definitions into one number.
Season-level cross-platform performance built from 12.32M TikTok views and approximately 2.87M YouTube views. The measured TikTok dataset also recorded 587,615 engagements and a 4.77% engagement rate by views. The project further connects audience scale with THB 2.6M in Sales Value, THB 2.6M in Sponsorship Value, 1,689,669 Audience Reach and THB 2,987,949.89 in Media Budget Managed.
International event delivery spanning 31 member clubs, 25 countries and three event days. At a minimum, 90 delegates across three days represents 270+ delegate-days, illustrating the operational complexity of sequencing, stakeholder coordination and on-site production. The 40+ production-personnel figure used elsewhere in the portfolio remains an internal project estimate and is not treated as an official event-attendance statistic.
My work is structured around one connected operating model: diagnose the business situation, understand the audience and market, define the growth strategy, then turn that direction into campaigns, production, media investment and KPI-based optimisation.
Business priorities, brand positioning, campaign roadmaps, marketing budgets, KPI frameworks and growth direction.
Audience behaviour, consumer needs, market trends, competitor signals, social listening and opportunity identification.
Audience segmentation, media allocation, paid-media strategy, CPM/CPV efficiency, performance tracking and optimisation.
Campaign concepts, storytelling, artist and brand identity, content systems, visual direction and platform-specific execution.
Production planning, budgets, teams, timelines, suppliers, shoots, post-production, events, quality control and delivery.
Proposal development, sponsorship models, partner acquisition, value proposition design and stakeholder negotiation.
Dashboards connecting business, market, brand, media, sentiment and conversion data into management priorities.
Coordination across Strategy, Creative, Production, Media, Commercial and Client functions to keep execution aligned.
The goal is to prevent strategy, marketing, media and production from operating as separate workstreams. Each stage is connected so that research informs strategy, strategy shapes execution, and performance data continuously improves the next decision.
Clarify situation, objectives, commercial priorities, challenges and success measures.
Connect consumer behaviour, market trends, competitor movement, reputation and risk signals.
Define brand, content, media, partnership, campaign and conversion priorities.
Translate direction into teams, timelines, budgets, production, KPI tracking and optimisation.
The portfolio spans entertainment, automotive, technology, branded content, live experiences, hospitality and international events. Each project translates brand objectives into audience-facing execution through a different combination of strategy, creative judgement, stakeholder management and production discipline.
Led end-to-end production, sponsorship development, audience-focused content and cross-platform distribution across the season.
Supported creative and production direction across a 10-episode entertainment property and sustained digital content ecosystem.
Contributed to creative development, artist presentation, emotional storytelling and broad-audience production execution.
Translated music concepts into visual atmosphere, styling, narrative rhythm and production execution that strengthened artist identity.
Connected product-launch objectives with premium presentation, visual content, event experience and cross-functional coordination.
Supported corporate and automotive communication, balancing technology leadership, credibility, visual execution and public presentation.
Developed visual language and event atmosphere to translate brand identity into a clear and memorable physical experience.
Oversaw production planning, sequencing, multi-team coordination and on-site problem-solving across a three-day international congress.
Social media management, creative content, video production and graphic design.
Integrated social media, paid media optimization, content production and graphic design.
TikTok-first content strategy, storyboarding, production and post-production.
Social media management, paid media optimization, content production and graphic design.
Each project includes an embedded video and a concise explanation of my role, showing how creative direction and production execution work together.
I led the project’s creative and production direction, including content development, team coordination, delivery oversight, sponsorship development and cross-platform distribution. The season generated 15.19M+ cross-platform views, including 12.32M+ TikTok views and 2.87M+ YouTube long-form views, with 587.6K+ TikTok engagements and a 4.77% engagement rate by views. The project also generated more than THB 2.6M in sponsorship value.
Watch videoAs part of the Creative Producer team, I supported the development and execution of the programme’s creative and production direction across 10 episodes and a three-month campaign ecosystem. The programme generated 257 published content assets. The current performance baseline model equates to 58,365+ views per asset and is kept separate from verified platform analytics.
Watch videoI contributed as part of the Creative Producer team to the project’s creative development and production execution across a 9-episode season involving 48+ contestants. The work required a close understanding of programme structure, artist identity, emotional storytelling and the expectations of a broad cross-platform audience.
Watch videoI worked as a Creative Producer to translate the music concept into visual atmosphere, storytelling, and production execution. The process focused on mood and tone, visual references, styling direction, narrative rhythm, and the details that strengthen an artist’s identity.
Watch videoI supported the production and premium presentation of the OPPO Find N3 Flip launch, connecting creative direction with event experience, visual presentation, content production, and cross-functional coordination.
Portfolio KPI record: 1,760,300 campaign views · 195,808 audience reach · THB 1,400,000 sales value · THB 346,259.98 media budget managed · 1,249 units sold.
Watch videoI supported the presentation of BYD in a corporate and automotive context, balancing brand credibility, technology leadership and public communication through disciplined creative and production coordination. The press-conference scope included 12+ media outlets, 50+ attendees and 20+ content deliverables across corporate and media communications.
Portfolio KPI record: 10,302,277 campaign views · 1,145,980 audience reach · THB 1,200,000 sales value · THB 2,026,510.08 media budget managed.
Watch videoI developed the visual language and overall atmosphere for the Fursys launch event, shaping a presentation that translated the brand identity into a clear and memorable on-site experience.
Watch videoAs Production Director, I oversaw production planning, operational delivery, multi-team coordination, production sequencing and on-site problem-solving for a three-day international congress. The event brought together 90+ delegates representing 31 member clubs across 25 countries, supported by an internally estimated team of 40+ production personnel and multiple plenary, mobility, AI and sustainability sessions.
Watch videoManaged social media content from creative planning through production, delivering brand-aligned video and graphic assets designed to strengthen digital presence and audience engagement.
Portfolio KPI record: 2,158,572 campaign views · 240,110 audience reach · THB 125,000 sales value · THB 424,602.11 media budget managed.
Watch videoManaged integrated social media communication across organic content and paid media, combining content production, visual design and advertising optimization to strengthen brand visibility and customer acquisition.
Portfolio KPI record: 148,304 campaign views · 16,497 audience reach · THB 70,000 sales value · 2,230 units sold · THB 29,172.10 media budget managed.
Watch videoDeveloped TikTok-first content from concept and storyboard through filming and post-production, focusing on short-form storytelling, platform-native execution and audience engagement.
Portfolio KPI record: 539,643 campaign views · 60,028 audience reach · THB 70,000 sales value · THB 106,150.53 media budget managed.
Watch videoManaged social media communication and paid media performance while developing visual and video content to strengthen brand awareness, digital presence and direct customer engagement.
Portfolio KPI record: 156,987 campaign views · 17,463 audience reach · THB 500,000 sales value · THB 30,880.15 media budget managed.
Watch videoExperience spans public-sector communication, automotive, fashion, beauty, technology, financial services, energy, hospitality, entertainment and lifestyle. Each sector brings a different audience, buying behaviour, stakeholder structure and definition of success, requiring strategy and execution to adapt without compromising standards.
Projects have involved established brands, public-sector organisations, media platforms, agencies and emerging businesses. Engagements range from strategic consulting and media planning to branded content, product launches, entertainment properties, live events and commercial partnerships.
Open Selected Work for project videos, roles and execution details, or view Impact for the wider performance portfolio.
I work with a network of creative teams and production partners in Thailand and internationally.
Our capabilities support communication, coordination, and cross-border project delivery across Thailand, the United Kingdom, China, Vietnam, Singapore, and Malaysia. The network includes directors, photographers, videographers, stylists, makeup artists, art departments, graphic designers, editors, media specialists, and marketing professionals.
Each production approach and team can be adapted to the scale, budget, creative requirements, and objectives of the project.
A portfolio built through collaboration with brands, agencies, media platforms, and organisations across Southeast Asia.
My work spans automotive, fashion, beauty, retail, technology, hospitality, entertainment, lifestyle, and public communication. Each engagement brings a different commercial context, audience, and creative challenge, while requiring the same commitment to strong strategy, clear visual direction, and reliable execution.
These collaborations reflect an ability to work across both established organisations and emerging brands, shaping projects from campaign concepts and branded content to launches, live experiences, music-led productions, and integrated media communication.
“For collaborations across strategy, media, creative production and intelligence, reach out directly to discuss the business objective, project scope, timeline and the execution model best suited to the work.”