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About Domination

Built by an operator, for operators.

Domination Sdn Bhd was founded in 2024 with a specific frustration: most digital marketing education teaches the tool, not the job. We set out to change that — one cohort at a time.

Dennis Sim — Founder, Domination Lab
Founder

Dennis Sim

Founder & Lead Instructor, Domination Sdn Bhd

Dennis has spent over a decade in the trenches of digital marketing — running paid media for brands across Southeast Asia, building and exiting an agency, and advising growth-stage startups on their acquisition strategy.

The common thread he kept running into: talented people who understood the platforms but not the strategy, and strategy people who couldn't execute. Domination was built to close that gap — practitioners who can both think and do.

Dennis still actively manages campaigns and runs live reviews for every Academy cohort. He doesn't outsource instruction. If you're in a Domination program, you'll hear from him directly.

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The story

Why we started.

Dennis spent years watching brands waste money on agencies that couldn't explain their own results, and marketers get hired who'd never actually built a campaign from scratch. The gap between "digital marketing knowledge" and "digital marketing execution" was enormous — and getting wider every year.

In early 2024, he launched the first Domination cohort with twelve students, a shared Google Doc for curriculum, and weekly live sessions run on a laptop in a co-working space in Kuala Lumpur.

By the third cohort, graduates were landing in-house roles, taking over agency accounts, and launching their own freelance books of business. The curriculum was tightened. The cohort cap was set. The services arm was added — deliberately small — to keep instructors close to live accounts.

Today Domination runs multiple concurrent cohorts across time zones, with a waiting list for most programs. The mission hasn't changed: produce marketers who can actually do the job.

Timeline

Q1 2024

Founded

First cohort of 12 students. Kuala Lumpur co-working space. One program, one instructor.

Q3 2024

Services arm launched

First three retainer clients onboarded. Services intentionally capped to keep practitioners practising.

Q1 2025

Specialist programs

Paid Ads Mastery and CRO Practitioner launched. APAC and EMEA time zones added.

Q3 2025

Team sprints

First in-house team program delivered for a Series B startup. Curriculum framework formalised.

2026

Today

4,800+ operators trained. 12 active retainer clients. Programs running across 24 countries.

How we operate

The things we won't compromise on.

  • Instructors who still ship

    We do not hire retired marketers. Every instructor at Domination actively manages real accounts or advises brands — this semester. If they've stopped doing the work, they stop teaching here.

  • Honest results over happy stories

    We share the tests that failed as often as the ones that won. Students learn more from well-documented failures. We built the curriculum around that.

  • Small cohorts, always

    Thirty students per cohort. That's the ceiling. Not because of technology but because reviewing thirty projects properly is already a full week's work. We won't trade review quality for revenue.

  • No hype, no gurus

    We don't publish follower counts. We don't sell the lifestyle. We measure ourselves by what our graduates earn, ship, and build — not how many people follow us online.

  • Skin in the game

    The services arm exists so we stay honest about what we teach. If a strategy doesn't work on our own clients, we don't put it in the curriculum.

The team

A small team of working practitioners.

Everyone here has a day job that involves actual campaigns. We don't have a full-time "curriculum team" — we have practitioners who teach the work they're doing right now.

Dennis Sim

Dennis Sim

Founder & Lead Instructor

Paid media, strategy, full-funnel acquisition. Former agency founder. Still manages accounts weekly.

NL

Natasha Lim

Head of Curriculum · CRO

8 years in CRO and experimentation. Previously led conversion at a regional ecommerce group.

AH

Ahmad Hassan

Instructor · Paid Social

Meta & TikTok buyer with experience across APAC. Manages RM 2M+ in active ad spend.

PR

Priya Rajan

Instructor · Analytics

GA4, BigQuery, and attribution. Formerly analytics lead at a Series C SaaS company.

Come learn with us.

The next cohort opens shortly. Applications take ten minutes — and we reply fast.

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