Singapore, Singapore
Experienced Marketing Director with a demonstrated history of working in the hospitality industry. Skilled in Loyalty Marketing, Customer Relationship Management (CRM), Hospitality Industry, Event Management, and Direct Marketing. Strong marketing professional graduated from Marketing Institute of Singapore.
As Director of Partnerships, I lead strategic collaborations that drive brand growth, loyalty, and guest engagement across the region. My portfolio spans financial institutions — including American Express, Visa, and Mastercard — with two co-branded credit cards, as well as premier airline partners such as Singapore Airlines and Japan Airlines. Together, we create meaningful travel and lifestyle experiences that connect millions of members across Accor’s global ecosystem.
In my current role, I work with banks and partners to develop joint marketing plans based on market trends, business needs and competitions. Identify and qualify potential partners for lead generation. Maintain positive and productive relationship with partners. Manage loyalty programs to achieve revenue goals. Develop marketing strategies and campaigns to ensure that banks & partners programs meet revenue objectives. Proactively evaluate performances of initiatives and recommend improvements. Responsibilities & recent achievements • Launched Intellectual Property (IP) collaboration Pokémon and Hello Kitty themed dining and staycations, which boosted financial results and marketing mileages. • Expanded the partnership with brands like; Shanghai Tangs, AMP Monaco, Pomellato and LVMF to complement thematic experience at Hotel. • Leverage on cross marketing opportunities with B2B vendors like Nespresso to execute afternoon coffee indulgence, Grey Goose vodka brunches and Japanese whiskey for Sake pairing dinners etc. • Soliciting and scouting lifestyle brands and Intellectual Property (IP) owners to create a pipeline for coming years collaborations 12 to 24 months advance planning. • Working with banks to negotiate a number of bank funded marketing campaigns at F&B outlets. • Managing an F&B event calendar to engage loyalty program members. • Proactively leading new initiatives to increase revenue, acquire new members and consistently monitoring results of the initiative. •Anticipating deviations (for better or worse) from original plan and to correct the course of actions. •Proactively giving proposals to the teams to correct course of actions when off-plan.
In addition to the management of The Far Card programme, proactively acquiring new partners for F&B Marketing, both for membership as well as tactical marketing campaigns.
Setup a CRM department to augment new ambition of a 5 Star hotel “To be a leading hotel, creating great customer experiences”. Achievements: • Conceptualised and developed a comprehensive Guest feedback Management system including an interactive online questionnaire which helped to measure customer experience at different touch points during the experience journey from making a booking to checking-out. Achieved a response rate of 15% for room guests and 29% for F&B customers in comparison to 1% to 5% offline feedback respectively. • Planned and executed customer engagement strategy to orchestrate great customer experiences. More happy guests equal to more positive reviews on social media sites and at hotel’s own feedback channels. The positive Voice of Customer (VOC) augmented Hotel’s branding as a customer centric organization. Hotel’s popularity Index improved by 5 notch and RP claimed its place in the top 20 hotels in Singapore on Tripadvisor. • Initiated a communication style based on a well-known book in hospitality industry - A Complaint is a Gift by Janelle Barlow. Embraced the theory and made it alive in all the communications across different channels. Trained colleagues to communicate with empathy and view a feedback from customers’ point of view. • Initiated “Experience Circle (EC)”- a platform to listen to internal and external customers. The objective was to stay aligned with our guests’ ever changing wants and needs. The Experience Circle meeting had become most important and effective channel of communication between management and staff. • Implemented the Oracle CRM on Demand system at the hotel to automate a number of processes. The system has improved the data segmentation capability and information management across various departments.
Pioneered the Marketing Services department, which was set up to launch two loyalty programmes. This initiative was to increase corporate room and banquet bookings in the hotel. Launched both the loyalty programmes, first was for corporate secretaries (B2B segment) and achieved a 20% increase in sales. Second, conceptualized, launched and administered a Customer loyalty programme (B2C segment) and achieved a 36% repeat customer statistics. Initiated a number of marketing campaigns to improve sales /bookings from the loyalty programme members / customers. Responsibilities & Achievements • Event management: conceptualised and executed an average of 10 events / road shows a year. • Partnership marketing: solicited partners for events, redemption catalogue and to promoted F&B outlets. • Marketing Collaterals: developed marketing brochures, invitations including copy writing and proof reading. • Email Marketing: Achieved 15% responses rate on Direct Email Marketing campaigns. This was possible due to intuitive marketing promotions and high integrity of membership database. • Web Management System (WMS), with WMS developed contents for the websites. • Loyally Marketing, launched two Loyalty Management Programmes, from conceptualisation to administration. Royal Connect a secretaries / bookers programme (launched in May 2005) Royal Touch a guest loyalty programme ( launched in May 2007) • Conceptualized a number of business rules to make loyalty system more dynamic for e.g. 1- Purchase point module 2- Transfer point module 3- Membership Renewal module 4- Rewarding loyalty points for different tactical promotion etc
Responsible for the seamless hotel operations during the shift. Assisted Rooms Division Manager in various Projects being carried out as part of the Development team e.g. designing express check-in “Zroom-in” and check-out system “Zroom-out”.