Singapore, Singapore
Conducted comprehensive market, competitor, and consumer behaviour analysis to identify key barriers to Shopee Pickup adoption, including low awareness, preference for home delivery, weak incentives, and limited pickup point visibility. Developed a 5-year marketing growth strategy with a US$10 million budget to increase Shopee Pickup adoption through targeted awareness campaigns, customer incentives, and enhanced pickup experiences. Designed a multi-channel customer acquisition strategy incorporating digital marketing, referral programmes, first-time user promotions, and branded pickup point activations, with KPIs focused on adoption rate, repeat usage, and marketing ROI. Proposed an AI-powered Smart Pickup Recommendation Engine and a more flexible collection experience (AI reminders and extended collection windows) to improve convenience, reduce failed collections, and enhance customer satisfaction. Built an implementation roadmap and KPI dashboard to measure campaign effectiveness, tracking metrics including pickup adoption rate, customer acquisition cost (CAC), referral conversion, repeat usage, campaign reach, and return on marketing investment (ROMI).
As a Programmes and Operations Associate for the Know Thy Major × Bondue Business Forum 2025 under SMU Business Society (BONDUE), I was involved in planning and executing large-scale student events. This included designing programme flow, coordinating logistics, and allocating manpower to ensure seamless event operations. Working closely with the Organising Committee, I gained hands-on experience in project management, problem-solving, and cross-team coordination while contributing to events that support student development and community engagement.