Singapore
As a Brand Marketing Manager, I lead a team to deliver 360° go-to-market (GTM) plans and execution. I also manage brand activations, partnerships, CSR, social media, and organic and paid KOL activations and public relations. With a Bachelor of Business Management degree from Singapore Management University and a semester at KEDGE Business School, I have developed expertise in digital marketing, regional campaign management, and cross-functional collaboration. I have pioneered new digital activations that drove significant sales and engagement. I have also collaborated with cross-border teams and agencies to execute brand and trade marketing campaigns for Singapore and Malaysia, enhancing brand equity and sales for Converse. I am passionate about the digital landscape and believe that it is the forefront of brand communication in the long run. I am always eager to learn new skills and tools, such as Google Analytics, Google Adwords, and Facebook Advertising, to optimize my marketing strategies and outcomes. I am also adaptable, detail-oriented, and proactive, taking ownership of my responsibilities and tasks. I aspire to create impactful and innovative marketing solutions that resonate with the customers and the market. • Selected for the DFI Regional Women’s Mentorship Program • Spotlighted as Guardian’s best team member award twice in 2023
APAC Brand Management | APAC & MEA, Africa Digital Transformation | Qualified AI Trainer • Collaborated with Local Brand Managers to unlock growth opportunities; shared best-in-class campaigns and launched the TH Growth Workshop to inspire local teams. • refined 20 product concepts, with 6 top concepts qualifying to drive business growth. • Drove product innovation reviews, accelerating toolkit readiness and equipping markets with high-quality assets for awareness and conversion. • Developed key visuals and benefit communication for brand.com, Shopee, Lazada, and Amazon; designed and adapted in-store materials for all variants; ensured full compliance for claims and artwork. • Built and deployed influencer and content toolkits across AMA markets; spearheaded TikTok & Shopee KOL activations for SGMY; launched branded content series in collaboration with R&D. • Piloted and operationalized GenAI Search program, converting strategy into actionable SOWs and agency partnerships. • SEM Performance: Achieved >71.37% impression share and 50% click rate on must-win keywords; launched Paste-dedicated SEM (22% IS vs 20% benchmark); improved participate keywords (14.75% IS vs 10%; 14.97% click share). • Achieved record 97% Content Readiness Status in e1-content across APAC categories, prioritizing SG, MY, TH, and PH. • Spearheaded regional activation plans & product innovations to meet GMV targets for Shopee, Lazada, and TikTok Shop JBP. • Launched and analyzed 6 branded ads, with 5 outperforming benchmarks (+70 pts vs benchmark). Organisational: • Offsite Team Bonding (July & Sep 2025): Led cross-functional offsite sessions to strengthen collaboration, engagement, and team synergy. • AMA Brand Conference: Served on the organizing committee to drive capability building, cultural alignment, and networking across categories. • Digital Capability Training: Elevated AMA commercial teams’ digital expertise through targeted trainings on e-content, media strategy, KOLs, and YouTube.
People manager who champions house brands GTM product launches via trade, PR, social and digital channels. • Selected for the DFI Regional Women’s Mentorship Program • Double-hatted dual managerial jobs for 6 months to lead both digital and brand teams, and spotlighted as Guardian’s best team member award twice in 2023 Key achievements: • Launched Guardian BAEs brand ambassador program, to spotlight 4 creators across the year to share their beauty and empowerment stories and top picks, thereby enhancing brand credibility and stronger purchase intent • Pitched and launched local cosmetic & skincare brands, Sahur’s Art Beauty and Oh Hello Bae by leveraging on creator-led homegrown brands to #SupportLocal and delight consumers • Pioneered #IYKYK Beauty GTM product launches with commercial team to launch viral Asian beauty brands namely Olive Young best sellers such as Anua, Numbuzin, Skin1004 and more to drive market share and newness • Created the first active wear Guardian x Gym Squad Active Collection & launched it at Live Smart & Healthy PR Event with 100 KOLs and 24 brand partners • Created the first-ever Guardian fashion & beauty extravaganza with 26 brand partners that engaged 108 media/KOLs, securing $2.6mil PR value, exceeded LY’s performance across social coverage (+73%), reach (+40%) and AVE (+91%) • Pioneered first-ever beauty and fashion partnership with local fashion label Ohvola to create the limited edition Ohvola x Guardian capsule collection with 60% sell-through in first 2 weeks • Spearheaded first-ever Sound-off Yoga & Soundbath media launch, in partnership with Jewel Changi Airport; driving $85K AVE and $908K impressions • Launched the first-ever #DoubleTheNatural sustainable body and haircare range - Guardian Eco-Garden - across omnichannel touch points • Launched sustainability partnership with Mandai Wildlife Group to adopt an Orangutan to protect wildlife and conservation
People manager who leads social strategy and paid media to scale brand & commercial objectives. Key achievements: - Accelerated Tiktok channel acquisition YoY growth rate by 350x, establishing Guardian as the top health & beauty retailer on TikTok - Invested in SuperLike Tiktok Ads, achieving 1.5x higher VTR and 1.4x longer average watch time and nominated as best practice as a TikTok Case Study - Pioneered new Live Health Smart digital activations via paid, owned and earned media that drove positive uplift of sales vs budget, namely launching a new pharmacist video series that leveraged on tiktok myths (64K views) and new KOL activation (cost per reach $0.19, cost per view = $0.20) that scaled cost-efficiencies significantly compared to industry benchmark of average $1 - 5) - Drove Live Health Smart atrium sales revenue with social ads and KOL activation, with a high engagement rate of 3% (vs 2% target) and high reach of 105K (vs 50K target). - Pioneered partnership with a new footfall provider, decreasing cost per store visit from $5 (2021) to $0.06 and drove a total of 1.2mil store visits (average 100k store footfall monthly) - Spearheaded Guardian Oral Care x Sensodyne digital activation with 1.18mil impression, 116k views, 3K website clicks and positive sales uplift. - Developed a new KOL strategy to showcase Orange Party deals, driving 276K views (CPCV = $0.33), positive uplift in sales and transactions (highest transaction count in Sep 22) - Pioneered Own Brand digital activations for paid and owned channels, increasing OB penetration - Drove uplift in P10 Beauty Days sales vs LY across Facial Masks and Cosmetics via tactical ads, KOL activations, social content - Drove +57% e-commerce traffic growth - Accelerated EDM subscriber growth rate by +84%
People manager who leads cross-border teams to drive 360° go-to-market (GTM) marketing strategies for Singapore and Malaysia to enhance brand equity and sales. With proficiency in digital, I ensure that we drive O2O synergy with an omni-channel approach. • Collaborate with cross-functional teams in merchandising, commercial, retail operations, e-commerce and regional/global counterparts to achieve business objectives • Plan media mix for ATL/BTL channels such as digital, media/KOL relations, sponsorships, CRM, OOH media, trade promotions, activations • Manage creative, digital and PR agencies to execute brand and trade marketing campaigns • Project and track A&P annual budget to ensure that P&L and commercial growth is healthy • Analyse post-campaign reports, monthly business reviews, monthly actual spend & ROI, quarterly seasonal recaps • Pitch quarterly strategic marketing plans and annual operating plan to HQ and regional teams, to localize global campaigns effectively • Identify new marketing and affiliate partnerships to acquire new customers and increase brand awareness. • Drive wholesaler partnerships to increase brand penetration and higher SOV on our distribution channels. • Spearhead digital, social and content strategy & KPIs to drive online marketplaces & retail sales, via paid social (FB/IG/TikTok), programmatic display, footfall ads, Youtube etc. Key achievements: • Pioneered Converse SG’s TikTok penetration with 232.5K views from 1 Mar to 29 June • Launched Jewel Flagship Store x City Forest activation with pre-launch, launch and sustenance phases. Achieved the following performance in a month – o Organic & Paid Social – 8 Mil Impressions, 4 Mil Reach, 680K views o AR Instagram Filter – 61K Impressions o Earned PR – 17.8 Mil reach, $516.9K PR Value, 353 Coverage Clippings, 13K engagement. Notable pieces of coverage include The Straits Times, Lifestyle Asia, TheSmartLocal, Time Out, Her World and Nylon Singapore. o Sales vs Budget – 109%
Part of the SEA Marketing Team for mass & upscale supermarkets. Dairy Farm x TSL CSR - Spearheaded CSR initiative with Guardian, Giant and Cold Storage to bless our frontline healthcare workers with healthy essentials, immune system and natural energy boosters, in light of the COVID-19 situation. CS Wine Collective • Launched the first Cold Storage Wine Collective community with lead generation social ads & website pop-ups to increase email subscriptions • Collaborated with SEA Regional Head of Commercial (wine) to launch The Grape Escapes video wine series to increase acquisition of new sign-ups for mailing list • Push exclusive insider wine tips to engage the wine community via personalized EDMs as part of loyalty retention strategy, thereby increasing overall online wine sales CS Fresh Great World Launch • Led digital strategy for pre-launch, launch and sustenance phases for new concept flagship store – CS Fresh, increasing Y- o-Y sales • Pioneered CS Fresh Collective ambassadors to curate a long-term fresh food specialist community, thereby building brand resonance and affinity • Launched awareness video - Take Your Taste Buds On A Journey; to showcase the shopper journey and new offerings throughout the store • Partnered with Miss Tam Chiak and TSL to build top-of-mind recall, brand salience and drive visibility to passionate foodies CS Christmas • Achieved an increase Y-o-Y online sales on DTC microsite • Spearheaded the Christmas Grazing Table KOL activation that leveraged on the popular grazing platter trend from the US, generating 576,131 impressions with low CPR of $0.04 • Launched an interactive IG Filter that garnered 59,013 impressions and 3.34% (vs 2.43% industry benchmark) E.R. • Pioneered the first mobile game – Merry Giftaway to engage consumers and increase footfall to stores • Collaborated with Honeycombers & TSL to drive awareness and purchase intent
Plan and implement 360° integrated marketing campaign strategies and budget for Giant Singapore, ranging from festive to thematic campaigns, with the objective of driving footfall and sales. Key Achievements: Chinese New Year 2019 • Spearheaded Giant’s first 10 God of Fortune animated gifs which obtained 33.7mil views from Instagram Stories, Facebook, WhatsApp and Telegram. Campaign was featured on The Drum. • Collaborated with PR, influencer, event and social media agencies to seamlessly conceptualise and execute Giant’s first OOH steamboat launch activation. • Increased total PR value by 191% in media coverage, covering Giant’s CNY consumer activations, steamboat order service and shareable content from influencers. • Proposed new content partnerships with Food King NOC and MoneyDigest to create engaging content to amplify our steamboat bundles launch. • Achieved a 119% footfall uplift with programmatic drive-to-store ads, thereby increasing revenue. • Drove online steamboat orders with digital ads at a low cost per result. • Plotted and analyzed trendline of online buying behaviour and website traffic for Giant’s steamboat online orders, by identifying significant spikes that was contributed by our earned, paid and owned media channels. • Launched and managed the Jackpot and Fortune Reading games to drive session duration and traffic. • Analysed consumer sentiment, programmatic audience and performance insights on paid, owned and earned media channels to evaluate ROAS for management presentation. Giant Hari Raya (29 Mar - 6 Jun 19) • Achieved an overall 4.33% Y-o-Y growth in unique users, displaying the effectiveness of media mix and content strategy • Drove 84% increase in impressions, 401% increase in engagement and 1004% increase in views • Produced a Hari Raya jingle lyric video with highest VTR of 14.70%, depicting that the content was highly engaging to viewers
Key achievements: 1. Media Planning & Content Creation • Utilised owned, earned and paid media channels for acquisition, awareness, engagement and lead generation — Owned (website, app push notifications, app/SMS landing pages, eDMs), Social (Facebook, Instagram, Youtube), Search (SEM, SEO) Display (GDN, premium buys), Content (advertorials, travel / infographics videos, KOLs, microsites, gamification) • Conceptualised editorial calendars for #M1travelstories (Prepaid), M1 Merry Rewards (Loyalty), #M1travelinspo (Data Passport) #UltimateVacayBuddy (Samsung Galaxy Note8) • Launched a travel-centric campaign to target travellers for M1 Data Passport campaign via eDMs, social media (Facebook Canvas & IG Stories), and My M1 App push notifications and landing pages • Collaborated with cross-functional teams to execute EDMs & app landing pages to target our customer base 2. Public Relations • Formulated marketing calendar, campaign strategy and media budget for Samsung Galaxy Note8 launch and sustenance plan, which involved sending a travel key opinion leader (KOL) — Tripzilla; to Okinawa for travel video production and advertorials • Evaluated and selected KOLs, media owners and content providers to partner with and amplify campaigns 3. Data Visualisation & Campaign Reporting • Designed an automated Klipfolio Data Visualisation Dashboard to monitor and optimise Google Analytics, Adwords and Facebook performance insights for key stakeholders • Tracked consumer sentiments for mySIM Unlimited Data Plan launch across all competitors’ media platforms (earned and owned media channels) • Measured ROI metrics (Google Analytics, Facebook and Adwords Analytics) in post-campaign reports for all digital channels to develop both qualitative and quantitative key insights and learnings • Audited past digital marketing campaigns for brand (20th Anniversary) and product (Prepaid M Card) to recommend overall areas of improvement and best practices