Singapore
Digital savvy strategist and marketer with over 9 years of combined agency, brand & consulting experience in travel and FMCG categories. Obsessed with nailing the sweet spot between brands and consumers to create relevant communications via optimised channels that build and amplify brands' digital and social presence. Demonstrated history of planning and managing integrated launch campaigns to bring new brands and products to life with tangible digital and business outcomes. Also a coffee addict, student of life, system builder. Always happy to chat at [email protected]
Working with brands to transform their way of marketing through strategic brand/creative work, development of marketing strategies & toolkits, people & capability programs, and processes & operating model change.
Led & managed the FMCG team to develop integrated, ecommerce marketing plans and drive adoption of platform’s native advertising solutions for key accounts in Health & Beauty, Mother & Baby and Grocery categories across RedMart and Lazada channels.
Launched and managed 2 new beauty brands under Spa Esprit Group with a focus on establishing the brands’ digital and social footprint, retail and e-commerce channels. Helped open up the Group's current portfolio of retail products to a new online market via the launch of its first e-commerce platform and led the brand's marketing: - Managed A&P budget, spearheaded multi-channel marketing plans, partnerships, e-commerce touchpoints on Shopee, Lazada, and grew the product portfolio & assortment - Grew e-commerce sales at a rate of over 50% per quarter Worked closely with content executives to manage & monitor both brands’ social platforms, develop content calendars, oversee content production and create effective social-led campaigns to achieve various business objectives e.g. doubling e-commerce traffic and sales from 2018 to 2019 with social-led GSS campaign Led the strategizing of digital & social media plays to optimise brand awareness and drive product uptake across both brands – including: - Planning of media mix & budget allocation, retargeting tactical campaigns, targeting segmentation and evergreen communications plans - Working closely with media agency to optimise campaign media performance from CPA and ROI perspective, with a key focus on paid social, SEM and Google Broke into new, high barrier category with the successful launch of Singapore’s first luxury intimate care brand and hit $1M sales in less than a year - Established brand’s social channels, sparked social and digital conversations with over 50M reach locally upon launch, and successfully sold out debut product via an integrated launch campaign across social, digital, PR, in-store activations and event - Helped establish and manage agencies and partnerships to generate over press and influencer features worth over $3.2M in media value - Planned and helped roll out 6 product launches in a year – from market research & positioning to brief development, campaign planning to launch
Key accounts: Abbott Singapore, UOB, Sembcorp - Pitched for and won multiple accounts including Abbott Singapore - Continued to develop and deliver multiple campaigns from start to end for the account – from market research, to distillation of insights, to creative briefing and ideation, to campaign planning and reporting. Continued to value-add to client through the collaborative development of full-year brand and marketing plans through a series of strategic workshops. - Conducted multidisciplinary digital audits together with Head of Planning across content, analytics, CRM, search, e-commerce etc. and helped clients develop integrated digital marketing strategies, including evergreen connections plans that are aligned back to the brand and business, implementation and operational plans - Helped expand agency’s offerings through multiple framework developments, including agency’s first ecommerce digital shelf optimisation framework - Bolstered agency’s digital consultancy services through the development of an organisational digital maturity evaluation framework - Managed the team’s junior members (3-4 planning interns over time) across multiple audit and research projects. - Led and managed all of the planning team’s 5Cs research projects (over 11 major new business and key accounts)
Key accounts: DBS SME Banking, Gardens by the Bay, A*STAR, LEGO, Starbucks - Research Lead across multiple categories (fintech, FMCG, government statutory boards, and banking etc.), delivering in-depth brand, consumer and competitor research reports, insights, and product positioning workshops - Strategic support to Head of Planning in developing creative briefs and campaign planning across existing clients, new businesses and successful pitches (Lego Friends and Starbucks) - Spearheaded the establishment of internal planning processes, research and audit frameworks
Took up a summer internship at LunchClick, which is the mobile arm under Lunch Actually. I experienced working in a high tech start-up environment, where I was exposed to the mobile app landscape and contributed to user acquisition strategies. My roles and responsibilities include: - Assisting the marketing team in conceptualising and executing marketing campaigns, including social media strategies. - Helping to maintain the brand's social media channels (Facebook, Instagram). - Managing bloggers for app reviews. - CRM with app users to obtain feedback and reviews. - Writing weekly articles for content partners. - Assisting in other offline marketing tasks, such as liaising with external vendors and securing sponsorships for events.