Jakarta Metropolitan Area
Started with nothing in Jakarta except a desire to prove people wrong that a Singapore agency can't survive here. I now lead a team of 30 outstanding strategists and creatives working on beloved brands like LEGO, BCA, Free Fire, Bosch and more.
I accepted the challenge of starting GOODSTUPH's first overseas office without even visiting Jakarta before. It wouldn't be that difficult, would it? Despite having 0 connections in Indonesia, I survived a pandemic, grew the team from 3 to 25, and lucked out on clients willing to give this little upstart a chance. I'm protective of the culture we've created: To give our people a no bullshit environment so they can create the work of their lives.
• HPB Online Revamp I lead the transformation of the Board’s website to a corporate-facing one, working across divisions to identify the consumer needs and translating that translate into strategic recommendations for the information architecture and UI/UX. • HealthHub HealthHub is the nation’s future of healthcare and health promotion. It allows users to access their patient records, parents to view their child’s immunisation record and in the future, tele-health and more. I lead the marketing efforts for this digital health product which has seen more than 50,000 downloads and 7 million page views in the last 12 months. I also lead the UX/UI revamp of the mobile app and web portal, working with multiple stakeholders such as the Public Health Institutes, Ministry of Health and developer partners. • Search Engine Marketing Manage and optimize the SEM campaigns for HPB. Improved CTR from 1.5% to 3.3% and Average position from 3 to 1.3 •Digital Governance Framework. Formulate the overall digital governance framework for the whole of HPB. This framework consists of: 1. Policies 2. Processes 3. Structure 4. Best Practices 5. Crisis Management. •I Quit Smoking Cessation Programme Responsible for the digital media buy, creative and activations for the campaign. Improved the cost per acquisition from $40 to $13.4 per sign up via SEM. Spearheading the transition to a new CRM platform with marketing automation capabilities.
Leading a team of two junior Digital Strategists and for responsible for growing the social influence of the following brands: Electrolux Asia Pacific, MINI Singapore, HTC Singapore, Hewlett-Packard Singapore and AXN Asia. • Cultivating relationships with influencers in the tech and lifestyle sector. • Crafting content based on consumer insight with an aim of generating conversations around the brand. • Conceptualisation and execution of integrated campaigns, both offline and online
The go-to person for all things Facebook, Twitter and everything in between. Manages internal and public facing social media channels, ensuring timely and relevant content updates. Provides technical advisory and ideation to accounts team to secure campaign success.