Singapore
I have 16 years of experience in marketing and media. In the last 10 years, my focus has been on regional and global businesses including Singapore Airlines and Singapore Tourism Board where I have played leadership roles serving as the key business lead, consulting marketing teams on paid media at agencies. In my latest role, I served as the Head of Marketing Planning at Singapore Tourism Board. I believe that a system of fair value-exchange with others will lead to beneficial outcomes for all. This means listening, understanding and collaborating with my partners, peers and team to solve challenges and deliver results. I care strongly about my endeavours and the people I work with. In particular, nurturing people under my care, so that they may thrive in their professional and personal lives.
As the Head of the Marketing Planning Department, my responsibilities included the 1) management of marketing success metrics including Brand Health research, 2) allocation of annual global marketing budgets, 3) lead for agency relationships (consultant, creative and media), 4) management of data warehouse initiative including marketing analytics projects with its appointed vendor Accenture and 5) management of Marketing Group’s annual planning platforms to drive annual marketing strategies. I led a team of five and reported to the Director of Marketing Planning and Partnerships.
After the merger of MEC and Maxus to form Wavemaker, I served as the client servicing lead on key accounts such as Health Promotion Board, OCBC Bank and Sentosa, and led a team of eight direct reports including Account Directors, Manager and Planners My Responsibilities included 1) delivering operational excellence in media for clients in the areas of strategy, digital and content to deliver on media strategy, network management achieved and 2) new business development opportunities for through pitching. I led on securing government tenders as part of overall GroupM wide efforts.
Client servicing lead on key global and regional accounts such as Singapore Tourism Board (Global), Singapore Airlines (Global), Pfizer (APAC), Alibaba (International markets excluding China). Led a team of eight direct reports including Account Directors, Managers, Planners and Buyers. Focus was on global media management including market management, globally-led media campaigns and integrated marketing campaigns across markets. Specifically, on STB, I worked closely with senior management stakeholders such as the APAC Chief Client Officerand APAC Chief Strategy Officer to lead on the pitch for Singapore Tourism Board (2017), developed Singapore Tourism Board’s global media strategy and media guidelines for its global marketing campaign.
Focussed on delivering excellence in media and communications planning across a diverse set of global accounts and regional APAC such as Singapore Tourism Board (STB), DHL and BBC News. During this time, I participated in a successful pitch for Singapore Tourism Board in 2013 and led in important initiatives such as the roll-out of an an inaugural annual communication review for STB in 2013 as well as next integrated marketing campaigns in new Southeast Asia markets. My key responsibilities included 1) network management by providing stewardship to local markets in the areas of integrated marketing campaigns, annual communication / competitive reviews as well as post campaign reviews, 2) collaborating with different internal specialist units such as strategic planning, activations, research, digital (SEM, SEO and social) to deliver against recommendations and 3) representing MEC to contribute in cross-agency collaborations as part of integrated communications planning I was a reporting manager to a team of 3 (manager, senior planner and planner) and reported to the Head of Client Services.