Singapore
Experienced Marketing Manager with a demonstrated history of working in the internet and FMCG industry. Skilled in Business Development, Marketing Strategy, Brand Management, Strategy, and Marketing. Strong community and social services professional with a Master of Science - MS focused in Marketing and Consumption from School of Business, Economics and Law at the University of Gothenburg.
Led APAC integrated marketing campaign from go-to-market planning, localization & launches. Partnered closely with product marketing, regional leadership and sales to ensure relevant insights are captured, craft APAC relevant stories and amplified across channels e.g. digital, socials, events. Ensuring campaigns delivered measurable impact aligned with business priorities.
Led the planning and execution of Integrated B2B marketing program including field marketing and scaling of global thought leadership programs through events, digital and PR based on local business and cultural insights. Covered 3 key APAC markets i.e. China, India, SEA.
Built Meta's best performing SMBs educational program unique to SEA region and tailored to each market's needs. Re-invented the way to scale the program through media partnerships. Drove Meta's brand sentiment and product consideration through SMBs educations, inspiration, and integration with local cultural moment.
• Brand growth strategy development o Planned snacking innovation roadmap – trend spotting, concept and mix development and validation o Strengthened brand equity – developed communication assets (TVC, KV, and digital) to SEA markets • Digital marketing strategy o Digital segmentation strategy – identify digital target sub-segments and content serving architecture based on brand strategy o Content development & execution – co-work with customer journey optimization technology platform to design content serving architecture, developed digital assets adhering to digital best practice, set and monitor weekly ROIs during test-and-learn campaign period • New product launch execution – conducted feasibility analysis, and lead cross-functional innovation team including R&D, Procurement, Supply Chain, and Finance to ensure on schedule launch Results: sales exceed target by 2.4 times • Project team management – manage cross functional team of 7, ensuring day to day operations and deliverables are fulfilled
• New product development – developed marketing 6P’s mix and ensure projects financial feasibility Launches include Solero Split, Dung Dung Red Bean, Wall’s Finding Dory, and Ice Cream Sandwich Results: sales exceed target by 50%, no.1 SKU after 6 months launch and best performing SKU in 7-Eleven Thailand • Communication asset development – executed NPD launches and roll-out global brand re-launch campaign executed on TV, OOH and digital channels based on SEA consumer snacking insights • Budget management – responsible for 1.6m Euro, managed allocation and kept variance within 0.5% of budget target
• Local Brand Building for Foods, Homecare, and Oral Care category o Planned & executed PR activities and consumer country-wide consumer activations o Launched Unilever’s new category to Myanmar market through trade and consumer launch events • Trade and Shoppers Marketing – promotion planning, visibility & merchandising tools development for modern trade and general trade channels according to category growth strategy • Modern Trade Customer Development – drafted and successfully negotiated for share of shelf exclusivity contract in Big C’s CVS format (Thailand’s 2nd largest hypermarket operator)
• Conducted primary and secondary research for market sizing for Thailand Eastern Seaboard logistic market due diligence
• Developed business models for the new store according to revenue target ensuring it matched potential customers’ requirements and align with True’s image and position