Singapore, Singapore
I specialise in making marketing & sales work at scale from planning and execution to optimisation - by connecting strategy, systems, data, and teams. I bring hands-on experience in end-to-end marketing and campaign management across 40+ international and local FMCG brands, including Kleenex, Martell, Absolut, Coca-Cola, Energizer, Greenfields, Din Tai Fung, Cocoa Trees, and Culina, spanning Modern Trade, General Trade, E-commerce, and B2B2C environments. My experience also includes institutional and hospitality brands such as NTU, Duke-NUS, JLL, and Pan Pacific, as well as B2B clients including Singtel, Alibaba Cloud, Autodesk, Deel, Equinix, Deltek, Fortinet, Yellow.ai, EDB, Splunk, Claroty, Telstra, Acer, and JustGlobal. Through these engagements, I’ve seen first-hand how data analytics shapes stronger business and marketing strategies. This sparked my passion for working at the intersection of marketing automation and business analytics, using insights to drive ROI through effective brand storytelling and digital marketing strategies. As an organised self-starter, I’m known for bringing structure to ambiguity — turning unstructured inputs into coherent, executable plans that meet quality standards while advancing larger business goals. I enjoy sharpening facts and social perspectives to contribute to business innovation, strategy, and implementation. Strengths: • Business Acumen & Data-to-Insight Thinking Translate data into actionable insights by blending marketing creativity with structured methodologies and analytics frameworks. • Critical Thinking & Business Needs Analysis Collaborate across functional and technical teams to translate complex business challenges into clear marketing objectives in fast-paced environments. • Project & Campaign Management (End-to-End) Delivered 100% milestone completion by recovering 15 abandoned projects within 3 months through process and stakeholder alignment. • Digital & Performance Marketing Execution Managed 50+ digital marketing campaigns, optimising funnel metrics to achieve 10%+ performance uplift. • Client, Channel & Growth Management Serviced 50+ B2B and B2C clients and launched 5 new e-commerce channels within 2 months, driving 40% revenue growth. Specialties ★ Campaign Management (B2B, B2C) ★ MarTech ★ Digital Marketing ★ Account Management | Project Management ★ Data Analytics | Data Visualisation | Web Analytics ★ Integrated Marketing | Brand & Go-to-Market Strategy ★ Stakeholder Management ★ Trade Marketing | Category Management | E-commerce 📩 Contact: [email protected]
• Transformed a graphics-focused marketing team into a strategic 360° function by integrating brand strategy, trade marketing, go-to-market planning, and commercial execution to strengthen brand visibility and expand retail partnerships. • Spearheaded the commercialization of a premium imported food brand by developing its positioning, go-to-market strategy and retailer activation framework, driving nationwide adoption and brand differentiation. • Optimised marketing operations by streamlining internal and agency workflows, expanding capabilities across creative, digital, SEO, AI-enabled marketing, and experiential marketing, while implementing centralized asset governance to improve efficiency and scalability. • Built the company's social media presence and content strategy, transforming events and trade activations into high-visibility campaigns that significantly increased audience growth, engagement, and retailer collaboration. • Led the company's presence at a major international food exhibition, securing sponsorships and delivering experiential, corporate, and digital campaigns that strengthened brand positioning, generated qualified business leads, and maximized marketing ROI. • Commercialized premium food products through strategic partnerships, influencer collaborations and integrated PR, social media, retail activations and in-store sampling to drive consumer trial and retail performance. • Championed AI-driven marketing workflows that accelerated campaign delivery, enhanced creative quality, and scaled marketing execution across seasonal promotions and trade activations. • Developed strategic trade sell-in proposals that secured listings across 48 retail outlets and supported product launches through commercial storytelling and data-driven value propositions • Developed shopper-focused trade marketing assets, including product labeling and thematic retail displays, strengthening in-store visibility and enhancing the customer purchase journey.
The Most Arduous Job that I will still do it all over again. Served as the main caregiver for my late father, overseeing all aspects of terminal illness health management, daily care routines and emotional support. Overcoming Challenges with Resilience: Tackled multiple caregiving challenges from medical coordination and financial constraints to emotional fatigue by applying structured planning and adaptability. Currently expanding expertise in GenAI and Digital Marketing — learning data-driven strategies, content creation, and CRM tools to enhance communication, engagement and outreach effectiveness. • Home Nursing & Personal Care: Provided comprehensive daily care and medical assistance for an aged parent, including medication administration, mobility support, and health monitoring. • Caregiver Training & Quality Oversight: Trained and supervised domestic helpers to ensure adherence to proper caregiving practices and home safety standards. • Medical & Community Partnership Management: Identified, engaged, and bridged partnerships with healthcare professionals, HCA Hospice, social workers, community nurses, and support organisations to enhance medical and nursing care. • Financial Aid & Grants Administration: Applied for and managed financial assistance and caregiving grants, offering constructive feedback to relevant associations to improve care programmes. • Data-driven Care Optimisation: Pioneered a matrix analysis integrating medical advice, home-care practices, and caregiver feedback to optimise elderly health outcomes.
With more than 2 decades of experience across FMCG and F&B marketing, I specialise in building brands, accelerating commercial growth, and delivering integrated marketing strategies that drive measurable business results. My experience spans leading brands including Tiong Lian Food, Din Tai Fung, Culina, and Pernod Ricard, where I have successfully delivered 360° campaigns, product launches, trade marketing programmes, retail partnerships, outlet openings, and customer engagement initiatives that increase brand awareness, traffic, and sales. I combine strategic thinking with hands-on execution, partnering closely with sales, operations, creative and agency teams to transform business objectives into data-driven marketing solutions. Passionate about consumer insights, digital marketing, and commercial excellence, I thrive on creating impactful campaigns that strengthen brand equity, enhance customer loyalty, and deliver sustainable business growth.
Creative strategy pitches and new businesses Account servicing and client management Stakeholders management Campaign optimisation Costing and financial viability
• Nurtured diverse global enterprise accounts inclusive of high-technology, marketing automation, mobile, database, trade credit insurance, SaaS, digital transformation companies and government organisations. • Acted as a trusted pre and post advisor to clients and drove successful end-to-end client solutions via marketing and sales funnel campaigns. • Established best practices as APAC’s CX employee #1 and collaborated with enterprise sales managers on offer proposals, identified growth opportunities and increased clients’ budget expenditures to penetrate a challenging APAC market. • Increased upweight (incremental campaigns, client retention) by 30% within 2 months of account management.