Singapore
Strategic media and digital marketing professional with deep expertise in integrated media planning, performance marketing, and social content. Cross-industry experience spanning telco, finance, fintech and consumer electronics, with a track record of driving impact in fast-paced, global agency environments. Proven people leader passionate about team and people development, and in building strong, high-performing cultures. Proactive, self-driven, and highly tenacious in delivering results and elevating teams.
Account Lead for the Mastercard APAC account, managing a team of 8. Developed and delivered integrated media strategies across APAC (Southeast Asia and beyond), overseeing end-to-end campaign strategy, audience segmentation & tactics, competitive analysis, planning, execution, and optimisation for Mastercard’s regional markets in APAC. This included: - Media Strategy and Planning for regional campaigns in Southeast Asia and other APAC markets (ANZ, Japan, South Korea, China, Taiwan, Hong Kong, India), including multi-market cross border, domestic spend incentivisation and B2B offering campaigns. - Driving governance and strategic alignment across APAC with the global team, partnering with local teams in Greater China, Japan, South Korea, India, Taiwan, Hong Kong and ANZ. - Driving regional digital Test & Learns, facilitating digital platform adoption across APAC. - Oversight of always-on regional communications initiatives with the Mastercard APAC Communications team. Expanded revenue stream to a new line of business for Mastercard, Mastercard Services, leading Media Strategy and Planning of campaigns for Mastercard’s strategic issuer and retail partners across Southeast Asia. Set up ways of working and internal processes from scratch, ensuring smooth operations for the new line of business. Clients: Mastercard APAC
Lead for Regional Projects for Mastercard APAC, which included: - Regional governance, ensuring adherence of all regional teams to global processes and directives. - Media strategy and planning for Mastercard's APAC pan-regional campaigns and initiatives - Planning oversight of Paid Media support for Mastercard's APAC Communications team Concurrently the Account Lead for Shark Ninja Singapore, helming overarching strategy and planning for Paid Media across Shark Ninja’s lines of business (Shark Home, Shark Beauty, Ninja Kitchen). With a team of 3, drove Shark Ninja’s official launch and its paid & commerce media efforts to penetrate the market. Expanded scope with Shark Ninja through extension of remit to the Philippines market, leading media strategy, planning, and buying for Shark Ninja’s first direct-to-consumer campaigns. Clients: Mastercard APAC, Shark Ninja Singapore/Philippines, Kraft Heinz SEA
Spearheaded governance for Mastercard APAC Regional, ensuring strategic alignment with Mastercard global directives. This also involved the identifying and materialising of APAC regional initiatives, to further adoption of new digital channels and innovations. Co-development of an APAC-wide Digital Channel Playbook, which involved a series of Test & Learns across 20 digital channels, evaluation and use-case building for these channels and cascading the Playbook to all APAC markets, allowing for adoption of new channel solutions at scale region-wide. Strategic development, planning & execution for paid media strategy for Mastercard’s APAC Communications unit. Planning Lead for the Kraft Heinz account, spearheading initiatives & projects across the Philippines and India markets. This involved market and competitive landscape analysis, Media Strategy development, Channel Planning and Activation. Continued oversight of the Allianz Singapore account. Clients: Mastercard APAC, Allianz Singapore, Kraft Heinz SEA
Digital, social and performance marketing, with a focus on content strategy and performance marketing. My role was primarily focused on managing day-to-day operations, such as coordination with clients, timelines, schedules, briefs to the performance and creative teams, and ensuring timely delivery of content, deliverables and KPIs. Performance Marketing wise, I was involved in the setting up and optimisation of Facebook Ads, Google Ads (Display/SEM) & EDMs, as well as the analysis & optimisation of campaign performance. Was involved in multiple out-of-scope campaigns, which required me to lead discussions and the formulation of strategies to tackle respective briefs. This involved the creation of proposals, and the effective and timely submission of deliverables. Clients I have worked with include – Brotzeit Singapore, Pizza Hut Singapore, Etiqa Insurance, Asian Business Software Solutions, Financio, Sen Natural, Canon Singapore and F&N (Benecol & Recycle N Save). Was also involved in several pitches – Pizza Hut 360 + Social, Pizza Hut CRM, Financio & Asian Business Software Solutions (Digital), V-Zug (Digital), CooperVision Social, BreadTalk and Toast Box (Social). Won Pizza Hut Singapore (Social) pitch in 2019.
Served as the President of the Junior Common Room Committee, which is the student leadership body that runs all student activities within NUS Temasek Hall. Led a team of 11 individuals that focused on catering to the welfare, interests and development of 500 residents of the hostel.
Served as the External Relations Director of the Junior Common Room Committee for two consecutive years, from 2015-2017. Was in-charge of the public relations and promotion of the Hall, as well as corporate relations in terms of sponsorship acquirement. Consolidated sponsorship efforts of the entire hall into a single committee, such that the process would be more streamlined and skills would be shared. This allowed for a three-fold increase of sponsorship value into the hall, compared to the previous academic year.
I served an internship for 14 weeks under Giraffe Consulting, A.S. Louken. I managed Operations for a three-day Babies and Children Expo Fair, named Supermom and Rise & Shine Festival respectively. The event saw an overall attendance of more than 40,000 people.