This is a pivotal point in my career where I lead product innovation and development through design thinking and lead the creation of 2 programmes that won 19 regional awards:Keepers’ App (2019)Best Use of Advocates (Silver) - Asia Pacific Loyalty and Engagement AwardMy Animal Buddy (2021)Best Engagement Strategy – Specific Audience (Gold), Asia Pacific Loyalty and Engagement AwardBest Use of Experiential / Live (Silver), Asia Pacific Loyalty and Engagement AwardBest Covid-19 Response – Engagement and CX (Bronze), Asia Pacific Loyalty and Engagement AwardBest Use of Consumer Insights / Data Analytic (Bronze), Asia Pacific Loyalty and Engagement AwardBest Engagement Strategy – B2C (Bronze), Asia Pacific Loyalty and Engagement AwardBest Online Experience (Bronze), Asia Pacific Loyalty and Engagement AwardBest Original Content (Gold), Mobex AwardsBest Industry Specific use (Bronze) – Mobex AwardsRanger Buddies (2022)o Most Creative - Specific Audience (Gold), MARKieso Most Creative - Integrated Marketing (Silver), MARKieso Most Effective - Content Marketing (Silver), MARKieso Most Effective - Social Media (Silver), MARKieso Most Creative - Content Marketing (Bronze), MARKieso Most Effective - Launch/Relaunch (Bronze), MARKieso Best Customer Experience (Gold), Asia Pacific Loyalty and Engagement Awardo Best Use of Gamification (Silver), Asia Pacific Loyalty and Engagement Awardo Best Omni-Channel Strategy (Bronze), Asia Pacific Loyalty and Engagement Awardo Best Use of Advocates (Bronze), Asia Pacific Loyalty and Engagement AwardI am the product lead for both Keepers’ App and My Animal Buddy, applying the design thinking process, from extensive user research and ideation to testing of several prototypes. For My Animal Buddy, I defined the content strategy and developed story series that were well received. Currently I'm leading the content team for Ranger Buddies, focused on providing engaging and meaningful experience for young families.

I have the opportunity of shaping the marketing strategy, new initiatives and team from scratch.Lead team of 6 people in pursuing our objectives.• Tactical Marketing, Event & Project managemento Work closely with a business unit to grow business revenue by 150%.o Initiate a pilot campaign for higher education that doubled enrolment pax.• Branding, PR & Strategyo Lead C-suite corporate strategy and branding project to map company's 5 year development plan.o Develop PR strategy and engage stakeholders• Customer Engagement & Community Developmento Plan and launch Training Vision's membership community and improved Net Promoter score and increased brand loyalty. Increased word of mouth signups through identifying and developing advocate members

Joined company as Marketing Manager but currently helms the position of Business Manager, overseeing the entire Singapore outfit of OpenRice since September 2014. Strategic Overview- Responsible for the direction and results of the SG company- Budgeting, Revenue forecasts, P&L- Managed the Editorial & Content Team, Operations & Support, Business Development Team- Provides Marketing direction for Social Media and Digital Marketing initiatives Marketing - Digital, Social, Mobile and More- Revamped Social Media Strategies and hands on, executed new content roadmap, testing cases. Under my direction, the team achieved 30% Y-O-Y 4Q web traffic growth in PageViews and in 1H 2015, 82.5% Y-O-Y growth in Unique Visitors to our portal.- Solely executed social media content planning and creation until I hired social media executive in May'15.- Proficient in Facebook advertising strategies and briefly did facebook ad optimization.- Company owns 2 facebook pages: OpenRiceSG grew from 42k fans to 51k fans in 3 months since I took over. OpenSnap relaunched in April'15, grew from 7k to 27k fans by July'15. Both facebook pages presently have the highest community membership base as compared to all competitors and similar businesses in Singapore.- Launched OpenSnap App in April'15 to more than 50k downloads and consistently ranked as Top 10 in iOS app store, Food & Drink Category and Top 50 in Android, Lifestyle App category.- Managed PR and Influencer outreach initiatives, loyalty programmes and also priority on SEO practices. Business Development- Built sales team from scratch with full team strength in April'15.- Grew number of business accounts by 500% in 2 months. Leadership by Example- Emphasized entrepreneurial mindset and culture to the team. Focused on team skill development by setting up individual and group training in sharing what I know.

Had the opportunity to lead the team in leveraging on different teams in the company to achieve the maximum marketing returns on both B2B and B2C segments. Strategic Overview- Created marketing roadmap- Managed marketing budget of annual > $1.7mil- Developed clear sales strategy and promotions - doubled revenue figures in 2012 vs 2011- Lead RePricing & Brand RePositioning project, focusing on Customer research initiatives and monetizing value insights- Developed insight reports based on data analysis and review processes for leading indicators to achieve KPIs. Branding- Responsible for all marketing initiatives and communications in Singapore market to maintain TOMA.- Integrated branding campaign across OOH, TV, Online, Print, Radio, Regular and successful events. Digital Marketing- Optimised marketing communications for customer touch and conversion points on website- Created social media engagement content and campaign roadmap.- Mobile App marketing that is responsible for 50% of site traffic coming from apps. Event Management- Spearhead series of successful agent seminars that had high impact on branding and revenue.- Put together effective media buy that led to high traffic to our consumer property showcases.- Handled event marketing and PR. Customer Engagement- Launched Lifecycle Marketing Programme - key event triggers to support marketing campaigns and audience engagement.- Created training syllabus to clients as part of Customer Loyalty and Retention programme.- Provided product knowledge and marketing training for Customer Service Team. Tactical Marketing- Increased B2B from 60% to 80% Market Penetration.- Developed clear sales strategy and promotions.- Focused on lead generation initiatives.- Provided marketing support and product training for entire Sales Team.- Created marketing and sales script for Telesales team.

I had an eye-opening stint here organizing events from scratch – cradle to grave. Each event started off with an opportunity, developed into a concept and executed from ground zero. There was 1 exhibition almost every 1 – 2 months. Strategic Overview- Develop individual event's USP and event calendar.- Identified opportunities for Strategic Partnerships and sponsorships (Successfully negotiated several ranging from $30k to $65k.)- Managed individual event's budget, P&L Branding- Defined each event's USP and creative guidelines - "look & feel"​- Created ATL & BTL marketing and media plan on both online & offline platforms.- Managed PR for individual events Event Management- Created and managed pre event activities and on site workshops and seminars.- Onsite logistics planning and execution. Digital Marketing- Created and maintained content for each event.- Incorporated e-commerce functions.- Introduced digital & social media marketing to company's events. Customer Engagement- Created tactical promotions targeted at increasing event traffic. Highest record traffic is 200k visitors over a 3 day weekend. Tactical Marketing- Tailored sales proposals and created opportunities for sales team to maximise event sales revenue. Leadership by Example- Built excellent rapport with colleagues.

I started my stint in SPH in a new position to overhaul and create processes for managing circulation and penetration in the education sector. I had the opportunity to engage every stage of the value-chain and develop non-existent processes. After promotion, I moved on to getting exposed in the branding and product management aspects of SPH's newspaper titles and am in the position to initiate successful topline marketing campaigns. I am also the pioneer for SPH circulation's foray into online subscription ecommerce. Strategic Overview & Branding- Created comprehensive reporting structure, circulation tracking and forecasts.- Project managed the first subscription website and backend integration.- Created ATL & BTL marketing and media plan on both online & offline platforms.- Responsible for all communication materials for campaigns and for use in the education sector.- Oversee team members’ account servicing and targets Digital Marketing- Introduced online marketing and SEM to traditionally print marketing initiatives.- Created online ePaper for students. Event & Customer Management- Twice annual key subscription drives that involves a large scale event and promotion.- Identified and secured potential partnerships.- Introduced digital & social media marketing to company's events.- Account serviced 50 schools in the East Zone.

My formative marketing role where I learnt my fundamentals to digital marketing, effective marketing copy and how an online business model works.Role KPIs – Community number (circulation) Loyalty campaign and promotions for trade magazines and market research report Prepare weekly sales & revenue reports and campaign performance reports Participated in tradeshows