Founded Esse, a conscious womenswear label that merges timeless designs with sustainable practices. Esse is one of the few womenswear labels that pioneered the slow fashion movement in Singapore and has led the way with its ethical fashion practices. Esse was recently featured on BBC Asia. The brand has also recently expanded and launched in New Zealand.An advocate for sustainable fashion, I’ve been invited to speak about the issue of sustainability in fashion for companies like Fashion Revolution Singapore and ZERRIN.

As a marketing self-starter that has a proven track record of driving growth and acquisition for companies in a variety of industries, I was approached by a number of clients to help plan and implement marketing campaigns. This includes conceptualizing messaging, visuals and copy for marketing emails, website landing pages, social media posts and blog posts. Notable clients include global recruitment firm, Michael Page Pte. Ltd. and beauty and skincare brand, Clinique Singapore.

As the Social Media, Community and Lead Nurturing Marketing Manager, I obsess about all things B2B SaaS customer acquisition and building a community of loyal users who love the product.-Develop social media strategy and drive success by growing the number of followers on Facebook, Twitter and LinkedIn. -Created and hosted a series of webinars featuring TradeGecko resellers and customers.-Set up the company’s marketing automation strategy on Hubspot. -Collaborated with TradeGecko’s Sales Team to drive conversions of leads to MQLs through mapping out the overall customer lifecycle.

Execute the Singapore digital marketing plan for Club 21’s fashion and lifestyle portfolios in order to drive foot traffic to the stores and increase revenue, through planning and managing integrated digital marketing campaigns. Plan and execute the online media strategy for Google SEM and Display Ads, as well as other relevant online media. Improved overall CTR for the portfolio of brands by 0.42% from 2012 to 2014.Develop social media strategy and drive success by growing the number of followers on Facebook and Instagram.Raise awareness of Club 21 and its brands by developing a content and engagement strategy for our website and social media. Manage in-house designers and external agencies, developing content across owned and earned channels.Developed the digital PR strategy for Club 21 from ground-up. Build and manage relationships with editors, bloggers and brand advocates. Increased Club 21’s presence on online media and grew digital PR coverage by twofold from 2012 to 2014.Manage campaign-reporting tools like Google Analytics and Facebook Insights, compiling reports, mining insights and presenting results to Club 21’s management and various brand principals. Worked with the Global Digital Marketing team to come up with solutions, provide insights and conduct testing for Club 21’s website revamp.Plan and oversee the creation of microsites for various Club 21 marketing campaigns. Key highlights include working with our web vendors to develop a microsite for Club 21’s annual designer sale event, Club 21 Bazaar, in order to drive all communications to a central location. Also worked with our web vendors to conceptualise and build a Mother’s Day microsite, which hosted an interactive gift guide. The idea was later applied across the other Club 21 markets in the region in the following year.

Planned and executed the Maybank Kim Eng Regional Townhall meeting for top level management working with regional counterparts to test video conferencing facilities and organise logistics.Spearheaded the website revamp and reskinning for Maybank Kim Eng’s websites during Maybank’s acquisition of Kim Eng.One of the key drivers for a Kim Eng Tripatriate Investment Seminar, liaising with senior members from ERA and Maybank.Drove customer acquisition on Kim Eng’s website by revamping the lead generation/ sign up form and improving user experience and user flow. Increased the number of leads generated on the website by approximaely 20%.Updated and proposed changes on all of Kim Eng’s websites to ensure that the websites’ information are accurate and relevant.Self-studied Google SEM to plan, execute and monitor Kim Eng’s online SEM campaigns. Oversee Kim Eng’s branch marketing and helped to develop marketing collaterals and digital advertising content.Planned, organised and managed events such as roadshows, seminars, recruitment talks and investment talks.