Circles Life, Singapore – Leading a team, we build marketing automations and campaign journeys to support the business needs of marketing leaders across 5 markets in Asia Pacific. As a team lead, I am responsible for ensuring that my team operates in a scalable and sustainable manner that allows all markets to achieve their business goals and outcomes with our marketing automation platform by driving effective marketing automations and digital campaigns.In my CRM & MarTech role, I oversee the CRM & MarTech stack used by the organisation across all markets and am responsible in stringing customer data and touchpoints across the entire MarTech stack to allow the business to create a personalised customer experience and seamless customer journey.• Successfully manage a team of CRM professionals in developing marketing automations and digital campaigns across five markets in Asia Pacific.• Build frameworks and processes to drive sustainable and scalable marketing automations and digital campaigns that not only work effectively in a single market, but also have the ability to be replicated across multiple markets.• Managed the entire MarTech stack and ensured data accuracy and integrity to support effective targeting and personalization of campaigns across multiple channels.• Collaborated with cross-functional teams to develop effective marketing initiatives and proof of concepts to increase our marketing capabilities to deliver business goals.• Influence and educate peers and senior stakeholders to recommend and implement concepts and ideas that can solve business challenges.

Working onsite with a client in the pharmaceutical industry, I provide Salesforce Marketing Cloud consultation service to digital leads across Asia Pacific. I am responsible for ensuring that all markets realise and maximise the value of Salesforce Marketing Cloud to drive effective marketing automations and digital campaigns.To drive effective marketing automations and digital campaigns, I provide consultation to in-market Digital Leads to help them understand and identify the best way to execute marketing campaigns and customer journeys using Salesforce Marketing Cloud.To support strategic business goals and needs of each market, I develop solutions using Salesforce Marketing Cloud to build meaningful use cases that are both scalable and sustainable for the market to use. Post-implementation, I would conduct and facilitate sharing sessions with digital leads across the globe to educate them about the solution and influence them to implement the solution in their markets if they share common business goals.To help Digital Leads better influence and educate their stakeholders, I conduct regular 1-on-1 consultation sessions with them to understand the business needs of each market and propose concepts and ideas that can meet the needs of the business.

I am responsible for our marketing automation activities using Salesforce Marketing Cloud. I work closely with our marketing and business teams to develop activation strategies to engage our customers, nurture them to increase brand preference and drive online sales.During my tenure in this role, I was able to grow our online revenue (attributed by email marketing) by 6,000 times, from a mid 6-figure yearly revenue in 2017 to 8-figure yearly revenue in 2020. The marketing automation programs were laser focused on growing new policy purchases and encouraging early renewal of existing policies. Email marketing and automation is now one of our core revenue channel for the business.One of the marketing automation programs that I have developed include a new customer onboarding journey that allowed Income to engage and educate new customers about the benefits and rewards that they are entitled to, and how they can easily manage their insurance policies. Our customer-oriented approach allowed us to achieve an 80% unique open rate and an average Net Promoter Score of 8 out of 10.With headroom for innovation, I was able to propose and spearhead new projects that allowed us to improve manual and resource-intensive processes to bring online leads to our advisors using marketing automation. I also built a mobile app that allows our advisors to share the latest promotions with their clients through social media channels and Whatsapp, allowing them to earn a referral fee when their clients purchase online.

I am responsible for all the digital marketing channels, owned and earned properties in the region under Philips Lighting. I work closely with global, regional and local teams to develop a digital strategy to develop the Philips Lighting brand, drive online sales and build lead generation.

I am responsible for all the digital marketing channels, owned and earned properties in the region under the Experian brand name. I work closely with global and regional teams to develop a digital strategy to generate awareness about the Experian brand and build lead generation.Key achievements• Integrating all country websites in the region to our Eloqua marketing platform and Salesforce CRM platform to produce an efficient lead management process for both Marketing and Sales teams.Scope• Aligning with global and regional stakeholders, develop and execute the Asia Pacific online strategy, portraying Experian as thought leaders, driving traffic and online conversion.• Work with global stakeholders to manage and maintain the performance of the content management system on behalf of all regional users.• Lead regional digital projects, collaborating with regional and country teams to execute campaigns to support business objectives.• Integrate websites into Salesforce and Eloqua to manage the lead generation and prospect nurturing process.• Working with local and global product and marketing stakeholders, define web site structure to represent in-market offerings, ensuring consistency across all countries within Asia Pacific and with global sites.• Work with local, regional and global colleagues to ensure best practice and high performance in the digital space with the development and execution of new initiatives.• Plan, manage and executive search engine marketing across relevant sites. • Test and trial innovative methods to optimise conversion rates.• Develop targets and metrics for all Asia Pacific websites and social media channels, measuring against these monthly and reporting to relevant local and global stakeholders.• Manage existing social media channels and be a champion of social media, providing best practice forums for staff on how to use different social media channels and with what frequency and regularity channels should be used.

I am responsible for the planning, development and execution of digital media assets that will support online marketing campaigns, corporate web sites, etc.; all with end objective of funneling qualified BlackBerry customers to the channel to purchase. I work closely with other members of both regional and global marketing teams, channel business units, country marketing and PR to develop a digital roadmap and strategy to ensure our BlackBerry owned platforms provide relevant, timely content to drive engagement and influence purchasing behavior.Key achievements• Successfully launched BlackBerry 10 devices, Z10 and Q10 on our digital platforms in Asia PacificScope• Manage BlackBerry owned platforms (desktop and mobile), defining content strategy and direction for all digital marketing efforts, in order to drive the team’s objectives. • Drive vision for online creative content by developing and maintaining an in-depth understanding of key market needs• Work closely with country business teams to support, and align digital activities to support their business objectives. • Track, share and promote results (against targets) for all digital activities executed.• Work with web operations team (internal and external) to ensure execution of owned platforms, in close relation to global and regional activities. • Digital Agency Management: Day-to-day management of digital agencies in AP. Ensure timely production of digital assets, roll out of campaigns, at the highest level of quality.• Exercise brand guardianship for all digital media efforts in Asia Pacific• Align digital creative efforts, promote knowledge transfer and best practice sharing on digital media and creative work across the region and with HQ

I advise and support business teams to provide direction on digital marketing strategies. I also work with vendors to ensure requirements and deadlines from stakeholders are met. I successfully revamped 13 country websites and launched them within 6 months when I first joined the firm. Subsequently, I introduced Google Analytics to the firm to measure web metrics across the globe on a standard platform. I also supported business teams to provide digital solutions. Many traditional tools were also upgraded to web-based solutions to extend the usage to other countries.• Work with global digital marketing team and in-country marketing professionals to execute global projects on schedule• Manage relationships with outsource vendors, providing direction on digital projects with internal stakeholders• Devise metric system for digital initiative to advise on effectiveness and ROI• Support in advising business leaders to align technology with business priorities• Help to leverage new technology to promote the business, simplify work processes and reduce costs• Train business and marketing professionals on execution of digital platforms• Ensure that digital contents such as websites, blogs, eBooks, etc. are updated on time

I help the firm ensure that all digital contents in the websites are updated on time. In my role, I worked with vendors to build digital contents such as Electronic Direct Mailers (EDMs) and Flash content. During product launches and events, I work with Product Managers to ensure that information are uploaded onto the website within the tight deadlines.One of the biggest accomplishments was launching the Epson Online Store to provide an e-commerce platform for consumers to purchase printing supplies online. I worked with every department to build new workflows to cater to the Online Store, e.g. Product Managers to set pricing, Supply Chain Manager to create a new delivery process for single purchases, etc.• Planned, coordinated and executed enhancements on 7 country websites on a regional level to communicate more effectively to visitors• Planned and coordinated with external vendors on Electronic Direct Mailer activities to communicate promotions to customers and generated awareness to offline activities• Liaised with external vendors to provide product and event content for websites to communicate product and event launches timely on a regional level• Liaised with external vendors to conduct Search Engine Marketing campaigns on Google for the firm on a regional level• Managed local online marketing campaigns, such as banner advertorials, micro-sites, etc. to communicate to target consumers effectively and timely• Kick-started and managed the local Epson Online Store to efficiently fulfill e-commerce operations and excellent customer satisfaction• Implemented web analytical tools to allow detailed analysis of pageviews, visitors, etc. in Epson websites on a regional level