Caster Teoh Email & Phone Number

Received the 2023 Comms Excellence Awards by MCI as campaign lead for the Retirement Planning Campaign. Tasked as Content Lead to spearhead the strategy and development of cross-agency campaigns to promote financial literacy and retirement planning, while simultaneously designated as Brand Lead in visioning and revitalising communications for the Board’s renewed corporate brand purpose.

As the Campaign Lead, I was responsible for the conceptualisation, content planning, and marketing of the annual CPF Retirement Planning Campaign to improve retirement adequacy and drive CPF top-ups. My scope includes assessing the creative agency’s proposal and providing strategic direction to refine messaging and strategy - achieving highest metrics in brand awareness, impressions and satisfaction since campaign inception in 2015. I also guided a team of six juniors and peers through procurement and various marketing specialisations. These include campaign research (creative testing and campaign evaluation), ATL, BTL, internal communications, digital marketing, paid media, budget review and forecast. In an earlier role, I facilitated the campaign microsite enhancements and conceptualised a finlit Community Portal as Editor to curate authentic stories, tips & tools with members and content partners. These efforts reduced the site bounce rate and garnered greater quality dwell time, improving user time on site by 85%.My experience in leading discussions with data security, governance, compliance, IT specialist, and developer teams was also instrumental in revamping the website and delivering project specifications, documentations, and solutions from its development to maintenance.The team's efforts paid off with a Gold for Excellence in Digital Marketing and two Silvers for Excellence in Brand Awareness, Public Sector/Non-Profit Marketing at the Marketing Excellence Awards 2022.

As the work is multifacted, I adapted to versatile roles from training and outreach in B2B partnerships, to digital marketing for B2C campaigns. I pivoted physical engagement to create the first digital CPF Planner during the pandemic that won Gold in Most Effective Use for Government Sector at Markies Awards 2022. I also led the annual Retirement Planning Campaign microsite to offer personalised content and gamification, winning Bronze in Best COVID-19 Response - Relationship Marketing at Marketing Loyalty & Engagement Awards 2021, and two Bronzes in Excellence in Consumer Insights/Market Research, Personalisation Marketing at Marketing Excellence Awards 2021. The team also achieved a 97% improvement in website sessions to 1.24 million in 4.5 months, that won Gold in Performance Marketing at Marketing Excellence Awards 2021.In 2019, as lead for the campaign roadshows, we amassed >201,000 visitorship (18% increase from 2018), and curated content which was the key reason for spike in Net Promoter Score +22 from +14 in 2018 (n=1,000). Double-hatting as roadshow publicity IC, I analysed past data and achieved 35% uptrend in awareness. Simultaneously, the team and I managed the events agency in creative production, logistics, execution and research. As an adjunct lecturer at the CPF Board Academy, I conducted CPF talks to help staff develop strong CPF knowledge, obtaining the highest speaker rating (91%) since programme's inception.In B2B partnerships, I launched and trained over 880 trainers from 26 partner financial organisations including DBS Bank, UOB, OCBC, Endowus, Great Eastern, Prudential, AIA, LIA, AFA etc. under the CPF Train-the-Trainers Programme to familiarise CPF narrative and schemes with the private financial industry, receiving high approval ratings. Subsequently to expand more effectively, I proposed partnering licensing and certification organisations to include CPF knowledge in modules to seed early appreciation for CPF with financial advisers.

Singapore

Career Highlights:• As an Account Lead for a government financial client (CPF Board), secured additional retainer and developed creative and content strategy for nationwide roadshows• Managed team and ensured timely delivery of creative services and production assets, and operations compliance to third-party guidelines• Lead trainer for imparting client knowledge and familiarisation of roadshow mechanics to all crew members with emphasis on humility and customer service• Produced highest results measured across four years of campaign metrics as evaluated by research agency partner• Received inaugural Best Event (Gold) Award / Government Sector and Best Event (Silver) Award / Community Service at the Marketing Events Awards 2018Responsibilities:• Creative & Content Strategy. Planning, strategising and executing client campaigns – including content conceptualisation, copywriting, editing and desktop publishing (DTP / FA Artist) – and producing proposals and presentation reports• Client Relationship, Project, Agency and Vendor Management. Manage production timeline from brief-in to execution – coordinating and building relationships between clients, multiple agencies and third-party vendors (eg. Creative, Digital, Build-up, Research & Evaluation including concept testing and UATs, Premiums & Merchandise, Licensing etc.)• Training, Operations and Event Management. Manage onsite execution and ensure creative hygiene including production checks and compliance to campaign brand guidelines. Manage training and onsite operations, and engage in the implementation of events including show calling, floor, stage and onsite vendor management – ranging from small to large-scale launches, conferences, experiential PR events, recurring nationwide roadshows, community activations, and transcreation work

Singapore

Career Highlights:• Managed the creative content, planning, strategy, training, operations, execution, and research evaluation of nationwide B2C roadshows for a returning client from the government financial sector after a competitive pitch process.• Exceeded initial client KPIs with a breakthrough increment by 115% of the client’s Net Promoter Score from the previous year, and onsite outreach to over 150,000 members that was 75% greater than initial target• Nominated in The Way of The David Awards “The Young Punk” - an awards modelled after the company founder David Ogilvy and his values“The New Kid on the Block: Youthful and energetic, this is for the rising star of our agency who has gone above and beyond the call of duty.”

Singapore

Career Highlights:2016• Project Management Lead for a global business and financial forum in Cambodia with the Prime Minister of Cambodia as a guest-of-honour. Travelled independently between China, Cambodia and Singapore to liaise with foreign vendors and communicate with Cambodian government leaders and Chinese clients to produce trilingual presentation content and assets for the forum• Account/Project Management Lead for the private launch of a whisky collector brand involving hologram technology (Client: Glenfarclas)• Account/Project Management Lead for the Singapore coordination of a production with F1 driver Jenson Button for a global F&B brand in partnership with the Ogilvy Hong Kong team (Client: Chandon)• Simultaneously led other projects while assisting in other team members’ events ranging from conferences, summits to launches i.e. show calling, floor, stage and vendor management (Clients: AIA, Frasers Property, UPS, Amazon, Tiger Beer and WWF)2015• Team Lead managing client campaign and event pitches, generating a breakthrough in revenue for FY 2015/2016• Revitalised the team credentials to reposition the business as a 360’ creative execution arm that integrates Ogilvy and WPP’s network of marketing communications offerings• Project Management Lead for the coordination and implementation of over 60 artwork adaptations and bilingual presentation assets for a global business and financial forum involving world delegates and industry leaders (Client: CMIG China Minsheng Investment Group)• Co-led a two-year government campaign involving over 30 islandwide community outreach activations (Client: Ministry of Manpower)• Implemented new processes in the areas of event management and communication that led to greater efficiency within the team and vendors

Singapore

Embarked on a five-month rotational programme in Hogarth & Ogilvy (H&O), undertaking versatile roles from creative conceptualisation and copywriting, account servicing to project and event management.

Singapore

These were good times. Here is where I met great people, got to work hard – and party even harder.• Assistant to the Marketing Executive in developing and executing station promos and events – from designing, writing and preparing collaterals, to event planning, set-up and other liaison duties

Bachelor’S Degree, Communication Studies, Second Upper Honours

The Interdisciplinary track allows one to discern and choose topic coverages from Advertising & PR, Broadcast & Cinema Studies.

Squared Online Certificate In Digital Marketing, Marketing

A five-month digital marketing leadership course developed with Google, endorsed by the Interactive Advertising Bureau (IAB) and Institute.

Professional Certificate In Digital Marketing And Content Creation, Marketing

NUS-ISS (Institute of Systems Science, National University of Singapore) and SMA (Singapore Media Academy) – in collaboration.

Diploma In Media & Communication, Mass Communication/Media Studies

Citizen Journalism (Mediacorp Pte Ltd, Feb 2009) An industry project with Channel NewsAsia for current affairs programme I-Journalist.