Cheryl Ang Email & Phone Number

Singapore, Sg

Chief Marketing Officer for Daraz Group — Led Daraz to be the biggest e-Commerce platform in South Asia region (Pakistan, Bangladesh, Sri Lanka, Nepal, Myanmar) in app downloads and active users60% YoY improvement in unit economics by redefining growth strategy including redesigning local performance governance framework to building new ecosystem that drive sustainable profitable growthLed a team of 100 in the business transformation of User Growth & Marketing to revamp user strategy and operations in line with the company’s profitability focus, achieving 5x growth in ROI within 6 months

Singapore, Singapore, Sg

Head of Marketing for Shopee Vietnam — Grow Shopee to be #1 e-Commerce platform in Vietnam, leading the market in app downloads, active users and highest online share of voiceBuild up team of 350 members in campaign planning and growth strategy to identify new opportunities for growth, analyze buyer behaviors, and optimize for operational efficiency and profitabilityDevelop local user acquisition and retention strategy focusing on growing market share in penetrating rural regions while balancing media cost efficiency

Singapore, Singapore, Sg

Head of Marketing for Shopee Taiwan — Led Shopee to be leading e-Commerce platform in Taiwan; #1 on both Android and iOS Shopping category across all metrics (downloads, active users, time spent)Led team of 300 members in marketing strategy and implementation, including campaign planning and analytics, branding and community engagement, marketing partnerships and PR, and creativesProduced first regional Mandarin TVC production in Taiwan, which was concurrently aired in SG, MY and TW; responsibilities include in-house TVC storyboard, brand ambassador engagement, production

Singapore, Singapore, Sg

• Regional Campaigns Lead — Oversee campaign planning for mega campaigns, regional brand Super Brand Days, and product marketing management across 7 countries (SG, MY, TH, TW, ID, VN, PH)• Overall lead for planning regional integrated marketing campaigns, including 9.9 Super Shopping Day and 11.11 Shopee Big Sale since 2017, achieving 300% uplift in total orders across the region• Experience in launching TVC for big campaigns, including TVC production and storyboarding, regional brand ambassador relationships, ATL media buying such as billboards and radio

Singapore, Singapore, Sg

• Marketing Lead for Shopee Philippines (1 year) — Led the market in overall strategy and execution of 360 integrated marketing campaigns, achieving 300% growth in less than 1 year with a team of 60 members• Oversee planning and implementation of 3 TVC productions, media buy, campaign and content planning. Won 3 awards at the YouTube Ads Leaderboard, with Shopee being crowned as the number 1 YouTube ad in the Philippines for H2 2018• Regional projects included launching Super Brand Day, a series of co-branded campaigns with brand partners like L’Oreal, Unilever and Xiaomi, achieving more than 5000% uplift for participating brands

Singapore, Singapore, Sg

• Regional Community Lead — Built Community Customer Service (CCS) teams across all countries to focus on growing Shopee online community through real-time interaction with users• Country Community Lead for Shopee Thailand (1 year) — Managed overall content strategy for KOLs and social media channels with a team of 6 members• Country Campaigns Lead for Shopee Malaysia (4 months) — Led a team of 10 members in day-to-day campaign planning with Category Managers. Doubled new user acquisition installs within 4 months

Beijing, Beijing, Cn

• Be the voice of Xiaomi Singapore team: Engage with fans on a day-to-day basis to resolve user challenges, educate and evangelize our products and services• Promoted to Global User Interaction Lead: Responsible for driving new initiatives and processes across 7 countries (SG, MY, TW, HK, ID, PH, IN). Projects include social listening, community engagement, offline events, and streamlining internal support workflows• Built Mi Community, the fan base for Xiaomi Singapore: Led project management for development of the platform (c.mi.com/sg), to running offline community events to drive fan acquisition and retention • Led events management for flagship Xiaomi Global launch events in India of 1,500 pax and 2,000 pax, coordinating with Beijing and India, and managing all event planning, production and execution

New York, New York, Us

• Account lead for OCBC Bank Singapore Social Media: Responsible for day-to-day client servicing, ideation and planning for credit card launches, managing content plans, and coordinating with ATL partners for integrated marketing campaigns. OCBC was featured in Facebook Studio 2013 for acquiring 60,000 Facebook fans in Q4 2013 and becoming the largest, most engaged local bank• Won Digital AOR for NTUC Club Website Revamp: Strategic planning for the website revamp of NTUC Club properties, which required using digital mediums to drive the rebranding initiative • Experience in leading pitches for financial services, hospitality and beauty industries

Dayton, Ohio, Us

• Represented and led Flyer Consulting, the University of Dayton student-run organization, in providing business analysis and marketing recommendations to local non-profits since August 2011• Led the student-run organization in the new client initiative by identifying, liaising with, and converting potential leads to major clients• Assisted the Center for Catholic Education in strategizing a holistic marketing campaign for their inaugural Catholic Education Summit in 2012. Efforts included copywriting for the Dean’s invitation letters, Facebook community management, and advertising on the University of Dayton’s intranet - all of which succeeded in attracting a total of 197 participants for this inaugural event• Generated digital marketing recommendations on website optimization and social media content curation for Oasis House• Developed and maintained relations with the Dean and faculty of the School of Business Administration to facilitate hiring and sustainability of Flyer Consulting

Singapore, Singapore, Sg

• Prepared marketing plan for a new Sentosa property managed by Emerald Hill Group, which included conducting primary market research, identifying personas, and mapping out consumer journeys• Developed a 3-year social media engagement roadmap and guidebook for Coastes Singapore• Provided day-to-day on-site support at Singapore Post for one month, which included researching on a new e-fulfillment business initiative as well as conducting interviews with C-level executives

Singapore, Singapore, Sg

• Supported regional Facebook community management for NIVEA Australia and New Zealand, including answering fan queries, executing content calendar, and monitoring consumer trends• Responsible for day-to-day client servicing for Nike MASHDASH 2011 Facebook contest application across 3 countries (SG, MY, PH)

Dayton, Oh, Us

• Designed comprehensive marketing research strategy for PNC college banking program• Analyzed qualitative data to provide insights on the use of local banks by undergraduates• Generated and presented recommendations to senior marketing committee

New York, New York, Us

• Supported local Facebook community management for selected Sony Pictures movies• Contributed in the planning and production of Marie France Bodyline campaign microsite • Coordinated Singapore and Malaysia social media outreach programs for Standard Chartered Bank

Bachelor Of Science In Business Administration, Entrepreneurship, Marketing

Education record