Chrystal Yeong Email & Phone Number

Singapore

Singapore

- Oversee the brand strategy and marketing activations, driving communications to build brand affinity with reach52’s ecosystem of partners and stakeholders.- Develop marketing funnel engagement strategies that drive pipeline generation - Account lead for key campaigns, managing client relationships and helping them achieve their goals: penetrate new emerging markets, access new customer segments while reaching social impact goals -Supervise country teams in Kenya, South Africa, Philippines and Indonesia, overseeing project planning and execution, data collection and analysis, milestone tracking, monitoring and evaluation and project completion

Singapore

- Piloted a complete brand refresh within first year of joining the organisation, including website revamp, new brand identity guidelines and master template deck- Managed all digital marketing content strategies, media relations, and in-country social media and marketing campaigns- Led regular training sessions for 50+ internal stakeholders across 6 countries on the effective application of brand guidelines, master template deck and key messaging to ensure consistency and alignment across all communications

Singapore

- Co-founded a restaurant and bar specializing in charcoal-grilled meats and seafood, paired with alcohol-infused marinades and signature house-made sauces. Conceptualised as a community-centered restaurant and bar nestled in the heartlands, inspired by the old-school charm where everyone knows each other. True to our brand, 70% of our customers were repeat customers, and 60% of new customers knew about us via word-of-mouth or direct referral from a current customer.- Achieved profitability amidst challenging market conditions during and post-pandemic by prioritising lean operations, efficient supply chain management, excellent customer relationship management and targeted promotions- Led creative conceptualisation, branding strategy and marketing campaigns for the brand, including through-the-line marketing including strategic and brand partnerships, digital/social marketing, data-driven loyalty programme, in-store marketing and collaterals - Led business strategy, new business developments and partnerships, spearheaded strategic pivots and innovated revenue streams during the Covid-19 pandemic

Singapore

- Brand Lead for the award-winning The Warehouse Hotel and Tanjong Beach Club - Brand management and strategy and through-the-line marketing including strategic partnerships, sponsorships management, digital/social marketing, direct marketing, events marketing and management and PR

Singapore

Led the launch of new self-sustaining social enterprise initiative within raiSE. Heartgifts aims to showcase the talents of disadvantaged beneficiaries by designing, packaging and marketing their products for sale to organisations and the public.- Led the migration from NCSS rebranding and relaunch of Heartgifts. - Ran all operations of Heartgifts including business development, marketing, financial and production functions

Singapore

- Developed and implemented programmes and communication strategies for raiSE to achieve its goals in raising awareness and support for social enterprises. - Led the refresh of raiSE's brand with new brand guidelines, visual identity and launched the #partofthegood campaign and new website and social enterprise directory in conjunction with the brand refresh - Led the creative conceptualisation, branding strategy, marketing campaign and public relations for raiSE's large-sale events including raiSE's first ever social enterprise festival "FestivalForGood", Singapore Centre for Social Enterprise Conference 2017 and President's Challenge Social Enterprise Award Ceremony and Dinner 2017

Zhuhai, Guangdong, China

Conceptualised the brand identity and strategy for a new hotel brand in China, including industry, competitive and consumer research. Conducted brand portfolio advisory workshops with brand owners to guide business planning and strategy formulation of their brand architecture and portfolio.

Singapore

Provided brand consultancy to SMEs in Singapore, helping them refresh their brand identity and conceptualise a brand strategy that complements their business direction. Work included qualitative and quantitative research and analysis on industry landscape, competitors and consumers in local and overseas markets, conceptualisation of brand identity and strategy, execution of brand launch and marketing collateral. Exposure across various industries such as hospitality, sporting and swimwear apparel, f&b, food manufacturing, retail, furniture and material handling. Other responsibilities include mentoring and supervising junior analysts. BDO Consultants is the management consultancy arm of BDO, the world’s 5th largest accounting and consulting network.

Singapore

In charge of all marketing and branding decisions concerning partnerships, sponsorship, media events, brand tie-ups and product packaging. During my time there, i was the project manager of the new Artisan rooibos product range. I wrote the copy for the 4 new variants and oversaw design and production of the final product range.

Singapore

Held the dual portfolio of Strategic Partnerships and VIP Management. Strategic Partnerships: Together with my director, was directly responsible for securing sponsorship from the following companies for Art Stage Singapore 2013: MasterCard, Freeport, The Fullerton Bay Hotel, Champagne Taittinger, Star Alliance, Quintessentially and Avalon.VIP Management: In charge of all communication and events with VIPs and VVIPs (HNWI and art collectors), including content creation and production of marketing collateral, management of VIP lounge and concierge during the fair and VIP parties, events and Art Salons surrounding the event.Art Stage Singapore is the leading Asian art fair connecting the world to the best of Asian contemporary art, attracting the world's most influential private art collectors, corporate buyers and VIPs.