Colin Foo Email & Phone Number

Singapore

Brought improvements and operational effectiveness that was done in APAC to the rest of the regions working with other Global Operations Lead. Contributed as part of the Global Operations team to rollout a Workflow Management tool (Workfront) to manage campaign requests and marketing spends. Participated as part of the Core Team that facilitated the integration between Workfront and Language Providers using a Translation Management module. Facilitated and trained users in the rollout of these systems to ensure new process and ways of working was adopted successfully across the marketing teams globally. Kickstarted a new Content Marketing Initiative to develop and use Content as a driver to the current Business proposition. Worked with the Technical Marketing team to put in place a Content Marketing Plan that will help build the foundation of the use of Content in the organization. This was started by targeting low hanging fruits of Content that is already live by optimizing the content for search, followed by creating the processes and repositories to catalogue content and the process of prioritizing content to be developed. Participated in the evaluation a new CMS tool, with the eCommerce team to integrate and rollout this system globally to improve and accelerate time to market for content and to drive its effectiveness as a key influencing component for customer buying behaviours.Participated as a core team member in the initial Global Rollout of a Marketing Automation tool (Marketo) in Oct 2018. This includes working out the requirements for the rollout managing customer data, ways of working for members to setup campaigns, training, reporting, and running of marketing campaigns. Led the development of the Global Lead and New Customer Nurture program for CLM that was launched in 2019. It is a 3 phased touchpoint to move Leads to First Order and for New Customers to their 2nd and 3rd Orders. The implementation saw an increase of nearly 6% in Lead Conversion.

Singapore

Manage the marketing processes and engagement for APAC in the area of program tracking, program reporting, program budgeting and program performance against APAC Marketing Targets. Emphasis is place on driving both eCommerce Transactions on the APAC transactional websites using Digital Marketing Channels as well as Customer Lifecycle Management in the areas of Customer Lead Generation, Acquisition, Retention and Reactivation.Undertook an additional role of being the Head of Customer Lifecycle Management for APAC in 2014 to 2016 to drive region wide improvements in standardising campaigns, ways of working and reporting to increase Customer Base and operational effectiveness. During this period, the changes that was driven increased the active customer base over 30% in 3 years.

Singapore

Led the Management and the Execution of Project Activities for the Brand Transition Project for Farnell, to change its brand name to element14 in Asia Pacific offering new value proposition with the new Brand. This includes managing 10 Cross Functional Workstreams (Communications, Marketing, Infrastructure, Customer Safe Passage, Customers, Operations, Community, Legal, Suppliers and HR) to plan, execute and deliver the activities and milestones needed for a successful Brand Transition

Singapore

Directed the development of EA’s Online Gaming Platform to bring offline games online, to create a new entertainment ecosystem with microtransactions. Directed a large development team, consisting of internal EA Software Engineers as well as external vendors of over 50 people across different cities such as Shanghai and Buenos Aires to be able to develop the Online Gaming Platform. The Platform developed makes use of a variety of technologies, from EA’s internally developed ones to established external licensed and open-source software such as Alfresco and Liferay for Portal and CMS components, Google Analytics for Analysis, Jabber for multiplayer platform and game chat and nProtect for Game Anti Hack solution.

Directed the operations of 2 Departments within the organization, Technology and Project Management for a total of 20 people. Started out as a Software Engineer in 1999 and was promoted multiple times from a Software Engineer and eventually to the Chief Technology Officer in OgilyOne Singapore in 2006. Led the Digital Operations for the organization in the delivery of project management services and technology solutions by providing technology leadership and direction for digital innovation research and digital development. Also led the Digital Project Management activities of key projects and oversaw all digital project management service deliverables within the organization which enabled the team to deliver more than 300 digital projects in 2 years.