Key account management for luxury and consumer beauty brands for pure players (Lazada, Shopee, Zalora, and Amazon) in SEA

Formerly GSK Consumer Healthcare, now Haleon• Key account management for heritage consumer healthcare brands (Panadol, Sensodyne, Scott’s, Centrum, and Caltrate) across D2C and B2B2C e-commerce platforms (Shopee, Lazada, foodpanda, Amazon, etc)• Performance marketing end-to-end strategy development and execution

• Executed day-to-day ecommerce operations using Magento• Tracked and analysed marketing metrics from Facebook Ads Manager and Google Analytics• Developed social media content calendars and designed social media assets using Adobe Photoshop• Implemented email marketing campaigns using MailChimp to generate traffic and maintain top of mind awareness• Managed digital campaigns end-to-end including conceptualisation, budget management, execution, and performance analysis

• Analysed competitors' social media and key opinion leader (KOL) strategies for new business proposals• Assembled campaign-specific coverage reports and evaluated coverage based on key performance indicators (impressions, reach, media value, and sentiment)• Brainstormed and curated creative press kits to increase engagement and visibility of campaign messages• Developed targeted influencer lists (Instagram and TikTok) using Klear• Facilitated a virtual launch event with media and KOL attendees

• Compiled weekly competitor intelligence decks independently• Analysed and reported on post-campaign performance for both Shopee and its competitors monthly• Coordinated media buys with lifestyle publications such as Mothership, Singapore Eye, and NYLON to acquire new users and drive conversions• Managed and executed social media influencer engagements end-to-end independently (paid and product seeding)• Documented post-engagement performance based on analytical insights (CPE, CPR, CPC, CAC, GMV, and UTM links performance)• Brainstormed and collaborated with the Offline team on media drops for Shopee's 2.2 CNY Sale and 4.4 Mega Shopping Day which secured posting rates of over 90%• Created influencer lists tailored to budget, suitability, past performance, engagement, and audience demographics• Planned and facilitated media event with more than 50 media and influencer attendees for Shopee's 3.8 Women's Festival• Crafted engaging media pitches and secured coverage from Tier 1 & 2 lifestyle publications• Collaborated with the Graphic Design team on marketing collaterals• Reached out to and onboarded influencers for the Shopee Ambassador Programme, working together with the Affiliate Marketing team• Conducted daily media monitoring across corporate, tech, and lifestyle publications for Shopee and its competitors• Consolidated incident reports and assisted with issue management

• Key accounts: FairPrice, Magnum, Listerine, Porsche, and Simple Skincare• Utilised tools such as Factiva and Meltwater for daily media monitoring (English and Mandarin)• Managed and drove conversations on owned social platforms (Facebook and Instagram)• Coordinated media drops and media outreach for 2 launch events with more than 100 media attendees