Mabel Lim Email & Phone Number

Singapore

Paris, FR

London, GB

US

Menlo Park, CA, US

• Developed full funnel GTM strategy for Signals Loss alongside an insights-driven narrative
• Successfully launched tent pole virtual summit and created tailored content for SMBs across APAC that reached 12.5k unique visitors with average watch duration of 58% (vs. 50-55%)
• Drove 6% product adoption of Conversions API by educating and supporting 215 SMB clients and agencies in their implementation process in just 6 weeks
• Led an end-to-end campaign to drive awareness and downloads for a thought leadership report by Meta and Boston Consulting Group, overachieved KPI target by 46%
• Planned and executed SMB sales activations for JP and KR markets such as C-level engagements that delivered >2x target number of signups for Instagram Reels sales package

Singapore, SG

Blackfriars, London, GB

• Global Latin America Lead
• Led stellar double-digit growth in key market, Mexico, at +21% USG which is 3X ahead of brand at 6.9%
• Delivered accelerated growth by increasing MX’s contribution to brand TO from 8% to 10%
• Developed the biggest project through our Core relaunch which contributes >70% of our turnover
• Created a 3-year roadmap to deliver the highest delta for the brand in our second largest region Global Purpose & Sustainability Lead
• Crafted a new brand purpose and led the development of our Brand Say (campaign)

Blackfriars, London, GB

• Global Project Lead for “New Format” Innovations
• Overachieved 12-month business case target and delivered >150% of our FY forecast performance results in just 7 months after launching in Indonesia and Philippines
• Outgrew competitors and became the No. 1 Cleansing Balm in both Indonesia and Philippines
• 1st ever Global innovation from Pond’s to be launched in Korea, Japan and China – became #2 (out of 618 cleansing products) in overall cleansing category at Olive Young, Korea’s #1 Health and Beauty store
• Led the end-to-end development of this highly complex project – Pond’s 1st ever innovation with transformative textures and unique sensory
• Drove 1,030 BPS Gross Margin improvement from existing mix (launched in the USA in 2018)

Blackfriars, London, GB

• Global Ecommerce Strategy Lead
• Drove Ecommerce sales growth from 0.9% to 66% within a year
• Developed an Ecommerce-focused portfolio strategy and identified white space opportunities e.g. ecommerce-first launch of Thailand’s BB Powder in Indonesia
• Scaled success from Ecommerce to a nationwide launch within the same year – BB Powder contributed to 11% of Pond’s Facial Moisturising turnover (FY 2019)
• Successfully launched Unilever’s 1st ever Co-Operative Google paid search campaign with Lazada with Pond’s being the 1st brand in SEAA to execute PLAs
• Drove +13% anti-aging and +106% skin lightening online sales during this 4-week “pilot test” campaign

Blackfriars, London, GB

• Global Digital Marketing & Communications Strategy Lead
• Website: worked with a team of creatives, UX specialists and content strategists to relaunch Pond’s Global website and local iterations across 12 markets
• Search (PPC): developed the Global paid search strategy and implemented localisation across all key markets, showcased as best-in-class in Unilever
• Search (SEO): exceeded the targets set across all key metrics in most markets with continuous optimisation and new development of keywords and brand website content
• Social Media: developed a content creation guide that identified conversation pillars and executional guidelines, and continuously optimised performance through data and insights
• Campaign Management: developed communications strategy and drove the execution including media planning and analytics tracking for new product launches across 8 markets

• A voluntary position alongside my postgraduate studies
• Planned and executed A Cappella events across the region, and managed budget and communications

Washington, DC, US

• FINANCIAL INSTITUTIONS – Financial communications services for a U.S. global investment management company such as media relations, shareholder communications and media training
• GOVERNMENT – Research work to devise a crisis management strategy plan and conduct media training for a minister
• HEALTHCARE – Execution of communications strategy for the launch of mobile health clinics by an international telecommunications company in Indonesia
• OIL & GAS – Research work for a British multinational oil and gas company
• TELECOMMUNICATIONS – Execution of communications strategy for the launch of the first foreign telecommunications company in Myanmar and carried out competitors’ analysis
• OTHERS – Assisted in developing a new service offering for digital global investor outreach, conducted media monitoring and compiled media coverage reports for clients

London, GB

• Assisted Unilever's global Close Up & regional Household Care accounts
• Co-delivered a campaign that was launched in Indonesia for Unilever's Sunlight detergent by liaising with the local team in Indonesia and the global team in London

Milan, MI, IT

• Assisted with preparations for Press Day to showcase Fall-Winter 2013/2014 collection
• Co-ordinated sample deliveries within the Asia Pacific region by liaising with local offices
• Compiled monthly Competitors’ Events reports for Singapore and Malaysia
• Managed daily sample loans to stylists and publications for local and regional editorial features
• Managed sample pieces for both Fall-Winter 2013/2014 and Cruise 2013/2014 collections
• Collated press clippings and compiled Editorial Credits and Editorial Forecasts reports

Bad Zurzach, CH

• Advertising and Promotions (A&P) – Assisted the department with Triumph’s 40th Anniversary Fashion Show and weekly press clippings
• Customer Relationship Management (CRM) – Worked directly under the CRM manager to assist in the reconstruction of Triumph’s loyalty program across all boutiques and counters at various department stores

Bellevue, Geneva, CH

• Assisted the department in all employee-related issues for Singapore, Malaysia and Thailand
• Liaised with regional office in Hong Kong and the head office in Geneva, Switzerland
• Worked with boutique managers and various brand managers on daily operational issues
• Handled a case from start to end that involved negotiations with ex-insurance provider and a third party reinsurance company regarding outstanding compensations

Singapore, Singapore, SG

Worked under the Insolvency & Public Trustee’s Office (IPTO) to assist the Registry of Moneylenders & Pawnbrokers (ROMP) with data management

Master Of Science (Msc), Strategic Marketing

Bachelor Of Science (Bsc), Marketing