Michelle Tay Email & Phone Number

Singapore

• Spearheaded a team of 4, successfully creating and implementing innovative marketing programs that drove behavioural change towards healthier lifestyles.• Analyzed data and consumer insights from national surveys and campaign research, leading to the formulation of highly effective marketing strategies.• Oversaw and managed creative and media agencies to deliver multi-million, high-signature campaigns, successfully exceeding both Whole-Of-Government and Health Promotion Board's benchmarks in the key metrics of awareness, engagement, association and motivation.• Facilitated seamless collaboration with cross-functional matrixed teams with diverse interests, skillfully proposing solutions to reach alignment on marketing strategies to achieve KPIs, and ensuring a single-minded campaign proposition and clear hierarchy of marketing messages.• Efficiently managed project budgets and allocated manpower resources, ensuring the delivery of marketing initiatives on budget and on time.

Singapore

• Managed a team of 7 in CRM and marketing strategies to achieve business targets, drive brand affinity as well as customer acquisition and retention. • Oversaw the reporting of campaign KPIs and analysis of buyer behaviour, using data and insights to refine targeting and marketing strategies.• Led customer journey analysis to enhance the customer experience and drive sales conversions at relevant touchpoints.• Collaborated closely with principal – Porsche Singapore to deliver world-class product launches and brand events.• Managed creative and media agencies to deliver best-in-class integrated marketing campaigns encompassing print, digital, social media, search engine marketing (SEM), out-of-home, direct marketing and PR.• Identified and developed partnerships and sponsorships with strategic partners to reach out to new consumers and reinforce Porsche’s brand positioning.• Cultivated strong relationships with key media and worked closely with PR agency to ensure consistent media share of voice and favorable press coverage. • Managed the marketing budget and ensured the efficient utilization and tracking of marketing spend to budget.Key Accomplishments: • Accomplished the reallocation of advertising budget from magazines to digital media. Managed the development of compelling local content to drive engagement.• Successfully launched the new Porsche Taycan with the group’s first-ever virtual launch. Achieved over 32K views on Facebook and 47K on Youtube.• Launched the new Porsche 911 with an exclusive event for 800 guests and sustenance campaigns including a joint showcase with Hugo Boss and a private test drive event.• Supervised the set up of a new website, Facebook and Instagram pages and SEM for Eurokars Pre-Owned.

Singapore

• Led public relations for Peoplewave’s Initial Coin Offering (ICO).• Worked closely with VP of Marketing on ICO communications and content.• Managed media buys on crypto sites and with crypto influencers to promote ICO.

Singapore

• Oversaw a team of 8 accountable for formulating and delivering strategic plans to achieve sustainable growth for Jaguar and Land Rover.• Worked closely with General Manager on promotional pricing and strategy, based on changes in COE, competitive environment and emerging consumer trends. • Led brand strategy to ensure creative yet consistent brand identity, including localization of relevant global content.• Directed marketing and guest relations teams to execute and measure effectiveness of integrated marketing campaigns. Relevant metrics were analyzed to optimize marketing mix for future campaigns. • Engaged management team and front-line teams on customer insights to better tailor go-to-market strategies, communications materials and showroom offerings.• Worked closely with corporate CRM team to identify target customer segments and formulate targeted campaigns. Key Accomplishments: • Accomplished record-breaking sales of 551 units of Jaguar in 2016 and a 43% year-over-year growth. • Launched ‘Cyber Monday Online Sale’ to enhance brand perception and engagement, particularly amongst tech-savvy, younger audience. • Orchestrated several innovative brand activations including a partnership with GrabCar for Jaguar XJ launch and the ‘Reserved for Jaguar Owners’ campaign at United Square. • Led the Wearnes group in the switch of media agencies to achieve substantial savings. • Pivotal in the progression of an Assistant Manager and an Executive to managerial roles in Aston Martin and Audi respectively.

Singapore, Macao

• Promoted rapidly to Senior Manager to lead B2B and B2C marketing strategies to drive brand development, traffic, sales and support retail leasing. • Planned and managed the marketing calendar with a $7M budget with focus on Singapore and the APAC region. Tracked return on investment and metrics for marketing campaigns. • Conducted retailer sustainability analysis to determine long-term sales and traffic targets and allocation of budget to various target markets.• Coordinated market research to understand market landscape, competitors, and customer perceptions. • Built strong and trusted relationships with 60+ leading luxury retailers such as Cartier, Dior, Fendi, and Prada. Key Accomplishments: • Augmented sales by 42% year-on-year. • Oversaw key marketing events with budgets ranging from $300K to $500K, including Men’s Fashion Week, Christmas Holiday Shopping Spree, and the Great Singapore Sale.

Macao

• Helped establish The Grand Canal Shoppes as a luxury mall targeted at Mainland Chinese and Hong Kong shoppers.• Executed key marketing events and promotions such as the ‘Million Dollar Fashion Show’, Venetian Festival media event and 1st Anniversary celebrations. • Designed and launched a loyalty program targeted at hotel guests and MICE delegates, growing membership to 9K in 7 months.

Singapore

• Autonomously managed USD 30M Gillette Mach 3 and Venus business units across Australia and other ASEAN markets.• Managed a USD 3.5M budget and delivered successful 360-degree marketing initiatives to achieve 20% sales growth in the region.• Directed a regional cross-functional team across Product Supply, Finance, Consumer Market Knowledge & Research, Demand Planning, and Legal as well as local marketing teams across multiple markets.• Awarded ‘Rookie of the Year’ for the Lifestyle and Wellness regional business unit consisting of the Gillette, Braun, Duracell Oral B, Pringles, IAMS, Vicks, and Metamucil brands.

Singapore

• Played an integral role in the re-shaping and liberalisation of Singapore’s aviation sector culminating in the introduction of three new Singapore airlines. • Developed and presented strategies for air services negotiations to the Minister of Transport and foreign governments.

Singapore

Audited financial records and statements for assorted large blue-chip clients across various industries, including BMG Music and Jurong Shipping.