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.
• 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.
• 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.

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:

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.

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.