Serene Lam Email & Phone Number

Singapore, Singapore, SG

Windsor, Berkshire, GB

• End to end management of programmatic media buying, direct vendor management and maintaining day-to-day relationship with internal stakeholders to drive post COVID-19 recovery efforts in South East Asia & Korea and.
• Successfully launched market recovery campaigns involving programmatic media buying with positive results through implementing, performance monitoring and optimizing, and reporting on Google ad tech stack. Managed.
• Initiated, ideate, and developed in-house creative templates using Google Web Designer across Masterbrand and IHG family of brands, resulting in significant cost savings from relying less on creative agency.
• Facilitated data-driven creative testing methodology using audience insights and A/B testing tools to drive campaign objectives.

Windsor, Berkshire, GB

• Specialized in paid social media execution, optimization, planning and reporting on regional/global corporate campaigns to drive brand equity and revenue into IHG hotels in South East Asia & Korea and Australasia &.
• Co-led yearlong always-on paid social campaign from developing, launching, and tracking. Closely collaborated with Facebook and Twitter partners on best practices, IHG field marketers on local market insights.
• Actively partnered with platforms partners to determine areas of opportunity, design experiments, and present data-driven recommendations that improve current media buys to drive customer acquisition, engagement, and.
• Drove growth of social media engagement metrics by facilitating production of a series of high-impact always-on creative assets with a professional creative network, Genero.
• Actively participated in formulating marketing strategy for the upcoming year through researching on customer trends and understanding how their behavior differs by platform and identify new opportunities to drive.

Windsor, Berkshire, GB

• Worked closely with Content Production, Media agencies and key internal stakeholders in expanding LittleBigTravellers (LBT) campaign. Always-On content strategy strengthened brand equity in target markets and was.
• Collaborated closely with agency to create relevant and meaningful user experience on LBT site by facilitating consumer research workshop, organizing brainstorming sessions to design solutions and optimizing based on.
• Contributed in driving Holiday Inn brand equity by assisting team in developing actionable guides for hotel colleagues to amplify regional brand efforts efficiently as well as managing localisation project of brand.

Windsor, Berkshire, GB

• Worked closely with Media, Creative, PR agencies and key internal stakeholders on the launch of the brand's mobile-first, always-on content marketing campaign (LittleBigTravellers). Main responsibilities include agency.
• Managed content partnerships with Kidspot (Australia Market) and TheAsianParent (Singapore & India Market) by being the custodian of communicating brand hallmarks and appropriate tone of voice in editorial articles and.
• Supported redesign of Holiday Inn’s Kids initiatives including kids destination guides, welcome packs and kids menu by collaborating with illustrator Natalie Wee and evaluated new designs against operational.

• Marketing Communications, Above-the-line Marketing
• Assisted Assistant Director in launching Big ‘R’ Chat campaign across all online and offline customer touch-points and communication channels. These includes TVC, OOH, print ads and CPF service centers. Liaised with.

Bachelor’S Degree, Business Management And Marketing

Bachelor’S Degree, Business Administration And Management, General

A Levels, Arts