I lead a team overseeing strategic planning, marketing and community engagement for mewatch, melisten, and YouTube channels, as well as strategic and affiliate partnerships' marketing initiatives. I drive Customer Lifecycle Management (CLM/CRM) strategies, focusing on onboarding new users, retention, and upselling subscriptions. Additionally, I am responsible for driving Single Sign-On (SSO) initiatives and developing new digital and offline experiences to enhance sign-in processes. I collaborate closely with product teams on martech solutions, product enhancements, and integrations to improve user experience and SEO/SEM.

Led content marketing for Toggle’s digital Original series, utilising owned, paid digital media, social platforms, and influencers. Collaborated closely with content teams to align goals and develop effective campaigns, resulting in a significant increase in digital viewership within one year.

Led a team of three to manage Mediacorp’s licensed Spartan Race in Singapore and Bintan from 2016 to 2017. Spearheaded business development and marketing efforts, crafting B2B and B2C strategies that boosted revenue, sponsorships, event sign-ups, and community engagement. Achieved growth in community engagement across four Spartan races through owned and paid digital media, social content marketing, and impactful on-ground events.

I managed branch experience and led merchandising transformation for UOB retail, Wealth, and Privilege Banking, also serving as marketing lead for Business Banking. This included revamping customer journeys, optimising brand placement, and developing brand guidelines for regional offices during renovations. I developed B2B marketing programs, organised events like wealth management seminars and partnerships to support sales targets. Additionally, I revamped the Business Banking website, improving navigation, user experience, and implementing SEO/SEM strategies for enhanced digital performance.

I managed, planned, and executed consumer banking roadshows and spearheaded key product launches, integrating marketing efforts for investment, insurance, and secured loan products. Additionally, developed the marketing strategy for the inaugural OCBC Cycle event.

I managed both B2C and B2B marketing initiatives. On the B2C front, I drove partnerships and traffic to Singapore Post Offices and S.A.M machines, while on the B2B front, I was responsible in enhancing the perception of Direct Mail among advertisers and identifying new revenue streams. Notably, I orchestrated successful marketing campaigns, including two lucrative lucky draw events that attracted over 300K entries each. Moreover, I forged a strategic partnership with a book distributor for the Harry Potter series launch, resulting in over 18K pre-orders. Additionally, I led the rebranding of Direct Mail businesses to 'DMrocket', recognized as one of MARKETING Magazine's top 10 Direct Marketing agencies, climbing from 6th to 2nd position within two years.

I was responsible for the acquisition and spending initiatives for the Metro Cardmembers loyalty program, orchestrating new partnerships and marketing campaigns to enhance membership, spending, and loyalty. Additionally, I organised exclusive events for Cardmembers, featuring promotions and fashion show previews, to foster engagement and appreciation. Furthermore, I coordinated the marketing efforts for Metro's annual community project, 'Metro for Children', aligning the brand with philanthropic endeavors to contribute positively to society.