Sunny Um Email & Phone Number

Singapore

- Lead consulting projects (custom market research) designed per clients’ needs for B2B and B2C market data, qualitative insights and strategic recommendations- Analyse primary/secondary market data and insights captured from field research and develop actionable recommendations for clients’ business objectives- Act as clients’ direct contact point to discuss business pain points and design the project direction to address the challenges- Key project scope: New market entry, geographical & product category expansion, market size establishment, competitive landscape & distribution channel analysis, geolocation assessment, public policies/programmes assessment and roadmap formulation- Project geographies: ASEAN (Singapore, Indonesia, Malaysia, Thailand, Cambodia), Northeast Asia (South Korea, China, Hong Kong), Oceania (Australia), North America (USA, Canada), Western Europe (Germany, France, Finland), Africa (Kenya)

Singapore

- Lead syndicated research projects for APAC countries for annual data and report publishing for the company’s proprietary market research database Passport- Primary research: Conducted interviews with manufacturers and distributors to understand the industry consensus on market performance, competitive landscape, challenges and disruptions- Secondary research: analyzed national statistics and financial reports to estimate industry market sizes and company sales- Wrote insight reports to provide current market trends and strategic recommendations- Frequently spoke at conferences/client seminars to share insights identified via in-house BI tools- Published trade journal articles on key industry trends; often quoted by BBC, Bloomberg, CNBC and Nikkei as a commentator on industry events

Hong Kong

- Completed a Vice Chairman-initiated project to create an in-house online knowledge centre through close collaboration with product sales units and corporate PR teams- Played a thought leadership role to promote the company’s best B2B sales practices by publishing 20+ case studies on sustainability ingredients - Created a database of eco-friendly ingredient solutions as part of the company’s strategic focus

Seoul / Hong Kong

- Edited 50+ articles monthly for travel magazines under tight deadlines- Pitched story items of travel/culture topics; traveled 20+ cities for researches and interviews- Negotiated and closed the joint-marketing and data-sharing deal with music retailers in HK and SG to export the company’s merchandise and to co-launch pan-Asia music chart

Seoul / Toronto, Canada

- Managed localisation projects for TV networks and film studios (Warner Bros, Sony, Fox, Discovery, etc) in collaboration with APAC and Europe regional- and US headquarters- Led the language localisation of BBC and AXN TV channels and quadrupled the company’s annual production within two years of channel launches

Mba, Strategy

- The winner of HKUST Social Enterprise pitch competition; awarded a grant of USD 32K - O2O marketing & geo-expansion consulting.

Master Of International Studies, International Public Relations