Local strategy, local insights, local partnerships for cross border E-commerce business unit in Bytedance

Department of Marketing - Principles of Marketing (MKT1705)/Digital Marketing (MKT3714B)

Identify and incubate the next billion-dollar brand for Unilever

2018-19: Marketing business partner for white-space geographies including Timor-Leste, Maldives, Pacific Islands, French Islands and Greater Guam2019-22: Marketing business partner for China domestic seeding and cross-border e-commerce brands - Refine and develop best-in-class marketing strategies: identify key channels, auditing brand performances, strategize marketing campaigns for all markets etc- Incubate and managed over 40+ brands across Unilever’s Beauty & Personal Care, Foods & Refreshment & Home Care Brands- Drive Unilever Sustainability Living Plan programmes across the markets including World Oral Health Day, Global Handwash Day, I’M Walls and additional programmes to drive water conservation, waste management etc

•Core team member of digital marketplace providing flexible space for commercial use • Marketing: Branding and regional marketing initiatives including social media, email marketing, offline marketing events, community management etc • Sales: Designed and made sales pitches to potential host partners - expanding the presence of the company from 3 cities to 9 cities

• Strategized and managed 8 through-the-line campaigns worth S$1mil+• Key achievements: - Established and managed the creative direction of the McDonald’s Instagram account (@mcdsg) which obtained 14.5k followers within 5 months and a 17% engagement rate - Led team of 6 creatives to re-brand the McDonald’s desserts and beverage range to “Chill” – successfully targeting the lapsed younger TA and achieved 50% net increase in sales

• Strategized and managed gamified marketing campaigns for Chinese and Malaysian markets in the most-awarded word-of-mouth marketing agency in Asia.• Achieved increased consumer engagement, brand advocacy and purchase intent for 8 international clients on projects worth RMB 5mil+