Marketer

Established startup in the EV charging industry since Apr 2019 as founding member, subsequently joined as full-time business leader, growing from 3 to 11 men in 6 months. Worked with Sanyo Engineering to be shortlisted and tender for LTA’s transport hub EV charging depot contract in excess of $100m. Create demand through omni-channel digital and email marketing efforts to generate awareness to MCSTs and developers. Worked with various MCST committees and facilities management firms to bid and setup EV charging network across more than 50 condos MCSTs, worth in access of $2m, in 6 mths. Manage in-house technology team (SG and MY) and tech roadmap, to build website, mobile app, and admin portal to align with LTA regulatory requirements. Managed all marketing efforts, including Google CM360, META, Linkedin, website, social media, on-ground events, and strategic partnerships. Create in-house CDP and master control panel, for full data analytics of revenue and user behaviours, consumption monitoring and IOT based monitoring of charging stations for data feedback to LTA.

Established new department as one man to 4 team members within a traditional PR agency, in 3 years. Won new business and grew digital marketing revenue from $0 to $250k in first year, and >$600k in subsequent years, through both invited and cold pitching to existing and new clients. Established new digital media services such as online media buying and planning, focusing on independent programmatic networks, META platforms, and Google platforms. Introduced new capabilities through Adtech and Devtech partners, resulting in new digital projects like AI chatbots, automated lifecycle email marketing, website development and UX/UI work. Planned and strategised omni-channel marketing communication strategies, which includes influencer marketing, thought leadership, social media publishing. Trained and mentored both new and existing junior staff on social media trends, trending algorithms, data analysis, reporting frameworks, marketing capabilities.

Won and established new services, apart from media buying, by winning 2 mobile app development projects in 1 half of working, generating new revenue billings of more than $800k. Collaborated with various stakeholders at Havas Singapore for digital-focused pitches, resulting in growth of revenue from under $2m in early 2016 to deliver 136% of targets in 2017, >$4m in billings, and 128% of targets in 2018, >$4.5m in billings. Part of leadership team, consisting of 5 departments, reporting to CEO and Regional CEO for budget forecasting, ad trends, pipelines, client demands. Managed and negotiated ad supply partner rates to enhance revenue extraction, with partners such as AdColony, NEAR (Azira), S4M, etc. Provided subject matter expertise and consulted for clients such as Singtel-Dash, Fairprice, SATS, Lendlease Plus, for mobile app measurement analytics tools such as AppsFlyer, Adjust, Firebase. Collaborated with the global teams to develop and integrate ad technology and CRM products, expanding the agency's Adtech services like new mobile-OHH geo-location programmatic advertising. Managed media planning team and ad programmatic traders (2x SG and 1 x UK). Partnered with strategic partners to offer business transformation and marketing cloud solutions such as Adobe, Capillary, and Salesforce, to onboard clients transitioning into data-driven marketing methodologies. Won IAS Hall of Fame Award (Bronze), for Product Innovation of the Year, for client SATS.

In charge of brand and lead product merchandising, marketing tactics, and strategy for the Southeast Asia (SEA) region. In charge of e-commerce profit and loss reporting, exercised advertising budget control and allocation, conducted competitive analysis for e-commerce ad performance optimisation. Spearheaded negotiations for partnerships to drive direct unpaid and direct traffic through bank and hotel channels. Orchestrated media relations for SEA-based publications, ensuring alignment with headquarters for press and media releases. Secured and supplied local publications with Ctrip brand-related content, fostering editorial partnerships for branded content distribution, working with media such as Yahoo, Asiaone, BT etc. Provided HQ with local intelligence and strategic direction for digital marketing and social media strategy in Singapore and other SEA markets. Managed and executed localization of social content across four markets, primarily on Facebook, and grow email membership subscribers. Effectively managed three offshore executives and one Project Manager based in Shanghai, overseeing website content and product merchandising.

Held responsibility for overseeing rebranding and brand-wide product merchandising, marketing tactics, and strategy. Monitor and report travel e-comm daily sales of estimated SGD150k - $300k, from 150 - 250 customer conversions/bookings. Functioned as the key liaison for all strategic marketing partnerships with prominent entities such as OCBC, AMEX, MasterCard, Lazada, NTUC Linkpoints, and various tourism boards. Managed and planned multi-channel integrated marketing campaigns, overseeing creative development and messaging strategies monthly, focusing on ROAS performance and optimisation. Work with AU technology team for localized business and marketing requirements for online UX and processes, involving checkouts, payments via Stripe, pre-paid, post-paid purchases. Spearheaded the growth of CRM activities through email marketing and on-site touchpoints, collaborating with technology teams and stakeholders to refine and enhance the online customer journey, resulting in growth of email marketing subscribers from 100k to 160k a year. Supervised the PR agency, executed periodic press releases and PR events, and supported CEO profiling and brand distribution through consumer and trade publications.

Spearheaded the adoption of digital services across marketing and business channels for ANZ, encompassing SMS marketing, mobile marketing, digital screens, development of an affiliate marketing framework, digital PR, direct marketing, and display and search marketing. Supervised the digital communications platform for wealth banking and unsecured loans, ensuring adherence to content guidelines and metric reporting requirements. Collaborated with channel owners to conceptualize and implement internet and mobile banking solutions. Managed the strategic oversight of media buying and brand distribution for digital channels, including SEO/SEM, Affiliate, Display, and Mobile, with a focus on CPA. Report owner on leads and conversion for Cards and Loans, entire website analytics, online banking sales on Internet Banking and various other metrics to wider stakeholders. Own and implemented email marketing for consumer banking, reporting on CTR%, open rates, conversion, for usage and activation programmes for cards and loans for attribution and ROI measurements. Managed in branch collaterals, ATM content, Priority Banking lounge experiences. Relaunched renovated flagship branch in Singapore Land Tower with digital signages and queue systems. Promoted from Cards and Loans Acquisition Manager to Associate Director, in 2012. Won several in-house performance awards.