Aug 2024 – Dec 2025 · 1 yr 4 mos · Singapore · Remote

• Alola is a travel technology & lifestyle company that aims to make your travel experience easy, seamless and personal.
• Brand identity, vision, and GTM strategy
• Strategic partnerships for commercial growth, API integrations, boosting platform utility and credibility
• Investor narrative and pitch development for early-stage fundraising.
• Marketing and Communications
• Product: Development, Operations, Market-Fit
• Backend Operations: Finance, Commercials, Hiring, IP

Jun 2024 – Present · 1 yr 10 mos · Singapore

Jun 2023 – Present · 2 yrs 10 mos · Singapore · Hybrid

Dec 2022 – Jun 2024 · 1 yr 6 mos · Singapore · On-site

• Led a multi-function team consisting of: (i) Brand & Content, (ii) Performance Marketing, (iii) Loyalty, Partnerships & Engagement, (iv) Communications & Media Relations, and (v) Sales & Business Development, that has helped position ISCA into a key Trade Association.
• Media & PR: 300% growth in media value
• Social Media: Revamped Social Media strategy led to 24X engagement rate vs industry benchmark.
• Branding: 2X brand awareness through brand refresh and brand marketing campaigns.
• Performance Marketing: Led digital transformation through various digital marketing initiatives, that led to more efficient and effective lead generation, increased ROAS, and introduced new channels that increased brand awareness and market share.
• Loyalty Marketing: Launched and grew inaugural B2B membership with 35:1 marketing ROI.
• Leadership: Task Force for Artificial Intelligence (AI), Sustainability, and Employer Branding, and key member of Chartered Accountants Worldwide (CAW) Marketing Directors committee.

Sep 2022 – Present · 3 yrs 7 mos · Singapore

• Lecturing for Advanced Certificate in Digital Transformation

Oct 2020 – Sep 2022 · 1 yr 11 mos · Singapore

• Increased campaign efficiency through SOP and process optimization, resulting in more cohesive campaigns.
• Multifold increase in traffic and revenue through regional campaigns such as Lazada Birthday, 9.9, 11.11, and 12.12
• Increased awareness and luxury/premium positioning of LazMall and its brands through marketing strategies, campaigns, and product initiatives.
• Led product development that increased business & operational efficiency, directly leading to increased GMV uplift in campaigns throughout the region.
• Increased deal hunting efficiency for campaigns through product solutions and campaign optimization.
• Building of key repositories that has enabled smooth processes, retention of important info, and campaign efficiency.
• Gamification & Brand Partnerships led to increase in customer engagement & app browsing depth.
• Business Development: Brought in key brands in EL, FMCG, GM, and DG, with one of them currently one of our top sellers in terms of revenue and another a key brand in the category.

Nov 2017 – Jan 2023 · 5 yrs 2 mos · Singapore

• SSPL is a boutique investment company with investments focused in the F&B industry.

Sep 2017 – Jun 2020 · 2 yrs 9 mos · Central Singapore

• Increased commercial revenue for the Leisure sector across all Asia Pacific markets through strategy and end-to-end campaigns and improved campaign efficiency as APAC Campaign Operations Center of Excellence (CoE) expert.
• Led the Hilton Always On initiative across all markets in Asia Pacific in Search, Social Media and Programmatic advertising, which resulted in 77% cost savings while increasing revenue and ROI.
• Increased omnichannel performance through partnerships with key industry partners such as Expedia, Trip Advisor, Agoda, Sabre, and various affiliates channels.
• Led the inaugural social media first party targeting strategy that resulted in an unprecedented increase in conversions and engagement.
• Implemented Creative and Content Strategy that resulted in improved localization accuracy, overall campaign performance, property website traffic, and social media engagement.
• APAC Leisure Council Chairman and APAC Commercial Services Engagement Committee Member.

Mar 2017 – Sep 2017 · 6 mos · Singapore

• Led key successful marketing efforts including the rebrand of Scoot in SEA following the merger with Tigerair as well as several regional partnerships and campaigns.
• Completed a successful rebrand of Scoot in the SEA region.
• Led consistently high performing marketing campaigns in multiple countries across SEA using data analytics tools and working functions such as Business Intelligence, Revenue, and Sales.
• Established key partnerships and sponsorships with regional tourism boards and travel partners that increased brand and commercial performance.

Sep 2015 – Mar 2017 · 1 yr 6 mos · Singapore

• (Tigerair before the merger with Scoot in 2017)
• Successfully established Tigerair and Scoot as a key airline in the Greater China region, through marketing and sales initiatives.
• Headed brand, communications, and sales efforts in Greater China through (a) branding (ATL & BTL), (b) marketing campaigns, (c) Public Relations (Press Conferences, Press Releases, Public Speaking, Media/KOL Tours), and (d) partnerships (Tourism Boards, Financial Partners, Travel Partners).
• Ran Tigerair’s loyalty program E2E from signing on partnerships, logistics, marketing & growth.
• Grew Social Media accounts from the ground up – surpassing established competitors despite our late entry into the market.
• Led consistently high performing marketing campaigns using data analytics tools and working functions such as Business Intelligence, Revenue, and Sales.
• Optimized booking and payment system with OTAs, which had a direct impact on bookings.

Sep 2015 – Present · 10 yrs 7 mos · Singapore · Hybrid

• Fractional Marketing & Consulting
• Xiao Hong Shu & WeChat marketing
• Influencer Marketing
• Marketing Activation for companies looking to expand into China as well as companies from China looking to expand into SEA
• Guiding companies in their digital transformation journeys
• Events Management from Press Conferences and Closed-Door Sessions to Trade Shows and Conferences
• Copywriting and Translation Services

Jun 2015 – Sep 2015 · 3 mos · Shanghai, China

• As an advisor and consultant during the startup phase of Captive. My role was to formulate the business direction, create content partnerships, and set up an accounts team.
• Captive is a full-service creative, media & integrated marketing agency group based in China. Captive's various business units cover a comprehensive range of services, providing advertising & design services, media solutions, integrated marketing services, New Retail marketing solutions and more. Our media unit, Captive Media also offers MallMax - China’s largest shopping mall integrated media platform covering over 60 cities and various other interactive Online + Offline media resources.

Nov 2012 – Sep 2015 · 2 yrs 10 mos · Shanghai City, China

• General Cable was a Fortune 500 and 3rd largest cable company in the world. Reported directly to the Head of Corporate Affairs & PR with a dotted line to the Area President. I led a team of marketing and communications professionals that (a) elevated the company to number 1 in China, (b) grew 50% YoY, and (c) increased revenue 300% through marketing, partnerships, sponsorships, and business development activities.
• Secured a key government contract for General Cable through out-of-the-box solutions.
• Partnered with Think Tanks, Standardization Boards, and Government entities to co-produce whitepapers which positioned company as a key expert in industry policies and standards.
• First in the industry to launch our inaugural Social Media platforms that saw an increase in awareness and contributed to our improved brand health.

May 2011 – Nov 2012 · 1 yr 6 mos · Shanghai, China

• Ortus Group is an integrated marketing communications company that consists of three distinct agencies, Ortus Advertising, Ortus Events and Ortus PR. Each agency has its own specialized services but they often work together in order to create an integrated campaign that achieves the clients' objectives. Some services include advertisement design, logo design, event planning and management, PR campaigns and branding.
• Managed a small business unit that consistently brought in the highest profit margin in the company.
• Double-hatted as Creative Director for selected accounts.
• Clients included Alcan, Coca Cola, Epicentre, Frasers Hospitality, General Cable, J.P. Morgan Asset Management, Keppel Group, Lanxess, Lavazza, Marriott Vacation Club International, Sony, Starbucks, Toyota, and Volvo.
• Revamped the in-store experience for Starbucks in China, which led to a higher footfall and more efficient transactions.
• Developed a B2B partner loyalty program for the Alcan and General Cable.

Jun 2009 – May 2011 · 1 yr 11 mos · Shanghai, China

• amc asia! provides Immersive, Interactive & Experiential business theatres that will impress, excite and inspire your audience by providing versatile and complete solutions in ensuring an immersive, interactive and experiential theatre of sorts applicable to corporate events, conventions, product launches, meetings, conferences and exhibitions.
• Account Management, Creative development and Budget management.
• Clients serviced include Bacardi Limited, Continental, Hewlett Packard, JP Morgan, Media Development Authority of Singapore, Mercedes, Moet-Hennessey-Diageo, Nielsen, and Nike.

Jan 2008 – Jan 2008 · 0 mo · Singapore · On-site

• Authored a white paper on psychology and holistic education

Jan 2007 – Jan 2007 · 0 mo · Singapore

• Authored 2 white papers on the psychological impact on cyber security

Jan 2006 – Jan 2009 · 3 yrs · Sydney, New South Wales, Australia · Hybrid

Oct 2003 – Jan 2006 · 2 yrs 3 mos · Singapore

• 738 Battalion Singapore Guards
• 745 Battalion Singapore Guards
• 3rd Battalion Singapore Guards
• 05/04 School of Combat Engineers
• 55/04 Officer Cadet School Delta Wing
• BMTC2 Taurus Company
• 1st Battalion Singapore Guards
• Awards:
• Company Best Recruit
• Company Best PT
• Platoon Best
• & various other awards/achievements

Jun 2003 – Oct 2012 · 9 yrs 4 mos

• Events and Marketing clients include Alcan, Asia Pulp and Paper (APP) Global & China, Bottles & Bottles Singapore, CapitaLand China, Heinz, Proudfoot Consulting, Rio Tinto, Sesame Street, Shanghai American School, Starbucks, Shanghai Singapore Business Association, Tencent, The Activity Box, The Economist, UNSW Singapore Students Association, Wuliangye
• Research work for Singapore DSO National Labs, Singapore Ministry of Education (Psychological Assessment & Research Branch), UNSW School of Psychology
• Wedding Planning & Execution (Shanghai & Singapore)
• Event Consultant for various event agencies and mobile app developers