Digital Account Executive

• Apr 2022 - Present

• Client-facing accounts role for global clients in the hospitality industry. • Manage and lead cross-functional teams (creative, media, dev.) to achieve client outcomes. • Responsibilities include setting up paid ads on various platforms (FB, Google Ads , programmatic, etc), creating media plans to drive awareness and conversions. (quarterly/annual/project-based), producing final ad screen grabs for client approvals, in- and post-campaign analysis and reports, client management and communication. • Managing campaigns with ROAS KPIs ranging from 4.5 to >20. • Markets include UK, EU (DACH, FR, IT, BR etc), US, APAC (SG, MY, ID, AUS etc), CIS. • 5-figure and up campaign budgets. • Also working on client proposals and non-media projects such as website development and photoshoots, including clients outside of the hospitality sector. Show less

Associate Marketing Manager/Real Estate Salesperson

• Jul 2019 - Present

• (Yearly Renewal of Certification).• Focused on digital and performance marketing on FB and LinkedIn to reach out to a targeted audience.• Developed digital and performance marketing strategies for consumer acquisition and retention on social media platforms, resulting in a 14% click-through rate, an average of 4.73% on video and blog shares, and an average cost-per-click of $0.29. Generated a total transaction value of $2M or more. • Achieved overall transaction value of more than $2M.• Was part of a live panel discussion on financial literacy at a local company in 2019 in partnership with Standard Chartered. Show less

Marketing Associate/Real Estate Salesperson

• May 2018 - Jun 2019

Blogger / Content Creator

• 2010 - Present

• Participated in WordCamp 2016 as a conference speaker on blogging. Built an audience of 11.8K monthly reach for personal blog, with an average IG post engagement rate of 15% and the most viewed video garnering 30K views on YouTube. Collaborated with local beauty services for product reviews, attended beauty launches and generated sales for brands including L’Oreal, Johnson's Baby, Crabtree & Evelyn, L’Occitane, Urban Decay, Guerlain, Marc Jacobs Beauty, Laneige and Clinique, among others. • Participated in WordCamp 2016 as a conference speaker on blogging. Built an audience of 11.8K monthly reach for personal blog, with an average IG post engagement rate of 15% and the most viewed video garnering 30K views on YouTube. Collaborated with local beauty services for product reviews, attended beauty launches and generated sales for brands including L’Oreal, Johnson's Baby, Crabtree & Evelyn, L’Occitane, Urban Decay, Guerlain, Marc Jacobs Beauty, Laneige and Clinique, among others.

Digital Marketing Executive

• May 2021 - Apr 2022

• Managed the e-commerce Shopify back-end, onboarding of the brand onto Shopee & managing the Shopee account, customer service and all digital marketing initiatives, including EDM creation & automation (cart abandonment, subscriber re-engagement etc.). • Managed social media content creation, strategy & scheduling, as well as community and influencer engagement. Social listening, customer and community management have resulted in successful conversions and positive Google reviews of the company. • Increased follower count on social media accounts by 1.3k over 6mth (and growing). • Attained 1915% half-monthly ROAS during non-peak periods on FB Ads; 1800% ROAS during flash sale period and 600-800% ROAS on a weekly basis for Google ad campaigns. • Worked closely with cross-functional teams and external stakeholders, including weekly and monthly updating of sales data. • Streamlined processes such as back-end promotion scheduling with apps and collating of sales reports with the aid of VLookUp on Excel. Show less

Founder

• Aug 2016 - Dec 2021

• Launched and managed the e-commerce jewellery store on Shopify and Etsy. • Focused most of the brand's marketing efforts (that included paid ad campaigns, organic reach from owned content, influencer engagement and competitive analysis) on FB and IG--the best channels to reach the intended audience of women aged 24-40. Social media captions generally conveyed a sense of empowerment, accessibility and luxury. • Provided timely response to comments and messages on the brand's social media pages and emails, as well as quick fulfilment of orders and customer service--led to positive reviews from shoppers privately and on public platforms. • Exit-intent pop-ups captured email subscribers, who received a newsletter about once a week. • EDMs have attained 22.5% open rate and an avg, order value of $133 for products of $60 avg. price point. • FB and IG ad campaigns reached CTR as high as 7.2% and CPC as low as $0.13 on a targeted audience. • Blogging on topics revolving around jewellery/fashion tips have also led to click-throughs to the website. Show less

Sales Associate/Advisor

• Dec 2017 - May 2018

Education Officer

• Mar 2012 - Jun 2016

• Successfully delivered lectures to students of A-level Chemistry, developing and utilising Powerpoint presentations and live practical demos; managed classroom teaching; served as teacher-in-charge to student groups and organised college-wide events. • Successfully delivered lectures to students of A-level Chemistry, developing and utilising Powerpoint presentations and live practical demos; managed classroom teaching; served as teacher-in-charge to student groups and organised college-wide events.

Beauty Editor

• Aug 2011 - Jun 2012

Dealt with press releases, product launches and beauty events in addition to writing about beauty in general for the ezine (based in Singapore). Collaborated with various brands and companies in the fashion, beauty and journalism industry. Dealt with press releases, product launches and beauty events in addition to writing about beauty in general for the ezine (based in Singapore). Collaborated with various brands and companies in the fashion, beauty and journalism industry.

Student Research Intern

• Mar 2011 - Jul 2011

Research involving studies on oligonucleotides as aptasensors for the detection of cocaine and L-tyrosinamide. Techniques used include PAGE, QCM-D, SPR and CE (Capillary electrophoresis). Research involving studies on oligonucleotides as aptasensors for the detection of cocaine and L-tyrosinamide. Techniques used include PAGE, QCM-D, SPR and CE (Capillary electrophoresis).

Assistant Scientist

• Aug 2009 - Feb 2010

Assistant chemist to the senior chemists in the Forensic Chemistry & Physics Laboratory. Assisted in case work and research. Emphasised on fibres. Other skills acquired were various microscopy work and the Kastle-Meyer test. Assistant chemist to the senior chemists in the Forensic Chemistry & Physics Laboratory. Assisted in case work and research. Emphasised on fibres. Other skills acquired were various microscopy work and the Kastle-Meyer test.

Research Intern

• Jan 2009 - Jun 2009

Researched on physical aerosols on the topic of defence science Researched on physical aerosols on the topic of defence science

Research Intern

• May 2008 - Jul 2008

Published an article in Croatica Chemica Acta together with Professor Guy Bouchoux. Involved in research about biomolecules, namely amino acids. Skills acquired included LCMS and computational modelling. Published an article in Croatica Chemica Acta together with Professor Guy Bouchoux. Involved in research about biomolecules, namely amino acids. Skills acquired included LCMS and computational modelling.