Experience

GREAT EASTERN

• Singapore
• Insurance
• 700 & Above Employee

• Vice President, Digital Marketing & Engagement

  • May 2018 - Present

  • Develop content strategies to reach out to desired target audience and achieve marketing goals to drive traffic, interest and engagement to the corporate website • Manage content calendar to ensure content consistency • Identify, create and manage digital content using a range of digital media and formats • Monitor, analyse and report on the performance of the content using Google Analytics for future planning • Develop WeChat content and campaigns to elevate Great Eastern’s brand to attract the Chinese market • Develop and execute strategies for customer acquisition and drive continuous active engagement for existing members on the health and wellness mobile application • Work with communications team on all available media channels, including online and offline platform • Collaborate with various internal and external stakeholders on mobile applications implementation and execution • Manage allocated marketing budget and initiatives to achieve desired results • Work closely with partnership and vendors to drive members’ engagement Show less



GREAT EASTERN

• Singapore
• Insurance
• 700 & Above Employee

• Section Head, Customer Segment and Engagement Marketing

  • Dec 2006 - Jun 2017

  a. Segment Marketing – New to Work Force, Parents with Young Children and Mass Affluent Segment • Develop marketing campaigns for the different segments and to develop consistent marketing messages across all touch points, synergise overall marketing communications and customer experience • Work closely with customer analytics team to predict customers’ behavior, track campaign performance and effectiveness • Work closely with digital team to identify suitable platform and content relevant to the segment • Manage and drive key customer events (seminars/ workshops/fairs) to acquire and retain targeted segments • Work with various stakeholders (legal, compliance, product and distribution team) to ensure accurate, quality output and effective execution of all marketing campaigns and materials for the segments • Work with creative and media agencies to create effective marketing collaterals • Manage allocated marketing budget and initiatives to achieve desired results b. Loyalty Programme for OCBC-Great Eastern co-brand credit card • Source and secure partnerships and tie ups with different vendors that fits the brand • Collaborate with bank to drive usage of the co-brand credit card • Oversee the management and execution of marketing plans and communications c. Corporate Sponsorships - Great Eastern Women’s Run, Great Eastern S.League and Sports Hub • Develop a strategic brand and communications plan to ensure presence in the market, using paid and owned media • Responsible for the overall activation of these sponsorships, ensuring all the rights and benefits are maximized and delivered against the objectives. • Work closely with events organizer, digital, creative and public relations agencies to create and plan campaigns aligned with brand guidelines • Develop strong and consistent messages to sustain awareness, preference and consideration of the Great Eastern brand Show less



California Fitness

• Brazil
• Wellness and Fitness Services
• 1 - 100 Employee

• Assistant Marketing Manager

  • Jul 2000 - Nov 2006

  • Strategize and implement monthly marketing promotions to achieve guest target. • Source and negotiate with partners to implement and execute lead generation campaigns, retail based campaigns, road shows and sponsorships to maintain and increase memberships • Source and negotiate with merchants on members’ privileges and activities. • Plan and execute members’ activities such as members’ parties and events • Plan monthly above and below-the-line advertising and promotion campaigns to meet overall business objectives • Coordinate and process all media activities, including working closely with media owners on health and fitness columns and articles. • Involve in the pre-marketing activities for the 3rd and 4th clubs in Singapore • Prepare presentations and reports of current marketing trends, identifying opportunities and threats posed by competitors. • Manage monthly maketing budgets and controlling production costs • Work with digital agency to produce successful and effective online campaigns to generate leads • Work hand-in-hand with government bodies, such as Singapore Sports Council and Health Promotion Board to promote healthy lifestyle • Work closely with corporations to promote healthy lifestyle for their employees/ members • Oversee the production of marketing literature and other promotional, compliance and operations tools including copy writing, creative briefing and work in conjunction with in-house production to ensure high standard of copy, content and decision. • Work closely with advertising agency on advertisements and printers on all marketing literature Show less