Experience

Commonwealth Concepts

• Singapore
• Hospitality
• 1 - 100 Employee

• Group Head, Marketing & Consumer Growth

  • Jun 2017 - Present

  (A new JVCO by Far East Organization and Commonwealth Capital) (A new JVCO by Far East Organization and Commonwealth Capital)



Refinery Concepts

• Singapore
• Food and Beverage Services
• 1 - 100 Employee

• Marketing Director

  • Jun 2017 - Jan 2021

  (A company of Far East Organization) - Lead and guide the marketing efforts for 14 F&B brand concepts across more than 20 outlets, ranging from fine-dining to cafe/bistro to fast casual restaurants - Work closely with General Managers, Executive Chefs and Financial Planning & Analysis team to develop relevant marketing initiatives, promotion and pricing strategy that will help maximise profits, improve average check, optimise seat utilisation rate, and to meet yearly budgets - Evaluate and develop marketing strategies, planning and coordinating marketing efforts with respective marketing/brand managers/executives - Communicating marketing plans to all stakeholders, including group COO and financial planning & analysis team - Conduct and evaluate on Demand Analysis and Competitors Research - Orchestrate and lead for some of the new product development - Brand building and positioning for all the F&B concepts - Spearhead partnership deals and negotiations on a group level - Manage media and commercial sponsorship - In-charge of media crisis management, key liaison with internal group - Report directly to Chief Operating Officer and manage a team of 11, from Marketing/PR - Digital - Design Show less



Sofitel

• France
• Hospitality
• 700 & Above Employee

• Cluster Director, Marketing & Communications

  • Oct 2014 - Jun 2017

  • Sofitel Singapore Sentosa Resort & Spa and SO Sofitel Singapore • Oversee the full spectrum of Marketing & Communications including digital, advertising, branding, communications, public relations, database management and partnership • Responsible for digital marketing through SEM, Display Ads, SEO, social media platform and collaboration with online sites and social influencers • Map out and manage full calendar year marketing plan based on forecast sales target for both hotels • Primarily KPI is to grow web direct revenue, social media fan base & engagement score • Collaborate closely with internal brand team and external partners for partnership • Orchestrate and develop special unique events to create brand awareness & elevate brand positioning • Manage external PR, creative & emailing agencies and suppliers to meet company's objectives and adhere to brand standards • Actively solicit for awards opportunity for hotel branding, F&B and Spa • Microsite revamp, content update and social media platform management • Manage emailing strategy with Cheetahmail database management • Collaborate with relevant online partners for sales leads generating for Weddings, Meetings & Social events • Monthly management/owners meeting and report Show less



Far East Hospitality Management (S) Pte Ltd

• Singapore
• Hospitality
• 200 - 300 Employee

• Group Head of Marketing

  • Sep 2011 - Oct 2014

  - Oversee the full spectrum of marketing for Far East Hospitality, across 10 hotels and 9 serviced residences - Marketing function includes digital, communications, branding, public relations & database management - Managing a team of 12 with 3 key functions - Digital, Marcom & PR - Provide marketing support to all properties and central team on content/creative/collaterals development and production - Primarily KPI is to grow web direct revenue - Manage marketing budget across properties and group level - Support new hotel pre-opening digital campaign and opening launch - Responsible for strategic partnerships for group, brand and tactical level - Manage internal & external agencies - advertising, creative, SEM/SEO, website, social media, PR and IT Show less



Accor

• France
• Hospitality
• 700 & Above Employee

• Area Director, Direct Sales & Loyalty

  • Oct 2009 - Aug 2011

  - Oversee the full spectrum of eCommerce for 4 Accor Hotels – Grand Mercure Roxy Hotel, Novotel Singapore Clarke Quay, ibis Singapore on Bencoolen & ibis Singapore Novena - Responsible to map-out events calendar for online activities/campaigns to generate online direct revenue for the hotels - collectively & individually - Responsible to plan and conceptualize campaign that differentiate our product offerings from direct competitors - Negotiate with partners on value-adds and ensure close-loop processes - Budget allocation for campaigns yearly and individually - Work closely with external digital agency to identify & approve media selection for different markets, optimizing keywords & adtext and management of budget - Liaise with Accor regional head office in Singapore & MIS team to ensure timeliness on the loading of landing page, web banners and all other relevant channels - Work with AdvantagePlus and AIClub team to ensure campaigns are being communicated via their platform - Prepare campaign brief to GMs, Revenue Managers, Reservations and DOS - Responsible to manage and monitor social media network like Facebook, Twitter & TripAdvisor and Brand Karma for 4 hotels - Maintain relationship with top producing OTAs to alert them in advance on our campaigns and secure exposure opportunities from their platforms - Support hotels on online campaign for Weddings, MICE, F&B and database acquisition - Monthly web & campaign production reports and updates Show less



Jetstar Asia Airways

• Airlines and Aviation
• 200 - 300 Employee

• Marketing Manager

  • Sep 2006 - Jun 2009

  - Oversee the entire Marketing business unit and ensures day-to-day marketing support for 17 destinations via major media like newspaper ads, radio, online and electronic direct mailer - Proposed short- and long-term marketing programs to align closely with the business requirements and needs - Yearly/quarterly forecast & review of marketing budget - Manage partnerships and maintain close relationship with financial institutes - Manage PR Agency, media relation and sponsorship request - Contribute indirect revenue via strategic marketing efforts, locally & overseas - Constantly seek new partners for joint-promotion opportunities based on partial or full barter-agreement, whenever appropriate - Work closely with advertising agency and media owners, PR agency and web designer, for all above- and below-the-line - Provide 17 regional GSAs on company’s brand guidelines and equip them with updated communications tools and information - Manage and approve all content in our bi-monthly in-flight magazine - Work closely with vendor to promote ancillary revenue through ambient advertising Show less