Experience

Etiqa Insurance Singapore

• Singapore
• Insurance
• 200 - 300 Employee

• Activation Manager

  • Aug 2021 - Present

  BUSINESS TRANSFORMATION & COMMUNITY• Launched Etiqa Insurance's first community insights platform, Tiq Tribe, to improve customer engagement • Led development and implementation of Etiqa's first Rewards Module, overseeing API integration to third-party rewards aggregator, and API connection to other internal Etiqa channels and platformsMARKETING OPERATIONS• Streamlined content marketing operational processes for CRM (emails, push and web notifications), blogs, and social media• Establish experiment frameworks for CRM and aligned team on content marketing lead funnel• Led refresh of social media art direction for Tiq, content pillars, and established process for social media metrics tracking• Increased direct network referrals from Facebook and Instagram by 5X through experimentation• Managed KOL activations and engagements



Carriesim.com

• Content Creator

  • Feb 2014 - Present

  • Top 10 finalists of the Omy.sg Singapore Blog Awards Best Fashion Blog for two years running (from 2014 to 2015)• 1 of 4 finalists in the herworldPLUS Social Media Awards 2015 Style & Fashion category.• Created paid and affiliate content for Lancôme, Shopbop, Philosophy, Coca-Cola• 1 of 84 selected KOLs (including bloggers, photographers, and travel writers) invited to travel to Southern Thailand in August 2016 to explore Bangkok as well as the four major regions of the kingdom to share my perspectives of Thailand with the world. Organized by the Tourism Authority of Thailand (TAT), "84 Perspectives of Thailand" was held in conjunction with their "Women's Journey Thailand 2016" initiative.



Circles.Life

• Singapore
• Telecommunications
• 1 - 100 Employee

• Senior Growth Lead (Indonesia)

  • Oct 2020 - Aug 2021

  GROWTH• Scaled growth of the prepaid-postpaid hybrid product in Indonesia, Live.On, via paid and organic channels• Drive growth via agile launches and campaigns on e-commerce platforms (Shopee, Tokopedia, Bukalapak, Lazada, Blibli)• Led experimentation and achieved 5X - 10X growth (various experiments)MARKETING OPERATIONS• Responsible for marketing P&L for campaign assets, digital campaigns, NPS, and go-to-market execution• Recruited and onboarded employees for marketing and growth roles, coached and counseled team members• Established work schedules, created processes, and secured additional resources when required, and to ensure operational excellence for growth marketing building blocks • Improved communication and collaboration between operations, customer service, and marketing. • Worked with Product Manager and Strategy Lead on developing pricing and discounting strategies• Established and improved the process with partner telco, XL on approvals for new products and promotions

• Head of Daily Poll

  • Feb 2020 - Feb 2021

  • Pioneer batch of Circles.Life Entrepreneur Living Lab (CELL), an intrapreneur program to develop and scale ecosystem bets• Managed P&L of the project and reported to an internal board• Led transformation of engagement feature in Circles.Life app into a polling platform, validated features and product-market fit (for B2B) while working with developers on customer-facing and admin features• Drive engagement for consumer insights polling platform, Daily Poll, with 1.5 million data points every month and approximately an average of 1,000 daily polled users

• Senior Regional Manager – Community & Ecosystems

  • Jan 2019 - Feb 2020

  • Validation of new product concepts and ideas to drive user growth including but not limited to conducting qualitative and quantitative surveys (online and offline) and experimentation to identify product market-fit• Lead marketing for ecosystem products: Discover Events, Discover Movies, Daily Poll• Continued to lead growth and engagement through community to reduce churn and increase brand love for the core telco business

• Senior Marketing Manager - Community & Activations

  • Jan 2018 - Dec 2018

  • Developed and led community engagement, referral and loyalty strategies to increase brand love and word-of-mouth• Regional support for local teams (Indonesia, Taiwan, and Australia) in building their own community, social media, offline sales, and brand awareness activities• Established processes and managed operations of weekly offline activations and roadshows in Singapore to drive acquisition of new users contributing to approximately 10% of acquisitions at the time

• Community Manager

  • Mar 2016 - Dec 2017

  • Part of Launch Team at Circles.Life, leading KOL outreach and events management• Developed online and offline community strategy and pilot of loyalty program resulting in 40% of acquisitions through referrals• Created process for user interviews and meetups with community members, super fans, promoters, detractors, and passives to understand customer profiles better• Through user engagement provided feedback to the wider marketing team and developed long-term building blocks (offline roadshows, referrals) and new features (incoming calls add-ons, unlimited data) for the telco business in Singapore• Developed and enforced social media response guidelines and SLAs with Head of Customer Service



The Branding Beardos

• Singapore
• Book and Periodical Publishing

• Audience Development Partner

  • Aug 2020 - Dec 2020

  • Analyzed podcast audience and ensured that content resonates with their target personas• Design and produce assets to promote The Branding Beardos and work collaboratively with Founders and Podcast Hosts, Kenneth and Big John on brand identity and design. ABOUT THE BRANDING BEARDOS• A branding podcast focused on Asian brand perspectives. Inspiring the next great Asian brand.• Aimed at inspiring business owners of SMEs to take action and build the next great Asian brand through a dose of hard truths and clear, actionable insights. Available on Spotify, YouTube, Apple Podcasts, Google Podcasts, and Anchor.



The Cambelles

• Co-Founder

  • Apr 2010 - Dec 2017

  • Co-founded and managed women's lifestyle portal, The Cambelles (www.thecambelles.com)• Worked with a team of contributing editors and writers to develop engaging content for our readers• We've worked on developing content for lifestyle brands like Luxola, Beauty Direct, Evolve MMA, World of Sports, Tocco Tenero, Magnum, and Johnny WalkerThe Cambelles ceased publication on December 2017 after 7 years. • Co-founded and managed women's lifestyle portal, The Cambelles (www.thecambelles.com)• Worked with a team of contributing editors and writers to develop engaging content for our readers• We've worked on developing content for lifestyle brands like Luxola, Beauty Direct, Evolve MMA, World of Sports, Tocco Tenero, Magnum, and Johnny WalkerThe Cambelles ceased publication on December 2017 after 7 years.



Crowne Plaza Changi Airport

• Singapore
• Hospitality
• 100 - 200 Employee

• Marketing Manager

  • Jan 2014 - Mar 2016

  MARKETING COMMUNICATIONS• Managed the Marketing Communications team to deliver both PR and Marketing Communications requirements for the hotel from 2013 to Q3 2015• Developed strategic communications plans for the hotel’s F&B, room, and event sales divisions• Planned and conducted media and KOL hostingsDISTRIBUTION & RELATIONSHIP MANAGEMENT• Manage all online distribution channels of the hotel and assist the Revenue department in ensuring content is optimized to boost bookings• Develop digital marketing goals, strategies, and tactics for the hotel• Manage hotel’s online reputation and formed a framework for proactive responses to reviews to engage the online audienceKEY ACHIEVEMENTS AND MILESTONES • Proposed and implemented the hotel's onboarding onto email marketing platform to improve CRM• Member of the hotel's Environmental Management Committee that handles environmental, CSR activities and initiatives• Formulated communications plan and tactics contributing towards the hotel's win of both Skytrax World's Best Airport Hotel Award 2015 and Skytrax Best Airport Hotel in Asia 2015

• Marketing Communications Executive

  • Jan 2012 - Jan 2014

  MARKETING COMMUNICATIONS• Developed strategic communications plans for the hotel’s F&B, room and event sales divisions• Independently managed the Marketing Communications and Public Relations requirements for the hotel• Handled all media queries, media pitching, and media familiarization tours /stays• Developed social media marketing goals, strategies, and tactics for the hotel• Developed all marketing collateral and accompanying copy writing for hotel promotions• Sought partnerships and sponsorships for marketing tie-ups with the hotel• Planned and executed media tastings for F&B independent business units (Azur, Lobby Lounge and bar '75)• Coordinated submissions of awards for the hotel and F&B independent business units• Developed and maintained positive relationships with mainstream media and digital media influencers• Managed hotel’s online reputation and formed framework for pro-active responses on reviews to engage online audience KEY ACHIEVEMENTS AND MILESTONES• Proposed and managed hotel’s dining website (www.crowneplazadining.com) and ported it over to a CMS platform• Spearheaded hotel’s move into social media• Committee member in hotel’s Environmental Management Committee which handles all environmental and CSR activities and initiatives



BANG Public Relations

• Public Relations and Communications Services
• 1 - 100 Employee

• Senior Account Executive

  • Aug 2010 - Dec 2011

  • Assisted Account Manager on multiple accounts and ensured client deadlines were met• Serviced a mix of government, corporate and lifestyle accounts• Managed client expectations and set realistic goals for accounts• Added value to the company by successfully planning and leading social media-driven project (particularly for lifestyle clients)• Developed press releases and prepared media materials for media kits including but not limited to fact sheets, backgrounders, media advisories, and executive bios• Worked as part of a team and coordinated press conferences and media events involving both local and regional media• Organised and conducted media tasting and toursACCOUNTS HANDLED Led the following accounts on project or retainer basis:• Hansgrohe• BreadTalk Group (RamenPlay, BreadTalk, Bread Society, The Icing Room)• ALDO• Raffles City Shopping Centre• National Environment Agency (Media Monitoring) Played a supporting role in the following accounts:• National Environment Agency (Public Relations)• Cargotec• Harley-Davidson• National Volunteer & Philantrophy Centre• Promote Mandarin Council• Speak Good English Movement



The Swim Lab Pte Ltd

• Admin & Marketing Associate

  • Mar 2009 - Aug 2010

  MARKETING• In charge of obtaining sponsorships for swim events and projects• Handled all communication with parents and swimmers as well as target public regarding promotions and new activities• Created pitch presentations and proposals for tenders and bids• Produced all collateral material for marketing purposes• Managed and updated all social media accounts on behalf of company• Telemarketing and cold calling to potential corporate clientsADMIN• Provided administrative support in one of the fastest-growing swim schools• Assisted in Human Resource functions, including payroll, requests for annual leave and time off, hiring of part-time and temp employees, and coordinating manpower for swim classes KEY ACHIEVEMENTS AND MILESTONES• Proposed and managed The Swim Lab’s website development project (www.theswimlab.com) on Wordpress CMS



Huntington Communications

• Singapore
• Public Relations and Communications Services
• 1 - 100 Employee

• Intern

  • Sep 2008 - Jan 2009

  • Assisted assigned Public Relations executives and managers with media calls (Media RSVPs), media monitoring for clients on daily basis, formulating media list drafts for various projects• Updated media profiles and contributed to Public Relations Plans under the mentorship of a superior• Assisted at PR and media events • Assisted assigned Public Relations executives and managers with media calls (Media RSVPs), media monitoring for clients on daily basis, formulating media list drafts for various projects• Updated media profiles and contributed to Public Relations Plans under the mentorship of a superior• Assisted at PR and media events