Experience

Haque Centre of Acting & Creativity (HCAC)

• Singapore
• Professional Training and Coaching
• 1 - 100 Employee

• Haque Center of Acting and Creativity: drama teacher and one of the founding member of the Ensemble

  • Apr 2019 - Present

  THC is a professional ensemble of artists from HCAC school, promoting diversity in the existing theatrical landscape in Singapore. Digital campaign for social media and emailing campaign: full house for the 2019 show (6 dates). Leading post-shows Q&A sessions with artists and associate’s producers. Kickstarter campaign, raised > 24k SGD in 30 days. Brand image, positioning, communication. I performed in both 2020 and 2021 shows. THC is a professional ensemble of artists from HCAC school, promoting diversity in the existing theatrical landscape in Singapore. Digital campaign for social media and emailing campaign: full house for the 2019 show (6 dates). Leading post-shows Q&A sessions with artists and associate’s producers. Kickstarter campaign, raised > 24k SGD in 30 days. Brand image, positioning, communication. I performed in both 2020 and 2021 shows.



PrimeTime Business and Professional Women's Association

• Singapore
• Non-profit Organizations

• Branding and Communication Lead - Volunteer

  • May 2020 - Present

  Prime Time is a Singapore-based professional women’s association that aims to empower women to achieve their highest potential through learning, leadership, and networking opportunities. Average of 300 members from over 30 countries. Prime Time is a Singapore-based professional women’s association that aims to empower women to achieve their highest potential through learning, leadership, and networking opportunities. Average of 300 members from over 30 countries.



The Theatre Factory Society

• Performing Arts

• Lead actress and marketing consultant

  • Mar 2019 - Dec 2019

  French production theatre company created in 2013. I held the lead role in the play “The Open couple” by Dario Fo and was in charge of a part of the production side. Dealing copyright with the script agency in Italy. Finding and negotiating transactions with The Stamford Arts Centre. Building partnerships with HCAC acting school, F&B industry, French chamber of commerce and media supports to raise awareness of the show. Working on the original script for the submission to the MDA. Full house for the three shows. Show less



French Luxury Lifestyle E-business Project

• Founder

  • Jan 2017 - Jul 2018

  Drive artistic vision and strategic direction for a personally developed and owned French luxury lifestyle brand to be initially launched as a YouTube TV channel. Develop business plan and craft corresponding brand identity, values and image. Build and expand the brand’s social media presence by translating strategies and creative concepts into content for Instagram, Facebook and Twitter. Create an online community of French lifestyle enthusiasts and tell stories that viewers feel inspired by and connected to. Curate, develop and produce fresh video content to promote French gastronomy, travel and luxury brands that build and engage loyal audiences. Tap industry key players and experts to participate in video interviews. Explored plans for potential brand strategy around mobile app. Show less



FEWSTONES (agency)

• General Manager

  • Oct 2014 - May 2016

  Fewstones is one of the most reputable video production agency in singapore - Youtube certified Led agency revenue and market share growth by making fewStones the preferred video solutions partner of a wide range of clients – including European and Asian accounts. Led teams in properly assessing and scoping work, guiding client and project strategies and ensuring a high calibre of work is delivered as promised. Assisted and managed the in-house and freelance production teams as well as the Philippines-based animated video team on creative brief development, conceptualisation, sketching, filming and editing. Delivered key communications and timely responses to critical client needs. Drove solution direction and presentations to both prospects and existing clients. Show less



CHIC

• Egypt
• Retail Apparel and Fashion
• 1 - 100 Employee

• Head of Singapore Office • Business Director Chic and Funktrip agencies

  • Feb 2012 - Oct 2013

  Chic is a creative agency devoted to luxury brands - Funktrip is a video production agency Managed the launch, direction and execution of the Singapore Office as well as its new business development and overall performance. Served as primary communications and marketing strategist, designing and executing high impact communications that generated new business leads, particularly with European and Asian luxury clients. Likewise created local communication tools. Recruited the office’ pioneering creative and account management team members and established initial SOPs. Ensured efficient P&L management including budgeting and cost management. Collaborated with and managed projects with creative teams in Paris and London. Developed supplier network of printers, photographers, manufacturers and freelancers. Show less



Bacardi France

• France
• Beverage Manufacturing
• 1 - 100 Employee

• Brand Manager, Digital Project, Bacardi Brand • N-2 Executive Committee

  • Jan 2011 - Aug 2011

  Re-joined group to develop rebranding communications efforts and help regain its global status as the no.1 spirit with new generation LDA-24 consumers. Drove qualified traffic and engaged audience via a consumer-first strategy and with organic and paid search and display strategies. Collaborated with Community Manager for a 1-year brand content plan. •Developed the Bacardi brand’s first multi-channel digital strategy leading to significant turnover. Integrated a cohesive 360° annual platform within the brand marketing and communication strategies of advertising, PR, digital and on-trade channel with the flagship Bacardi Mojito Bar. •Strategy later used as spirit industry best practice in integrating advertising and digital campaigns with a flagship store. Campaign used as a blueprint by other group brands. •Defined Facebook ads, search and display strategies which grew 9k+ fans in 1 month, the fastest monthly community growth for the group’s brands. Despite only a 6% awareness on LDA 24, grew fan acquisition rate at par with the much more well-known Ricard brand and surpassing the Smirnoff brand’s, which had up to 24% awareness. •Successfully captured a 50% booking for the Bacardi Mojito flagship bar within only 3 weeks of campaign launch, surpassing the targeted 100% occupancy for the first 6 months. Show less



CARTIER International (Richemont Group)

• In-House Branding Consultant, International and Communication Department

  • Jun 2010 - Dec 2010

  As part of the La Sorbonne Master program, supported company goal of building new and innovative international brand campaigns via consultancy on Cartier’s positioning in the bridal and fine watch-making markets. Developed a comprehensive baseline assessment, with a focus on Asian markets, i.e. by travelling to Hong Kong retail stores to acquire data on both Cartier and its main competitors’ positioning, consumer insights and retail specificities. Likewise studied international mature markets such as the US, UK and Japan. Defined and collected relevant surveys and content from Cartier subsidiaries abroad and from all departments in the Paris HQ to collect information (ex. studies, marketing, CRM, heritage, PR and merchandising). Analysed all brands’ content and support to define their specific brand expression such as prism of identify, insights, brand promise as well as culture- and market-specific codes of expression through the years. Show less

• Brand Manager, Gin Bombay Sapphire & Vermouth Noilly-Prat

  • Apr 2007 - Dec 2009

  Planned and developed marketing and communication efforts to elevate each brands’ premium positioning and increase their value and performance. Developed comprehensive marketing plan to increase demand and listing in both off-trade and on-trade channels such as luxury hotels, liquor stores, clubs, bars and mass retailers. Served as communication expert, developing annual press and PR strategies that built and maintained brand awareness and reputation. Worked with partners to craft new communications that enhanced the quality and consistency of brand expression across all touch points. Performed market research and identified consumer trends to create market longevity. Show less

• Junior Brand Manager, Grey Goose & Get • Assistant Brand Manager, Glen Deveron & William Lawson’s

  • Apr 2003 - Mar 2007

  Developed, executed and monitored the marketing plan for assigned brands with respect to products mix, market segments, promotions, advertising and project management. Crafted media and communication strategies including public relations and annual press strategies to drive market penetration and brand growth. Gained consumer insight and developed programs to serve consumer need, generating sales and profit increase. •Successfully launched the super-premium Grey Goose vodka in France, achieving #1 market share. •Launched the first flagship ice bar in France, “Ice Kube by Grey Goose”, creating an experiential program. •Managed public relations and press during the Cannes Film Festivals and Paris Fashion Week.•Re-positioned William Lawson’s and differentiated the brand in the highly competitive world of Blends-12. Show less