Experience

HEYTEA 喜茶

• China
• Restaurants
• 1 - 100 Employee

• Head of Brand, International Markets

  • Mar 2022 - Present

  • Planned and co-develop with Headquarters on local key branding/marketing strategies to ensure growth for the HEYTEA brand. • Planned and established brand partnerships / collaborations that helps to grow brand relevance and equity across international markets e.g. HEYTEA x BETTY BOOP, HEYTEA x FRGMT, etc.• Established business partnerships to help grow the HEYTEA business locally, e.g. Chinatown delivery (Singapore)• Strategise, plan and create social media content; managing the brand’s local social media accounts, i.e. mainly TIKTOK and Instagram.• Planned and introduced new in-store experiences to excite consumers while introducing additional sources of revenue for the business, e.g. Back of House Tours and Mental Wellness Art Classes. • Planned and executed new product pipeline (with Headquarters) and product launch campaigns across international markets• Managed the opening of the Orchard Central store (Singapore), K11 Store (Hong Kong) and Galaxy Macau store (Macau); ensuring media coverage by local media outlets and KOLs.• Established an English product naming framework and convention for HEYTEA globally.• Spearheaded, planned and executed consumer research to better understand the consumer across markets.• Managed the entire brand team of 5 across branding, social, e-commerce and translation functions, creating synergies to grow the HEYTEA business across its international markets. Show less

• Head of Brand, Singapore

  • Sep 2021 - Mar 2022



Nestlé

• Switzerland
• Food and Beverage Services
• 700 & Above Employee

• Regional Senior Brand Manager, Nestle Purina Petcare (AOA) Asia, Oceania, Africa

  • Jan 2019 - Aug 2021

  • Lead and drive brand marketing strategies across regional markets, achieving high growth for Purina ONE FY2019 and FY2020:o FY2019• +30% growth year-on-year• No. 1 super premium nutrition dry cat brand in AOA (AC Nielsen data)• Fastest growing super premium wet cat brand in AOA (AC Nielsen data)o FY2020• + 21% growth year-on-year• No. 3 dry cat brand in AOA (AC Nielsen data)• Top 6 wet cat brand in AOA (AC Nielsen data)• Plans and co-develop with markets on a regional product portfolio for Purina ONE brand, sourced out of the AOA regiono Introduce and align with AOA markets (supported by consumer research) on a new immunity innovation across all Purina ONE dry kibble products• Develop Purina ONE into a regional mega-brand with the launch of a range of Wet Cat Single Serve (WCSS) pouches, in close partnership with AOA marketso Co-develop a regional WCSS strategy with a winning product offering for the regionwith functional teams and markets, which includes a regional research on consumer pouch feeding and consumption behavior• Lead and co-develop (with functional & market teams) Purina ONE brand positioning, strategy and product offering adapted for the Chinese (GCR) market, tapping on E-commerce channel and consumer digital engagement to drive the brand and its business.• Strategize a 3 year innovation and renovation product pipeline for the Purina ONE brand, complete with an eco-system of consumer centric communication, marketing and consumer recruitment strategies for all cat life stages & special needs; with full alignment from regional leadership, functional and local market teams.• Regional lead to plan, develop and execute stakeholder and consumer communication for Purina’s packaging recycling effort.o Create a communication eco-system both on and off pack regarding packaging recyclability for all Purina products Show less

• Regional Brand Manager, Nestle Purina Petcare (AOA) Asia, Oceania, Africa

  • Aug 2017 - Dec 2018

  • Develop and drive brand marketing strategies across regional markets, achieving high growth for Purina ONE FY 2018, including:o +21% Organic Growth;• Develop and drive brand marketing strategies across regional markets, achieving over +21% growth for Purina ONE in FY2018• Planned and developed regional brand communication strategy with regional media partners, agencies and markets, including:o Always-on content strategy across multiple social media platforms,o Google SEO, SEM, Facebook ads (targeting & prospecting) planning;o Regional brand website with CRM capabilities• Directing both short and long-term strategies for the Purina ONE brand with support from regional functional teams and alignment with local market teams:o Revitalised consumer portrait and retail shopper experience framework via consumer driven insights;o Defined regional recommended pricing to ensure long term profitability;o Proposed, developed & launched new SKUs for different markets through a regionally-defined innovation and renovation pipeline;• Purina ONE (Suci-Bersih) for Malaysia & Indonesia• Purina ONE Senior (Multi-care) for Japano Developed region-wide digital brand communication strategy & toolkit for all markets; Amplified effective digital communications with locally adapted regional assetso Developed in-store brand visibility and shopper purchase journey regional toolkit Show less



Shiseido

• Japan
• Personal Care Product Manufacturing
• 700 & Above Employee

• Brand Manager (Brand General Manager), JOICO, Professional Business Division

  • Jan 2016 - Jul 2017

  • Planned and drove business strategies for the Joico brand in 2016, achieving:o +47% growth for hair color; +34% growth for styling categories; +26% growth for overall brando Highest sales growth since the brand started in 2009• Conceptualised and collaborated with Singapore’s renowned influencer, Valerie Wang, to develop the industry's first Influencer-directed hair color collection for the Joico brand, thereby boosting color sales throughout the year and strengthened Joico’s brand positioning locally• Developed and implemented innovative display counters for partners, thereby enhancing consumer’s in-salon experience, while enabling hair stylists to work more effectively and efficiently within the salon• Established the first 10 premium Joico salons to kickstart a premium brand positioning for the brand in Singapore.• Appointed as business consultant to salon partners, supporting them to:o Resolve business-related issues;o Develop business and retail solutions for them to further enhance consumer engagement and grow revenue• Managed the entire brand team of 5 including marketing, education and sales functions, thereby creating synergies to grow the Joico business in Singapore Show less

• Brand Manager (Brand General Manager), Shiseido Professional, Professional Business Division

  • Jan 2016 - May 2016

  • Planned and drove business strategies to ensure steady growth for Shiseido Professionalbusiness, achieving:o +38% for hair color and +31% for hair care;o The two key growth pillars for the brand• Conceptualised and directed Shiseido Professional’s Asia Color Collection 2016, launching across Singapore, Malaysia, Indonesia and Thailand, to drive hair color sales• Managed the entire brand team of 10 including marketing, education and sales functions, thereby creating synergies to grow the Shiseido Professional business in Singapore Show less

• Assistant Marketing Manager, Shiseido Professional, Professional Business Division

  • Sep 2014 - Jan 2016

  • Planned and implemented key marketing plus business strategies to ensure steady growth for the Shiseido Professional brand, achieving:o +32% for hair color and +23% for hair care;o +12% for texture and +16% for styling categories• Started an annual hair color campaign schedule, featuring 4 different Shiseido Professional color collections, with the objective to engage consumers, hair stylists through campaigns that utilized traditional and social media platforms• Conceptualised and developed Shiseido Professional’s various color collections across Singapore, Malaysia, Indonesia and Thailand to drive hair color sales during thematic periods:o First Spring Color Collection 2016 during theChinese New Year festive periodo First Asia Color Collection 2015 during the mid-season from June to August• Established 100 premium salons with key partners for the Shiseido Professional brand, enhancing brand positioning within the industry and amongst consumers• Appointed as business consultant to salon partners to:o Resolve business issues;o Develop business and retail solutions to further enhance consumer engagement and drive revenue growth• Planned and executed a 1,000 pax hair fashion gala dinner event to identify and groom the most innovative hair stylists in the industry• Managed 2 marketing executives while working alongside both sales and education teams Show less



Singapore Tourism Board

• Singapore
• Travel Arrangements
• 700 & Above Employee

• Assistant Manager, Brand Development, Marketing Group

  • Jul 2013 - Sep 2014

  • Planned and implemented a year-long Tourism 50 Campaign, aimed at engaging residents to embrace local tourism in Singapore o Collaborated with both internal stakeholders and external partners to develop events for locals to participate in throughout the year • Initiated and managed a pitch process for appointment of an Agency Review Consultant for a 5-year period, to assist STB in: o Managing client-agency relationships; o Enhancing marketing processes to support the growing Singapore brand in STB’s regional markets • Managed 3 global agencies (Creative, Media and Digital; namely JWT, XM & MEC) on a SGD$66M global account across 20 different regional markets, ensuring all agencies contributed top-notch creative, effective strategising, planning and execution • Established and ensured global brand strategy and process alignment across all internal, local and overseas teams, in accordance to the Singapore brand and marketing objectives Show less



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Assistant Product Manager(Hair Color), L'Oréal Professionnel, Professional Products Division

  • Jan 2013 - Jul 2013

  • Devised defensive strategies against competitors to strengthen the brand’s No.1 position in the professional hair color category.• Planned and executed SS2013 color collection campaign nationwide across 600 salons in Singapore, by inviting foreign hair artists to conduct seminars and workshops, to introduce stylists and consumers to the latest hair colors• Enhanced customer experience and stylist service standards through the development and launch of nationwide salon-exclusive services• Managed brand’s marketing budget, P&L and revenue forecasting Show less

• Assistant Product Manager(Haircare & Styling), L'Oréal Professionnel, Professional Products Division

  • Jun 2012 - Dec 2012

  • Transformed the Mythic Oil range into a new vital business pillar, expanding it to 12% of the professional hair care category mix• Grew the professional hair care category from 2% to 6%, contributing to the highest growth rate in 3 years• Created and nurtured a strong digital brand presence with end consumers by:o Initiating over 20 online collaborations;o Establishing a solid foundation to 2M Facebook fan base through the curation of always-on digital content strategy• Evaluated consumer behaviour researches for the professional hair industry to analyse consumer usage, trends, and brand awareness• Collaborated with Health Promotion Board for global Hairdressers Against Aids event, which was covered in major media networks, including Channel News Asia, Channel 5 News, The Straits Times, Channel 8 News, and more Show less

• Management Trainee and Product Executive, L'Oréal Professionnel, Professional Products Division

  • Jun 2011 - Jun 2012

  • Established a new product range, Mythic Oil, into the market and grew it to 7% of the professional hair care business within 6 months• Planned and executed a consumer digital campaign for Mythic Oil, which included engaging online blogshops to increase reach, awareness and influence towards end consumers• Achieved a monthly double-digit growth for the professional hair care category• Analysed competitors’ promotional activities and provided monthly brand business growth results and key insights• Achieved S$15,000 sales within the first 6 months of entering the professional hair industry• Clinched a S$25,000 per-annum contract over a 3-year period with a new salon partner• Initiated sponsorship for multiple shows and events in the beauty industry, such as ELITEMODEL SEARCH (Singapore) 2011, and more Show less



Havas Creative Network

• United States
• Advertising Services
• 700 & Above Employee

• Intern, Strategy & Planning

  • Jul 2010 - Jun 2011

  • Involved in strategic planning, business consulting and brand repositioning projects for major Chinese brands, such as SanQuan Frozen Food, Balabala Kidswear, BoHai cooking oil, etc. • Developed unique business solutions through conducting brainstorming workshops for large scale Chinese companies. • Integrated international brands into the Chinese market for Louis Vuitton, Chivas Regal, Vichy, etc. • Conducted market research on Chinese digital climate for the EURO RSCG White Paper. • Involved in strategic planning, business consulting and brand repositioning projects for major Chinese brands, such as SanQuan Frozen Food, Balabala Kidswear, BoHai cooking oil, etc. • Developed unique business solutions through conducting brainstorming workshops for large scale Chinese companies. • Integrated international brands into the Chinese market for Louis Vuitton, Chivas Regal, Vichy, etc. • Conducted market research on Chinese digital climate for the EURO RSCG White Paper.



Weber Shandwick

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Intern, Consumer Marketing

  • May 2010 - Jul 2010

  • Involved in public relation campaign projects for both local and international clients: Resort World Sentosa, Capitaland, Porsche, Nespresso, etc. • Monitored & analysed the media coverage for clientele companies: Resort World Sentosa & Orchard ION. • Involved in public relation campaign projects for both local and international clients: Resort World Sentosa, Capitaland, Porsche, Nespresso, etc. • Monitored & analysed the media coverage for clientele companies: Resort World Sentosa & Orchard ION.



adidas

• Germany
• Sporting Goods
• 700 & Above Employee

• Marketing Overhead Assistant

  • Feb 2008 - Jun 2008

  • Conducted product and sales analysis in the S.E.A Marketing Department. • Involved in product launches and sporting events, such as Asia’s First Sundown Marathon in Singapore. • Conducted product and sales analysis in the S.E.A Marketing Department. • Involved in product launches and sporting events, such as Asia’s First Sundown Marathon in Singapore.