Melissa C.

Community and Events Marketing Manager at ONE Esports
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Contact Information
us****@****om
(386) 825-5501
Location
SG
Languages
  • English Full professional proficiency
  • Chinese Elementary proficiency
Skills

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Farah Fadilah

I had the pleasure to work with Mel at DIGIMIND. She was a tenacious content strategist who was always focused when it was time to churn out those great content. (Yes, she does take toilet breaks) She still exudes energy that can be felt from 1000 miles away. Mel, a well deserved promotion indeed. I wish you all the best and good luck! YOU POWER LAH!

Natasha Shah

Melissa is an excellent marketer with an unbelievable knowledge on social data, pop culture and industry insights. Working with her was always pleasant as she knows the best way to get an audience attention but also giving them space to participate, she is both thoughtful and a great conversationalist. One of the best I have ever had the pleasure of working with and I always look forward to every project we embark on together! 10/10 would recommend!

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Credentials

  • Content Marketing Certification
    HubSpot
    Mar, 2020
    - Nov, 2024
  • Google Ads Search Certification
    Google
    Nov, 2020
    - Nov, 2024

Experience

  • ONE Esports
    • Singapore
    • Broadcast Media Production and Distribution
    • 1 - 100 Employee
    • Community and Events Marketing Manager
      • Sep 2021 - Present

      My first stint as a #womaningaming marries my lifelong passion for video games and my professional skills in digital marketing and events management.ONE Esports is Asia's largest championship esports series, featuring the world's biggest games, the world's best teams, and the world's best gamers. As Community and Events Marketing Manager, my role encompasses two areas: to drive viewership, attendance, and engagement for the world's leading esports titles, and supercharge playing and viewing experiences for esports fanatics. • Interim marketing lead reporting directly to the CEO • Lead a team of 3 to ideate and execute marketing and fan engagements for ONE Esports • Collaborate in a cross-functional environment to create and optimize promotions and community activities for our events, products, and experiences • Front marketing campaigns with leading game developers in APAC (ActivisionBlizzard, Electronic Arts, KRAFTON, Moonton, Riot) • Copywrite and create marketing design briefs for social, website, and EDM channels • Manage and grow ONE Esports' influencer database • Project manage external vendors and partners (translators and chat moderators) • Track marketing performances and propose areas for optimizationKey Projects: • MLBB Women's Invitational 2022: The inaugural all-female esports event for Mobile Legends. Currently holds the record for all-time peak concurrent viewers for female esports (392,000 peak concurrent views). • Mobile Legends Professional Invitational 2021: Achieved a 140% YoY increase in peak concurrent views

    • Events and League Operations Manager
      • Mar 2021 - Sep 2021

      • Project manage online and offline tournaments for leading esports titles (Mobile Legends: Bang Bang, Call of Duty: Warzone, Gran Turismo)• Drive viewership, attendance, and engagement for events with a reach of over 500,000 viewers• Facilitate work and collaboration with internal and external teams of over 15 pax across business development, editorial, marketing, and productionKey Projects: • Project lead for ONE Esports MLBB Community Tournaments (100 grassroots tournaments across Indonesia, Malaysia, Singapore, The Philippines) • Interim project lead for TGR GT Cup Asia 2021

  • Oddle
    • Singapore
    • Internet Publishing
    • 1 - 100 Employee
    • Freelance Writer
      • Apr 2022 - Present

      Monetising my passion for Singapore's food scene by writing weekly listicles on what to eat! Check out my articles, order up, and skip the queue on Oddle Eats. Monetising my passion for Singapore's food scene by writing weekly listicles on what to eat! Check out my articles, order up, and skip the queue on Oddle Eats.

  • Chue on It
    • Singapore
    • Blogger & Content Creator (Food, Travel & Lifestyle)
      • Feb 2013 - Present

      Chue on It was started as a means for self-expression; today, it has evolved to serve a bigger cause: firstly, to introduce locals and foreigners alike to Singapore’s F&B scene, and secondly, to give undiscovered gems the spotlight they deserve. Brands Partnered: • DBS, Guzman Y Gomez, Morganfields, Shopback, Sugar Clients • 2022: Oddle • 2018: Voyagin, Narratrs, GoBear • 2017: Her Velvet Vase, Narratrs, GetKobe • 2016: Voyagin, Nippon Paint • 2015: ShopBack, HonestBee, ABetterFlorist, Vault Dragon Published: • 2018: Vulcanpost • 2017: TourRadar, The Wise Traveller • 2016: Rubbish Eat Rubbish Grow • 2014: Voyeur Instagram Features: • Singapore Insiders, EatBookSG, InstaSG, SGIG, OpenRice, Sethluicious, Burpple, Explore Flavours Key Achievements: • Achieved a 9 - 15% click-through rate (against an average 3% click-through rate) for articles written for Vault Dragon, a storage service client, on their Facebook page

  • Digimind - an Onclusive company
    • United States
    • Software Development
    • 200 - 300 Employee
    • Marketing Manager APAC
      • Jul 2020 - Mar 2021

      With over 20 years' experience in competitive intelligence, Digimind helps the world's leading brands and agencies understand the world as it is with real-time insights from social media. As the regional lead for marketing, I was responsible for driving inbound lead generation, in-house content, and event outreach across 6 key markets in Asia Pacific. • Employee #1 in the APAC marketing team • Employee #6 in the APAC regional teamKey Achievements: • Impacted S$1 mil in new business • Supervised creation of HubSpot marketing dashboards which were utilized across 5 regional marketing teams• Spearheaded adoption of virtual channels for client events • Led creation of 6 original pieces of content (industry reports, eBooks) • Managed departmental budget and reduced event expenditures by 20 - 30%• Secured press coverage for Digimind in national dailies and mainstream news channels (Channel News Asia, The Star)

    • Content Specialist APAC
      • May 2017 - Jul 2020

      As the regional lead for in-house end-to-end content marketing, I was responsible for driving inbound lead generation and content partnerships across 5 key markets in Asia Pacific. Key Achievements: • Achieved 50 - 75% marketing qualified leads ratio • Exceeded inbound marketing target by 10% in FY 2017 • Managed strategic content partnerships with Ogilvy, Campaign Asia, and HubSpot • Spearheaded sales enablement for sales and business development teams through a centralised online repository of sales and marketing materials • Created and localised 23 pieces of original content (eBooks, business cases, industry reports) • Implemented style guide for English social channels and blog • Improved internal reporting and sales enablement processes on Salesforce and HubSpot • Part of SPARK Award 2018 submissions team which led Digimind to win Gold for the inaugural Best Martech Solution - Social Media Listening category Key Responsibilities: • Regional lead for in-house end to end content marketing, social advertising, and content partnerships • Brand guardian for English social channels and blogs • Drive online inbound lead generation for 5 key markets

    • Marketing Executive APAC
      • May 2015 - May 2017

      As Marketing Executive, I pioneered brand awareness and lead generation across 5 key markets in APAC through a mix of content, event, and partnership initiatives. Key Responsibilities: • Regional lead for online and offline marketing activities in the APAC region • Build robust database of qualified leads through content, event, email, and paid social media marketing• Create and manage roster of key events, speaking engagements, and exhibiting opportunities • Develop and promote customer case studies, press releases, blog posts and other marketing materialsKey Achievements:• Quadrupled lead generation between May - November 2015 • Quintupled new business generated from inbound channels between FY 2015 and FY 2016• Recognised for outstanding performance in content and lead generation during Q4 2015 directors’ committee meeting • Tripled sign-up rate for in-house networking events and online webinars • Achieved 50% show rate for Socialise Singapore January 2017, Digimind's flagship social media and networking event, surpassing initial target by 100% • Raised Digimind’s profile in 3 key markets (Singapore, Malaysia and Indonesia) by securing coverage on leading digital news portals across Asia • Spearheaded video marketing initiative for Digimind, including case studies and interviews with digital influencers in Singapore (http://ow.ly/G8l6303Qk0u) • Spearheaded social selling initiative in the APAC team • Sole SEA contributor to I am SCIP • Overhauled content for in-house industry reports • Singlehandedly built database of PR contacts in APAC

  • HubSpot
    • United States
    • Software Development
    • 700 & Above Employee
    • HubSpot Ambassador
      • Jun 2018 - Mar 2021

      HubSpot is an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers. As brand ambassador, I was part of an auxiliary network of digital marketers that help connect the organisation with potential users, while empowering existing users through knowledge sharing. • Pioneering member of HubSpot Ambassadors in Singapore. HubSpot is an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers. As brand ambassador, I was part of an auxiliary network of digital marketers that help connect the organisation with potential users, while empowering existing users through knowledge sharing. • Pioneering member of HubSpot Ambassadors in Singapore.

  • Hootsuite
    • Canada
    • Software Development
    • 700 & Above Employee
    • Hootsuite Ambassador
      • May 2017 - May 2019

      Hootsuite is the world’s most widely used social media management platform, whose battle-tested technology, extensive ecosystem, and social DNA help organisations create human connections at scale. As brand ambassador, I am part of an auxiliary network of digital marketers that help connect the organisation with potential users, while empowering existing users through knowledge sharing. Hootsuite is the world’s most widely used social media management platform, whose battle-tested technology, extensive ecosystem, and social DNA help organisations create human connections at scale. As brand ambassador, I am part of an auxiliary network of digital marketers that help connect the organisation with potential users, while empowering existing users through knowledge sharing.

  • Sugar Technologies
    • Internet Publishing
    • 1 - 100 Employee
    • Brand Ambassador
      • Dec 2014 - Dec 2016

      To the uninitiated business owner, Singapore’s F&B scene can be a dynamic, yet cut throat one if done without the proper management and marketing know-how. At Sugar, we advocate local businesses. In my time as Brand Ambassador, I grew from creating brand awareness through text and visual postings on social media, to conducting mystery shopper audits and driving business growth by way of client recommendations and editorial support. Our secondary objective was to inculcate the joy of discovery above bargain hunting in our customer base. Key Achievements: • Recognised as Star Ambassador during its 1st Anniversary

  • Groupon
    • United States
    • Technology, Information and Internet
    • 700 & Above Employee
    • Leisure & Services Editor
      • Sep 2014 - Apr 2015

      As Editor for the Leisure & Services vertical, my role expanded from editorial writing and online research, to expediting at least 30 weekly deals, including line-editing, fact-checking and ensuring a "sellable" angle for clients on the editorial front. Besides setting editorial direction for 5 sub-categories, namely Leisure, Services, Fitness, Events, and Singapore Attractions, I actively sought to improve client approval time, as well as click rate, by refining our digital content. On a day to day basis, I collaborated with city planners, partner managers, writers and external photographers to help drive my company toward achieving the overall goal of "making life less boring" for our customers. Key Achievements: • Set editorial direction for 5 sub-categories • Improved client approval time by approximately 200% by streamlining editorial process • Brands represented: Marina Bay Sands, Sentosa, Mediacorp, Foodpanda, Vistaprint, Magzter, Success Resources

    • Writer
      • Aug 2013 - Nov 2014

      I played an integral role in connecting clients with customers, by engaging the latter with informative, yet exciting content with a focus on Leisure & Services, Travel and National Brand deals. I also provided editorial support in the form of ad-hoc duties in the Editor's absence, as well as maintaining of image quality for over 1000 daily deals. Key Achievements: • Contributed copy to the 2 Degree Ice Art Exhibition deal which was one of the best selling deals for the Apr - Jun 2014 quarter• Brands represented: Sentosa, Zouk Singapore, 2 Degree Ice Art, Pepper Lunch, Awfully Chocolate, Pizza Hut, Hush Puppies, Ben & Jerry's

    • Social Media and Editorial Intern
      • May 2013 - Aug 2013

      Kickstarted my career in the E-Commerce world with a dual internship under Groupon's editorial and social media teams. At Groupon Editorial, I honed my skill and passion in digital writing by researching and producing content for Local, Travel and Product deals, with a gradual increase from 4 to 8 daily deals. At Groupon Marketing, I gained invaluable insight into the dynamics of social media marketing during my managing of Groupon Singapore's social media pages on Facebook, Twitter, and Instagram. Besides maintaining the company's online presence, I also proposed 2 campaigns, both for internal branding and one of our key partner merchants (Levi's). Key Achievements: • Highest increase in KPI among 4 staff writers upon completion of internship • Refined company branding by streamlining Twitter page

  • NUS Sheares Hall
    • Chief Editor, 30/60 Celebrations Commemorative Magazine
      • Sep 2012 - Oct 2012

      2012 proved a special year in Sheares Hall’s history, as it marked the 30th anniversary for the hall and the 60th for her sister hall, Dunearn Road Hostel, resulting in the 30/60 Celebrations which spanned six months. As Chief Editor, I was tasked with revising all 8 feature articles in line with the magazine’s commemorative tone, while actively collaborating with a Chief Designer in sourcing for photographs from digital archives to accompany the features. Key Achievements • Reached target audience of approximately 200 residents, alumni and guests at the 30/60 Celebrations Dinner where the magazine was distributed

  • SPH Media
    • Singapore
    • Media Production
    • 700 & Above Employee
    • Intern Photojournalist
      • May 2012 - Aug 2012

      Paired with resident and intern reporters in covering major news events for The New Paper, including the Hougang by-election and Singapore at the 2012 Summer Olympics. Key achievements: • Covered leads for all 3 feature sections (Loud, Roar and First). Paired with resident and intern reporters in covering major news events for The New Paper, including the Hougang by-election and Singapore at the 2012 Summer Olympics. Key achievements: • Covered leads for all 3 feature sections (Loud, Roar and First).

  • Deutsche Bank
    • Germany
    • Financial Services
    • 700 & Above Employee
    • Data Administration and HRM Assistant
      • Dec 2008 - May 2009

      Collaborated with a team of 4 in increasing efficiency of the online database used in global salary administration. Smoothened the project flow through direct liaising with upper management of international branches. Collaborated with a team of 4 in increasing efficiency of the online database used in global salary administration. Smoothened the project flow through direct liaising with upper management of international branches.

Education

  • National University of Singapore
    Bachelor of Arts (B.A.), English Literature
    2009 - 2013
  • 서울대학교 / Seoul National University
    International Summer Institute, East Asian Studies
    2011 - 2011
  • Meridian Junior College
    GCE (A) Levels, Humanities
    2007 - 2008

Community

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