BMW General Manager - Marketing & CRM

• Aug 2023 - Present

Director of Marketing Communications & Public Relations

• Jul 2020 - Jun 2023

• Director of PR, Communications & Marketing for The Benjamin Barker Group of brands, comprising of Benjamin Barker, BB Tailors, BB Hotel Home, Hgher, The Perfect Shirt Project, The Assembly Ground Cafe, pop-up B.Burger and BBRC Studios, a Web 3.0 company for NFTs. • Scaled the business through multiple brand extensions from principal menswear brand, Benjamin Barker within 12 months in the midst of a retail pandemic. Successfully launched BB Hotel Home in Aug 2021, Hgher in Dec 2021 and BBRC x Ivy Boys NFT launch on OpenSea on 9 May 2022. • Established brands globally and increased business profits with effective business strategies, meticulous balance of creative and commercials, leveraging on the power of creative visuals, marketing, PR and communication campaigns to build brand awareness, maximise outreach beyond the local market and captivate respective target audience. • Turned F&B business around through strategic consolidation of brands, rebranding of The Assembly Ground Cafe, marketing campaigns and PR initiatives. • Build, lead, develop, grow, empower and mentor the Marketing, Content, CRM and e-commerce team. • Guide the team through a process of strategic thinking, conceptual ideation, project management, process planning, scheduling, execution and implementation of campaigns with finesse on time and on budget. • Spearhead key growth initiatives in market research, marketing, PR, communication, omni-channel solutions, e-commerce, POS, CRM and customer loyalty programme to expand into new markets, capture new customer bases and increase the life-time value of a customer. • Maximise advertising efforts by generating dynamic marketing content, producing creative communications, writing impacting messages, executing effective promotional campaigns and helming experiential PR events. • Manage full-cycle marketing, strategic partnerships, advertising strategies, resource allocation and production schedules to improve processes and practices. Show less

Strategic Account Director

• May 2015 - Jun 2020

• Founder and Director of Author, a creative agency. • Trusted partner with stakeholders in various positions from SMEs, MNCs to Statutory Boards, such as SkillsFuture Singapore (SSG), Workforce Singapore (WSG), Benjamin Barker (a menswear label), Beyond The Vines (a womenswear label), O+ (an eyewear label), Truly Enamoured Bridal, Actxa (a health and fitness wearable company), Acclaro Clinic (an aesthetic clinic), Tudor Laurel (a day spa), Arch Angel Shoes, We Are Cultured (a probiotics cult brand), MTM Skincare, Kew Organics (an organic skincare spa), mySKINBAR (a local skincare label), Nature’s Glory (an organic food health company) and many others. • Bridged the gap between business strategy and creativity and directed the entire branding, marketing and creative execution process. • Conducted brand audits, formulated business and brand strategies, created brand frameworks, implemented brand visions, crafted brand stories, produced creative campaigns, implemented marketing strategies, executed marketing campaigns and communication plans. • Clients achieved growth in brand awareness, fanbase, witnessed improved foot traffic, online conversions and remarkable growth in sales. • Led a team of account managers, social media specialists, digital marketers, copywriters, creative artists, designers, photographers and videographers and harness the team’s expertise to brainstorm, imagine, innovate, create and execute. • View brand stories and portfolio at www.author.sg Show less

Partnerships Director

• May 2015 - Jul 2017

• Established synergistic partnerships and increased business opportunities with external business partners with go-to-market pitch decks and merchant playbook. • Successfully launched Page Advisor on 13 May 2015 and created touch points to connect with merchants, partners and press through press launch, media events, merchant events as seen on Channel News Asia, The Business Times, Today, Yahoo Finance, Tech In Asia, Channel 8, Singapore Business Review, Asia One, Vulcan Post, 93.8 Live and other media. Show less

Visual Arts | Marketing | Communications

• Dec 2005 - May 2015

• Creative Director for artistic programmes, events, production, performing items, stage design, videos and design on all communication platforms. Produced multiple creative projects and over 500 videos in 10 years. Memorable projects include large scale events for an 18,000 strong-crowd at Singapore Indoor Stadium, creative production of musicals, versatile design and production of theatre stage that is commercially viable and transformational at The Star Performing Arts Centre and global marketing of music albums on iTunes and Spotify and YouTube. • Led over 100 creative staff and volunteers consisting of creative thinkers, video production crew, designers, stage crew, performers, costume designers, hair and make-up artists. Show less

Brand Consultant

• Dec 2003 - Dec 2005

• Conceptualised, created and implemented successful brand launches, re-branding strategies and marketing campaigns to promote local and global brands. Clients include World Trade Organisation in Singapore, International Olympic Committee, Ministry of Communications and Information, S2006 for IMF and World Bank, Singapore Tourism Board heritage trails, Asia Pacific Breweries brands like Tiger Beer, Anchor Beer, Niugini Ice, SP Lager, F&N, NTUC Fair Price, house brands like Pasar and Home Proud and OTG Indonesia. Show less

Business Development Manager

• Mar 2001 - Nov 2003

• Represented SingTel in a joint venture with Bharti, India to develop sustainable business models and innovative strategies to accomplish marketing objectives and boost long-term profitability. • Represented SingTel in a joint venture with Bharti, India to develop sustainable business models and innovative strategies to accomplish marketing objectives and boost long-term profitability.