Experience

Synthesis

• Singapore
• Business Consulting and Services
• 1 - 100 Employee

• Head of Campaign Strategy Insights, Project Lead

  • Sep 2018 - Present

  We do human centered data science - combining human and cultural context with robust yet uncontextualised datasets to draw rich insight and identify opportunities of change and growth across markets.I head the Campaign Strategy Insights Pod for Synthesis and lead strategy projects across various Consumer Goods and Entertainment clients across APAC (including India, Japan, Korea, Taiwan, and Australia), UCAN, EMEA, and LATAM. We do human centered data science - combining human and cultural context with robust yet uncontextualised datasets to draw rich insight and identify opportunities of change and growth across markets.I head the Campaign Strategy Insights Pod for Synthesis and lead strategy projects across various Consumer Goods and Entertainment clients across APAC (including India, Japan, Korea, Taiwan, and Australia), UCAN, EMEA, and LATAM.



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Assistant Brand Manager, Safeguard APAC

  • Apr 2017 - Sep 2018

  Managed one of P&G's most iconic brand-country combinations in Safeguard Philippines, and most notably led the launch of the Safeguard Lemon Fresh variant, which became the brand's #3 variant and grew share during Summer 2018.Worked on APAC regional brand design for Safeguard - by far the Philippines' personal cleansing soap market leader and the nation's #1 Family Germ Protection Soap.Main responsibilities included independent leadership of brand campaigns and design initiatives, development of brand-building commercial and product innovations, P&L and budget ownership, and creation of fit-for-use marketing assets for the Philippine market.



Flamingo

• Advertising Services
• 200 - 300 Employee

• Senior Research Executive, Culture & Insights

  • Jul 2016 - Apr 2017

  Constantly explored brands, cultures, and lifestyles across Asia to empower brands in consumer understanding and strategic thinking for global and regional clients such as Unilever, Diageo, Ikea, Uber, Visa, BCG, and 3M.Main responsibilities included project management, research operations, qualitative research moderation and analysis, client proposals and strategic debriefs.As SRE, played a more active role in talent and people operations as one of the key junior researchers in charge of the Flamingo internship programme - responsibilities included application and selection, onboarding, training materials and processes, and the buddy programme.

• Research Executive, Culture & Insights

  • Jun 2015 - Jun 2016



Hill+Knowlton Strategies

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

• Freelance Executive, Public Affairs/Technology/Healthcare

  • Feb 2015 - Apr 2015

  Worked part-time with the H+K Public Affairs Team on a project basis, and also assisted with Healthcare and Technology accounts – (Client Mix: MP International, Mundipharma, Nikon; Projects: HSBC Women's Champions 2015, IMDEX Asia 2015, INTERPOL World 2015) Main responsibilities included industry and media monitoring, media engagement, planning, and generating key PR and Marketing assets for client accounts Worked part-time with the H+K Public Affairs Team on a project basis, and also assisted with Healthcare and Technology accounts – (Client Mix: MP International, Mundipharma, Nikon; Projects: HSBC Women's Champions 2015, IMDEX Asia 2015, INTERPOL World 2015) Main responsibilities included industry and media monitoring, media engagement, planning, and generating key PR and Marketing assets for client accounts



Singapore Management University

• Singapore
• Higher Education
• 700 & Above Employee

• Teaching Assistant, Strategy

  • Jan 2015 - Apr 2015

  Handled out-of-class admin work, student queries, and consultations regarding competitive strategy concepts and the Strategy course in general under Dr. Abhijith G. Acharya (Term 2, 2014 - 2015)Recorded class participation based on relevance to the course concepts and case study discussions Handled out-of-class admin work, student queries, and consultations regarding competitive strategy concepts and the Strategy course in general under Dr. Abhijith G. Acharya (Term 2, 2014 - 2015)Recorded class participation based on relevance to the course concepts and case study discussions



Singapore Management University

• Singapore
• Higher Education
• 700 & Above Employee

• Marketing Intern & Digital Media Sub-editor

  • May 2014 - Aug 2014

  Served as Digital Media Sub-editor and Marketing Intern for the Social Media Team of SMU’s Office of Corporate Marketing - (Platforms handled: Facebook, Twitter, Instagram, LinkedIn, SMU Blog)Coordinated with various school offices, the department production team, and student contributors as a project manager for digital media content planning and generationRevamped, redesigned, and managed the SMU Blog (http://blog.smu.edu.sg/) for use as a key platform for digital content marketingTracked social media and web performance with analytics tools such as Google Analytics and Facebook InsightsDoubled overall blog performance to 20, 000 pageviews and 10, 000 unique users, with a 76.5% rate for new usersTook part in copywriting and editing for other digital and traditional marketing assets when needed



DEVRIES GLOBAL

• Public Relations and Communications Services
• 100 - 200 Employee

• Public Relations Intern, Consumer

  • May 2013 - Aug 2013

  Developed and executed regional PR and digital strategy for global beauty and lifestyle accounts – (Client Mix: P&G Prestige Fragrances (Hugo Boss), Olay, Pantene, Head & Shoulders, SK-II, Marks & Spencer, BRAND’S)Monitored print and online media coverage to generate ROI and market research reports for clientsDrafted and revised press releases and other media kit assets such as Factsheets and FAQPitched stories to media by phone/email, and engaged media for coverage and eventsScheduled, planned, and executed brand communications and events (Olay Regenerist Advanced Cleansing System, Hugo Boss – Boss Jour Pour Femme, and SK-II STEMPOWER)Led a team of three interns in preparing and presenting a draft client pitch to the agency’s Managing Director and consultants