Senior Marketing Manager APJ

• Nov 2022 - Present

APJ Marketing Manager (Content & PR)

• Oct 2021 - Nov 2022

The leader in enterprise automation, Workato helps organizations work faster and smarter without compromising security and governance. Built for Business and IT users, Workato is trusted by over 17,000 of the world's top brands, including Broadcom, Intuit, and Box. Headquartered in Mountain View, Calif., Workato is backed by Altimeter Capital, Battery Ventures, Insight Venture Partners, Tiger Global, and Redpoint Ventures. • Headed content strategy and communications for the Asia Pacific and Japan region, led a lean team of designers and writers.• Built PR function in the APJ region from the ground up, working closely with agency to garner media coverage in Tier 1 publications e.g. CNBC, The Straits Times, CNA, ComputerWeekly, TechinAsia.• Increased Share of Voice to 24% in a year, ranking only second compared to larger competitors, attaining highest positive sentiment in the market (56.8%).• Ideated and wrote SEO-optimised content for Workto's award-winning blog, contributed media bylines and executive thought leadership pieces.• Ran nationwide integrated marketing campaign to increase top-of-mind brand recall on OOH, digital, social and paid media, garnering reach of over 8 million.• Developed Workato's first State of Automation Report in Singapore, launching integrated demand gen campaign which contributed to >359k pipeline.• Drove employer branding efforts, helping Workato attain coveted Best Workplaces in Tech and Best Workplaces in Singapore titles.• Promoted within a year to lead Workato's customer marketing initiatives, growing online and offline user communities in APJ. Show less

Brand Consultant

• Jan 2021 - Oct 2021

- Led creative and content team in delivering nationwide campaigns for branding and marketing breakthroughs (e.g. Tote Board, Singapore Red Cross, Singapore Sports Hub) - Created hyper-localised content for niche audience sets, designing content hubs for multi-national brands to uncover insights and build communities- Managed and serviced key accounts, co-creating success with clients and partners- Appointed Brand Lead for joint venture with leading PR consultants Rice Communications, serving as key driver for LAB360's branding and content initiatives- Consulted key stakeholders on brand, social, communications strategy for MNCs, NGOs, local SMEs (Medtronic APAC, SRC Blood Donor Programme, Ang Chin Moh Funeral Directors)- Acquired Certified Scrum Master designation, leading the implementation of agile methodology in the organisation's tech and creative projects Show less

Content Strategist

• Jan 2019 - Dec 2020

FUTURE-PROOF, HUMAN-CENTRIC MARKETINGAKÏN designs marketing strategies for a restless digital generation. Positioned at the intersection of data, creative design and contemporary culture, our unique approach to marketing delivers real business impact. AKÏN uncovers consumer and cultural truths to help brands articulate their purpose. We design impact-driven marketing campaigns based on data and sound analysis. With a tech-first mindset, we build digital solutions that bring you closer to your audiences. Above all, our goal is to help brands nurture consumer relationships that will stand the test of time.Reach out to us at www.helloakin.com or find out more about us at @hello.akin on Instagram.- Spearheaded and implemented end-to-end brand, creative and content strategies to drive marketing and branding success - Created compelling content to support marketing campaigns and executions, ranging from long-form blogs and think pieces to short-form social content and OOH- Optimised and iterated content for better efficacy based on social media and web analytics - Crafted effective and engaging digital ad and web copy based on UX writing, SEO and SEM best practices- Led creative strategy and digital transformation for wide range of clients including Tote Board, Early Childhood Development Agency, Zojirushi, Singapore Red Cross Blood Donor Programme- Led AKIN's internal branding efforts and established company's CSR programme Show less

Global Partnership Manager

• Jun 2018 - Dec 2018

BioMind™ is an AI diagnostic support system that uses deep learning technology to analyse MRI and CT images. Global Partnership / Assistant Corporate Communications Manager - Drove partnership strategy by identifying and maintaining relationships with government and private organisations. - Spearheaded company rebranding effort including overhaul of website and owned media assets. - Identified and ran publicity efforts and overseas marketing events e.g. SWITCH, Arab Radiology Meeting, Neural Image Processing Systems. - Scored exclusive media coverage on top-tier international media including The Straits Times, Los Angeles Times, AFP, People Daily. Show less

Foreign Service Officer

• Jul 2016 - Jun 2018

Strategic Communications Directorate - Managed Ministerial interviews, public appearances and speeches, as the Foreign Minister's media relations team. - Organised media engagement events for top-tier media to interface with the Ministry's thought leaders and management. - Founded Ministry's social media assets on Facebook and Instagram. Designed campaigns and content for social media. - Proposed and executed crisis communications plans to manage public sentiment in fast-paced, digital environment with high visibility. - Conceptualised overall communications strategy for Singapore's ASEAN Chairmanship year. Show less

Student

• Aug 2012 - Jul 2016

Intern Journalist

• Jan 2015 - Jul 2015

- Covered broad range of local news stories and assisted full-time reporters with interviews and research. - Pitched stories on trending topics and issues; employment trends, start-ups. - Covered broad range of local news stories and assisted full-time reporters with interviews and research. - Pitched stories on trending topics and issues; employment trends, start-ups.

Writing Intern

• Apr 2014 - Jul 2014

- Wrote lifestyle stories for social media-hungry audience. - Hosted travelogue series for Changi Airport Group; viewership over 50,000. - Wrote destination guides to three cities in Indonesia; top-performing story had over 100,000 views. - Wrote lifestyle stories for social media-hungry audience. - Hosted travelogue series for Changi Airport Group; viewership over 50,000. - Wrote destination guides to three cities in Indonesia; top-performing story had over 100,000 views.

Copywriting Intern

• Feb 2012 - Mar 2012