Brand Manager

• Dec 2018 - Present

| Product Design & Branding |Proposes and works closely with designer on product design. Plans marketing campaigns on new product launch for both local and overseas markets. Identifies touch points using customer journey map and strategizes content accordingly using digital media. Successfully launched 5 new SKUs in 5 years. Revamped and repositioned Ginger Latte series (3 SKUs). Latest work includes creating a new brand "Oat-k" for a series of dairy-free, plant-based beverage. Positive response from overseas buyers and garnered new leads at recent Japan Foodex 2023, 104th China (Chengdu) Food and Drinks Fair, and Thaifex - Anuga Asia 2023. | Event Management - Overseas B2B Trade Fairs |Conceptualizes, plans, leads, coordinates with cross-functional internal teams, show organizers (SFMA, SBF etc.) and booth contractors in executing both local and overseas trade exhibitions. Proven success of generating quality leads at FHA 2022 (Singapore) with positive brand appeal during the show, attracting potential F&B chains in enquiring on new "Coffee Roastery" coffee bean brand. Communicates with local business partners in organizing annual Singapore Food Expo booth. Involves in execution of CSR events and corporate sponsorships (Northwest CDC Service Week at Marsiling, NUS RunBig, etc).| E-commerce - Qoo10, Shopee, Singapore Food United |Successfully expanded from 1 E-commerce platform to 3. Oversee and works closely with key account managers to launch promotional campaigns and drive sales. Double growth in sales in 2 consecutive years. Show less

Assistant Brand Manager

• Dec 2018 - Dec 2019

Overall Corporate Branding. Traditional & Digital Marketing. E-commerce. Product Design & Marketing. Campaign Planning. Design concept for tradefairs (80% Asia including Singapore market, 20% Non-Asia)

Marketing Executive

• Feb 2018 - Apr 2018

Product marketing (Soyummy Ice Cream). Marketing campaign (New Oats Granola Beancurd). Event (FHA 2018). Product marketing (Soyummy Ice Cream). Marketing campaign (New Oats Granola Beancurd). Event (FHA 2018).

Marketing Executive

• Jul 2017 - Nov 2017

Product marketing which included developing packaging label design for a series of healthy drinks and content creation for social media ads. Product marketing which included developing packaging label design for a series of healthy drinks and content creation for social media ads.

Regulatory Affairs Executive

• Jun 2012 - Jun 2017

#RegulatoryCompliance: Key support to cross-functional teams and existing client base (local & export distributors). #NewProductDevelopment: "Ideation", key regulatory adviser, label artworks development. Successfully launched 4 SKUs of Stir-Fry Sauces in 2016. #ProductRegistrations (Halal, SID, Thai FDA, ML Number, China label registration). #Proven records of successful implementations to counter regulatory challenges: new EU Labelling requirements on existing artworks (2014); registered 14 Spice Paste SKUs into new China import registration system in 2015; first importer brand to register for “Vegetarian Society” logo with KFDA under new regulation requirement (March 2017). Show less

Product Development Specialist

• Jun 2010 - Jun 2012

#NewProductDevelopment: Key role that drove NPD (concept proposal, sourcing of raw materials, formulation, artwork design and content development, production trial, commercialization). #Successfully launched Kopi-O Less Sugar (Singapore) and Matcha Ginger Latte (Europe and Australia). #Packaging/Label/Marketing Collateral Artwork Development: Concept development for new product and relevant marketing collaterals (Bus and Train advertising, collaterals for overseas trade fairs). #NewProductDevelopment: Key role that drove NPD (concept proposal, sourcing of raw materials, formulation, artwork design and content development, production trial, commercialization). #Successfully launched Kopi-O Less Sugar (Singapore) and Matcha Ginger Latte (Europe and Australia). #Packaging/Label/Marketing Collateral Artwork Development: Concept development for new product and relevant marketing collaterals (Bus and Train advertising, collaterals for overseas trade fairs).

R&D/QA Officer/ISO-coordinator

• Apr 2007 - Feb 2010

Part-time, Food Science (Chemical/Physical) Lab Technician

• Jul 2006 - Sep 2006

Conducted laboratory tests and data analysis for projects

Industrial Attachment, Food Science (Chemical/Physical) Lab Technician

• Apr 2006 - Jul 2006