Experience

The Lo & Behold Group

• Hospitality
• 100 - 200 Employee

• Chief Marketing Officer

  • Jan 2021 - Present

  - Drives awareness and affinity for the group and its hospitality lifestyle portfolio through branding, content, activations, events and PR and influencer engagement - Shapes the group's public profile, internal culture and serves as a catalyst for creativity- Optimises the guest journey for maximum engagement, loyalty and revenue generation

• Director of Marketing and Communications

  • Dec 2015 - Dec 2020

  - Leads in-house creative agency of 20 (marketers, designers and producers) working across the company's 14 hospitality and lifestyle brands. - Responsible for concept (product) development, brand management and through-the-line marketing including strategic partnerships (designers, artists, chefs, corporates, agencies, suppliers), branding, digital/social marketing, direct marketing, events and PR

• Group Communications Manager

  • Jun 2014 - Nov 2015



Ogilvy & Mather Singapore

• Regional Senior Planner

  • Sep 2012 - Jul 2014

  - Responsible for strategic campaign development on the agency's key accounts both locally (Health Promotion Board, National Environment Agency, M+S, Singapore Tourism Board) and regionally (Kimberly Clark, Danone Infant Nutrition, GlaxoSmithKline)- 360 integrated leader driving collaboration and single-minded clarity across the various departments of Advertising, Branding, PR, Social, Digital and Media- Spearheaded, conducted and synthesised large volumes of quantitative and qualitative research to deliver consumer, business and category insights that shaped creative marketing campaigns and ultimately, delivered on the client's business goals- Won a total of 7 marketing effectiveness awards including the ultimate hat trick in effectiveness for "I Quit", HPB's smoking cessation campaign, which won Golds at the local Effies, Regional AMEs and International IPAs- Part of the agency's core pitch team that helped to secure key business wins for BMW, Singtel, HPB, NEA and M+S- Part of Ogilvy's thought-leadership circle, setting up Ogilvy Change - a unit committed to applying the science of behaviour change to marketing- A participant, then trainer and organiser of Masterclass, Ogilvy's intensive 360 programme to groom young agency stars Show less

• Strategic Planner

  • Jul 2009 - Sep 2012



Change.

• Singapore
• Business Consulting and Services

• Analyst

  • Jan 2009 - Jul 2009

  - Designed, conducted and analysed findings from multiple focus groups, stakeholder interviews to deliver strategic brand recommendations for the Singapore Public Service Commission, Universiti Sains Malaysia, Triple One Somerset and fashion brand Dzojchen - Utilised non-conventional research techniques such as ZMET (Zaltman Metaphor Elicitation Techniques) and Semiotics to uncover deeper cultural truths, and brand archetypes to frame brand positioning recommendations - Designed, conducted and analysed findings from multiple focus groups, stakeholder interviews to deliver strategic brand recommendations for the Singapore Public Service Commission, Universiti Sains Malaysia, Triple One Somerset and fashion brand Dzojchen - Utilised non-conventional research techniques such as ZMET (Zaltman Metaphor Elicitation Techniques) and Semiotics to uncover deeper cultural truths, and brand archetypes to frame brand positioning recommendations



Code Branding & Design

• Singapore

• Junior Analyst

  • Jan 2008 - Dec 2008