Experience

StashAway
• Singapore
• Financial Services
• 100 - 200 Employee
• Head Of Brand

  • Feb 2022 - Present


Singlife

• Singapore
• Insurance
• 700 & Above Employee

• Head Of Brand - Singlife with Aviva

  • Jun 2020 - Feb 2022

  Responsible for the development and operationalisation of the brand and integrated marketing strategy to drive brand equity and through-the-funnel performance. Developed Brand architecture and direction for newly merged Singlife with Aviva. Responsible for the development and operationalisation of the brand and integrated marketing strategy to drive brand equity and through-the-funnel performance. Developed Brand architecture and direction for newly merged Singlife with Aviva.



Prudential Assurance Company Singapore

• Singapore
• Financial Services
• 700 & Above Employee

• Head, Customer Experience Management

  • Jun 2018 - Jun 2020

  Led the migration to digital strategy including all customer communications/interactions and the online customer portal, PRUAccess. This included driving the measurement and improvement of CX across all touchpoints.

• Head Brand & Sponsorships

  • Sep 2017 - Jun 2018

  Responsible for the development of Prudential's refreshed branding including developing a new brand house.Successfully launched Prudential's first High Net Worth brand, Opus by Prudential (from scratch). Developed and operationalised brand strategy, architecture aligned with Customer Experience and business strategy. With the successful development of the Prudential refreshed branding and the HNW brand, was asked to take on a role in customer experience and further embed brand strategy.



Rise Global Holdings Ltd

• Global Director, Brand Marketing and Customer Experience

  • Oct 2015 - Aug 2017

  Key member of the leadership team, responsible for revenue generation, market expansion, brand marketing and media communications across Rise Global partnerships worldwide. Role includes hands-on involvement with marketing teams in country to ensure revenue maximisation, and driving leadership on the ground. Works across all business model from franchises, to join-ventures and owned and managed operations. Key member of the leadership team, responsible for revenue generation, market expansion, brand marketing and media communications across Rise Global partnerships worldwide. Role includes hands-on involvement with marketing teams in country to ensure revenue maximisation, and driving leadership on the ground. Works across all business model from franchises, to join-ventures and owned and managed operations.



Travelodge Asia

• Singapore
• Hospitality
• 1 - 100 Employee

• Vice President, Brand & Marketing

  • Nov 2014 - Jun 2015

  This was a unique role in which the client requested for in-house support and representation for the brand across Asia and the Middle East. My role involved developing the Travelodge Asia Brand Strategy as well as developing four new brands under the Travelodge portfolio from scratch and a go-to-market implementation plan to optimise costs and revenue. Developed the brand architecture and strategy for the entry of four new Travelodge brands in the region including brand positioning, identity for each of the brands and a go-to-market strategy. To ensure internal capabilities as per the business model, I developed a marketing strategy and implementation plan based on reduced corporate level support and a more decentralised property level marketing structure. This included providing a range of performance tools and marketing frameworks/messaging and insights for property teams to action on. Developed a training kit for marketing teams at property level to ensure internal capabilities and strength. Developed marketing strategy focused on digital. Responsible for marketing online and offline. Responsible for developing and rolling-out the brand strategy across the Asia and the Middle East and for each specific market, ensuring that it is set apart from Travelodge brands globally. Introduced new marketing processes and set up the marketing structure including developing best practice standards. Led all creative, digital and media agency relationships including the selection of a new retained agency. Developed brand induction packs for each brand to ensure brand consistency at corporate and property level and a clear understanding of brand deliverables and promises. Led all insights and research programmes to identify market share, business opportunities as well as guest experience initiatives.



InterContinental Hotels Group

• United States
• Restaurants
• 1 - 100 Employee

• Director of Brand Management (AMEA)

  • May 2012 - Oct 2014

  Primary lead and decision maker for IHG suite of brands in AMEA. Responsible for brand strategy aligned with key business objectives, building brand equity, brand loyalty and brand recognition through consistent and best in class brand delivery. Key brand lead on IHG brand standards infrastructure project designed to deliver consistent brand standards and programmes for each of our brands. Knowledge of setting up brand standards team and processes to deliver best in class programme. Leads guest experience innovation and development for the region. Responsible for all aspects of brand development including differentiated guest experiences for hotels and resorts as well as developing service philosophy and development of brand service behaviours. Leads brand measurement and analytics for core brand projects as well as influencing and tracking brand goals across the organisation. Recently introduced new measurement matrix and research programme to deliver key consumer data for the brand. Brand lead at brand committee sessions to analyse and provide direction and feedback on brand initiatives. Strategic business partner to all functions and business leaders to ensure brand integrity and consistency across the business. This includes working closely with key functions across the business and also owners and developers.



Hertz

• United States
• Travel Arrangements
• 700 & Above Employee

• Head of Brand Marketing, Global Brand Marketing

  • 2007 - Feb 2011

  Accountable for brand strategy development and execution in both franchise and corporate sectors. Deliver growth and revenue objectives for the corporate portfolio of products and services, as well as digital and offline advertising spend, campaign analysis and PR support for new and existing products. Champion best practice standards and internal communications. Strong product launch experience including product development, brand and path-to-purchase strategy and marketing plans for plans for the following: Hertz on Demand, a new car-sharing brand (now known as Hertz 24/7), Hertz’s value brand, Advantage car rentals. Led new revenue streams including the industry’s first product targeted at young drivers, ‘Hertz Students’, and early booker programme, ‘Hertz Advance’ - a first in the car rental industry. Led the successful introduction of a brand library and asset management system which contributed to a 20% savings across corporate Europe. Rebranded the Hertz presence in EMEA to set new brand platform and guidelines, one that has differentiated the brand from other car rental companies in the region. Indirectly led and influenced local marketing teams across region to ensure performance metrics were met and aligned with brand, to maximise revenue and achieve business targets.



London Underground

• United States
• Renewables & Environment
• 300 - 400 Employee

• Internal Communications Consultant

  • Feb 2007 - Oct 2007

  Contracted to create and deliver a comprehensive communications strategy for the London Underground with a special focus on supporting the Mayor’s change initiatives to transform the Tube for the 2012 Olympics. Worked closely with senior managers and directors to set change communications and troubleshoot key issues. Developed the blue print for the internal/external communications Tube Transformation strategy. Mapped and tracked all change communications with internal/external messages to fully ensure that all transformational activities are aligned to other functions (PR, marketing, stakeholder communications)



Everywoman Limited

• United Kingdom
• Business Supplies & Equipment

• Senior Manager, Marketing & Communications

  • Jan 2003 - Jan 2007

  Appointed to develop and implement the company’s first marketing department, including strategic perspective, online presence, special events planning, sponsorship acquisition and direct marketing. Collaborated closely with key UK government departments, including the Chancellor’s Office and the House of Commons as well as corporations (IBM, NatWest, Coutts Bank, Orange). Developed the marketing and brand strategy for the ‘National Everywoman Conference’ series, generating significant revenue streams. Developed the brand and marketing for the ‘Everywoman Awards", an annual programme supported by NatWest and the UK government; coordinated all marketing, PR, event logistics, sponsorship acquisition and VIP liaison.



Viacom

• United States
• Entertainment
• 700 & Above Employee

• Regional Manager, Marketing & Communications

  • 2000 - 2002

  Fully responsible for directing a team of 5 marketing executives across SEA in handling all aspects of brand management, market share expansion and consumer, trade and sponsorship marketing. Deployed strategies encompassing ATL campaigns (including TV commercial production), trade marketing programmes, PR and international synergies, as well as benchmarking and channel development. Successfully planned and executed numerous PR and advertising programmes with a very limited budget and creative resources that had significant regional impact. Designed and launched MTV’s first-ever VJ hunt in Malaysia, along with a sponsorship package for DIGI, generating $200,000 worth of press coverage; also negotiated a cover shoot for the contest winner on 3 of the area’s leading women’s magazines. Rebranded and rolled out MTV Philippines after extending it into terrestrial TV, including public concerts and related promotional events, doubling viewership in the post-launch period.