Marketing Manager

• Jan 2022 - Present

Corporate Marketing Project Lead

• Jan 2019 - May 2021

• Be the Project Lead for strategic integrated corporate marketing and brand projects that built brand awareness, enhanced digital presence and engagement, and generated leads for B2B sales opportunities.• Developed B2B product and pricing strategy, from conducting market and competitor research and identifying target audience, to developing product propositioning and message, forming product packages and offerings, and creating price books. This covers three corporate service functions:(i) People 4.0: Workforce reskilling in data, analytics and digital technology;(ii) Talent Acquisition: recruitment services and talent incubator partnership;(iii) Advisory: data, analytics and AI solutions and software.• Developed integrated marketing communications plans to promote each service function and generate B2B leads for the B2B Sales Team. Set agreed objectives and evaluate performance against those objectives.• Led and contributed to the implementation of B2B marketing events and campaigns. • Undertook Product Lead for People 4.0 (analytics workforce reskilling for businesses). Took ownership of major prospective client accounts in terms of sales engagement, making proposals and negotiating commercial terms. Some major client accounts with which I managed to close the deals were Nationwide, GSK, NHS, Rail Delivery Group, Anglo American, etc.

Head of Marketing and Communications

• Feb 2017 - May 2021

A) External marketing comms: • Developed and rolled out high impact marketing strategies that enhanced brand awareness and customer engagement across brand touchpoints and drove customer acquisition, retention and sales opportunities. • Set objectives and KPIs and evaluated performance against the KPIs. Managed three-country marketing teams (i.e., UK, Nigeria and Canada) and ensured the objectives by country were met. Ensured that brand consistency and excellence was achieved.• Provided leadership, advice and coaching on segmentation, targeting, positioning and mass personalisation practices across owned, earned and paid media (i.e., email marketing, social media marketing on Facebook, Twitter, Instagram and LinkedIn, and Google Ads, etc.)• Acted as a CRM and data-based marketing champion. B) Internal marketing comms:• Developed and rolled out internal comms strategies that improved the current students’ experience during their programme journeys, strengthened alumni relationships, and encouraged cross-departmental collaboration.• Set objectives and KPIs and evaluated performance against the KPIs. Managed the internal marketing team that are responsible for internal comms for their country and ensured the objectives by country were met. • For student comms:- Worked with the Training & Student Support Team to map the student journeys from enrolment through to completion. Planned and oversaw the development of student comms materials/assets. - Led cross-media campaigns that enhanced student experience via providing them with relevant industry insights, extended knowledge of relevant subjects, career advice, information of recruitment partners’ job opportunities and networking events.• For alumni comms:- Planned and led cross-media campaigns that strengthened alumni relationships via engaging them in alumni networking events, consultancy projects and the ‘Brand Advocates’ project.

Senior Marketing Executive

• Dec 2014 - Jan 2017

• Produced innovative and cost-effective marketing campaigns and promotion activities across channels, e.g. email, social media (Facebook, Instagram, Twitter, LinkedIn), other online channels, and events.• Conducted data-based customer segmentation and personalized email campaigns that generated leads for business development opportunities.• Managed CRM and marketing databases and ensured GDPR compliance. • Created and managed marketing automation flow and tasks that improved the efficiency of email marketing activities.• Monitored and reported the effectiveness metrics of campaigns/projects (e.g. ‘contacts-to-leads’ rate, ‘leads-to-sales’ rate, cost of leads, and ROMI).• Managed campaigns/projects within budget and kept costs to a minimum.• Produced compelling marketing and sales collaterals (e.g. brochures, leaflets, posters, sales email templates and sales pitch slide decks).• Conducted Market Research & Competitor Analysis and provided insights and recommendations for improving product and marketing strategy.

Account Manager (Marketing & Consumer Insight Analyst)

• Sep 2012 - Jul 2013

• Managed and developed a portfolio of client accounts, e.g. Unilever (personal care and food categories), LG Cosmetics, and J&J. - Conducted analyses of market and consumer behaviours and delivered consumer insight and marketing consultancy on FMCG categories through formal presentations and reports; - Ensured the team’s good implementation of service contracts; - Developed relationship with the clients and generated further business opportunities.• Executed and managed various ad-hoc research projects that enhanced and promoted the company’s expertise.• Provided people training and coaching to the team and junior executives. • Collaborated with other departments and regional teams to meet the objectives of Kantar Worldpanel Vietnam, Region and Global.

Senior Marketing Communications Executive

• Apr 2011 - Sep 2012

Implemented the integrated marketing communication plan:> External marketing communications: • Wrote contents for press releases, articles and online adverts; developed relationships with the media and press partners; and organised meetings with reporters and TV appearance for the directors.• Organised client seminars and conferences.• Created and delivered personalised email marketing campaigns to current clients and prospects driven by customer segmentation.• Collaborated with agencies to create marketing and sales collaterals, e.g. brochures, banners, print ads, event gifts, etc.> Internal marketing communications: • Provided contents for the internal local & regional newsletters. Liaised with the Regional Marketing Team and ensured compliance with the Brand’s global guidelines. • Planned various company activities to enhance the ‘One Team’ spirit and other company values, e.g. team-building activities and employee awards.

Senior Account Executive (Marketing & Consumer Insight Analyst)

• Oct 2009 - Sep 2012

• Implement the major clients’ service contracts both independently and collaboratively, by:- providing marketing insights and recommendations on FMCG categories through formal presentations and requested analyses,- managing client news and information thoroughly,- and coordinating with other team members to ensure seamless service quality and improve client satisfaction.• Build relationships with clients continuously and assist line-managers/ account directors in sales efforts.

Qualitative Researcher (Project)

• Jul 2009 - Sep 2009

Conduct research into the corn and cassava market in Vietnam as well as support L.E.K. consultants in arranging appointments with local industry VIPs and interviewing them, in a project which explores the industry potential in South East Asian countries. Conduct research into the corn and cassava market in Vietnam as well as support L.E.K. consultants in arranging appointments with local industry VIPs and interviewing them, in a project which explores the industry potential in South East Asian countries.