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Work Background
KITWA CONSULTINGFounder
Jul. 2023London, England, United Kingdom · RemoteOffering consultancy on strategy, planning, execution and optimisation of the launch, growth or scaling of businesses with a specialism in E-Commerce and Meta Advertising.
MetaAccount Manager - ANZ Mid Market
Nov. 2022 - Aug. 2023Singapore
MetaPartner Manager - ANZ Mid Market
Aug. 2022 - Nov. 2022Singapore
Kingscom WorldwideAgency Lead
Oct. 2020 - Aug. 2022Singapore✔Setting the Kingscom business vision and lead the operation to position it as a full service agency within the APAC market & beyond
✔Setting up a regional hub in Singapore for Kingscom, managing hiring and moving a new team into a new office during a global pandemic
✔Formulate a realistic business plan and regularly review and re-evaluate agency’s performance against agreed goals and objective
✔Develop and execute a client lead growth strategy across APAC ✔Drive the commercial and product / services strategy and pricing across all disciplines and ensure competitor pricing versus industry players
✔Identify emerging industry and product trends early on and transform them into winning products
✔Manage and lead relationships with vendors and clients alike
✔Establishing and developing a motivating, diverse and fun working culture at Kingscom - making sure our awesome team are happy and reaching their potential
PHDRegional Account Manager
Oct. 2018 - Jun. 2020Singapore- Best in class client management, managing the client relationships within the APJ Region for a globally renown software client, SAP, and automotive client, Lamborghini.
- Experience working on B2B / SaaS with SAP recommending media and content across all channels for specific solutions, product and events. Experience recommending the right media depending on objectives such as generating registrations for events, driving net new leads into the pipeline and lead nurturing.
- Won the ‘Bright Spark of The Year’ Award at The Singapore Media Awards 2019 https://campaignbriefasia.com/2019/09/09/singapore-media-awards-2019-winners-announced/ - Vast experience planning, buying, optimizing and reporting the execution of Client Campaigns utilising performance led marketing across programmatic, social and demand generation channels - among others.
- Developed and maintain strong relationships with media partners & publishers to negotiate on good rates and gain added value for the clients.
- Line management experience of planner setting their objectives and managing ongoing development.
Oppo Ice CreamBrand Manager
Sep. 2017 - Aug. 2018London, United Kingdom•Successfully launched Oppo into multiple Western European Countries including Germany, The Netherlands, The Nordics and Belgium, delivering compelling shopper marketing, sampling, PR and social media/ influencer campaigns, tailored to individual markets.
•Formulated the Oppo Ice Cream 2018 brand plan and strategy, identifying the key channels of activation to increase revenues by 100% in 2018.
•Partnered with our agency’s to develop influencer, social media and content strategy (localized by market), which has already increased our social following by +5000.
•Created an event strategy to drive the goal of ‘getting Oppo into as many mouths as possible’, leading the design, selection, and booking of 12+ major events / festivals.
• Recruited new agencies in London and Amsterdam to take influencer marketing, PR and design out-of-house. •Led the planning and implementation of a new motivating company culture, introducing a people strategy and policies to increase retention and employee satisfaction.
•People development experience, line managing and developing two Marketing Executive level colleagues.
Kerry FoodsAssistant Brand Manager
Feb. 2017 - Sep. 2017Egham• Developed the Mattessons’ SWOT analysis and 2017 brand plan, with clear objectives, recommendations for growth and initial KPI’s, identifying over 850 new distribution points.
• Managed the budget for Smoked Pork Sausage, building business cases with P&Ls, pitching for budgets in the brand planning cycle, raising PO’s and tracking spend.
• ATL experience with Saatchi and Saatchi, on three TV and two digital campaigns through the planning, production and launch process, including shoots, photography, agency management, sampling, experiential, PR and retailer engagement (Snacker Hacker, MEAT YOUR NEW SNACK, SPS Twist, Double Dippers).
• Redesigned the Mattessons’ website in line with the new ’16 brand campaign.
• Technical packaging and artwork capability to manage a print run, ensuring Pantone and approved colours were correct on new packaging, demonstrating a critical eye and attention to detail.
• Interpreted market performance data through analysing Nielsen and Kantar data, presenting recommendations to the wider commercial team and recommending over 250 distribution opportunities.
• Project managed multiple initiatives, handling budgets across digital and brand roles, fostering collaborative relationships with agencies including Saatchi and Saatchi, Savvy, Wowmee and Vizeum.
Kerry FoodsCommercial Graduate Scheme
Sep. 2015 - Mar. 2017Egham2 Rotations within Marketing and Sales Experience as a Assistant Brand Manager working on the Mattessons Brand. Individually responsible for the design & launch of 20 new SKU’s into the market in 2016 in 14 weeks, with a forecasted YTG Revenue of £1.6million in ’16. Additionally, led out the redesign of the Mattessons website, managing the agency on all aspects of the look and feel and content in line with the new creative. Supported the brand team on the ATL 'Snackarchy' campaign, throughout the full process from brief to shoots, including the amplification of the campaign digitally and on social media. Experience as a National Account Executive working across WMM, Asda and JS accounts taking full responsibility for managing the Take to Market Calendar, raising TPMs , EPOS Tracking , analysis and insights, supporting customer meetings and responding to customer requests. Additionally managed the Cooked Meats McCurrachs relationship, presenting at all monthly Field Manager meetings and running incentives to drive surplus feature and display and promotional space in store.
Kerry GroupDigital Shopper Marketing Executive
Jun. 2013 - Jun. 2014Egham• 12 Month Placement Student, working for 6 months in the Shopper Marketing Team and for 6 months on a Brand Team (tbc)
• Working and liaising with our production, design, media planning, above the line and below the line agencies on specific activations
• Researching everything digital and online and making reccomendations for the company
• Specific training in Marketing involving attending conferences such as the IGD
• Project managed the first MySupermarket.com trial with the £150million (RSV) Richmond Brand , creating and designing a brand store and A/B tests, resulting in 22.5% of users that visited the brand store purchasing Richmond and key learning’s for the E-Tail team.
Kerry GroupMattessons Brand Marketing Executive
Jun. 2013 - Jun. 2014Egham- Been involved throughout many aspects of preproduction, production and post production of our most recent Mattessons Advert for our NPD Line Double Dippers. -Organised external communications with the trade of NPD and new lines launching
-Briefed in and updated the Mattessons website -In the process of optimising Mattessons online presence on the retailer sites (quality of images with BrandBank ect)
-Performance management of new flavour SKU's working with key agencies Kantar and ACN
-Working with our packaging and design agencies to update the SRP for the whole brand
-Macro trend monitoring through working with the innovation team to develop the Fridge Raiders flavour bank
-Redeveloped the Fridge Raiders Limited Edition Strategy, delivering a new ‘best in class’ packaging execution for The Brazilian World Cup. This delivered an incremental £200k revenue over 12 weeks, achieving the 3rd highest ROS across the portfolio.
- Delivered the Mattessons Turkey Rashers 2015 situational analysis & brand plan resulting in an immediate range redesign in 2014, clearly communicating the brands health claims, and identifying +850 new distribution points for the two products.
Crew Clothing CoCustomer Assistant
Jan. 2012 - May. 2013Guildford, United Kingdom• Working within a cohesive and small business team in the Guildford shop
• Creating shop window displays
• Daily cashing up completion
• Exceeded weekly personal sales targets each month to date
John LewisFashion Buying Intern
Jul. 2011 - Jul. 2011Victoria• Experienced head office ‘behind the scenes’ knowledge of a retail organisation
• First taste of what working in the fashion sector was like
• Taste of what fashion buying, merchandising and marketing involved
WaitroseCustomer Service Assistant
Sep. 2009 - Jun. 2011Beaconsfield• Able to deal with demanding customers with specific demands
• Developed a high standard of customer service
• Received additional responsibility
WaitroseIntern
Sep. 2009 - Sep. 2009Bracknell• Experienced head office ‘behind the scenes’ knowledge of a retail organisation within a Partnership
• Initial grounding in product category marketing and buying
• First taster into the broad range of departments within two large companies
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