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C-level Executive
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Business Owner
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Work Background
Standard CharteredCorporate Client Engagement & Commercialization
Aug. 2024 - Oct. 2024SingaporeScoping of the commercial bank's Martech and campaign digitalization requirements for tech sizing and implementation. Outline MarTech framework based on business objectives and use cases identified. Define customer journeys for behavioural and scenario based digital banking nudges and triggers for personalized messaging and targeting.
UmbrexIndependent Consultant
Jun. 2024SingaporeMember of Veritux - An Umbrex Community
Trend TalksAdvisor - South East Asia
Mar. 2024Singapore, SingaporePlatform bringing together global senior marketing professionals to exchange ideas, share experiences, and explore avenues for collaboration.
Mad About Marketing ConsultingManaging Director
Jan. 2024SingaporeMad About Marketing Consulting offers both B2C and B2B clients advisory services on marketing transformation, go-to-market and market expansion strategies for companies across Asia Pacific. I help C-Suites, including heads of marketing and their teams on Brand, MarTech, Communications, Content, Customer Experience, Digital Optimization, Social Selling and Change Management strategies while ensuring they have the right people, process and platform to support their objectives. I bring a unique perspective and experience having worked in professional services, management consultancies, agencies and corporate client side transforming marketing and sales organizations as well as building teams from ground-up. Not a typical marketer in that I have been deeply involved in leading change management, setting up marketing technologies, shaping customer experience strategies and developing digital and mobile capabilities, which gives me a well-rounded perspective and capability to help clients beyond just marketing. Clients can work with me on a retainer or project basis and the solutions I curate are bespoke based on specific needs since no two clients are the same. Clients I have helped so far include start-ups, SMEs and MNCs in education, FMCG, financial services, Fintech and professional services.
CitiSenior Vice President, Head of Client Marketing and Digital Capabilities, Singapore
May. 2023 - Apr. 2024SingaporeStrategic marketing planning and management of an onsite and offshore team of >20 marketers overseeing the Singapore consumer banking business. Oversee bank wide brand, content and demand generation planning and implementation of marketing technologies, including refresh and migration of content management platforms and campaign automation tools. Define policies and guardrails around the necessary controls and governance for marketing related set-ups, tech, data usage and adoption. Brand and reputational crisis management.
Xpertise AcademyBrand and Digital Marketing Mentor at Xpertise Academy
Apr. 2022 - Jul. 2024Brand building, content strategy and content marketing advice for solopreneurs
https://www.xpertise.academy/
CitiVice President, Head of Client and Digital Channels Marketing Singapore
Sep. 2020 - May. 2023SingaporeLeading a high performing team of 6 and overseeing all client communications channels, platforms and proceses as center of excellence Marketing campaign and channel optimization Bank wide digital, and mobile first adoption and optimization MarTech and digital platform implementation, including Salesforce Marketing Cloud and Adobe Target, DMP AppsFlyer, push notifications, mobile features and adoption Digital change management New digital sales and marketing enablement for cards, loans and retail banking Brand and content strategy for digital banking proposition Bank wide consumer research on loans, digital and mobile banking, quarterly brand perception studies Client communications review, revamp and re-channel Crisis Communications, reputational comms for fraud Bank wide content marketing strategy
JLLSenior Director, Head of South East Asia Marketing
Nov. 2019 - Sep. 2020SingaporeOversee marketing strategy and regional team management for Asean-6 markets of more than 20 talents, localized content strategy to raise the profile and presence of SEA subject matter experts. Advisor to CEO, SEA of brand profiling, communications and marketing strategy Ensure integration and alignment across business lines from a go-to-market perspective for cross-selling and up-selling opportunities. Account based marketing Country lead for sustainability roadmap rollout in Singapore Crisis Communications on Covid19 measures
KantarRegional Director, Head of Marketing Asia
Jul. 2018 - Jun. 2019SingaporeOversee and lead the B2B marketing strategies and rebranding of One Kantar for China, Indonesia, Korea, Malaysia, Philippines, Taiwan, Thailand and Vietnam. Regional team management of more than 20 talents and advisor to CEO, Asia (including Korea) of branding, communications and marketing strategies. Account based marketing and generate new sales opportunities through bespoke content targeted at FMCG and Retailers. Define and set up a marketing structure as well as team for the region, including identifying best practices, processes and measurements of success. Review existing data insights and content presented and repurpose into alternative thought leadership viewpoints Oversee the development of Asia content strategy, thought leadership viewpoints and incalcate best practices towards an integrated go-to-market campaign (online, digital communications, social, media, events) and content marketing approach that is measurable and accountable
EYAssociate Director, Regional Brand, Marketing & Comms Leader for Financial Services
Mar. 2015 - Jul. 2018Oversee the planning and team management of the annual marketing strategy for financial services industry (banking and capital market, wealth and asset management, insurance and FinTech) for emerging markets and APAC for specific initiatives. Advisor to Managing Partner and leader of EY Financial Services, ASEAN practice of brand profiling, communications and marketing strategies Initiate new and innovative content ideas, messaging, distribution formats and event agendas to bring distinctiveness to our viewpoints and client engagement activities Go-to-market strategies, involving an integrated approach that covers atl and btl activities. Thought leadership content research, development & activation Targeted campaigns to increase brand presence and positioning Identify and secure media or speaking opportunities for key spokespersons Internal and external communications, social and digital media
EYAssistant Director, Regional Brand, Marketing and Communications Lead for Financial Services
Mar. 2015 - Sep. 2017SingaporeBuilt an ASEAN go to market strategy from scratch that covers across banking and capital markets, wealth and asset management, insurance and FinTech. Initiated ASEAN specific research and content development to establish our share of voice in the market Oversee all aspects of the marketing plan and campaigns, including localized content development from global launches, events, digital, social media, internal communications and direct email marketing campaigns.
Credit SuisseBusiness Integration (Marcoms Lead), Private Banking, APAC
Jan. 2014 - Dec. 2015SingaporePlan, manage and execute an end to end change management communications and activation framework to support the new and ongoing digital transformation changes at firmwide level to clients and employees. Part of deployment team for phase one roll out of the bank's first digital private banking application, managing project and crisis communications for platform, client downtime.
State StreetCampaign Lead, Global Marketing - Asia Pacific
Jan. 2012 - Dec. 2013Singapore- Go-to-Market Strategies
- Integrated Marketing Approaches or end-to-end marketing campaigns
- Change Management
- Campaign and Project management
- Market Research and Insights Analysis and content development
- Thought leadership report development References Thought leadership report for pensions (superannuation) fund industry: “Evolving Superannuation Funds for the Future” - https://www.clearpathanalysis.com/reports/67-esff-2013/ State Street microsite for superannuation campaign - http://www.statestreet.com/vision/assetowners/ Thought leadership report for asset managers: “Navigating for Growth” - https://www.clearpathanalysis.com/reports/093-ngcl-2013/ State Street branded microsite (hosted in partnership with Asian Investor) to generate leads - http://www.asianinvestor.net/statestreet/
OCBC BankManager, Customer Focus & Experience Strategy, Asia
Jan. 2010 - Dec. 2011Group Customer Experience
- Employee Rewards & Recognition
- Internal Communications & Correspondent for Success Stories
- Corporate Events & Employee Engagement
- Customer Culture & Experience Improvement
- Regional campaigns management
- Product launches, including FRANK
Intellectual Property Office of SingaporeManager, Public Outreach
Jan. 2007 - Dec. 2010Designed and implemented branding and marketing programmes to create awareness and garner support for the organisation's causes.
Identified and nurtured partnerships with global IPO offices and regional industry associations for collaborations and joint initiatives. Oversaw events like seminars, talks and bootcamps as well as new media initiatives like HIP Friends FaceBook page, Twitter and HabboHotel Chat discussions.
Managed the content and design strategy of marketing collaterals.
Drove the media awareness and coverage of key events
Oversaw biennial organisation-wide Perception Survey.
Capital Rich Communications Pte LtdProjects Head
Jan. 2005 - Dec. 2007Led a team of business development executives to implement business development plans to expand the company's scope of services in events management, F&B franchising, investment procurement and servicing as well as oversee the marketing plans to create awareness and raise funds for the charity arm under the company.
Pulse Group (Fashion)Founder
Aug. 2000 - Dec. 2003SingaporeOnline women and children's clothing store later turned into a small rental pop-up shop. Was sold off when it got too much to handle and I wanted to focus on my studies and build my corporate career.
NewsAd Advertising Pte LtdCopywriter
Jan. 2000 - Dec. 2002Conceptualised creative ad campaigns as well as copywriting for retail adverts, pos materials, tvcs and radio ads.
Accounting servicing and preparation of clients briefs and pitches.
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