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Work Background
UnileverGlobal Sr. Asst. Brand Manager, Closeup (Global Brand Development, premium innovations)
Jun. 2022 - Dec. 2024Singapore-Crafts and manages the rebranding of the Masterbrand identity to be more relevant and contemporary while keeping the essence of the brand intact. I.e.: Tone, Visuals, Approach to talent, Typography, etc. -Crafts premium mixes in close partnership with R&D, market researchers and local teams -Collaborate with partners on AI inspired projects and campaigns. -Work closely with local marketing, media, and creative agencies to build strong communication from brief to execution.
UnileverEmployee Branding
Feb. 2022 - Jan. 2023SingaporeI led and designed Unilever's 2022 largest hybrid career fair which included a series of virtual sessions, leadership keynotes, and career workshops across 3 days with close to 1000 attendees.
UnileverGlobal Sr. Asst. Brand Manager, Closeup (Digital, Partnerships and E-commerce)
Jan. 2020 - Jun. 2022Singapore-Established Closeup’s E-commerce strategy and key levers of E-commerce Growth. Drove brilliant basics, created content that converts, capture demand for key markets and retailers (Lazada, Tokopedia, Shopee) resulting in triple digit USG growth in ID+ 167%) & IN (+91%).
- Drove the planning and creation of immersive social experiences, live events leveraging partnership collaborations with gaming, lifestyle, and influencer brands. -Drove the influencer agenda of Closeup, led Closeup x Tiktok influencer campaign in Indonesia and Philippines, with both creator content and adapted brand content outperforming both average Tiktok and internal Unilever benchmarks. -Created the brand’s first modular digital marketing campaign that enabled flexible customization of brand content across 10+ markets, as well as across diverse advertising platforms and formats.
-Key achievements: Mobile legends partnership won 2022 MOBEX gold for best in app advertising. Collaborated with Coffee meets bagel for Valentine Day activation in PH & ID
UnileverGlobal Asst. Brand Manager, Closeup (Purpose & Global Brand Development)
Jan. 2019 - Jan. 2020Singapore, Singapore- Assisted in defining and crafting closeup brand purpose, informed by audience insights and primary qualitative and quantitative study.
- developed and launched Closeup Purpose global beneficiary support portal (https://loveforall.info/), a relationship advice portal providing diverse couples with access to expert advice, real relationship short stories, factoids, and local NGO support aimed at becoming scalable flagship social mission program.
UnileverGlobal Asst. Brand Manager, Closeup (Innovation and core communications
Mar. 2018 - Jan. 2019Singapore-Drove Closeup market development agenda with innovation launches OTIF. Ex: Assisted in conceptualizing a new product idea for the multi-benefit segment with R&D experts and cross-functional stakeholders that landed in Latin America, Africa, South Asia, and Southeast Asia.
- Develop brand communications with creative teams. i.e., traditional, and digital advertising, influencer content and activations
- Conduct market research and identify consumer insights to deliver sound suggestions for new products developments, partnership deals and marketing communication campaigns.
RoktAccount Manager
Apr. 2017 - Jan. 2018Greater New York City Area1. Managed and grew client relationships in the travel vertical with Brands like Expedia, Cheapflights and Vegas.com driving business results with ROKT’s proprietary transaction marketing software. 2. Oversaw global budgets across five markets namely NZ, CA, AU, UK, and US and delivered innovative digital campaigns for key brands such as CheapFlights, Expedia, and Groupon. 3. Handled client communications and offered guidance on best practices in relation to email marketing analytics, measurement, and attribution models. 4. Identified new opportunities for expansion and measured business impact/influence for future projects. 5. Partnered with ROKT Legal counsel, CEO, and head of HR to successfully produce, design, develop and deploy ROKT's online onboarding and internal code of business principles and code policies training program which is now used across ROKT's global offices (NY, EU, SG, AU). 6. Collaborated with graphic designers to lead design of ROKT HTML e-mail templates that employees can use to deploy client's marketing campaigns. 7. Successfully doubled client's initial marketing investment as result of successful pilot of increasing e-mail marketing opt-ins.
FCB ChicagoStrategic Planning Intern
Jun. 2016 - Aug. 2016Greater Chicago Area1. Identified consumer conventions, trends and pain points; Compiled best practices and trend reports via social listening tools, qualitative studies and ethnographic research for Choose Chicago, Jack Daniel's, Aramark and Glad (Clorox). 2.Help build, produce and manage all planning projects, materials and workshops for Chicago Public Library and Aramark. 3. Worked closely with other brand strategist and the new business team to collect data for Coke's new business pitch. 4. Internally pitched and won a 360° campaign for Glad KitchenPro.
Kid's Intelligence Development Agency (KIDA)Media Educator
May. 2015 - Jul. 2015Beijing City, ChinaCreated media-related course material and syllabus for children ages 6-12 years old.
University of Illinois at Urbana-ChampaignNews Director/Teaching Assistant
Jan. 2014 - May. 2014Champaign1. Direct weekly live 30-minute newscasts and manage a news team of 12 broadcast students. 2. Review news scripts daily. 3. execute content on all media platforms for the University of Illinois television channel. 4. Wrote scripts, shot videos, and edited package pieces for weekly newscast.
UI-7 NewsAnchor/Producer/Director/Reporter/Videographer
Aug. 2013 - Dec. 2013Champaign, IL1. Interviewed, shot, wrote, edited, voice-overs and packages as a one-man band for weekly newscast. 2. Produced, anchored and directed multiple 30-minute newscasts.
CBS CorporationCBS Dr.Phil Intern
Jun. 2013 - Aug. 2013Greater Los Angeles AreaProduction & Control Room Inter @ CBS Corporation for Dr. Phil & The Test 1. Resarch, pitched and drafted potential scripts and assisted the production team on set during tapings. 2. Assisted talent management in booking, screenings and scheduling of talent. 3. Worked alongside the executive producers in compiling show books.
WPGU 107.1 FMProduction Intern
Jan. 2013 - Mar. 2014Champaign1. Created promotional material (radio spots, live reads, events, flyers and brochures) for WPGU 107.1 FM and for companies that advertised with WPGU 107.1 FM such as Steak ‘N Shake, Honda Civic Street Fest and Bankier Apartments. 2. Made liners and promos for the stations specialty show.
North American International Livestock ExpositionPress Room Intern
Nov. 2012 - Nov. 2012Louisville, Kentucky Area1. Ability to translate agricultural jargon to make it relevant to the masses in the press releases and daily newsletters produced. 2. Acted as Assistant Photographer and pitched stories to media of Midwestern states and New York securing media coverage. 3. Improved newsletter pickup rate by 200 copies by being the first to add games and crossword puzzles stimulating engagement.
Alcohol Culture Explored Interactive Theatre (ACE IT)Stage Manager
Jan. 2012 - Mar. 2012Champaign, Il1. Made sure the show ran smoothly, acted as liaison between the stagehands and the lighting and sound team. 2. In charge of managing 12 teams of ushers as well as discussion leaders. 3. Foster discussion amongst first-year students regarding campus drinking culture and safety.
B-channel TVCreative Intern
Jun. 2011 - Aug. 2011Greater Jakarta Area, Indonesia1. Researched for TV programs, Interviewed subjects, logged tape, helped with events. 2. Shadowed the filming and editing process. 3. Translated press release and TV scripts from Indonesian to English.
WPGU 107.1 FMOn-Air Talent
Feb. 2011 - Dec. 2013Champaign1. Co-founded, produced and hosted Alternative Around the World, a 1-hour speciality show that featured indie artist worldwide. 2. Created promotional materials (radio spots, live reads, events, flyers and brochures) for WPGU 107.1 FM and sponsored brands with editing tools such as Adobe Audition, Photoshop and Final Cut Pro.
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