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Work Background
Stratbridge Consultancy Pte LtdFounder I CMO
May. 2025China I Singapore I Hong KongA Singaporean strategist based in Shanghai for 19+ years, I lead Stratbridge — a boutique consultancy that helps businesses across China, Hong Kong & Singapore transform scattered marketing efforts into a clear, results-driven engine. We offer fractional CMO services & turnkey marketing solutions for founders, business leaders & start-ups who need both strategic clarity & operational muscle. Whether you're launching a brand, entering a new market or scaling your team, we guide & execute to move you forward. Our Services include: Fractional CMO & Advisory - Part-time or project-based strategic support - Market entry & brand roadmap - Hospitality & restaurant marketing - Budget & reporting alignment - Stakeholder management - Team coaching & training Full-Stack Marketing Ecosystem - Market entry strategies tailored to China, HK & SEA - Brand identity development & positioning - End-to-end marketing planning & execution - Market research across all stages: pre, mid & post-launch - CRM strategy, lifecycle marketing design & activation - Social content creation & video production - Paid media strategy, buying & cross-channel execution - Offline activations, pop-ups & experiential marketing - Uniform / merchandise design & production At StratBridge, we don’t just deliver plans—we build systems and empower teams for sustainable success. We value clarity over complexity and outcomes over vanity metrics. Who We Work With: - Start-ups preparing for launch or funding - Founders managing multiple priorities - Hospitality brands building share in Asia - International businesses scaling in-region - Marketing teams seeking alignment With deep on-the-ground insight and cross-cultural fluency, I help brands bridge vision with execution across Asia. DM me or visit my site. Always open to coffee or a video chat!
Sports Entertainment Asia, Ltd. (SEAL): Topgolf ChinaHead of Marketing (China)
Jun. 2021 - May. 2025Shanghai, ChinaLed pre-opening launch of Topgolf Wuhan in 2024. Achieved 400% over target for media impressions 94% to target visitors within 2 months of opening. 12% over target on CRM recruitment. Built a structured media strategy to deliver consistent & targeted communication. Led pre-opening launch of Topgolf Chengdu in 2023 Launched Lounge by Topgolf Shanghai in 2021, a brand experience sports entertainment space (then just only the 2nd of its kind globally.) Led national campaign to launch a hospitality & sports-entertainment brand in China, defining a new entertainment category. Oversaw consumer education & localised content strategies to ensure effective brand positioning in China. Managed marketing budgets for pre-opening launch as well as venue level in alignment with revenue expectations & brand growth objectives.
M-Fox Pte LtdMarketing & Strategy / Creative Development
Sep. 2020 - Aug. 2024SingaporeEstablished brand expansion strategies for international sports nutrition products in Southeast Asia. Drove creative development for M-Concepts sportswear, ensuring product positioning aligned with consumer demand. Led digital marketing & brand engagement campaigns to expand market penetration.
AB InBev APACGoose Island Brand Manager
Aug. 2018 - Dec. 2019Shanghai City, ChinaLaunched 3 new products in the Chinese market, creating an entirely new product category in 2019. Designed & executed a national marketing strategy, focusing on consumer education, social marketing & product trial expansion in six key China cities. Increased brand awareness by 46% through strategic branding, high-impact marketing activations & consumer engagement. Oversaw product design, packaging & distribution to ensure seamless market penetration.
DGO APAC (AbinBev)Brand Experience Marketing Head
Dec. 2016 - Oct. 2018Shanghai City, ChinaLed brand positioning strategies for new venues, focusing on digital engagement & consumer experience. Launched Goose Island Brewhouse in Shanghai & Putian Executed experiential marketing campaigns to strengthen brand loyalty & awareness.
Kerry Hotel Pudong ShanghaiRestaurant Marketing Manager
May. 2011 - Nov. 2016ShanghaiConceptualized marketing strategies & events for F&B outlets, driving revenue & customer engagement. Managed artistic direction for promotional content; including menus, advertising & events. Successfully generated USD$24K over 24hours through an innovative flash sale campaign. Managed large-scale events for up to 2,000 attendees, including official NFL Super Bowl parties with NFL China between 2011 - 2015. Led community engagement efforts, forming partnerships with international schools, chambers of commerce & corporate entities.
MunaAccount Director
Apr. 2010 - May. 2011Managed key accounts including Grey Goose Vodka, Bacardi & Bosch, overseeing event execution & brand activations. Planned, managed & executed Bosch Asia Annual Team Appreciation 4-day trip, from pre-event site check, supplier finalisation to execution. for over 200 guests from 6 different countries. Led quality control for marketing production, ensuring brand alignment across all campaigns.
O'Malley's Irish pubAssistant General Manager / Functions & Events Manager
Jan. 2006 - Jan. 2010Directed monthly marketing initiatives to increase foot traffic & brand loyalty. Managed staff training & customer experience to maintain consistent quality & service. Oversaw P&L management for food & beverage operations.
M Hotel, SingaporeTeam Leader, J Bar
Aug. 2005 - Apr. 2006Communicated with clientele daily to understand needs and improve bar experience Trained and supervised interns and junior staff members to ensure smooth operations
Studio 6 Pte LtdCopywriter
Jan. 2004 - Jan. 2006Translated English copy to Malay for radio jingles, enhancing client reach Conceptualized creative ads to captivate target audience Provided voice-overs for radio adverts, adding a personal touch Assisted in advert production, ensuring seamless execution
SoulArk Empowerment CentreMotivational Coach
Apr. 2003 - Nov. 2003Assisted in the introduction of a 'holistic' educational program at SoulArk Empowerment Centre, focusing on boosting students' self-esteem and grades through motivation, sports, and adventure. Conceptualized and implemented specialized programs in English and Cheerleading coaching, collaborating with colleagues to enhance overall program effectiveness.
National Youth Council SingaporeYouth Ambassador
Feb. 2003 - Feb. 2003Represented Singapore as a Youth Ambassador in an annual exchange program, engaging in discussions on Asia's future with delegates from 10 other countries. Facilitated dialogue on economic, political, and social issues impacting the region, fostering cross-cultural understanding and collaboration.
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