Experience

  • Marketing Director

    at Lien'A Co. Ltd

    October 2017 - October 2019

    Ho Chi Minh City

    • Organize and setup the marketing department with strength of 9 persons in trade marketing, product marketing, brand communications and creatives • Developed annual marketing strategy and activities to meet financial and company goals for both domestic B2C business and international B2B business • Product portfolio management and new products development • Oversee digital strategy with emphasis on social media content, improved website experience • Launched new e-commerce that increased revenue by 5% • Manage all trade activities in retail and dealers/distributor channel to meet sales objectives • Develop brand strategy with external consultants to define brand messaging and values for both internal and external stakeholders • Pricing strategy for all product categories • Conducted research to assess brand health and consumer behavior to gain insights for effective marketing plan and spend • Annual A&P budgeting and control

  • Marketing Communications Manager (SEA)

    at Kohler Singapore Pte Ltd, Kitchen & Bath Group APAC

    November 2014 - October 2017

    Singapore

    • Manage a marketing team of 6 people in Singapore, Malaysia, Vietnam, Indonesia and Philippines. • Oversees all above the line and below the line marketing activities. • Organized events for product launches and showroom openings targeting media and key audiences and influencers. • Implemented and oversee the social media strategy across the region. • Develop retail promotion campaign with supporting communications to improve sell out. • Plan and manage the A&P budget for all SEA countries. • Competitors monitoring for new product offerings / retail promotions / pricing. • Ensure that all communication materials are on brand. • Organized exhibition for “Kohler and the Arts” program in the region and promote its initiatives. • Plan Kohler Design Forums with key media partners targeting designers. • Engage with distributors to maintain relationship and hold joint marketing programs.

  • Sales and Marketing Commercial Product, Assistant Manager

    at Bridgestone Asia Pacific Pte Ltd

    May 2013 - November 2014

    Singapore

    • Oversee the development of all marketing collateral, tools and training materials • Development of e-learning materials targeted towards internal and external stakeholders • Provide training and sales support to sales subsidiaries and distributors in Asia Pacific • Support in the establishment and maintenance of IT tools for data driven solution business • Involved in defining product strategy and price positioning Asia Pacific region • Actively involved in sales activities for South Korea, Taiwan, Australia and New Zealand. • Develop materials and share best practices across the region. • Monitor sales and establish promotional tools for new product range across Asia Pacific – ECOPIA

  • Regional Marketing Manager

    at Dunlopillo Holding Sdn Bhd

    March 2010 - August 2012

    Kuala Lumpur

    • Set up processes, managed and established KPIs for a new Marketing team of 6 people across the main operating countries of Singapore, Malaysia, Vietnam, Hong Kong. Middle East and China. • Provide support to several newly developing markets like Philippines, South Korea, Cambodia, Myanmar, and Laos. • Managed the A&P budget for all countries within the region. • Led the process of Rebranding with external agency to reposition the brand • Established, propagated and enforced marketing toolkit and identity guidelines. • Conceptualized and implemented new retail showroom strategy and visual merchandising guidelines across multiple countries • Organized PR events for product launches and promotional campaigns • Defined integrated social media strategy and executed with the assistance of various third party agencies. • Managed the revision of all existing and new marketing communication collateral to incorporate the new identity guidelines and branding strategy.

  • Marketing Manager

    at Dunlopillo (Shenzhen) Ltd

    March 2008 - February 2010

    Guangdong Sheng

    • Managed the development of all marketing collateral, banners, flyers, brochures, print advertisement and press releases. • Monitored competitors’ activities and developed strategies to remain competitive in the market. • Planned and implemented marketing campaigns/promotions to assist sales team to meet their targets with annual turnover growth of almost 28%. • Managed and plan the marketing budget and ensured delivery of all marketing activities within the budget. • Organized events and exhibitions to create brand awareness and generate sales. • Carried out market research and customer surveys to assess demand, brand positioning, awareness and requirements for current and future products. • Conceptualize and oversee the development of a new brand, Orthorest, to capture the mid-lower segments of the market in China (launched mid-July 2009)

  • Marketing Executive / Business Development Manager

    at KingKoil (Shanghai) Sleep System Co. Ltd

    June 2005 - January 2008

    Shanghai Shi

    • Coordinated new product development including sourcing for raw materials. • Enhance brand image of KingKoil (Shanghai) by improving overall visual identity. • Research & Strategic analysis of competitors and company. • Design content & develop layout for product brochures and promotional materials. • Expansion of sales channels by finding & negotiating with dealers. • Developed and implemented several promotional marketing programs. • Organized PR event and Exhibitions for brand promotion and awareness. • Website development (www.kingkoil.com.cn) • Assisted in the development of the franchising system in China. • Liaised and managed all the franchisees in China. • Developed solutions for franchisees to heighten sales level. • Product training and oversees the opening of new franchisees shop. • Budget planning for marketing related costs for franchisees. • New products planning and development.

Education

  • MBA

    at University of Strathclyde

    2014 - 2015 (1 year)

  • Bachelor of Arts in Business (Marketing)

    at University of Strathclyde

    2003 - 2004 (1 year) Glasgow City

  • Diploma in Business Studies (Marketing)

    at Ngee Ann Polytechnic

    1997 - 2000 (3 years) Singapore

Hives