Experience

  • Head of Sales and Marketing

    at Lion Velo

    May 2015 - at Present

    Singapore

    • As a new entrant, successfully created differentiated yet relevant products in the ultra-competitive bicycle industry, then engaged distributors /retail with effective sales and marketing • Achieved the above in bootstrapped environment (very low budgets) • Built additional revenue stream, by introducing white-label business • Notable Accomplishment: Successful launch at Interbike Dec 2016 (Las Vegas), with immediate and follow-up sales. Back to black in year 3, and still growing.

  • Global Marketing Manager

    at Trung Nguyen Group

    May 2014 - April 2015

    Singapore

    Duties • Brand Strategy: development of unifying insights, positioning and identity across markets • Communications: implementation of media plan – owned (digital, internal assets) and paid (conventional advertising) • Innovations: development and implementation of Innovations funnel • Promotions: development of international cycle plan • Trade loyalty: entrenching trade through loyalty programs • Retail: shop conceptualization, design and operations Achievements • Achieved 100 % brand consistency through development of international guidelines • Achieved sales target of US$20m from current and new business (80/20 split) • Secured new sales leads in key markets • Pioneered 3 new international innovations

  • Deputy Director, Communications & Service Quality

    at National Trades Unions Congress

    August 2011 - June 2013

    Singapore

    Duties • Communications: o Evolving jaded identity towards PME-friendly standards o Engaging audiences effectively through social media and conventional communications (print and outdoor) • Service quality: improving service quality standards towards benchmarked levels Achievements Brand & Communications: • Successfully influenced matrix stakeholders towards accepting new milestone image • Doubled Facebook fans from 25,000 to 50,000 within 6 months • Successfully launched “facebook” customer service counter • Successfully conceptualized and launched key events for 4,500 stakeholders in 1.5 months Service Quality: • Successfully migrated headcount from cost to revenue centre despite union intervention • Moved to a lower cost call centre vendor (saved 25%) yet improved Customer Satisfaction from 50% to 70%

  • Business Director

    at Urban Scoop

    January 2007 - July 2011

    Singapore

    A boutique communications agency initially offering consumer goods packaging design, this agency extended its capabilities to include integrated communications and PR. • Notable Accomplishment: Successfully led firm to profitability in only five short months; monthly revenue increased exponentially, by 100% (from US$30K to US$63K), whilst cost was reduced by an impressive 28% (from US$38.4 to US$30K), and profit by a remarkable 54% (from US$21K to US$33K) • How I did it: o Managed a team size of 3 direct reports, and total team size of 14. Directly involved in New Business development. o By driving Business Development, Key Accounts Management, Strategic/digital counsel and business transformation, I effectively grew the business by improving topline from existing and new businesses, whilst reducing cost base

  • Marketing Manager

    at Asia Pacific Breweries

    September 2003 - August 2006

    Singapore

    An international alcoholic beverages company, Heineken offers brands such as Heineken, Tiger, Baron’s, Corona, Kilkenney, ABC and Anchor beer. • Notable Accomplishments: o Successfully reached portfolio revenue targets (Tiger: 600,000 HL; ABC: 28,000; Baron’s: 30,000 HL; Corona: 20,000 HL; Kilkenney: 20,000 HLs; Anchor: 12,000 HLs) o Reversed Tiger’s declining brand health from 60+ to 80+, whilst growing all other brand health KPIs o Silenced key competitors through well-planned and integrated “Big Idea” campaigns o Achieved 5,000 online fans for Tiger, Launched 6 successful innovations • How I did it: o Managed a direct team size of 6, covering New Products (1), Communications (2), Events and Sponsorships (1), Insights (1), Sales (1), and indirect team size of 60 o Effectively managed a portfolio of brands (Tiger, Erdinger, Kilkenney, Corona, ABC, Baron’s, Anchor) towards improving brand health, sales and profit targets

  • Trade Marketing Manager

    at Philip Morris International

    April 2002 - July 2003

    Singapore

    • Notable Achievements: o achieved challenging targets despite tobacco ban: annual sales target (US$170m), distribution target of +90%, stock weight of 3, and visibility of +90% o successfully entered economy sector with launch of L&M achieving 5% market share • How I did it: o Led 1 direct report, and 60 indirect reports o Drove business growth by uptrading distributors, attracting new distributors, and engaging consumers through display and new product launches

  • Regional Brand Manager

    at British American Tobacco

    June 1997 - February 2001

    Singapore

    • Developed and sold in regional campaigns and initiatives to end markets • Established consistent visual identity and experience across all duty-free stores in the region • Launched eponymous, market-changing duty-free innovations

Education

  • Bachelor's of Business Administration (Honours)

    at National University of Singapore

    1992 - 1996 (4 years) Singapore

Services offered

  • Marketing and Communications

     Reliable, highly accomplished full-suite Marketing professional. Uncovers and bridges insights to results with the appropriate products (existing and new), pricing, promotions (consumer and trade) and communications (traditional and digital)
     Has held both local market and APAC roles. Hence, can translate global initiatives to locally-acceptable levels
     Fantastic experience in campaign development and retail marketing. Drives footfall to stores, then converts such traffic to sales with retail activation
     Having worked in PR agencies (Burson-Marsteller; Urban Scoop) and within in-house Marketing roles, is able to strategize and execute well
     Comfortable working with teams or in individual contributor roles

Languages

  • English Native

  • Chinese Negotiation

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