• Shopper Marketing Manager

    at Heinemann Asia Pacific

    January 2012 - April 2019


    Responsible for the strategic planning and implementation of the go-to-market plans in Asia Pacific region. Key objectives are to meet the targeted traffic penetration rate and average transaction size. Major contributions:  Successful setup of 15 duty free shops in the Asia Pacific region. Area of involvements included store visual and promotion space planning, e-commerce setup, marketing communications, visual merchandising guidelines, promotion planning, customer experience and operational processes.  Achieved over 20% sales growth for 3 consecutive years for duty free business in Kuala Lumpur and all product categories outperformed airport’s category sales growth.  Achieved 30% growth in the retail sales contributed by Mainland Chinese customers in Kuala Lumpur through the collaboration with partners, Alipay and UnionPay within 12 months.  Obtained extensive PR coverage in the trade and consumer media and influencers for shop openings in Asia Pacific region.


  • Digital Marketing Strategy

    at Equinet Academy

    2019 - 2019 (1 year) Singapore

  • Diploma in Business

    at Temasek Polytechnic

    1997 - 2000 (3 years) Singapore

  • O-Level

    at Springfield Secondary School

    1993 - 1996 (3 years) Singapore

  • PSLE

    at Yumin Primary School

    1987 - 1992 (5 years) Singapore


  • English Native

  • Chinese Native