Charmaine Lam

Led global promotions strategy across SEA, LATAM, EMEA, and APAC, reporting to Global Marketing Lead. Built a two-person team; delivered Lunar New Year 2026 activation that outperformed the prior record by 3.75x in participation and 13.46x in ROI. Designed end-to-end full-funnel campaigns spanning acquisition, activation, and retention; defined KPIs (First-Time Traders, Net Deposit, trading volume, ROI uplift) and aligned with Country Managers across EMEA, LATAM, SEA, and APAC; secured CEO-level sign-off on program frameworks; collaborated with BI, Risk, Product, and Country Managers to ensure compliance.

Grew monthly active users by 50% and transactions by 35.6% through integrated multi-channel campaigns spanning digital, social, SEM, and CRM automation. Reduced driver acquisition costs by 50% while expanding the driver base by 12.9%, achieved via data-driven channel optimization, A/B testing, and targeted campaign strategies. Scaled the Ryde+ paid subscription program using Braze journey mapping and customer segmentation to maximize LTV. Built and managed marketing analytics framework and budgets; led a team of 4, collaborating cross-functionally with product, operations, and customer service to deliver cohesive experiences.

Owned end-to-end integrated retail marketing across seasonal brand campaigns, ATL/BTL planning, in-store activations, POSM design, and digital performance for a premium children’s wear label. Independently built and launched a Shopify e-commerce store from scratch (no agency/developer), reducing platform costs by 80% and achieving 25% YoY sales growth. Doubled customer retention by implementing a new CRM platform and redesigning lifecycle marketing flows across acquisition, engagement, and reactivation. Built brand visibility through partnerships, and collaborated with Merch and HR on inventory planning to ensure seamless in-store execution during peak trading periods.