Available to hire
I’m an experienced social media specialist with a versatile, regional, cross-industry background. I have led social media strategy, crisis communications, governance, content planning and community engagement for organizations across fintech, travel, tech, and media, including IG Group, Citibank, M1, Travelodge Hotels Asia, GoPro, SPH, Samsung, MediaCorp, and StarHub. I’m known for building strong stakeholder relationships and driving marketing impact through collaboration and innovative storytelling.
My strength lies in cross-functional collaboration, working with marketing, operations, customer care, compliance, and agency partners to implement scalable social programs, crisis processes, and localized content that resonates with diverse audiences. I’ve successfully launched unified social and KOL strategies across APAC & ME, delivering follower growth and measurable engagement improvements while maintaining governance and regulatory alignment.
I’m also a good prompter for AI to support daily Marketing challenges!
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Chinese
Fluent
Work Experience
APAC Digital Marketing, Social & Content Manager at IG Group
April 1, 2024 - June 1, 2025Led APAC/ME digital, social and content strategy for trading and investment apps; drove growth across Australia, Singapore, Japan and UAE; localised, simplified, and personalised customer journeys, including loyalty programs. Directed acquisition and engagement through owned, earned, and paid media with partners SingSaver & MoneySmart; launched unified social & KOL strategy; oversaw website optimization with SEO, UX and CRO tests. Implemented CRM journeys via Braze to drive installs, onboarding, deposits and trades; achieved ~20% follower growth and 5% engagement uplift.
Freelance Digital Marketing Consultant at Freelance / Career Break
May 1, 2023 - March 31, 2024Provided digital marketing and social media services for e-commerce FMCG brands and ride-hailing apps; delivered end-to-end campaigns, content calendars, influencer partnerships, and performance marketing improvements.
Manager - Digital Sales & Marketing (Social MarTech, Governance) at Citibank Ltd
November 1, 2021 - April 1, 2023Part of Citi Singapore’s Centre of Excellence; led digital acquisition campaigns for cards, payments and loans; improved performance marketing, analytics stack and journey attribution measurement. Oversaw social/content strategy across cards, loans, payments, retail banking and wealth; refined paid media processes, ad formats, A/B testing; strengthened governance and regulatory compliance; trained agile project tracking for marketing and product teams; rectified breaches and tightened controls.
App Marketing & PR Manager at M1 Ltd
October 1, 2019 - November 1, 2021Led rebranding and digital communications; planned social content calendars; executed full-funnel digital campaigns (Google UAC, Meta, Apple ads) and LinkedIn lead generation; drove B2B cross-border payments campaigns; launched 0→1 marketing initiatives; improved app conversions (downloads to transactions) by 30–40%; produced a YouTube brand video series and secured significant media coverage.
Digital Marketing, Social & Content Manager at Travelodge Hotels Asia
August 1, 2018 - October 1, 2019Led regional digital and social strategy; defined content pillars; devised KOL plans; managed owned sites and paid media; forged partnerships with affinity brands; launched Travelodge Travelogues; collaborated with OTAs to boost content; drove direct bookings; launched the brand at ITB Asia; achieved 25% follower growth and 17% growth in direct/ancillary bookings.
Manager – Marketing at GoPro Marketing
June 1, 2017 - July 1, 2018Responsible for social strategy, content calendar and collaborations for product launches; expanded influencer relationships; launched UGC-driven campaigns; partnered with travel partners; led e-commerce flash sale campaigns achieving 30–40% uplift in conversions.
Assistant Digital Marketing Manager at SPH Magazines
May 1, 2016 - June 1, 2017Led group-level digital campaigns; drove Take-a-Little-Break campaign with 19,000+ entries; launched digital campaigns for lifestyle & fashion titles; supported SPH e-commerce platform launch.
Social & Content Manager at IG Group
April 1, 2024 - June 1, 2025Led APAC & ME digital, social and content strategy for trading and investment apps; enhanced engagement, localized content, and personalized customer experiences; launched loyalty programs; set up Sprout Social for APAC ME; configured social listening to track trends and brand sentiment; developed a social playbook with best practices; managed internal stakeholder alignment across marketing, operations, client managers, compliance, and legal; produced localized branded content (The Woke Salaryman, Uncle Roger, Darshen & Samuel); drove a 20% follower growth and 5% engagement uplift through research-backed content.
Career Break
May 1, 2023 - March 1, 2024Freelance across e-commerce FMCG brands and ride-hailing apps; managed TADA’s social media inbox; handled crisis communications flow, SLA adherence, and engagement in collaboration with Customer Service and Corporate Affairs.
Specialist - Regional Social Media & Governance at CiFbank Ltd
November 1, 2021 - April 1, 2023Governance lead within the Digital Sales & Marketing Center of Excellence for 16 markets in APAC/EMEA; built crisis communications framework for Citi social platforms; produced crisis listening reports using Pulsar; ensured posts followed brand guidelines via Sprinklr; automated FAQs responses for Meta platforms; scheduled bank-wide content; tightened governance and SLAs; trained teams on Jira/Confluence for cross-functional project tracking; improved response times and overall content quality; launched content hub and strengthened regional governance.
Regional Digital Marketing, Social Media Content Manager at Travelodge Hotels Asia
August 1, 2018 - October 1, 2019Led regional digital & social strategy; defined content pillars; devised KOL marketing plans; managed organic and paid social content to optimize conversions and drive direct bookings; supported FAQs automation; managed community engagement and monitored reviews; partnered with OTAs to align responses; explored tools to monitor and automate processes.
Marketing – Manager at GoPro
June 1, 2017 - July 1, 2018Responsible for social strategy, content calendar, social listening, and product launches; used Sprinklr for global content access and sentiment monitoring; increased community engagement by 15% via UGC; partnered with travel partners and creators; launched the annual Global Million Dollar Challenge UGC campaign.
Social Media & Community at Samsung Singapore
December 1, 2016 - June 1, 2017Managed global crisis content during Note7; collaborated on FAQs for potential customers; handled high daily volumes (>800 queries) with strict SLAs; used Sprinklr for sentiment monitoring and trend analysis; curated content to balance negative sentiment.
Senior Marketing & PR Executive at CTC Travel
January 1, 2013 - December 31, 2016Led social media content, community management, FAQs, and travel product campaigns; partnered with Australia & Taiwan Tourism Boards; coordinated media tours with KOLs; managed website revamp and CRM loyalty program; contributed to revenue growth and secured government funds; promoted internally to Senior Executive.
Education
at Singapore University of Social Sciences
January 11, 2030 - December 22, 2025 at Singapore University of Social Sciences
January 11, 2030 - March 20, 2026Qualifications
Industry Experience
Financial Services, Software & Internet, Media & Entertainment, Travel & Hospitality, Professional Services, Retail
I helped strategize complex trading content to simple and fun content for prospecting users to inspire them to trade with IG Group
I also drove app store optimizations for Regional Markets-Australia, Singapore, UAE, Japan
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