First Marketing Hire at Spearphead / (company name not clearly stated)

Led SEO initiatives to improve SERP performance, keyword targeting, search traffic, and technical SEO health including link-building efforts. Managed a team of in-house and cross-border technical writers across regular article writing, content angle generation, keyword research, internal linking, and article review. Built and authored numerous industry-focused articles for data enrichment. Drove performance marketing efforts across Meta and Google including campaign structure, creatives, and execution. Transformed and solidified company marketing SOPs for business-as-usual activities. Doubled website traffic in the first 8 months using SEO and community postings. Conducted community posting outreach to reach target audiences on Reddit, Hacker News, Twitter and more. Sourced and engaged new channels to maintain and achieve growth, including GitHub repository sponsorships, subreddit sponsorships, and YouTube videos. Provided weekly data analysis on website performance and coordinated w

Head of Marketing (Singapore) at Hawley & Hazel Group (Darlie)

Owned brand and marketing leadership for Darlie toothpaste/toothbrush across Singapore, Malaysia and Asia Blackmores markets. Managed launch planning and supported growth through offline promotions, brand campaigns, digital activations and performance marketing. Delivered end-to-end commerce and marketing activities including data-driven decisioning and coordination across regional teams and Australia headquarters. Contributed to eCommerce growth and commerce sales via multiple strategies, improving commerce sales by 82% from 2019 to 2020 and increasing commerce business by 19% in 2020 with close monitoring of ROI and costs. Led web revamp and multi-country 360° campaigns across multiple markets and supported new product development from concept to launch (competitive research, pricing strategy, volume forecast, label design and product claims).

Brand Manager (Singapore) at Blackmores Group (Blackmores, Toddler Milk Drink)

Managed and scaled digital and offline marketing activities for No.1 vitamins & supplements wellness brand in Australia, Singapore and other countries. Spearheaded quantitative and qualitative product taste test research (n=300) with Nielsen. Supported regional presence building via initiatives including the ESENSO Micro Ground Coffee launch across Malaysia, Philippines, Thailand and Taiwan. Executed multi-channel campaigns across video, radio and OOH/retail touchpoints including TVC and radio ads with national TV networks and top radio stations, plus launch execution across digital channels.

Assistant Marketing Manager (cum Commerce Executive) at JD ESENSO (Super Coffee, ESENSO, Charcoal Roasted White Coffee, Nuture Milk)

Implemented brand guidelines and visual identity for the ESENSO brand including POSMs, social media, website and collateral. Launched 360° Out of Home campaigns featuring cinema ads, 6-sheet bus stop ads, bus wraps, MRT wall panels, AYE billboards, radio ads and more. Launched TVC and radio ads in Singapore and Malaysia with national TV networks and top radio stations. Managed and ran the entire Darlie/ESENSO commerce store related activities end-to-end, including data-driven decisions. Developed and executed digital activations: Meta ads, YouTube ads, Google Ads and SEO, programmatic banners, and influencer sponsorships. Worked on commerce growth and digital marketing strategy with close monitoring of ROI/cost metrics including CPM, CPA, purchase rate, ATC rate and CTR.