Available to hire
Hi, I’m Rachel Ong, a strategic leader in social and brand marketing with 11 years of experience building global content ecosystems for SaaS, tech, and consumer brands. I connect creative storytelling with data-driven performance to grow communities, elevate brand equity, and deliver measurable business impact on brand awareness and advocacy.
I’ve led global brand and growth marketing initiatives across Europe, Asia Pacific, and the US, partnering with product teams and executives to align brand strategy with business goals, drive demand, and nurture a thriving network of brand advocates. I’m passionate about turning insights into engaging content, community-building, and scalable campaigns that resonate at every touchpoint.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Chinese
Fluent
Work Experience
Head of Social & Community at Gelato
January 1, 2024 - PresentOversees social and community strategy for a print-on-demand platform for creators; responsible for developing global brand marketing initiatives, creator-led content series, and social-first campaigns; builds data-driven narratives to strengthen brand voice and support community growth.
Head of Social & Brand at Gelato
January 1, 2024 - June 12, 2024Led planning and execution of strategic global brand marketing initiatives, including integrated multi-channel campaigns and creator engagement, resulting in 3x increase in brand awareness & 60% increase in advocacy YoY. Supported inbound lead generation through full-funnel B2B SaaS integrated acquisition strategy, overseeing the creation of data-driven campaigns and content that achieved a 3x reduction in customer acquisition costs and a 2x increase in qualified, high-intent leads. Drove 2x audience growth on Instagram & TikTok within a year through data-driven content and community engagement strategies. Spearheaded market research to define brand positioning and competitive differentiation for product launches in partnership with Product and GTM teams. Managed a brand marketing budget of over €1M in paid media allocation, maintained agency relationships, and built a high-performing in-house brand and social media team.
Head of Social & Brand at Gelato
January 1, 2024 - June 7, 2024Led the planning and execution of strategic global brand marketing initiatives including integrated multi-channel campaigns and creator engagement, which resulted in a 3x increase in brand awareness and a 60% increase in advocacy year over year. Supported inbound lead generation through a full-funnel B2B SaaS integrated acquisition strategy, achieving a 3x reduction in customer acquisition costs and doubling qualified, high-intent leads. Drove 2x audience growth on Instagram and TikTok within a year using data-driven content and community engagement strategies. Spearheaded market research to define brand positioning and competitive differentiation for product launches, collaborating with Product and GTM teams to iterate and optimize go-to-market strategies. Managed a brand marketing budget exceeding €1M in paid media, oversaw agency relationships, and built a high-performing in-house brand and social media team.
Head of Social & Brand at Gelato
January 1, 2024 - June 8, 2024Led planning and execution of strategic global brand marketing initiatives, including integrated multi-channel campaigns and creator engagement, resulting in 3x increase in brand awareness & 60% increase in advocacy YoY. Supported inbound lead generation through full-funnel B2B SaaS integrated acquisition strategy, overseeing the creation of data-driven campaigns and content that achieved a 3x reduction in customer acquisition costs and a 2x increase in qualified, high-intent leads. Drove 2x audience growth on Instagram & TikTok within a year with data-driven content and community engagement strategies, enhancing brand awareness and product adoption. Spearheaded market research to define brand positioning and competitive differentiation for product launches, partnering with Product and GTM teams to test hypotheses, iterate, and shape go-to-market playbook. Managed brand marketing budget, including €1M+ paid media allocation, while overseeing agency relationships and building high-per
Head of Social & Brand at Gelato
January 1, 2024 - June 1, 2024Led planning and execution of strategic global brand marketing initiatives, including integrated multi-channel campaigns and creator engagement, resulting in a 3x increase in brand awareness and 60% increase in advocacy year over year. Supported inbound lead generation through full-funnel B2B SaaS integrated acquisition strategy, achieving a 3x reduction in customer acquisition costs and 2x increase in qualified leads. Drove 2x audience growth on Instagram and TikTok through data-driven content and community engagement strategies. Spearheaded market research to define brand positioning and competitive differentiation for product launches, managing a brand marketing budget including €1M+ paid media allocation and overseeing agency relationships.
Global Marketing Manager at Vivy GmbH
June 1, 2023 - December 31, 2023Led inbound lead generation and execution of brand and growth marketing strategies, leading to a 3x increase in MQLs within 3 months using paid social advertising, content marketing, and B2B trade events. Designed and delivered high-impact, data-driven global brand and growth marketing campaigns across digital content, paid social media, website optimization, and events. Developed and implemented brand and product guidelines, positioning, and narratives for new market segments and B2B communications through collateral and pitch decks. Collaborated with C-level stakeholders to build industry SOV via digital executive profiling, media pitching, and securing speaking engagements. Supported sales enablement and lead nurturing through content such as case studies, product videos, articles, and trend reports with agencies, partners, and vendors.
Global Marketing Manager at Vivy GmbH
June 1, 2023 - December 31, 2023Led inbound lead generation by planning and executing brand and growth marketing strategies, resulting in a 3x increase in MQLs within three months through paid social advertising, content marketing, and B2B trade events. Designed and delivered high-impact, data-driven global brand and growth marketing campaigns across digital content, paid social media, website optimization, and events. Developed and implemented brand and product guidelines, positioning, and narratives for new market segment entry and B2B communications. Worked with C-level stakeholders to enhance industry share of voice through digital executive profiling and secured industry speaking engagements. Supported sales enablement and lead nurturing through creating content such as case studies, product videos, articles, and trend reports.
Global Marketing Manager at Vivy GmbH
June 1, 2023 - December 31, 2023Led inbound lead generation including planning and execution of brand and growth marketing strategies, leading to 3x increase in MQLs within 3 months through paid social advertising, content marketing and B2B trade events. Drove marketing execution by designing and delivering high-impact, data-driven global brand and growth marketing campaigns across digital content, paid social media, website optimization, and events. Led development and implementation of brand and product guidelines, positioning and narratives for entry to new market segments and communication to B2B target audience, through marketing collateral and pitch decks. Worked with C-level stakeholders to build industry SOV through digital executive profiling, pitching media opportunities and securing industry speaking engagements. Supported sales enablement and lead nurturing through the development of content including case studies, product videos, longform articles, and trend reports, in collaboration with agencies, partn
Global Marketing Manager at Vivy GmbH
June 1, 2023 - December 31, 2023Led inbound lead generation and executed brand and growth marketing strategies resulting in a 3x increase in Marketing Qualified Leads within 3 months. Designed and delivered high-impact, data-driven global brand and growth marketing campaigns across digital content, paid social media, website optimization, and events. Developed and implemented brand and product guidelines and led positioning and narratives for new market segments. Collaborated with C-level stakeholders to build share of voice through executive profiling, media pitching, and industry speaking engagements. Supported sales enablement through content development including case studies and product videos.
Marketing Communications Consultant (Freelance) at Self-Employed
January 1, 2023 - June 1, 2023Freelance marketing communications consultant working with corporate and digital health care clients to develop global brand marketing strategy, brand management, product launch campaigns, and digital customer experiences to drive growth and engagement.
Freelance Marketing Communications Consultant at Self-Employed
January 1, 2023 - June 30, 2023Consulted for B2B clients on global brand marketing strategies, product launch campaigns, and optimized digital customer experiences to drive brand growth, community engagement, and lead generation. Provided expert counsel on content marketing strategy across social media, email, display, and search, including copywriting and brand positioning. Partnered with creative specialists and cross-functional stakeholders to develop digital media assets and marketing content.
Freelance Marketing Communications Consultant at Self-Employed
January 1, 2023 - June 30, 2023Consulted for B2B clients to develop global brand marketing strategies, product launch campaigns, and optimization of digital customer experiences to drive brand growth, community engagement, and lead generation. Provided expert counsel on content marketing strategy across social media, email, display, and search channels, including copywriting and brand positioning. Collaborated with creative specialists and cross-functional stakeholders to oversee the development of digital media assets and marketing content.
Freelance Marketing Communications Consultant at Self-Employed
January 1, 2023 - June 30, 2023Consulted for B2B clients, crafting global brand marketing strategies, product launch campaigns, and optimizing digital customer experiences to drive brand growth, community engagement, and lead generation. Provided expert counsel on content marketing strategy across social media, email, display, and search, including copywriting and developing brand positioning and messaging. Partnered with creative specialists and cross-functional stakeholders to oversee development of digital media assets and marketing content.
Freelance Marketing Communications Consultant at Self-Employed
January 1, 2023 - June 30, 2023Consulted for B2B clients on global brand marketing strategies, product launch campaigns, and digital customer experience optimizations to drive brand growth, community engagement, and lead generation. Provided expert counsel on content marketing strategy across social media, email, display, and search, including copywriting and brand messaging development. Partnered with creative specialists and cross-functional teams to develop digital media assets and marketing content.
Program Activation Manager, Brand Partnerships at Twitch (Amazon)
June 1, 2022 - December 1, 2022Recruited and onboarded 30+ creators across 11 markets for branded campaigns; collaborated with creative teams to craft social-first narratives; managed timelines and budgets to drive campaign performance across creator partnerships.
Program Activation Manager, Brand Partnerships Studio at Twitch (Amazon)
June 1, 2022 - December 31, 2022Recruited, onboarded, and managed over 30 creators for branded digital campaigns and sponsored broadcasts across 11 key markets, resulting in a total reach of over 20 million viewers. Managed production workflows, timelines, and budgets contributing to over $15 million in advertising revenue across 6 months. Provided counsel and creative solutions to clients that increased community engagement and sales conversions by an average of 50% through innovative content formats.
Program Activation Manager, Brand Partnerships Studio at Twitch (Amazon)
June 1, 2022 - December 31, 2022Managed recruitment, onboarding, and management of 30+ creators for branded digital campaigns and sponsored broadcasts across 11 key markets, including Germany and France, achieving over 20 million viewers reach. Owned production workflows, timelines, and budgets for campaigns that drove more than $15 million in advertising revenue over six months. Advised clients on creative content solutions that increased community engagement and sales conversions by an average of 50%.
Program Activation Manager, Brand Partnerships Studio at Twitch (Amazon)
June 1, 2022 - December 31, 2022Recruited, onboarded and managed 30+ creators for branded digital campaigns and sponsored broadcasts for HoYoverse, HP, Adobe, L'Oréal, Uber Eats and more across 11 key markets, resulting in a total reach of over 20M viewers. Owned production workflows, timelines and budgets for campaigns contributing to over $15M in advertising revenue across 6 months. Provided counsel and solutions to clients that drove average increase of 50% in community engagement and sales conversions through creative content formats.
Program Activation Manager, Brand Partnerships Studio at Twitch (Amazon)
June 1, 2022 - December 31, 2022Recruited, onboarded, and managed over 30 creators for branded digital campaigns and sponsored broadcasts across 11 markets, achieving a reach of over 20 million viewers. Managed production workflows, timelines, and budgets for campaigns contributing to over $15 million in advertising revenue within 6 months. Provided client counsel that drove a 50% average increase in community engagement and sales conversions.
Digital Account Manager at WE Communications
October 1, 2019 - April 1, 2022Led planning and execution of integrated social-first marketing campaigns for Adobe in Australia; supported client programs, content creation, and digital activation initiatives; managed budgets and vendor relationships.
Digital Account Manager at WE Communications Australia
October 1, 2019 - April 30, 2022Led teams of 2-5 in planning and launching over 20 full-funnel marketing communications campaigns for Adobe across channels including social media, digital, PR, email, display, and search. Developed Adobe’s APAC Insider creator community program, achieving 2x year-over-year growth in social media engagements and over 65,000 sign-ups for Adobe MAX 2021. Coordinated with regional and local teams on digital brand and product campaigns such as #FromMeToYou and Adobe x Billie Eilish, ensuring successful rollout through brand and campaign toolkits and influencer deployment. Crafted thought leadership and conversion content including copywriting, localization, and brand alignment. Partnered with Adobe communications team to build integrated campaign strategies for major events and launches.
Digital Account Manager at WE Communications Australia
October 1, 2019 - April 30, 2022Led teams in planning and launching over 20 full-funnel marketing communications campaigns for Adobe across multiple channels including social media, digital, PR, eDM, display, and search. Developed Adobe’s APAC Insider creator community program, doubling social media engagements year-over-year and achieving over 65,000 sign-ups for the Adobe MAX 2021 conference. Collaborated with regional teams to implement digital brand and product campaigns, managing brand and campaign toolkits and influencer deployment. Crafted thought leadership and conversion content campaigns, ensuring brand alignment and localization. Partnered with Adobe communications to build integrated campaign strategies for major events and launches.
Digital Account Manager at WE Communications Australia
October 1, 2019 - April 30, 2022Led teams of 2-5 in planning and launch of 20+ full-funnel marketing communications campaigns for Adobe across multiple channels including social media, digital, PR, eDM, display and search. Developed Adobe’s APAC Insider (creator community) program, leading to 2x YoY growth in social media engagements and over 65k sign ups for Adobe’s flagship creative conference Adobe MAX 2021. Worked with regional and local market teams on digital brand and product campaigns such as #FromMeToYou and Adobe x Billie Eilish, ensuring successful rollout through development of brand and campaign toolkits, and deployment of content and influencers. Crafted thought leadership and conversion content campaigns, including copywriting, overseeing localisation and ensuring overall brand alignment. Partnered with Adobe communications team to build integrated campaign strategy for tentpole events and launches, including PR approach, content strategy and messaging.
Digital Account Manager at WE Communications Australia
October 1, 2019 - April 30, 2022Led teams to plan and launch over 20 full-funnel marketing communications campaigns for Adobe across multiple digital channels. Developed Adobe’s APAC Insider creator community program to double social media engagement and drive over 65,000 sign ups for Adobe MAX 2021 conference. Coordinated regional and local teams on brand and product campaigns involving digital and influencer marketing. Crafted thought leadership and conversion content, and partnered with Adobe communications to build integrated campaign strategies for major events.
Client Manager at WE Communications
January 1, 2017 - October 1, 2019Singapore-based client management role focusing on brand marketing and public relations initiatives; oversaw multi-channel campaigns and cross-functional collaboration with clients.
Client Manager at WE Communications Singapore
January 1, 2017 - October 1, 2019Managed client accounts delivering marketing communications solutions.
Client Manager at WE Communications Singapore
January 1, 2017 - October 1, 2019Managed client relationships and projects, focusing on integrated marketing and communications strategies.
Client Manager at WE Communications Singapore
January 1, 2017 - October 1, 2019Client Manager at WE Communications Singapore
January 1, 2017 - October 1, 2019Managed client accounts, supporting multiple marketing and communication campaigns with a focus on delivering client satisfaction and campaign effectiveness.
Marketing Copywriter at Reebonz Global
June 1, 2015 - December 1, 2016Designed B2B thought leadership and demand generation campaigns; created case studies, product videos, long-form articles and trend reports; contributed to community engagement and sales conversions through content and messaging optimization.
Global Marketing Copywriter at Reebonz
June 1, 2015 - December 31, 2016Created marketing copy to support global marketing campaigns and brand initiatives.
Global Marketing Copywriter at Reebonz
June 1, 2015 - December 31, 2016Created marketing copy for global marketing campaigns, supporting brand messaging and promotional activities.
Global Marketing Copywriter at Reebonz
June 1, 2015 - December 31, 2016Global Marketing Copywriter at Reebonz
June 1, 2015 - December 31, 2016Developed global marketing copy across various campaigns to support brand growth and outreach efforts.
Client Executive at Zeno Group
September 1, 2013 - June 30, 2015Supported client relations and marketing communication functions.
Client Executive at Zeno Group
September 1, 2013 - June 30, 2015Provided client support and execution for marketing campaigns and communications projects.
Client Executive at Zeno Group
September 1, 2013 - June 1, 2015Client Executive at Zeno Group
September 1, 2013 - June 30, 2015Supported client projects and communications strategies to enhance marketing outcomes and client engagement.
Education
Bachelor of Arts at National University of Singapore
January 1, 2010 - December 31, 2013Bachelor of Arts at National University of Singapore
January 1, 2010 - December 31, 2013Bachelor of Arts at National University of Singapore
January 1, 2010 - December 31, 2013Bachelor of Arts at National University of Singapore
January 1, 2010 - December 31, 2013Bachelor of Arts in Communications and New Media at National University of Singapore
January 1, 2010 - January 1, 2013Bachelor of Arts in Communications and New Media at National University of Singapore
January 1, 2010 - January 1, 2013Qualifications
Industry Experience
Software & Internet, Consumer Goods, Healthcare, Media & Entertainment, Professional Services, Retail
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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