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Purpose-driven commercial & brand leader with 20+ years of APAC experience building high-trust teams and aligning brand equity to sustainable revenue growth. Known for bringing clarity to complex organisations, earning influence through insight, and developing people who understand that durable commercial outcomes are built on brand—not only funnel optimisation. At Pizza Hut Singapore, identified a structural gap as solo dining became the norm, then built a digital commerce engine from scratch (CDP, CRM, CRO, AI/ML, forecasting), driving >75% of revenue via eCommerce, +75% CLV uplift, and record YouGov improvement (#7 Most Improved Brand in 2025). At 4Fingers, built brand identity and cultural positioning to scale a cult product to SGD 2M → SGD 60M across 6 markets in 24 months, and launched multiple new brands across APAC.…Purpose-driven commercial & brand leader with 20+ years of APAC experience building high-trust teams and aligning brand equity to sustainable revenue growth. Known for bringing clarity to complex organisations, earning influence through insight, and developing people who understand that durable commercial outcomes are built on brand—not only funnel optimisation. At Pizza Hut Singapore, identified a structural gap as solo dining became the norm, then built a digital commerce engine from scratch (CDP, CRM, CRO, AI/ML, forecasting), driving >75% of revenue via eCommerce, +75% CLV uplift, and record YouGov improvement (#7 Most Improved Brand in 2025). At 4Fingers, built brand identity and cultural positioning to scale a cult product to SGD 2M → SGD 60M across 6 markets in 24 months, and launched multiple new brands across APAC.

Jayss Rajashwary Rajoo

Brand Strategist, Marketing Strategist, Marketing Automation Specialist, +4

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Purpose-driven commercial & brand leader with 20+ years of APAC experience building high-trust teams and aligning brand equity to sustainable revenue growth. Known for bringing clarity to complex organisations, earning influence through insight, and developing people who understand that durable commercial outcomes are built on brand—not only funnel optimisation. At Pizza Hut Singapore, identified a structural gap as solo dining became the norm, then built a digital commerce engine from scratch (CDP, CRM, CRO, AI/ML, forecasting), driving >75% of revenue via eCommerce, +75% CLV uplift, and record YouGov improvement (#7 Most Improved Brand in 2025). At 4Fingers, built brand identity and cultural positioning to scale a cult product to SGD 2M → SGD 60M across 6 markets in 24 months, and launched multiple new brands across APAC.…Purpose-driven commercial & brand leader with 20+ years of APAC experience building high-trust teams and aligning brand equity to sustainable revenue growth. Known for bringing clarity to complex organisations, earning influence through insight, and developing people who understand that durable commercial outcomes are built on brand—not only funnel optimisation. At Pizza Hut Singapore, identified a structural gap as solo dining became the norm, then built a digital commerce engine from scratch (CDP, CRM, CRO, AI/ML, forecasting), driving >75% of revenue via eCommerce, +75% CLV uplift, and record YouGov improvement (#7 Most Improved Brand in 2025). At 4Fingers, built brand identity and cultural positioning to scale a cult product to SGD 2M → SGD 60M across 6 markets in 24 months, and launched multiple new brands across APAC.

Available to hire

Purpose-driven commercial & brand leader with 20+ years of APAC experience building high-trust teams and aligning brand equity to sustainable revenue growth. Known for bringing clarity to complex organisations, earning influence through insight, and developing people who understand that durable commercial outcomes are built on brand—not only funnel optimisation.

At Pizza Hut Singapore, identified a structural gap as solo dining became the norm, then built a digital commerce engine from scratch (CDP, CRM, CRO, AI/ML, forecasting), driving >75% of revenue via eCommerce, +75% CLV uplift, and record YouGov improvement (#7 Most Improved Brand in 2025). At 4Fingers, built brand identity and cultural positioning to scale a cult product to SGD 2M → SGD 60M across 6 markets in 24 months, and launched multiple new brands across APAC.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Work Experience

Director of Marketing & Food Innovation at Pizza Hut Singapore (Yum! Brands)

April 1, 2020 - Present

Led end-to-end digital commerce and brand transformation for Singapore’s #1 QSR delivery brand. Owned P&L, eCommerce strategy, martech architecture, full-funnel growth, and brand repositioning. Architected a unified DTC ecommerce ecosystem (brand.com, app, aggregators) driving >75% of total revenue through digital channels, from UX/OMS to last-mile logistics. Built and operated CDP, BI, AI/ML, CRM/CLM and CRO forecasting stack turning 1P data into acquisition, retention and revenue performance. Implemented omnichannel integrations across owned and delivery and designed click & collect and delivery hub improvements. Managed marketplace strategy across 3rd-party delivery platforms with pricing integrity and governance. Lifted CLV by 75% through AI-driven lifecycle automation and personalised loyalty journeys; grew and transformed youth-led cultural relevance and performance media including TikTok from <200 to 40,000 followers.

Director of Sales, Marketing & Communications at Palm Tree Investments Group Pte Ltd

June 1, 2019 - April 1, 2020

Oversaw commercial operations, digital commerce, and marketing across business units in Singapore and the Philippines. Architected and launched an end-to-end pizza ordering stack (site → OMS → last-mile/3PL) for the Philippines market, integrating UX and logistics operations. Conceptualised and built a micro/digital lending app in the Philippines, covering end-to-end product development, UX, analytics, CRM hooks, and go-to-market execution. Built cross-functional teams across Manila and Cebu, owned GTM operating rhythm, brand/channel calendars, and budgets. Engineered menu economics and channel-specific architecture with procurement to lift AOV and contribution margin; instituted demand planning and SKU governance to reduce waste and stockouts.

Director of Sales, Marketing & Communications at Palm Tree Investments Group Pte Ltd (Singapore & Philippines)

June 1, 2019 - April 30, 2020

Oversaw commercial operations, digital commerce and marketing across multiple business units in Singapore and the Philippines. Architected and launched an end-to-end pizza ordering stack for the Philippines market (site → OMS → last-mile/3PL) including UX and logistics integration. Conceptualised, built and launched a micro/digital lending app including product development, UX, analytics, CRM hooks and go-to-market execution. Built and led cross-functional teams across Manila and Cebu including 20 remote field sales staff with GTM operating rhythm, brand/channel calendars and budgets. Engineered menu economics and demand planning with procurement to lift AOV, mix and contribution margin; instituted demand planning and SKU governance to reduce waste and stockouts.

Head of Brand, Global at 4Fingers Crispy Chicken

May 1, 2015 - April 30, 2019

Built global brand and digital capabilities from zero across 6 markets over 4 years, scaling revenue from SGD 2M to SGD 60M. Opened 45+ stores across 6 countries, including first market entries into Australia, and created market-entry playbooks covering real estate, operations and launch marketing. Developed brand identity systems and store design manuals to ensure consistent execution across markets and franchises. Built a digital-first demand system (performance media, CRM and partnerships) to improve unit economics and drive growth. Owned multi-market P&L (SG, MY, AU) with full marketing responsibilities including brand standards, pricing integrity, menu localisation and franchise governance; secured international trademarks and stewarded IP strategy with legal counsel.

Senior Marketing Manager at Shangri-La Group

April 1, 2014 - May 31, 2015

Managed a dining marketing team of 20 agents and 2 marketing executives across group properties. Developed a revenue management system for dining reservations leveraging rooms booking data and revenue management forecasts as a performance tool.

Marketing Manager at JP Pepperdine Group

January 1, 2013 - December 31, 2014

Led a small team including graphic design with P&L ownership across 6 business units including a catering division. Owned brand and corporate communications stewardship and introduced KPI-based incentives to align marketing programmes with operational performance.

Marketing & Brand Manager at Fish & Co. Restaurants Pte Ltd

January 1, 2010 - December 31, 2013

Managed revenue, menu and P&L across 4 business units. Served as brand and corporate communications custodian for Singapore and franchise markets including the Philippines, Dubai and Indonesia. Early adopter of tech-driven acquisition and loyalty; designed a self-service iPad ordering app in 2011.

Brand Manager (Regional) at Breadtalk Group Subsidiary

January 1, 2008 - December 31, 2010

Launched JCO Donuts & Coffee across Singapore and Malaysia as a single contributor.

Marcom Manager at n.y.d.c. Cafe & Restaurants

January 1, 2004 - December 31, 2008

Promoted from Senior Executive to Manager; marketing and communications leadership across cafe and restaurant operations.

Marketing Executive at Bonstar Pte Ltd (Starbucks Coffee)

January 1, 1998 - December 31, 2004

Built foundation in consumer brand marketing, retail operations and customer experience.