HiGHLIGHTS
Sustainability
Earth Day 2020
Discovery Channel APAC
Developed the concept and script of Discovery Channel's Earth Day video, featuring our own "Asian Mother Earth" and celebrating the 50th anniversary of Earth Day (22 April 1970)
Digital Transformation
Shark Week 2020
Discovery Channel SEA
Redefined Discovery Channel’s Shark Week 2020 audience approach to our flagship show across digital media - From fear mongering to love mongering - to win back millennials
Key results:
- Reached 139M social media users (Facebook and Instagram) across SEA
- Launched Discovery Channel’s 1st ever Tinder profile campaign (Philippines)
- 1st in SEA: Digital freeview premiere of " Tyson vs. Jaws: Rumble on the Reef" via Facebook Live Watch Party (with 35K live views).
World Class Entertainment
E3 2018
Ubisoft Singapore
Pre-launched Skull & Bones, South East Asia’s first ever AAA multiplayer game at E3 2017/8 in Los Angeles. The biggest stage for video game entertainment in the world, netting over 10M views across our primary marketing assets (CGI Trailer / Gameplay Video / Community) and +1.5M beta access registrations.
Marketing Effectiveness
Effies 2013 and Marketing Excellence Awards 2014
Ogilvy Singapore
Silver Effies 2013 / Philips Aquatouch "Caveman": Drove a 44% growth and an all-time high of 50% market share for within 2 months in Singapore. Followed by a rollout of its integrated award winning campaign across SEA and Australia.
Marketing Excellence Awards 2014 / Epson "ThINK outside the printer". A Youtube lead (+1,000,000 views) video campaign targeting SMEs. A single campaign that seized for Epson a 161% increase in sales YoY across 6 countries (Indonesia, Malaysia. Philippines, Thailand, Singapore and Vietnam).
JOURNEY
Marketing Manager, SEA
Discovery Channel (Dec 2019 - Now)
- Marcomms and PR. Led all consumer advertising (paid and organic) and PR (earned) for Discovery Channel in SEA. Managed external agencies (PR) and our internal Social Community Team.
- Sustainability. Engaged Discovery Channel's local talent and influencers to drive our sustainability efforts across our SEA channel network through linear, Digital/Social, PR and/for our AdSales business through branded content (#ActNow@home)
International Product Manager
Ubisoft Singapore (March 2017 - Sep 2019)
- Branding. Delivered the brand style guide through defining a new generation of modern, aspirational and relatable pirates to our community and gaming target audience.
- Branded content and experiences. Provided brand experiences at gaming and entertainment events through partnerships and collaborations with illustrators, designers, motion graphic agencies along with hands on gameplay sessions and merchandising.
APAC Marketing & Operations Service Lead
Microsoft Singapore (July 2016 - December 2016)
- Always-On Marketing. Enabled Microsoft APAC’s digital transformation through Marketing Automation Tools, and data-based insights. Drove global engagement programmes via multi-touch consumer journeys to achieve Marketing Automation Qualified leads (MAQLs), across commercial audience.
As a result of our week on week optimisations, our APAC Always On campaign for Azure (Microsoft Cloud Platform Solution) and Office reduced cost per acquisition from $1026 to $358 for Azure and from $2,535 to $583 for Office in its first quarter (by end FY17Q1).
SEA Account Director
Ogilvy Singapore (August 2011 - May 2016)
- Singapore Tourism Board (“Great Human Experiment”) Social media and influencers led campaign that shifted Singaporeans perceptions about service. We proved what everyday Singaporeans were able to do in the name of great customer service. Enjoy our taxi driver singing “Eye of the tiger” in the name of service here.
- Myanmar National Airlines (“Sharing our Spirit”). Led and won Ogilvy Myanmar ́s first strategic pitch to launch Myanmar s airline internationally (to/from Singapore) after 50 years in the shadows. Within 4 months, MNA became the top 3 airline Facebook site in Myanmar (100,000+ likes) led by a mobile programmatic-driven campaign. Here is the link to the case study and initial results.
Regional Account Manager – SEAT (Volkswagen Group)
Atletico/GREY Barcelona (2010-2011)
- SEAT Ibiza ST “47.3%”. Launched the 1st ever Sport Tourer model of SEAT ́s best seller, the Ibiza, across Europe. It married what people desire in a car (beauty and technology) with what they need (space and functionality). Empowered the campaign with social influencers, chefs, artists and architects who helped spread the campaign through their personal media channels
Account Manager
S.C.P.F/JWT Barcelona (2009-2010)
Regional Account Executive toManager
Grey London & Sydney (2006-20008)
Education
London Metropolitan University
Masters, MA Mass Communications
Manchester Metropolitan University
BA (Hons) Business Communications and Marketing
