Michelle Loke
Verified Expert in Product Management
Product Manager
Singapore, Singapore
Toptal member since April 22, 2021
As a product manager, Michelle has been instrumental in developing a customer servicing mobile application enabling customers to file a claim, implement policy servicing, and purchase insurance easily. She is adept at managing multiple stakeholders and liaising across the business and driving adoption and change management. Michelle has over 15 years of marketing and CRM experience across consumer goods, retail, and financial services.
Project Highlights
Expertise
- Brand Management
- Customer Journey
- Customer Relationship Management (CRM)
- Feature Backlog Prioritization
- Mobile Apps
- Product Management
- Stakeholder Management
- User Experience (UX)
Work Experience
Head of Product
KeyReply
- Worked with the CEO, sales, and engineering teams to align sales priorities based on product scalability priorities.
- Built up an engineering remote team with distinctive responsibilities and served as a key lead to prioritize sales opportunities based on product core, configurability, and customization considerations.
- Worked on sales opportunity scorecard, product, sales, and engineering operating cadence, and sales intake tracker.
- Improved the engineering discipline through clear OKRs and the creation of a motion for experimentation, prototyping, and development.
- Worked on sales-to-product feedback loop for customer insights storage and utilization to support the engineering team's understanding.
Chief of Staff
Amplify Health
- Co-developed APAC product operating model with top-tier consultants, shifting teams from function-led to product/service-led ways of working with clearer governance, cadences, and accountabilities.
- Built product playbooks for healthcare analytics products in claims and fraud detection, translating buyer research, value-realization logic, and roadmap priorities into repeatable market, solution, and commercial frameworks.
- Drove trade-off decisions across enterprise opportunities in 6 markets, helping leadership prioritize deals by commercial value, complexity, product reusability, and delivery capacity.
- Established operating cadences across product, advisory, delivery, and commercial teams, aligning roadmap reviews, pipeline prioritization, and decision routines across sales, product, and delivery.
- Supported a multi-million-dollar regional product and advisory growth initiative across four markets, shaping GTM, buyer validation, operating model, and value proposition for healthcare analytics solutions.
Product Manager
Cyber Sierra
- Developed risk scoring, assessment, and certification for ISO27001 features and validated customer demand by refining target users and proactive outreach with target profiles.
- Created a pricing framework through competitor analysis, tracking, and analysis post-beta program launch.
- Developed website architecture in collaboration with UI/ UX experts and provided steerage on product feature copywriting and persona targeting with excellent use cases developed and product demo videos.
- Worked on the validation of customer features through proactive target audience outreach and extensive competitor analysis of features, positioning, and pricing strategy.
- Provided assistance with customer onboarding and troubleshooting and created a repository of customer feedback for feature and roadmap prioritization and evaluation of feature value.
Product Manager
AXA Insurance Pte Ltd
- Led the product team to develop key features with over 45% of customer adoption and 3.6/5 claims ratings.
- Trained and mentored proxy product owners to develop skills in product prioritization and feature development based on data and analysis.
- Drove user experience journey mapping for specific product lines such as investments and to map feature implementations in the mobile app.
- Trained frontline staff in the adoption of the mobile app as well and developed video FAQs and improve the first-level resolution to over 90%.
- Drove the user adoption of features and workflow process simplification enabling over 50% usage of features and the roll-out of simplified policy servicing processes via the mobile app with turnaround time within 1-2 days.
Digital Marketing Manager
Adidas Singapore
- Championed the need for digital transformation through interviews with senior management.
- Created omnichannel alignment across brand and eCommerce site for product launches.
- Led the team in the digital ecosystem set up and instilled a tracking mechanism across all media buys, effectively putting in place ROI for campaigns through to sales in eCommerce.
- Increased 3 stripes loyalty base sales to 22-30% of total sales and the database by 30% across marketing campaigns with 50% recruitment and 40% retention rates.
Brand Marketing Manager
Bosch
- Created a CRM maturity framework and rolled out an SAP CRM in regional markets across APAC.
- Championed in-house video content creation with video series to engage customers and reduced complaints on social media by 20%.
- Led the always-on content strategy to engage consumers better and collaborated with partners and created marketing campaigns to strengthen user database collection.
Marketing Communications and CRM Senior Executive
Performance Premium Selection
- Developed new branding for a separate line of pre-owned certified cars including website creation, event management, and the creation of a comprehensive CRM system.
- Trained and mentored the sales team in the collection of customer data, digitization of the sales CRM process, and tracking sales conversion.
- Built showroom events and triggers and managed all of the advertising; also created promotional campaigns for sales and leads generation.
Brand Consulting Executive
Citigate Su Yeang
- Managed key accounts which included business pitches for projects and actively managed SingTel, MFA, SPH workshop projects, and annual reports.
- Researched brand consulting projects including SPH workshop and identified key brand drivers and positioning of products in SPH umbrella.
- Actively liaised between clients and design team, helping to articulate the brand purpose and challenge teams internally to develop quality visual communication materials for branding, product packaging, and website.
- Managed key accounts for OT Indonesia FMCG group—helping to develop and sustain brand awareness, repeat purchases, and positioning of new products through packaging and campaigns.
Project History
Customer Service Mobile Application
https://www.youtube.com/watch?v=kx3GBLLHReILed the mobile app development team to develop key policies for services, claims, and purchases of insurance features.
• Developed the key features for the customer self-service such as enabling customers to file a claim, purchase insurance, and policy servicing.
• Drove product adoption, marketing, and promotions.
• Handled key stakeholder interviews.
• Groomed and analyzed the liaison and product feature backlog with testing and feature deployment.
• Mapped the user experience and designed the features.
Service Chatbot
Led the development of a chatbot for answering servicing enquiries on Facebook and to triage complaints.
• Led the development and stakeholder liaison for the servicing chatbot helping over 70% of customers with a servicing query.
• Created faster turnaround time for customers with a query to within a day with increased customer satisfaction ratings.
Website Revamp
Led the website revamp for the AXA website to focus and provide more information for customers on servicing their policies and to drive customers to self-services using the MyAXA customer portal.
• Managed the project of the website revamp and liaised across all lines of business stakeholders.
• Provided suggestions based on analytics on user browsing behavior, website navigation, UX design, and A/B testing of preferred product pages and service page layouts.
Education
Bachelor's Degree in Business Management
The University of Queensland - Brisbane, Australia
Certifications
IC Agile Certified Professional Agile Coaching
ICAgile
Certified Scrum Product Owner (CSPO)
Scrum Alliance
Skills
Tools
Jira, UX Tools
Paradigms
Agile Product Management, E2E Testing, Design Thinking, Scrum, Digital Marketing Best Practices, Requirements Analysis, Rapid Prototyping
Industry Expertise
Insurance, Healthcare, Childcare, Exercise & Fitness, Health & Wellness
Other
Brand Management, Customer Journey, Digital Marketing Product Manager, Feature Backlog Prioritization, Training Videos, Stakeholder Engagement, Marketing, Mobile Growth, App Product Management, Interviewing, ROI, iOS, User Stories, Marketing Leadership, Product-market Fit, Product Management, Feature Roadmaps, Stakeholder Management, Backlog Grooming, Feature Analysis, Product Vision, User Flows, Process Mapping, Mobile Apps, Project Management, Customer Relationship Management (CRM), eCommerce, Web & Mobile Applications, Communication, Mobile UX, Competitor Analysis & Profiling, Employee Training, Hiring, Training Content, Digital Product Management, Project Consultancy, Product Strategy, Product Roadmaps, Mobile Applications, Presentations, Business Planning, Feature Prioritization, Business Strategy, Minimum Viable Product (MVP), Go-to-market (GTM) Strategies, Digital Marketing Strategy, Roadmaps, Web App Development, Conceptualization, Coaching, Digital Advertising, Product Analytics, Product Requirements Documentation (PRD), AI Tools, Competitive Analysis, Customer Research, Business Analysis, Development, Data Analytics, Miro, User Experience (UX), Stakeholder Interviews, Agile Coaching, Workshop Facilitation, Scrum Coaching, Test Design, Natural Language Processing (NLP), UX Testing, A/B Testing, Marketing Mix, CRM Design, Loyalty Programs, Influencer Marketing, Brand Marketing, Digital Marketing, Website Redesign, Training & Training Content Development, Data Research, GAP Analysis, Design, Discovery Workshops, UX Design, Local SEO, Technical Hiring, Generative Pre-trained Transformers (GPT), Monetization, Recommendation Systems, UI Design, Wearables, Wellness, Market Research, Startups, Revenue Strategy, Web UI, Copywriting, Artificial Intelligence (AI), Product Coach, VoiceBot, Large Language Models (LLMs), User Workflows, workflow redesign, Operating & Service Model Improvement
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