Michelle Loke, Product Manager in Singapore, Singapore
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Michelle Loke

Verified Expert  in Product Management

Product Manager

Location
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.

Digital Marketing Product ManagerStakeholder EngagementApp Product ManagementAgile Product ManagementInsuranceStakeholder ManagementProject ManagementWeb App DevelopmentProduct ManagementMobile ApplicationsMinimum Viable Product (MVP)HealthcareJiraMonetizationDigital Marketing

Project Highlights

Customer Service Mobile Application
Led the mobile app development team to develop key policies for services, claims, and purchases of insurance features.
Service Chatbot
Led the development of a chatbot for answering servicing enquiries on Facebook and to triage complaints.
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.

Expertise

Brand ManagementCustomer JourneysCustomer Relationship Management (CRM)Feature Backlog PrioritizationMobile AppsProduct ManagementStakeholder ManagementUser Experience (UX)

Work Experience

Product Manager

2021 - 2022
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

2016 - 2021
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

2015 - 2016
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

2012 - 2015
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

2008 - 2011
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

2006 - 2008
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.

Customer Service Mobile Application

https://www.youtube.com/watch?v=kx3GBLLHReI

Led 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

https://www.facebook.com/AXASingapore/

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

https://axa.com.sg

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.
2003 - 2005

Bachelor's Degree in Business Management

The University of Queensland - Brisbane, Australia

NOVEMBER 2020 - PRESENT

IC Agile Certified Professional Agile Coaching

ICAgile

JULY 2017 - PRESENT

Certified Scrum Product Owner (CSPO)

Scrum Alliance

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