Product Manager2016 - 2021AXA 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 Manager2015 - 2016Adidas 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 Manager2012 - 2015Bosch
- 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 Executive2008 - 2011Performance 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 Executive2006 - 2008Citigate 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.