Helm

Delivered a profitable paid acquisition strategy for the entire customer acquisition funnel (brand
awareness to sales), managing and directing all content creation, copywriting, content strategy and more.

Head of Paid Search, Display and Video Marketing

SPENN Technology

SPENN Technology is a NASDAQ listed fintech startup that provides innovative solutions for online payments and transfers. I was the first full-time digital marketer hired to complement existing offline strategies. The Fintech company went public on NASDAQ within a year.

Director, Digital Marketing

UCL Innovation & Enterprise

Startup Mentor

Rock Mission

Clients include HSBC, Perkbox, Bottomlessbrunch.com, Bibby Financial Services, Sparco, Rentuu (now Easyhire) amongst many others.

Growth Strategist & Partner

Flyht Studio

Designed and strategized their online visibility from scratch, from copywriting, website design, to PPC campaigns.

•Conducted in-depth keyword research and implemented SEO, content and social media strategies
•Managed and optimized Google Adwords campaigns, achieving a page 1 ranking with low budgets, with an average conversion rate of 12%
•Directed and implemented email sales pitch, attaining a conversion rate of 20% within the first 3 months

Digital Marketing Consultant

Receipt Bank

Setup, designed and launched landing pages and PPC campaigns (Adwords, Bing) driving 240% increase in conversions (app downloads) within 1 month, and 413% within 3 months. Reduced cost-per-acquisition by 64% within 3 months. Continuous A/B testing of various ad copies and landing pages led to an unprecedented increase in conversions.

PPC Consultant (Small Business)

•	Responsible for the strategy and execution of digital marketing efforts for a team of 5 to increase leads and build online visibility for the UK, US and AU markets
•	Implemented and managed a successful Content and Social Media strategy across multiple teams. The result is an increase in engagement; blog traffic doubling within its first month, increase in social media referrals by at least 30%, and a reduction in bounce rates by 20%
•	Developed an SEO strategy that cleared risks of Google penalties, and tripled the number of converting keywords on page 1 in Google, thereby increasing traffic by more than 30% to 50K monthly
•	Redesigned the user experience and conducted A/B testing on website and landing pages, improving conversions by 20%, reaching an average of 200 marketing qualified leads per month  
•	Led restructuring, messaging alignment and optimization of all online campaigns (website, blog, and landing pages, email) across lead generation and nurture teams
•	Supervised a team of developers, designers and writers to build new content while ensuring all future campaigns are optimised

Digital Marketing Executive (SEO & Website Specialist)

Adludio

•Creation of customer facing collateral such as client case studies and product presentations
•Publicity: Wrote and published Thought Leadership pieces and Press Releases for Unilever and Pizza Hut in major online publications such as The Drum and ExchangeWire
•Led messaging and design development for updates across all channels of communications, ensuring consistent and on-brand delivery
•Collaborated with product management and developers to improve marketing effectiveness including landing pages, forms, modals, and image improvements

Freelance Digital Marketing Consultant

None

I decided to seek out a new career. During this time I worked as an Account Manager at a branding agency, designed and manufactured cycling bags, picked up an interest in digital marketing, and volunteered at Fcancer (https://fcancer.org/) where I donated my time to running various Adwords campaigns for cancer charities.

Career Change

FJ Benjamin

F J Benjamin Holdings Ltd is an industry leader in brand building and management, and development of retail and distribution networks for international luxury and lifestyle brands across Asia. F J Benjamin exclusively retails and distributes brands such as Banana Republic, Céline, Gap, Givenchy, Goyard, Guess, La Senza, and Raoul across various territories. Its retail footprint includes Southeast Asia, Hong Kong and Australia. It distributes in-house labels Raoul and Catherine Deane through points of-sale across Europe, the United States and the Middle East.

•	Managing Raoul’s international clients (wholesale and franchise) from Europe, Middle East, and Asia
•	Reporting to the Group CEO and Creative Director, providing accurate information, updates and ensuring all objectives are executed by agreed deadlines by the relevant teams 
•	Collaborating with the Production and Design team to integrate commercially popular items to boost sales
• Participating in Paris and Milan tradeshows, presenting the latest collections to international retailers and closing the sale
•	Complete supervision and monitoring of all wholesale and franchisee setups, orders, payments, deliveries, pricings, negotiating contracts and unique production orders 
•	Induct, support, train and evaluate Franchisees so they are best equipped to run a successful franchise according to our brand guidelines

Franchise Account Manager

Linda Farrow

•	Managed about 400 clients and generating more than £1.2 million within my first year
•	Successfully established all orders, contracts and terms with high-end departmental stores and boutiques such as Tsum (Russia), 10 Corso Como (Italy), Lane Crawford (Hong Kong), Pedder Group (Hong Kong/China), Boutique 1 (UAE) etc.
•	Driving revenue growth through brand positioning; researching and developing markets, strategic store distribution by brands/territory mapping
•	Successfully improved sales systems and procedures, reducing workload dramatically, even with more sales than before
•	Secured new accounts at quarterly Paris tradeshows
•	Developed and implemented a client grading system, which led to a reduction in untimely deliveries and a systemized way to deal with a surge in orders

Sales Executive (Wholesale)

- Senior marketing leader with 7 years’ proven track record in paid media and customer acquisition, driving growth through comprehensive multi-channel strategies
- Built and led high-performance marketing teams, fostering collaboration, creativity, and results-focused execution in fast-paced environments
- Developed and executed content strategies that elevated brand presence and aligned with product roadmaps, boosting engagement and conversion rates for email marketing, SEO, Paid Search, Paid Social channels

Rachel L.

NUS Enterprise

Under the Innovation with Societal Impact (ISI) Team.

Main Duties: Run programmes and events, perform administrative tasks.

Student Programmes:
- SDG Open Hack @ NUS 2024: 24hr sustainability and social impact hackathon. As compared to 2023, there was a 420% increase in signups from 49 to 320 students.
- NUS Student Innovation Carnival: Half-day event raising awareness of entrepreneurship resources in NUS & hihglighting the innovations of our startups from various industries. Attracted >500 signups for the event. Also worked on bringing the Scavenger Hunt interactive app to live with the vendor in under 2 weeks, which includes multiple UAT and UI/UX fixes.
- Impact X Innovation Immersion Programme Vietnam 2024: 8D7N immersion programme for 30 impact-driven student startup founders to Ho Chi Minh City, Vietnam, where they learnt from various startup founders, incubators and IHLs. Handled mostly administrative and finance tasks.
- NUS x Hult Prize 2025: Month-long impact-driven competition for the NUS round of the International Hult Prize. Oversaw the programme planning, marketing, recruitment and administrative tasks. Attracted ~50 student projects. 

Technology for Sustainable Social Impact (TS2) Programme:
- Involved in the administrative and operations of the programme. Setting up the website.

Others:
- Mentorship of 2 interns
- Automation of work tasks to reduce time spent on repetitive tasks
- Set up the Operations for the ISI Team on Notion: Onboarding Guide, Data Tracking of Startups, Finance
- Set up and conduct startup reviews for grant holders

Program Manager

TBWA\Group Singapore

Accounts: Singapore Airlines, Mandai Wildlife Reserves 

Singapore Airlines
• Revamped the designs for KrisFlyer Experiences by improving the user experience & updating of brand colours
• Conducted guerilla user testing with a few users to get their feedback & opinion on proposed new designs
• Updated Masthead images for singaporeair.com - Flying with us, KrisFlyer, PPS pages 
• Assisted UI/UX designers for usability testing for Online Redemption Change product

Mandai Widlife Reserves
• Crafted user research questions, conducted discover research with internal users and synthesised findings to explore pain points for the Mandai mobile app
• Mapped out the information architecture and user flows for Mandai's website
• Worked on a brand campaign for Mandai targeting Gen Zs by combining Mandai's sustainability efforts and Carousell's recommerce efforts for mandatory internship project

Overall, a good exposure to the world of advertising & client-agency work.

UI/UX Design Intern

NUS Product Club

Founding team member of NUS Product Club. 

Operations: Finance, Logistics, Admin
Strategy: Re-writing what works best for the club

Many experiments - some failed, some thrived. Glad to be able to utilise what I've learnt from startups - fail fast. 

Spent the 1st semester piloting the Product Management Experience Curriculum (formerly known as PM1101E). Around 20 students. 4 in 5 students said that after the PME curriculum, they were interested in pursuing a career in product management. Glad to have inspired students into the first steps of a PM career. 

Overall, one of the biggest highlight from my NUS days!

Co-Founder, Head of Operations

LFG Travel - Your Spotify for Travel

Part of the product & design team that launched the revamped version of LFG inspired by Spotify's playlists! Instead of playlists for music, think of LFG as placelists for travel!

https://www.producthunt.com/posts/lfg?utm_source=other&utm_medium=social

Product Designer

Rewardly

Growth Marketing/Hacking to grow Rewardly's Telegram Channel subscribers

Product Management Intern (Growth)

National University of Singapore

Digital Media Designer

NUS ENterprise House (N-House)

made like-minded peers in entrepreneurship and met up with lotsa interesting startup founders and executives

Resident 

launched n-house's linkedin and tried to build a community

Resident Assistant

NUS-HCI Lab

Conducted literature review for new projects related to collaborative work with AR/MR/VR

https://www.nus-hci.org/new-research-intern-darice/

Research Intern

GovTech Singapore

just build.

I'm a self-taught learner who accidentally dived into the world of product, design & data. I enjoy tinkering with AI to build mini apps in my free time. Also interested in the world of automation. 

Currently learning:
• Software Engineering Fundamentals
• Data Analytics
• Product-led Growth

I've built:
• Singapore Study Spaces: https://singapore-study-spaces.netlify.app/ 
One-stop platform to find study spaces across 200+ community centres & residents' committees in Singapore.

• Singapore Hawker Centres: https://singapore-hawker-centres.netlify.app/
One-stop platform to find out which 100+ hawker centres are closed/open in Singapore

• Fluff or Stuff: https://www.flufforstuff.com + https://fos-game.vercel.app/ 
EdTech product to Make Presentations Fun Again - Hardware + Software Board Game

Started my career in social media marketing, which exposed me to design and data analytics, that came in useful when I pivoted into product design & product management. Working in startups gave me the itch to work on 2 MedTech startups and the chance to be on the other side of the table supporting startups. Now, I support startups in the impact space as an ecosystem builder, but my roots in product building stand firmly. Outside of work, I continue building, checking out the latest technologies and push myself to gain more technical knowledge. Admittedly, my career path has been non-linear, but I believe that all the dots will connect one day!

taplio

The Battle

Rachel L.

Darice W.

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