Archetype

• Generated 15% of annual new business revenue through new business development initiatives, networking, and upselling and cross-selling strategic services to existing clients
• Built industry partnerships with LinkedIn, Outbrain, and independent programmatic agencies that directly referred about 20% of Archetype Singapore’s new clients in 2018
• Doubled Archetype Singapore’s digital marketing headcount, building a team of specialists with skillsets in UX, design, paid marketing, social media and search
• Improved resource utilization by 15% for Archetype Singapore’s content team by starting a content center of excellence that focused on workflow efficiencies and resource management
• Raised Archetype Singapore’s employer brand visibility by partnering with Ngee Ann Polytechnic to develop a new content marketing module with the institution
• Built profile as industry thought leader through speaking engagements at conferences and workshops
• Part of Archetype Singapore’s Senior Management Team

Head Of Digital Marketing

Text100

• Part of the management team at Text100 Singapore, responsible for the digital marketing practice 
• Grew the digital marketing practice at Text100 Singapore by approximately 400%, through a combination of new business development and upselling existing clients
• Responsible for leading product and service development 
• Developed partnerships with programmatic and creative agencies to enable more comprehensive delivery of digital marketing services 
• Led the acquisition and development of new digital marketing skillsets within the team
• Introduced new methodologies – Jobs to be Done and User Stories – into the Text100 consulting framework

Digital Lead

• Implemented new workflow processes (Kanban and Scrum) for digital marketing teams to improve efficiency
• Evaluating and revamping current business model with the target of increasing operating profits
• Led the acquisition and development of new digital marketing skillsets within the team

Digital Consultant and Senior Account Manager

•	Provide strategic counsel on a mix of PR and digital accounts, including Lenovo, SanDisk, Gemalto, Schneider Electric, BlackBerry, and Symantec
•	Lead new business development for PR and digital accounts, winning the Gumtree community management remit and FCI PR retainer in May 2013
•	Develop partnerships with non-PR agencies to enter new industries and win new types of work
•	Trained colleagues and clients on digital communications

Digital Consultant and Account Manager

•	Day-to-day account lead and provided tactical counsel for Lenovo, SanDisk, Gemalto and Schneider Electric clients
•	Improved Lenovo coverage results by 15% year-on year from 2012 – 2013 
•	Heavily involved in supporting new business development activities
•	Started the Text100 Singapore Facebook Page and Twitter Account
•	Global community manager for Text100 Communication Conversations LinkedIn Group

Senior Account Executive and Digital Consultant

•	Day-to-day execution for Adobe, Gemalto, Schneider Electric, Red Hat, ZUJI, SanDisk and Cisco Consumer accounts
•	Member of the new business pitch teams which won the Gemalto, ZUJI and Schneider Electric accounts
•	Worked on two major digital campaigns –  the “Flip your Profile” campaign for Cisco Consumer and “PayPal Promise” campaign for PayPal
•	Developed a guidebook for social media for Singapore charities as part of the Digitalizing Volunteerism and Philanthropy program run with NVPC
•	Provided consultation for Singapore charities on engaging their stakeholders through social media

Account Executive

•	Day-to-day execution and support Nokia, FCI, and Cisco Consumer accounts
•	Led the Nokia Rangers digital advocacy program in Singapore

Account Coordinator

e27 (Optimatic)

- Organised 5 events – eBay.dev.shack Competition, NUS iLead trip to Silicon Valley, E27 Unconference, iMatch/iJam Launch Event and Microsoft Mash-It-Up Competition
- Publicised events through social media platforms like blogs, Facebook and Twitter
- Developed the NUS iLead website
- Collaborated with companies like Google, IDEO, eBay and YouTube to organise the NUS iLead trip
- Supervised and trained a team of two staff for the iMatch/iJam Launch Event

Events Curation Associate

As the Head of Digital Marketing at Archetype, I lead a team of specialists who deliver strategic and creative solutions for clients across various industries. With over 13 years of experience in digital marketing and communications, I have a proven track record of generating new business revenue, building industry partnerships, and developing digital products and services.

My mission is to create impactful and meaningful experiences that connect brands and audiences in the digital space. I am passionate about applying the methodology of learning by doing, collaborating, and experimenting to solve complex challenges and drive innovation. I also enjoy sharing my knowledge and insights on digital media management, user-centric design, and data analytics through publications and speaking engagements.

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