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2023 - Present
Assistant Director, Digital (APAC)
Wyndham Hotels & Resorts

• Leading digital initiatives across APAC, including Greater China, Southeast Asia, and the Pacific Rim.
  
  Social Channels
  
  - Meta Facebook
  - Meta Instagram
  - TikTok
  - WeChat

  Search Engines
  
  - Google SEM and SEO
  - Baidu
  - Naver
  - OTA MetaSearch

  Corporate
  
  - Wyndhamhotels.com Brand Website
  - Wyndham Rewards App (iOS and Android)
  - Analytics (Adobe Analytics, Birst, Tableau, Claravine)
  

2022 – 2023
Senior Regional Digital Marketing Manager (Asia-Pacific)
Dr. Wolff Singapore

2019 – 2022
Regional Digital Marketing Manager (Asia-Pacific)
Dr. Wolff Singapore

• Regional digital marketing manager for Dr. Wolff Singapore, the Asia-Pacific headquarters of the Dr. Wolff Group.

• Countries overseen include: Singapore, Australia, Hong Kong, Malaysia, Indonesia, the Philippines, Thailand, Cambodia, Vietnam and India.

• Our leading brands include Alpecin, Plantur39, Plantur21, Linola, Vagisan, Karex, Bioniq Repair and Alcina.

• I look after a majority of digital marketing activities in the APAC region, including:

  • Social Media Management and Advertising

  • Landing Page and User Experience Optimisation

  • Search Engine Advertising (SEA/SEM)

  • Search Engine Optimisation (SEO)

  • E-Commerce (Self-owned and managed via Shopify, working to drive quality traffic and leads to our various marketplace platforms such as Lazada & Shopee)

  • Email Marketing & Automation

2017 – Present
Founder & Digital Strategist
Caffeine Media Incorporated, United Kingdom & Singapore
http://caffeine.media/

• Caffeine Media is an digital agency which provides consultancy and operational services.
  
  In a consultancy role, we assist clients with identifying and defining a digital strategy that will enable them to achieve their targets and objectives, whether across social media, search visibility, e-Commerce, or other digital avenues.
  
  In an operational service role, we directly provide the following services:

  • Social Media Management and Advertising

  • Landing Page and User Experience Optimisation

  • Search Engine Advertising (SEA/SEM)

  • Search Engine Optimisation (SEO)

  • Email Marketing & Automation

• We have a presence in the United Kingdom and Singapore, and are registered with ACRA (Singapore) and Companies House (UK).

• Clients include: Artsynibs Studio | A Different View | Zelos | Chrono.Design | The Wedding Butler | ISO Motorcycles (Set up by Ferrucio Lamborghini)

2016 – 2018
Regional Digital Marketing Manager (Northern Europe)
Hilti, United Kingdom

• Regional Digital Marketing Manager for Northern Europe, overseeing the territories of the United Kingdom, Ireland, Finland, Sweden, Denmark and Norway. 

• Responsible for all paid search & display advertising (SEA / SEM), Search Engine Optimisation (SEO), influencer management and various other digital marketing activities across these territories. 

• Coordinated key projects spanning across multiple digital marketing channels (SEO/SEM, Social Media, Email Marketing, Microsite, Blogs and Thought Leadership articles).

• I work on a daily basis to analyse data from the user journey and experience, utilising PowerBI, Google Analytics, Google Search Console, and Google Data Studio to identify actionable insights.

• These actionable insights are then refined into identification of the needs and wants of users, which through retargeting, advertising and other digital marketing efforts, are funneled and guided into sales conversions.

• Trained and mentored various members of the digital team, across the UK, Ireland, Finland, Sweden and Denmark, equipping them with skills to conduct SEO and SEM operations independently.

• Responsible for crafting the strategic marketing roadmap for digital advertising for FY2017 and FY2018.

• Developed and drove a digital benchmarking project measuring digital success not just internally, but externally against other competitors both within and outside the industry.

• This resulted in a personally produced, 9,000 word, 50+ page white paper examining the digital competitive landscape for Hilti, along with Best Practices for a variety of digital channels, including SEO, SEM, Social Media (Facebook, Instagram, LinkedIn, YouTube), Email Marketing, and more. 

• Achieved results varying between 10x to 60x Return on Investment in directly related product sales.

2016
Digital Consultant
PZ Cussons, United Kingdom

• Worked with the Global Digital Team on several projects and initiatives, assisting in terms of research, innovation, and more.

• Helped drive digital change management across EMEA.

2015
Digital Consultant
KPMG, United Kingdom

• Provided a business proposal to support a digital initiative within the UK funding ecosystem, including a strategic road map, tactics, content, media choice, implementation methods, and more.

2014
Digital Consultant
National Football Museum, United Kingdom

• Served as a digital consultant for the blockbuster exhibition commemorating the 50th anniversary of England winning the World Cup in 1966.

• A business proposal was submitted which included a full digital strategy, ranging across Facebook, Twitter, Instagram, Search Engine Advertising, banner advertising, affiliate management, and more.

• The exhibition was held in June - July 2016, at both the National Football Museum and Wembly Stadium, in conjunction with the Football Association (FA).

2013 – 2014
Regional Account Manager (Asia-Pacific)
FAIMS Media, Singapore

• Asia-Pacific regional manager of digital and social media strategy, achieving above a 90% contract renewal rate for all clients overseen, including Elizabeth Arden, 3M, Reebok, Heinz, The Body Shop, etc.

• Responsible for accomplishing KPIs with an average annual budget of €350,000+.

• Responsible for new product development that directly led to more than €200,000 revenue in FY 2013/14.

2012 – 2013
Senior Project Manager (Asia-Pacific)
FAIMS Media, Singapore

• Spearheaded a team of eight to develop FAIMS CMS, an internal Content Management System. This reduced man-hours for operational tasks, increasing productivity by an estimated 25%.

• Conducted in-house training and mentorship of teams across Asia-Pacific offices, numbering 100+ staff.

• Assisted the Managing Director in development of digital and social media campaigns for key clients across Asia-Pacific, such as Suzuki, LG, Cash Converters and more.

2012
Account Manager
FAIMS Media, Singapore

• Responsible for client and project management for companies such as Mandom Corp. and COURTS.

2011 – 2012
Marketing Executive
Hills International, Singapore

• Administered project and client management for several large clients, including the Singapore Armed Forces and the United Nations, assisting in successful tender contracts.

2006 – 2008
Third Sergeant
Singapore Armed Forces, Singapore

• Commanded an M113 Armoured Personnel Carrier (APC).

• Oversaw the welfare, discipline and military readiness of a squad of nine soldiers.

• Trained in bilateral military exercises in Taiwan and Australia.

Education

I'm fortunate to have had the privilege of attending educational institutes across Singapore, Australia, and the United Kingdom.

Exposure across the various cultures and national identities taught me the importance of both assimilating into local society, yet still retaining your own cultural identity.