Assistant Marketing Technologist (APAC) Apr 2017 - Apr 2018

As the Assistant Marketing Technologist for APAC, I lead the APAC markets in Diageo’s digital transformation roadmap to fuel growth across brands

• Challenge the boundaries of marketing in emerging markets by developing and introducing best-in-class digital innovation and spearheading the dark market transformation strategy to accelerate digital benefits within legislative constraints
• Manage growth-driving digital projects and provide technical solutions for brand teams in partnership with external agencies and key platform partners such as Google and Facebook, while championing the delivery of £1.6m benefits in NSV uplift or cost savings to the markets
• Drive synergy between markets by managing Digitize, the global communication platform between the Diageo Centre of Digital Excellence and the wider digital community across the business

Assistant Brand Manager (Emerging Southeast Asia & JVs) Mar 2016 - Mar 2017

As the ABM for Emerging Southeast Asia & JVs, I developed and executed growth driving strategies for Reserve and Prestige brands in emerging markets. My strong performance in driving breakthrough in Scotch has allowed me to win the KEEP WALKING AND WINNING Regional Award from the Diageo leadership team. I was also privileged to receive 5 different awards from Marketing Interactive, including the Excellence in Marketing Innovation (Gold) award for my Singleton Virtual Reality Experience project.

• Led the luxury innovation agenda for Prestige and championed customization and gifting as key growth drivers for the business, which resulted in an NSV of £1m being captured within one year under my stewardship
• Partnered with luxury brands to create exlusive experiences for Johnnie Walker House private suite’s high-net-worth individuals, improving client retention and growing consumer base, where a 3:1 consumer conversion ratio has been reported to date
• Pioneered the Whisky Palate Experience which allowed Prestige’s consumers to uncover the intricacies of their unique whisky profile, empowering them to make a more informed choice as they build their whisky collection
• Developed the brand identity and best-in-class sales tools for the newly established Prestige team
• Conceptualized and executed the Singleton Sensorium Virtual Reality Experience which became a key growth driver for the brand globally and awarded 5 different awards by industry experts
• Shaped the Singleton F17 Marketing strategy that fuelled a 3% growth in brand awareness, 7% in market share, and 3,700 cases volume growth
• Planned and successfully executed the first ever implementation of the Diageo Bar Academy and whisky dinner in Maldives for 61 local bartenders from 33 high-end resorts

Global Brand Development Intern May 2015 - Jul 2015

• Independently led a cross-functional team in a VIP value savings project to improve the gross margin of a product range of Lifebuoy by +230 bps
• Identified issues and opportunities for body wash across 4 key countries through extensive quantitative and qualitative research and proposed recommendations to accelerate the format further
• Supported Lifebuoy’s launch to 7 white space markets by creating a compilation of learnings on the consumer, media and trade landscapes of each market
• Delivered communication assets for the new body wash SKUs in Vietnam

Country Marketing Intern Jan 2014 - Jun 2014

• Drove and executed marketing activities across the mass and emerging affluent (Mass & EA) segments in partnership with the product managers
• Liaised with creative and digital agencies to develop marketing collaterals
• Analysed and proposed ways to improve the subject lines of electronic direct mailers which were sent out to the Mass & EA customers through the monthly tracking reports which saw an overall average open rate improvement of 21.5%

ISO 9001 Document Control Partner Jan 2012 - Feb 2012

• Conducted departmental check-ups to prepare Sari Ayu Indonesia Pte Ltd, one of the companies under Martha Tilaar Group, for final audit by external auditors so as to ensure that the company was fit to receive the internationally recognized ISO 9001 : 2008 certification
• Disseminated relevant ISO-related information to the the employees of Sari Ayu Indonesia Pte Ltd

Sales & Marketing Intern Nov 2008 - Nov 2008

• Tracked competing advertisements as part of the creation of targeted marketing campaigns for MINI
• Worked towards great brand-customer relationships through various channels involving vouchers handling, data maintenance and mail merge projects

business Jan 2012 - Dec 2015

GCE A Level Jan 2010 - Dec 2011