Work Experience 

PUBLICIS.SAPIENt

Empowering companies to transform and grow in a digitally disrupted environment.

2017-Current, Singapore

Associate Director of Content & Social Strategy, APJ

Working closely with the Director of Content, I oversee content projects delivered by a team of seven content practitioners and freelancers in SEA. My responsibilities include developing methodologies, technologies, and practices to grow our content offerings as well as be an advocate for content best-practices for clients around the end-to-end content lifecycle in an omni-channel environment. This includes:

• Delivering content audit and recommendations, competitive assessments, user testing, establishing and maintaining editorial standards, calendar, and content inventories
• Creating a content model, including personalization frameworks for intelligent content delivery 
• Developing and implementing site/app structure, taxonomy, metadata structure, and SEO strategy
• Defining governance/workflow of content creation based on stakeholder interviews and an understanding of the client’s technological capabilities
• Evaluating content technologies such as CMS, DAM, CRM etc and establishing selection criteria for clients looking to invest to transform

Notable Work

• Financial Services: Piloted a new content-driven user experience for the Credit Cards website of the largest consumer bank in the Philippines, to increase acquisition and retention. 
• Financial Services: Created a backlog of content-driven user stories covering all products, conversions, onboarding, and claims automation to serve a website redesign for the most popular online Insurance company in Asia on their path to digital transformation.
• Financial Services: Created a content governance and localisation plan for the rollout of a new website and related content across 7 markets for the most popular online Insurance company in Asia on their path to digital transformation.
• Telecommunications: Product owned the end-to-end delivery of a content strategy, governance, redesign, and migration project spanning 1.5 years for the largest telco in the Philippines, effectively digitizing a significant percentage of their offerings. 

CONTENTCOVE

Independent consultancy providing end-to-end content services to B2B and B2C organizations.

2017-Current, Singapore

Founder & Director

As the founder of this business, my primary responsibilities included business development, strategy formulation, and content creation for our clients in the APAC region. We offered services around content strategy & creation, inbound marketing, and lead generation. Ranging for start-ups serving SMBs to large enterprise technology brands, our clients depended on us for content creation, campaign strategy, and governance expertise. View some of our creations here. 

TRADEGECKO

Beautiful cloud-based inventory management solution for eCommerce businesses.

2015-2016, Singapore

Head of Content 

Leading a team of inbound marketers, social media managers, graphic designers, and freelancers my role entailed: 

• Brand development, content & inbound strategy, content conception, and creation
• Managing a cross-organizational content calendar on a weekly basis
• Driving traffic to our website by managing it on a daily basis 
• Lead generation & nurturing, managing our blog & resources pages 
• End-to-end marketing activities for new feature and product launches 
• Sales enablement by supporting the affiliate program with relevant content 
• Monitoring content performance analytics, traffic and lead generation analytics

RELIAnce entertainment - big 96.3FM

Multinational public conglomerate employing over 50,000 people worldwide.

2008-2009, Singapore

Senior Sales Executive

Responsible for the sales and marketing function of Big Bollywood 96.3FM. Conceptualized and implemented marketing activities to promote the station which is part of the Big FM group from India, introduced in Singapore for the very first time. Initiated strategic plans along with budgets. Built advertiser base from scratch and serviced said database.

Notable Achievements

• Ensured new venture broke even within 12 months of launch
• Increased advertising sales from 20% to 90% over a period of 8 months
• Implemented effective branding and promotions programs
• Planned and executed events to increase brand awareness hence bringing listenership numbers from 21,000 to 107,000 over 4 months
• Supervised the Radio Jockey and Producer and occasionally scripted and performed shows and advertisements

THE RITZ-CARLTON, MILLENIA SINGAPORE  

A leading hospitality brand providing the finest experiences to guests worldwide.

2004-2008, Singapore

Sales Executive

Lead a team of five Junior Executives with full responsibility for grooming them for the Corporate Sales Function. I was accountable for exceeding targets and producing revenues worth SGD1.2million per year and I successfully:

• Identified and developed new corporate markets in Singapore and India, adding an additional revenue stream of SGD 200,000 per year for the property
• Built and maintained relationships with current and new corporate clients
• Planned and executed logistical arrangements for corporate events from 20-2,000 attendees
• Served in the Best Practices Committee for two years
• Trained the entire Sales and Marketing division in sales and systems processes, instilled the Ritz-Carlton Service Philosophy in all new recruits
• Maintained the Sales and Marketing division’s customer database and drafted templates for official documentations including proposals and contracts in collaboration with Public Relations and Legal teams
• Served on the Employee Engagement Committee for two years executing projects aimed at enhancing staff morale