As the Director of Special Projects (consultant) for Singtel, I worked on a various number of projects, including inSing, a highly trafficked content portal in Singapore with over 2 million UVs a month, and Lyke, an experimental e-commerce lifestyle marketplace. Responsibilities included branding, creative direction, conceptualization, marketing strategy, full control of all marketing channels, merchandising, and the assessment of revenue opportunities.
A welcome email introducing Lyke as a essentials store for everyday living.
Art directed this bus stop ad for Lyke, which ran at over 15 locations in Singapore. I collaborated with a local artist to create the digital waves, and a local photographer to shoot our selected model and merchandise.
Conceptualized and styled this TV advertisment for Lykestore. Also worked with video directors on the overall art direction and final cuts for this video.
Worked with a creative team in New York to design the layout and structure of the Lyke homepage, in addition to working with an in-house team of 2 to conceptualize each all creative assets, layouts, copy and marketing campaigns.
Conceptualized this print ad for the launch of the Lyke store, including visuals, logo design and tagline. Ran in major publications in Singapore.
As a marketing consultant thinking through revenue opportunities and a new strategy for inSing, in addition to thinking through a new re-design for inSing as a "the place to go to" for Singaporean locals, expats and tourists alike, I incorporated various event planning and social sharing elements to the platform in addition to creating more upfront placements for premium content.
As the Chief Marketing Officer of Luxola, I managed a team of 10 across APAC. Backed by Transcosmos, Gree Ventures and Wavemaker DFJ, we raised a Series B, totaling 15.6 million in the Spring of 2014. In charge of digital marketing, offline campaigns, design and creative teams, email marketing, strategic partnerships, content and influencer marketing and product, I built a dynamic team and a remarkably strong body of work during my time at Luxola.
Conceptualized, wrote and art directed this April's fools campaign which we released to press in April 2014. Was recognized as the top 10 April Fool's campaigns in Asia for 2014 by marketing interactive, and garnered additional interest for presenting localized products in a beautiful way.
In late 2013, I created LX Insider, Luxola's loyalty program to increase customer LTV, provide benefits for our already loyal customers, and to reward more customers for various activities such as writing reviews, friend referrals
and shopping. With this program implemented, we saw a 20% increase in returning customers and an overall greater user retention, with most returning back to the site within 60 days.
Working with 4 different restaurant groups to create 4 different experiences for Valentine's Day, I conceptualized a campaign that would allow 4 lucky winners to win a dinner for 2 at a selected restaurant of their choice, in addition to prizes and a makeover by an in-house makeup artist. This campaign resulted in successful email acquisition, greater brand buzz and increased sales for Valentine's Day.
Led the development of this campaign with Uber, which allowed Uber riders to request a beauty van full of goodies from various partners on the Uber app. This campaign resulted in over 1000 requests, in addition to creating a large amount of buzz for Luxola.
The first bus stop ad created for Luxola, I conceptualized, art directed, and created the idea behind this campaign based on a long period of no rain in Singapore.
With several locations around Singapore, I created the LXSELFIE campaign, so anyone would be able to win goodie bags from us by taking a picture of themselves in front of this ad. This resulted in high promotional conversions for an offline ad and over 200 bags redeemed over a period of 2 weeks.
Responsible for the launch of Maybelline Color Show in Southeast Asia, we created a microsite asking women to identify their Colorshow personalities. In return, 10 women would get a chance to win all 40 colors in the Colorshow collection. To front the campaign, Maybelline x Luxola got Sonia Chew, a popular radio personality to shoot a promotional campaign. I conceptualized, styled and art directed this video shoot, in addition to the rest of the promotional activities involved with this campaign, resulting in over 5000 email submissions in 3 days, in addition to creating incremental revenue for Maybelline Colorshow's debut in SE Asia.
As the Director of Shopsense and Shopstyle Social, I re-launched the new Shopstyle in 2012, and worked on on-boarding key influencers, third party apps, in addition to creating content for Shopstyle's social media channels.
Strategy deck here: https://bit.ly/2MtB59i
Our first foray into Pinterest giveaways, we worked with Gal meets Glam, a top influencer in SF to kickstart the competition by putting together a few outfits inspired by the it bag o the moment from 3.1 Phillip Lim.
Created marketing buzz by inviting some of our top bloggers in our program to talk about the new Shopstyle. Worked with Astonish media, our video partner, as well as Gal meets Glam to describe what she loves most about the re-design.
Responsible for the marketing launch of Shopstyle, and the promotion of it to key influencers within the Shopsense program. By buzz via social media, email marketing, editorial outreach and offline events at New York Fashion Week, we were able to launch Shopstyle in a big way to fans both old and new.
