ABOUT

Communications | Marketing | Project Management | English | Market Reserach | Branding | Partnership | Customer Relations

marketing-freelance-expert-netherlands.h

Marketing Specialist, Bachelor of Art (University of Northumbria, UK)

Advisory Member of World Gastronomy Institute.

A technology savvy marketing manager with years of marketing experience in the Food & Beverage sector and  responsible for brand communications behind leading hospitality businesses in Singapore. She possesses strong business acumen in identifying and capitalizing on new business opportunities.

KEY SKILLS

COMMUNICATIONS

  • Manage internal/external communication activities

  • Develop and edit communication materials, press releases, press kits, web-content, newsletters, sales kit and other

  • related communications and marketing materials

  • Strong influencing skills and stakeholders managements

  • Develop and implement effective communications to build customer loyalty programmes, brand awareness, customer awareness, customer satisfactions, staff recruitments and adapt them for various target audience

  • Manage organizational media relations and work with PR agencies to generate press interest

MARKETING

  • Responsible for full spectrum of marketing efforts for a group of restaurants & bars

  • Manage marketing and internal/external communication strategies

  • Develop the marketing and promotional strategy for the company in line with company’s objectives

  • Overseeing marketing and sales budget

  • Oversee conceptualization and creative production of a broad range of materials for both offline (press releases, events) and online campaigns (Facebook, EDMs, Google AdWords)

  • Manage all digital assets

  • Monitor social data and social media listening to extract analytics on insights for upcoming marketing/operation strategies

  • Conceptualize and advance the production of websites recognized for user-friendly presentation and active sales design

  • Manage organizational media relations and work with PR agencies to generate press interest

  • Coordinating marketing campaigns with sales activities

 

PROJECT MANAGEMENT

  • Manage timeline and budget for various projects, including company’s involvement on major national events such as Singapore Grand Prix 2019, Christmas Wonderland 2019

  • Develop job distributions

SALES

  • Oversaw revenue generating events such as corporate booking and private parties

  • Collaborated with other departments to strategies new product launches, pricing and sales initiatives

  • Develop sales kits

  • Trained and managed event sales executives

 

 

BRANDING

  • Overall responsibility for brand management and corporate identity

  • Lead production of marketing collaterals and branding tools (directing of photography, menu design, advertisements, leaflets, promotional posters)

  • Oversee vendor management which consistently produces cost-saving results

 

 

TRADE MARKETING

  • Conceptualize campaigns to engage trade consumers

  • Develop marketing activities to create more consumer engagements

  • Develop collaterals to support brand owner and distributor

 

CUSTOMER RELATIONS

  • Monitor customer’s feedback (online and offline) to extract analysis and distil information into actionable insights to improve customer service

  • Manage online reviews and service recovery

  • Develop events and activities to engage customers and drive loyalty

  • Enforce personalization customer service to increase patronage and promote customer appreciation

     

PARTNERSHIP

  • Identify and generate new leads for partnerships and collaborations

  • Articulate value propositions for prospective partnerships

  • Maintain a symbiotic relationship with brand partners

  • Develop marketing activities for brand collaborations

 

MARKET RESEARCH

  • Conducted macro-analysis of consumer behaviour and competitive landscape, identified market gaps, anticipated sales trends and developed strategies to meet company’s target

  • Develop customer surveys and feedback forms

SKILLS
  • PHOTOSHOP

  • ILLUSTRATOR

  • LIGHTROOM

  • MICROSOFT OFFICE

  • PAGES, KEYNOTE, NUMBERS

  • iBOOK​

LANGUAGES
  • ENGLISH

  • INDONESIAN

  • DUTCH (WORK IN PROGRESS)

WORK
EXPERIENCE

• Founder | Backwork (Jan 2019- present)

• Head of Marketing| Eclectique F&B Concepts (Aug 2017 - present)

• Marketing Specialist | FoodCult Pte Ltd (Aug 2016 - Sep 2017)
• Senior Marketing Manager | Mediacorp Pte Ltd (May - Aug 2016)
• Brand Marketing Manager | Tembusu Projects Pte Ltd (Sep 2012 - May 2016, Feb 2010 - Apr 2011)

• Marketing & Public Relations Manager | Esmirada Group of Restaurants (Apr 2011 - Aug 2012)
• Parents Liaison Manager | Arts Kidz International Preschool (Jul 2008 - Sep 2009)

ACHIVEMENT

• Set-up e-commerce, product developments and online ordering platforms for restaurants during Covid-19 lock down to generate alternative income 

• Supported P&R and Marketing agency on Singapore Chef's Association Campaign for Worldchefs Congress 2024 in Singapore  - Winning Country

• Project managed pop-up food & bar kiosks at Singapore Grand Prix 2019 

• Secured guests chefs gigs for Chef Manjunath Mural (1 Michelin Star Chef) at Ubud Food Festival
• Pioneered set up of Connect2Social
dashboard, used to push email promotions and updates to patrons; initiative

achieved robust increase in customer database from 700 to over 5000 subscribers
• Grew social media influence across 5 brands, attained 4’000 – 12’000 additional monthly views whilst receiving an

average of 400 additional monthly likes on online posts. All this was achieved with an annual budget of just SGD

100’000 split across 5 brands
• Achieved 30% increase in food sales brand by conducting extensive market research to identify unmet market trends

and tailoring of marketing materials to captivate target audience; liaised directly with managers and chefs to

develop new products based on findings to fit market segments
• Activated brand collaborations with external stakeholders such as CapitaLand (Clarke Quay), UOB, Marina Bay Sands

and NTUC Income to maximize brand awareness; major events included DBS Regatta Dragon Boating, Summer Music Festival, Orange Aid Charity by NTUC Income and Sunday Fun Day Brunch Hopping in a joint collaboration between Clarke Quay and Class 95 FM

• Consistently turned unhappy customers into brand advocates with amazing customer recovery. Eg. Incident of couple who complained restaurant ruined their Valentine’s Day dinner. As an apology, organised 2 night stay at the Hyatt hotel with romantic candlelight dinner. Couple were blown away by the gesture and remain customers until today.

• Organised several creative events to attract crowds with minimal budget. Eg. Hired a mermaid to pose in front of Highlander Bar’s water fountain during annual anniversary celebration. Mermaid attracted tons of attention from passers-by resulting in several viral images across social media platforms in Singapore

EDUCATION

• Bachelor of Arts, Fashion Marketing & Merchandising, University of Northumbria, United Kingdom, 2007

• Diploma in Fashion Marketing & Management, Raffles Design Institute, Singapore, 2006
• NCEA Level 3, Avondale College, New Zealand, 2004

ADDITIONAL COURSES

  • Beyond The Extra Miles​

  • Building Relationships with Customers

  • Customer Service Excellence

  • Unravelling Solutions for Future Food Problems

  • Handling Difficult Customers

  • Implement Design Thinking

  • New Media

  • Child Nutrition & Cooking 

  • Stamford Introducation to Food & Health