RESUME

 

LOVE, BONITO USA

COUNTRY DIRECTOR (HEAD OF N. AMERICA) | JUNE 2022 - PRESENT

Founded in 2010, Love, Bonito is a women’s apparel brand from Singapore with an international footprint across several Asian markets and now present in the US.

- Launched Love, Bonito in the N. American market since 2022 as the first hire on the pioneer team

- Hired and cultivated a strong and passionate local team across corporate and retail functions

- Developed go-to-market strategy to grow the brand in market. Results: 2x YoY net revenue growth in 2023 within the first year of localization

- Grew brand awareness through integrated marketing campaigns, influencers & community partnerships: 3x YoY our brand reach on media, influencers and community content by end of 2023

- Developed and managed the operation of LB’s first popup store in the USA (in SoHo NYC) from lease negotiation to build out, and operation post-opening

- Improved market profitability by 115% by end of 2024 through various optimizations; significantly improved marketing efficiency by 50% YoY

 

AURATE NEW YORK

MARKETING & ONSITE DIRECTOR | JUNE 2020 - JUNE 2022

- Headed marketing department; oversaw performance and brand omni channel marketing efforts

- Responsible for marketing budget and delivered blended ROAS of 5 across online and offline channels

- Led growth and CRM marketing efforts, managing to CAC, LTV & retention rate goals

- Directly manage onsite optimization (CRO) & web development based on UX research using both quantitative and qualitative data analysis methodology

- Work cross-functionally with UI/UX designer and web developer to concept, QA and ship new website features into production using AGILE development framework

SR. DIGITAL MANAGER | DEC 2019 - MAY 2020

- Analyzed website performance using Heap, Google Analytics and Hotjar. Guide data-centric UI/UX improvements to onsite

- Delivered web projects, such as mobile filtering revamp, homepage revamp, upsell widgets, gift guide templates, that drove +25% conversion value

- Awarded quick promotion to Director.

 

PASKHO INC.

ECOMMERCE & ONSITE MANAGER | JUNE 2019 - NOV 2020

- Managed onsite and UX optimization. Kept organic traffic bounce rate to <40% with site duration >5mins

- Improved site architecture on navigation, home, PDP and FAQ based on quantitative data and aggregated qualitative user feedback

- Managed 3rd party technical integrations with developer and UI/UX designer.

- Responsible for website QA process prior to production

- Delivered bundle app feature which drove 35% higher ROAS from ad spend

- Initiated integration with Afterpay to boost AOV up by 40%

 

RENEGADE COMMUNICATIONS

DIGITAL MARKETING MANAGER | JUN 2019 - NOV 2020

- Managed mix of brand and performance campaigns across digital channels for clients, which includes NBCUniversal, STARZ and regional brands in the DMV area.

- Campaign optimization at annual budget of over $8M

- Developed campaign reporting dashboards, conducted media & competitive research

 

CONSULTING

FREELANCE CONSULTANT | JUL 2016 - OCT 2018

- Consulted with early start ups to provide marketing audit, digital marketing support, and user design solutions using Design Thinking framework. ​

 

ZALORA GROUP (APAC/SEA)

REGIONAL MARKETING MANAGER | MAR 2014 - JUL 2016

ZALORA is a Rocket Internet SE venture and entity under the Global Fashion Group (GFG), and is Asia's leading fashion eCommerce platform.

Regional Online Marketing Manager

  • Team Lead of display performance marketing team. Oversaw APAC and SEA

  • Led channel’s performance revival. Drove app installs and reactivation. Achieved revenue growth of 300% and new customers acquired by 420% YOY

  • Managed annual budget of <$2M while achieving ROAS goals

  • Supervised team of 5 account managers in campaign implementation

  • Managed key partnerships with Google and major ad network agencies

  • Advice Managing Directors on country trends and business opportunities

Senior Account Manager

  • Started new marketing channel for direct media buying. Consult and influence internal stakeholders on media partnerships. Acquired 50 new partners

  • Headed business negotiation of media purchases (up to $1M)

  • Concept new interactive ad formats to improve brand awareness (brand query growth ~40%)and amassing over 1B impressions

  • Mentored junior account managers in branch offices

Affiliate Executive

  • Managed Affiliate Marketing programs for Hong Kong and Singapore

  • Initiated new partnerships with regional travel partners like Hotel Club and Expedia; implemented co-branding campaigns

  • Revamped affiliate newsletters to increase open rate by 30% and improved engagement of top publishers to drive revenue.

  • Top performer of department and promoted in less than 8 months.