A selection of my work across various marketing, product, and design disciplines.
Singtel, Group Digital Life
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.
Bus stop Ad for Lyke
Art directed this bus stop ad for Lyke, which ran at over 15 locations in Singapore. Collaborated with 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 magazines in Singapore.
The new inSing
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.
Luxola (acquired by Sephora)
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.
Luxola April Fool's campaign 2014
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.
LX Insider: Luxola's Loyalty Program
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.
Valentine's Day 2013 : Dinner, Date and a Makeover
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.
Luxola and Uber Campaign
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.
Make it Rain Campaign
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.
Maybelline Color Show TVC - South East Asia
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 a professional services consultant at The Shelf, I work with the founders and sales team to determine marketing campaigns for our new and potential clients, and help develop social media strategies, ROI goals and campaign objectives for several brands.
Sample pitch: custom menswear client
A sample of a campaign brief we pitched to a custom menswear brand.
Sample marketing campaign workflow
Here's an example of a marketing campaign workflow I provide brands with so that they can see the various steps involved in a marketing campaign, in addition the social media and content channels involved.
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.
Pin to Win Campaign (2012)
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.
Promotional video for the new Shopstyle 2012
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.
Shopstyle relaunch 2012
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.
As a product manager for Sephora.com, I worked on features for Beauty Insider, Sephora's loyalty program, in addition to working on both digital and social media features for the site. Features included Sephora TV, Sephora BeautyTalk, Reviews, facebook apps, and digital gifting. Awarded the L2 Genius award for social media for the years 2010-2012, I was part of a team that truly understood how to leverage social media and digital properties to truly create a cohesive and engaging brand for its fans.
As the product manager for Sephora TV, I spent time researching specific vendors, looking at various video solutions, and looking to see what would best fit our needs for the new Sephora TV. After selecting Ooyala, we worked with the design, content, brands and engineering teams at Sephora to deploy in 2011, what would become part the future of digital storytelling you see on Sephora.com today.
Sephora Kiip Campaign 2011
With the launch of Kiip in 2011, Sephora was the first partner to launch with this new, cutting edge format of digital mobile ads. Working directly with the CEO of Kiip, Sephora fans, both new and current would be able to redeem real life rewards during in-game achievement moments. This resulted in a large number of redemptions, and new user acquisitions, in addition to alot of press buzz for our use of new wave digital mobile ads.
Sephora Birthday Insider 2012
Launched in 2012 in time for the holiday season, I worked with the interactive media team to create Birthday Insider, one of the first apps to leverage the FB Social Graph to connect our Sephora fans with one another on FB, and to reward them for being part of our Beauty Insider program. I was responsible for working with marketing and design teams to create this vision, in addition to hiring developers to work on the FB mechanics.
As a marketing consultant for SkinnyMint, I oversaw the soft launch of SkinnyMint in the US. I specifically consulted on market positioning, and recommended several PR firms to work with in the US, in addition to creating a media kit for our media partners.
SkinnyMint Media Kit
As a marketing consultant for SkinnyMint, I created a media kit for all interested press and PR firms. All graphics, copy and market positioning were developed by me, with the approval of the CEO.
SkinnyMint x Goop Campaign
Worked with Goop to come up with a selection of recipes inspired by the SkinnyMint teas. This campaign drove a large amount of interest and sales conversions from Goop readers.
Marketing Campaign: Gorgeous Resolutions
Over the course of the first 2 weeks of Jan, we launched a campaign talking about our top 10 resolutions that were in line with our Dare to be Gorgeous mantra. We then launched this on email, paid search, digital and influencer channels to drive traffic and to get also get our influencers engaged in addition to having a $3000 giveaway.
Marketing Campaign: Teatox 2015
I conceptualized this campaign to really talk about the power of teatox, and the health benefits that teatoxing can have for your body and mind. We used a myriad of images from various influencers engaged in different types of healthy activities, and launched this campaign on paid search, email, and all social media channels.
As a marketing consultant, I helped both co-founders work on product to market fit, and helped conceptualize and pivot the existing features to a more current version of the platform. With a live chat function for stylists to connect with clients, Dressli is a stylist app that has a community of stylists earning commissions from Shopstyle partners. I was responsible for media kits, marketing material, design, email marketing, and facilitating partnership work with Shopsense.
Dressli Media Kit
Prepared media kit and investor relations deck for Dressli. As a marketing consultant, I helped the team to determine product-market fit, and helped them pivot from an afflilate widget application to a live chat stylist application, and signed them to a special partnership with Shopsense, Shopstyle's affliate program.
Dressli email program
With no existing email program in place, I worked on email plan for both stylists and clients alike to welcome them to the program, and to get them acquainted with what they needed to do while they were going through the on-boarding process.
Wireframing Dressli appointment flow
With the ability to schedule appointments with stylists, I worked on a set of wireframes to show how a user would go through the flow to schedule appointments with stylists.
True and Co
As a marketing and product consultant with True and Co, I worked with the founders closely on various initiatives. This included helping with UX/UI design, merchandising, customer support, recruiting for the team, and refining the True and Co bra shop flow.
True and Co launch
This is our launch homepage in 2012. Over 75,000 women signed up and did the quiz within the first 3 days of launch and I logged over 20 calls a day from interested women excited about fit and function.
UX flows for registration
I worked on a few early iterations of what bra page flows and registration could look like with our designers, Ro and Co.
As a product strategist and manager for eBay, I worked on eBay Partner Network, eBay's affiliate program, in addition to being the affiliate manager for the Half.com affiliate business. In my time there, I worked on account management, affiliate widgets, user experience, marketing features, and internal tools, which have all contributed to the current day iteration of ePN.
eBay: eBay Partner Network
Having worked within the Internet Marketing team at eBay, I was a product strategist responsible for the development of eBay Partner network and eBay AdContext. I worked on market research, product features, affiliate tools across the platform for both our publishers, account managers and fraud team. In addition to my product work, I also managed the Half.com affiliate program for a full year, working on account management, API/product feeds, as well as the marketing of the Half.com affiliate program.
Managed all affiliate tools, product feeds and the API for eBay affliates, including product updates, marketing copy and new product development.
Homepage of eBay Partner Network
As the product strategist in charge of ePN, I worked with a cross-functional team of over 20 people, including engineers, account managers, finance teams, and our fraud team to build eBay Partner Network. While on this project, I received 2 personal awards for contributions made.
A SaaS email marketing platform based in Singapore, I worked on product marketing and investor information and pitch decks for this fast growing startup that has amassed an impressive roster of e-commerce clients throughout Southeast Asia, including Singtel and Luxola (now Sephora Digital SEA).
They raised 1 million in VC funding shortly after.