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Résumé

BUSINESS EXPERIENCE

2015 - Present

 

Uber, Asia Pacific

Regional Brand Manager | Asia Pacific (July 2016 – Present), Promoted to Brand and Campaigns, Country Lead | Singapore (2016) Marketing Manager | Singapore (2015)

Launching Projects for International Expansion

  • Pioneered, measured and expanded Uber’s Year in Review campaign, a personalised, data-driven retrospective of the year, from a single-city to mega-regional program, now available in 120+ cities
  • Play-booked Uber’s first regional occasion-based campaign, Airports, to increase adoption and saliency across this use-case, resulting in 27% increase in intent and up to 100% increase in saliency in participating markets; adopted by marketing teams in EMEA and India
  • Launched and developed the go-to-market strategy for uberPOOL in Singapore; co-led uberPOOL’s expansion strategy for Southeast Asia
  • Piloted cash payments in Singapore, making this the first developed city to test an alternative to cashless payments, subsequently adopted across other developed Uber markets around the globe
  • Designed targeted lifecycle campaigns to nurture referrals, resulting in 500% increase in acquisition; adopted by emerging markets in Southeast Asia
  • Partnered with Policy and Communications teams in Singapore and Philippines to navigate the discussioN for favourable ride-sharing regulations
  • Created scalable, serialised content to deliver on Uber’s promise on safety, affordability and reliability

Leading and Developing Effective Marketing Teams

  • Launched multi-media marketing campaigns, working closely with global xFN partners including Product-Ops, PR, Policy, Finance and Analysts; owned post-campaign analysis and debriefs
  • Managed relationships with creative agency partners, and campaign budgets of USD 2 – 5 million
  • Selected for Uber’s Bar Raiser Program, which seeks to strengthen internal hiring standards and diversity across the region (only 3% of Uber’s population are Bar Raisers)  
  • Hired, trained and led a team of four brand marketers on the Country Marketing Team
  • Led and grew local and regional partnerships with multinationals such as Spotify, MasterChef, Lifetime, Starwood and Standard Chartered

2014

Ogilvy Public Relations | Singapore

Senior Account Executive, Technology & Innovation

  • Partnered with senior stakeholders to develop CSR initiatives and seasonal campaigns for Canon and UPS
  • Developed Twitter’s regional brand narrative, leveraging key moments in pop culture and consumer insights

2012 - 2013

The Asian Banker | Singapore

Digital Media Editor

Developed the organisation’s new media initiatives such as digital integration of its four core businesses, developing the flagship mobile application and managing content partnerships


EDUCATION

2008 - 2012

 

2008 - 2011

University of Delhi, India

Degree of Bachelor of Arts

Nanyang Academy of Fine Arts, Singapore

Diploma in Design and Media | Specialisation in Advertising


AWARDS

  • Awarded a Zone 4 rating (Exceeds Expectation) or higher at Uber for 4 consecutive review cycles
  • Winner (Asia), Annual Shorty Awards 2017 – best of global brands on social media
  • Finalist (Data Visualization), 9th Annual Shorty Awards 2017
  • Bronze (Best Digital Idea), MARKies Awards 2017 - best of regional marketing & advertising campaigns
  • Finalist (Mobile/App Design), Drum Design Awards 2017

INTERESTS

  • Women in Business and Tech: Active committee member of Women of Uber (SENA) – a regional advocacy group that promotes gender diversity and the advancement of women. Partnered with Lean in Singapore, HeForShe, and TEDxWomen to expand their programs within Uber
  • Travel: Avid traveler, explored 4 continents, 14 countries in one year
  • Open water Diving

English (native), Punjabi (native), Hindi (fluent), French (basic)

LANGUAGES