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A diverse and integrated background across traditional and new media channels

 

WORK EXPERIENCE

UBER TECHNOLOGIES, APAC

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

Growing and Leading Effective Marketing Teams

  • First of 5 hires on Uber’s specialist regional marketing organisation (5 to hundred in fourteen months)

  • Collaborating with xFN partners globally including Product-Ops, Web, Social and Content, PR, Policy, Engineering, Analysts and Country Marketing to achieve integrated campaigns across traditional, digital and social media

  • Hired and managed a team of four brand marketeers

  • Part of Uber’s Bar Raiser Program - responsible for upholding diversity and high standards of hiring at Uber by actively participating and leading hiring debriefs across the region (only 3% of Uber’s population are Bar Raisers

Campaign and Project Spotlight

  • Piloted our first regional occasion-based campaign to increase adoption and saliency across the Airports use case

    • Designed a playbook for developing occasion-based campaigns around the consumer’s journey

    • Adopted by country marketing teams and regional campaigns teams globally at Uber

  • Conceptualised, launched and expanded Uber’s Year in Review (YIR) program - a personalised retrospective of the rider’s year through the lens of their Uber activity.

    • This data-driven yet user-facing brand moment put Uber firmly in the seasonal spotlight alongside other ‘big data’ players such as Spotify, YouTube and Facebook

    • Now in it’s third year, the YIR program is Uber’s largest brand moment as an organisation, launching across 120+ cities in December 2017

    • Established an operating model with xFN partners including Product-Ops, Product-Marketing, Web, Social and Content, PR, Policy, Engineering, Analysts and Country Marketing to bring this campaign to life

  • Launched and defined the go to market strategy for uberPOOL in Singapore - enabling riders heading in the same direction to share a ride, lower costs and allow smarter utilisation of cars. 25% of Singapore’s Uber trips are on uberPOOL today

    • Planned and led an experiential event for regulators, policy makers, media, and KOLs that showed the impact of uberPOOL and reinforced Uber’s commitment to supporting the Singapore government

    • Subsequently co-led the marketing strategy for the roll out of uberPOOL in Jakarta and Manila

  • Successfully piloted and launched cash payments in June 2016 making Singapore the first developed city to test an alternative to cashless payments.  Since then, the success of cash payments has been rapidly adopted across developed Uber markets across the globe

 

OGILVY PUBLIC RELATIONS, Singapore

Senior Account Executive, Technology & Innovation,  (Joined Oct 2014)

  • Managed Ogilvy’s technology accounts including Twitter, Canon and UPS

  • Developed communications programs while liaising with regional and local media through digital outreach, seasonal campaigns and media events

 

GLOBAL POWER SOURCE | Singapore

Regional Business Development Manager, (Jan 2014 - Sep 2014)

  • Project manager and creative lead on the corporate re-branding for GPS’s proprietary power monitoring software. Defined buyer personas, brand narrative and overall brand aesthetic.

  • Managed relationships with customers in the US and SEA, including set up of relevant infrastructure

 

THE ASIAN BANKER | Singapore     

Digital Media Editor (Jul 2012 - Jan 2014)

  • Developed the organization’s new media initiatives. This included digital integration of its four core businesses and a media-rich social and content strategy

  • Managed content partnerships and media relations

 

Copywriting Intern, JWT, India (Nov 2010 – Jan 2011)

J. Walter Thompson, the world's best-known marketing communications brand, has been pioneering inventive ideas for the past 150 years.

As part of the creative fraternity at JWT, I embarked on a career in creative communications under the biggest titles in the industry. Responsibilities included:

  • Conceptualised and scripted campaign briefs for accounts such as Nokia, Sony and PepsiCo
  • Created scripts for broadcast advertisin