Hi, I'm Emy.
As a design and media-trained marketing communications professional with over 7 years of work experience, I bring a dynamic blend of creativity and strategic thinking to every project. I have cultivated a deep understanding of content creation, brand, and product marketing across diverse industries such as nonprofit, healthcare, technology, F&B, manufacturing, and luxury goods, navigating both B2B and B2C landscapes.
With a solid foundation in design and digital marketing, I excel at guiding brands through their marketing and communication journeys, from initial concept to full-scale execution. My passion is fueled by digital transformation, and I've had the privilege of leading this shift for several brands, implementing cutting-edge practices in communication design, content development, and digital and experiential marketing.
My focus is to leverage data and design communications to bridge the gap between creativity and digital marketing. Currently, I'm looking forward to furthering my journey, and pushing the boundaries of what's possible in this fast-evolving digital landscape.
→ Design Lead for the Group-wide design studio across offices in China, Australia, Indonesia, Thailand and New Zealand
⊛ Consultant to the various teams on the delivery of the creative and digital assets for campaigns.
⊛ Key individual for all offices in the group for the creative execution and production of client deliverables from branding & campaign materials to video, email marketing, graphic design and interactive web design.
→ Team Lead for Design & Marketing Communications Department
⊛ Key executive for digital marketing planning and end-to-end execution for advertising and press releases for the company's diverse F&B portfolio of global partners.
⊛ Continuously work with the sales team in Singapore and Malaysia to achieve ATL & BTL marketing campaigns. This entails the implementation of advertising and promotions for brand & product launches through offline & online POSMs, with a focus on online visibility through social media campaigns, blog writing, SEO and SEM campaigns, and email marketing.
⊛ Shifted department culture by auditing and organizing the company’s design department library of >10 years of assets through the creation of a file and folder mind map, and standard filing guidelines.
⊛ Planning, scheduling and producing a year calendar of marketing campaigns of >10 brands, which includes on-the-ground work from production planning, photography, filming and post-production such as image retouching and video editing.
⊛ Growing and leading a design & marketing team of junior designers & content developers across multiple projects, reviewing work, and providing sound direction and feedback, ensuring on-time project completion, excellence in execution and maintaining brand design standards across our diversified portfolio of brands.
⊛ Revived and fully rebuilt the company’s website while ensuring mobile responsiveness through complete reconstruction using WordPress and WooCommerce.
⊛ Maintaining information flow within the organization and liaising with external brand principals for press releases, launches and branding assets.
⊛ Responsible for the copywriting of all press releases, blog articles, web page descriptions, product descriptions, social media and EDMs for the company and global F&B brand partners.
⊛ Conducted A/B testing across paid display ads, while drafting compelling advertising copy and producing varying ad creatives to achieve healthy CTR.
⊛ Optimized website SEO, which resulted in first page Google rankings for targeted keywords in the industry sector.
⊛ Accelerated a B2B Website through Shopify with the purpose of catering to clients such as wholesalers, hoteliers, restaurateurs and cafe owners—further assisting the food service team.
⊛ Worked alongside an agency to build a full service and mobile responsive B2C e-commerce website featuring RTC (ready-to-consume) products and trading items. Website offering includes online Dine-In, Reservations, Takeaway and Delivery features for 3 F&B outlets, a grocery marketplace where I structured the website site map and navigation flow, along with a robust loyalty and membership program.
⊛ Directed the execution of seasonal campaigns for FoodBarn, ensuring successful website launches, digital & print distribution across all outlets and, social media & influencer marketing and planning.
⊛ Steering the creative direction and on-the-ground execution for photography, film, graphic design for offline and online content such as POSM displays, marketing materials, social media content, email newsletters, blogs and development of websites.
⊛ Identified successful ad campaigns and replicating ad creative concepts that work for an effective positioning strategy.
⊛ Created workflows and SOPs for product development and database management of digital assets of >50 brands, >500 SKUs, & >2000 product images.
⊛ Responsible for sourcing equipment and props for the creation of an in-house photo and video studio and demo kitchen while working within a budget.
⊛ First to develop the company’s printable catalogue to utilise as a compelling marketing tool for the sales team and provided them with brand and product pitch decks to assist in marketing to buyers.
⊛ Worked with e-commerce executives for a consistent product listing on e-commerce platforms such as Shopee, Lazada, Amazon and RedMart, FairPrice Online and Tangs.
⊛ Operated tools like Amazon Content Manager and Lazada Seller Center in creating brand stores and content for brands like Kettle Brand, Tyrrell’s, Lavazza, Australia’s Own, Food for Friends, California Creamery and Cacique.
⊛ Digital Strategist for the brand which involved the planning and execution of digital marketing campaigns on Google, Instagram & Facebook to maximise brand awareness. The best display ad results were a $0.00392 Cost per engagement rate on an influencer campaign with an NOC (Night Owl Cinematics) represented influencer and a $0.0127 Cost per click for a new product line launch ad. On average, the Cost per click for all ads were consistently <$0.1 and the Cost per Engagement were <$0.01.
⊛ Grew the social media following on Facebook by 77% and Instagram by 165% in 2 years while establishing the brand's foundation in creative direction, delicate tone of communication and feminine aesthetic.Today, the brand continues to use the copywriting, photography and content I’ve developed during my tenure.
⊛ Cross-collaborated with wedding vendors such as florists, bridal gown designers for social media campaigns for low-cost and high-value advertising.
⊛ Increasing sales from 50% to 230% per participation in jewellery trade shows, bridal fairs and feminocentric events such as SIJE (Singapore International Jewellery Exhibition), BOWS (Blissful Outdoor Wedding Show), Hitcheed, Honeycombers and Private Jewellery Shows under Zenith Affair held across SEA (Singapore, Malaysia, Indonesia, and the Philippines).
⊛ Furnished the copywriting, graphic design and photography for all media and press publications of the brand across online and offline platforms such as Solitaire Magazine, Blissful Brides Magazine, Singapore Tatler, The Wedding Vow, The Honeycombers.
⊛ Spearheaded the website reconstruction, with the use of basic knowledge of Html, through Shopify and listing a product inventory of >500 SKUs with a multitude of product variants from scratch.
⊛ Daily management of digital marketing channels & community engagement through Google Business, Facebook, Instagram, MailChimp and WhatsApp Business. Managed content creation from copywriting, designing, filming, editing and scheduling on a weekly basis including influencer collaborations for social media.
⊛ Handle day-to-day management of brand operations including database management, handling & acquiring accounts, administrating sales cycles, managing stock lists, inventory updates, and sourcing of new stocks.
⊛ Supervise and mentor interns while developing initiatives to create concrete workflow steps and due process improving workplace productivity.
⊛ Organised events and trade shows for numerous clients.
⊛ Led market research, brand activation and development for new and existing accounts.
⊛ Travelled across the SEA region and Europe for client sourcing and events - managed logistics.
⊛ Supported the regional APAC team in providing client deliverables.
⊛ Responsible for designing pitch decks and managing client deliverables for an internal event.
⊛ Organised, classified and sorted all digital assets for the company’s internal marketing and future use.
⊛ First and youngest female multimedia producer in a male-only team who planned and executed various video projects.
⊛ Directed and produced short videos promoting internal and external stakeholders, creating 2D and 3D marketing explainer animation videos using Adobe After Effects and Premiere Pro.
⊛ Conceptualised, organised and produced the company’s internal marketing collaterals - posters, banners & videos - for clients and employees.
⊛ Designed content for social media and websites which include GIFs, videos and web banners.
⊛ Editing and retouching photos for marketing collaterals
⊛ Conceptualizing and designing logos for a club and a business.