Resume of Janet Liau Su Shyan

Janet Liau

Department of Marketing

NUS Business School

Email: abqaj4@r.postjobfree.com, abqaj4@r.postjobfree.com

Experience

Part-time Tutor, National University of Singapore 2009 to May 2011

Since January 2009, I have been tutoring once a week for Principles of Marketing at NUS Business

School, Department of Marketing. Based on student feedback, my key strength lies in bringing real

life into the class room by sharing my personal experience in the industry. I enjoy interacting with

students in class and helping them to gain an appreciation of marketing as an integral part of business

today.

Co-Owner, TV Executive Producer and Producer, DV Studio Pte Ltd 2008 to now

I have worked alongside with many creative talents to produce drama series and comedy series for

Mediacorp Suria Channel. Some of the more recent shows since 2009 include Nora Wedding

Concepts 1 & 2, Kadir & Kadir, The Samsudins and Timang.

Media Sales Account Director, Starhub Ltd 2006 to 2008

My role was to lead a team of 7 sales personnel to meet an ambitious target for the sales of cable

airtime and program sponsorship. We exceeded the target, doubled the key accounts (defined as

accounts that spent a specified and significant level of money on cable advertising) in a year of

significant advertising rate increase in all under-priced contracts, system overhaul to meet strict audit

standards, and transition in management. My contribution was acknowledged as crucial and

performance as exceeding expectations. I left as I realized that this was not the career I saw myself

building towards retirement. I learnt a lot, accomplished what I set out to do, and made friends and

important contacts in the communication industry.

In-house Trainer, Publicis Singapore 1998 to 2006

I have been an in-house trainer in Publicis Singapore throughout my tenure there, to groom as well

elevate the standard of advertising practice within the agency. My role included setting up the

curriculum (with a team), organizing as well conducting many of the sessions. I was also invited to

conduct training for a few clients in consumer insights and was a guest lecturer a few times, once in

NUS business school.

Group Account Director/Strategic Planner, Publicis Singapore 2002 to 2006

I took on account management responsibilities when Publicis lost Lancome at the end of 2001. My

knowledge of the category and the history of the account were thought to be valuable in helping to

turn around the account. Some of the milestones in my career as a GAD are:

Turned around a poor relationship with L Oreal by the end of 2003 and won back Lancome

which was lost at the end of 2001. Managed the L Oreal Group of business comprising

Lancome, Biotherm, Helena Rubinstein, Armani and Ralph Lauren fragrances, and Garnier.

Won Bella in 2004 and won the rest of the Global Beauty Accounts, Marie France and

Svenson in 2005. Managed all three brands for Singapore and Brunei, and Indonesia for Bella

and Svenson.

Took over OSIM regional and local accounts in January 2006.

Won a Cadbury product concept development project in 2005 which was completed in April

2006 and was invited to a Cadbury regional consumer insights workshop in Shanghai in 2006,

to develop insights on kids 8-12 as part of a product innovation project.

Rated 4 out of 5 for Nestle Purina, for strategic input. Also managed Nestle Infant Cereals

and Nesvita.

A team of 11 people reports to me for all the above accounts.

Applied strategic planning to the new business won as well as to current business.

Strategic Planner, Publicis Singapore 1998 to 2001

I joined Publicis-Eureka in January 1998 to set up the strategic planning department. I was heavily

involved in new business pitches and provides support (at varying levels) for existing clients on a

project basis. The key accounts, among others, I have been involved in included:

United Biscuits developed the regional strategy for Pic-6 with the client and the creative

brief for Twisties Singapore/Malaysia

Expressions International developed the brief for a new campaign

Renault developed the brief for the region s first brand campaign, I believe that helped to

improve the agency/client relationship

Lancome/Biotherm helped to determine the relevance of centrally created campaigns for

the local market and proposed recommendations

NTUC helped the account team to better understand the relationship between

Singaporeans and NTUC

Swensen's helped the account team to develop the brief for the communication strategy

Horizon.com helped the account team to develop the brief for the new business pitch which

subsequently won the business

Aik Hua brand consulting project

Senior Consultant, Arthur Andersen Business Consulting Unit May 1996 to end 1997

Some of the highlights of my stay here:

Led in the franchise development projects for Jack s Place, MR Services, Kindermusik

Led in the Economic Impact Study of the Changi Airport, 1996

Led in the strategic business development project for several clients including

Involved in the process management project for Ciba Vision

Involved in the satisfaction survey for Raffles Office Tower

Led in the writing of the Franchise Development in Asia Pacific, a joint-project with the Trade

Development Board

Led in new business pitches for projects.

Senior Consultant, MSD Consultants Aug 1995 to May 1996

I completed two major projects:

Involved in the Satisfaction Survey Project for HDB 1995

Involved in a SBA project related to the calculation and disbursement of funds for the

television channels

(left the company within 10 months due the merger between this company and Temasek Consulting.

Although offered to stay, I decided to accept the offer from Arthur Andersen).

Senior Trade Development Officer, Trade Development Board 1994 to Aug 1995

Some of the highlights of my stay here:

First Ministerial Trade mission to Cambodia

Published several books on Doing Business in several countries

Research writer, Singapore Broadcasting Authority Dec 1988 to Jun 1992

I had a lot of fun helping to develop new TV programmes, researching and writing for them. Some of

the programmes which I was involved in were:

Countdown to New Year 1993 (as a freelance during my university break)

Countdown to National Day 1992

SBC-RTM show 1990 or 1991

It s Your Move Entertaintment show every Tuesday for two years ( live show)

Pyramid game

Health Quiz for Secondary School

Science Quiz for Junior College students

Sunday Morning Singapore (a live lifestyle programme)

Rolling Good Times

Education

MBA, National University of Singapore July 1992 to Jul 1995

(I finished my modules at the end of 2003 but completed my dissertation while I worked)

BA Honors in Economic and Sociology. Leeds University, UK Sept 1985 to Jul 1988

National Junior College Jan 1983 to Dec 1984

Raffles Secondary School Jan 1979 to Dec 1982

Other Achievements

Siew Meng Leong, Swee Hoon Ang, and Janet Liau (1997), Dominance and Dilution: The Effects of

Extending Master Brands, Journal of Consumer Marketing, 14 (5), 380-390

Speaker at Redas Seminars (5 October 2001) Real Estate Marketing in a Recession

Daddy and Mummy Mandarin Storytelling Competition (2008) organized by Eduplus Language Centre

and supported by the Speak Mandarin Campaign and National Library Board

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