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Customer Service Marketing

Singapore, 542205, Singapore
October 19, 2016

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Michelle Loon

Age: **

Contact No: ********



The University of Manchester

Bachelor of Science (Hons) Management 2006-2008

Singapore Polytechnic

Diploma in Business Administration (Retail) 2002-2005 WORK EXPERIENCE

Business Development and Marketing Manager (July 12 – Present) KJ Empire Pte Ltd ( )

Lead and execute end to end marketing campaigns for 8 fashion and lifestyle local brands through various ATL/BTL communication channels.

Responsible for all marketing activities including partnerships tie ups with banking partners such as DBS, Citibank, UOB, CIMB .

Engage fashion editors and collaborated with retailers to host private event exclusively for inhouse Cardmembers

Develop new channel of sales to drive revenue to meet the overall business objective.

Initiated, copywrited and directed the development of KJ Empire corporate website as well as set up end to end eCommerce Store.

Oversees the development of Social Media Marketing framework through various social media platforms

Proactively hunt and identify leads and potential franchisees to issue franchise license rights

Participated and presented business case to fashion conglomerates alongside with other competiting retailers at overseas mission trips hosted by IE Singapore. Countries include Indonesia (Jakarta & Surabaya) and Philippines (Manila).

Negotiate franchise terms and conditions as well as review all business proposal from potential franchise partners.

Liaise with external legal entities to produce proper legal framework and documentation for international franchising plan.

Accept responsibilty to be the central communicator at all times to support franchisee/overseas business partner in ensuring that they adhere to the terms laid out in agreement.

Conduct market research through data collection via surveys and feedback forms conducted by mystery shoppers.

Led a committee of four to plan, organise and facilitate HR activity e.g. annual staff retreat.

Initiated training program and develop staff operation handbook as part of capability building to enhance the overall quality of work in KJ Empire.

Accept responsibility for any ad-hoc business development project and initiatives as and when assigned by management. Analyst – Unsecured loans Product Manager & Cards Marketing Manager DBS Bank Ltd (July 06 - May 2012)

Lead and execute end to end marketing campaigns and services (i.e. Co-lead IT Show 2011 & Lead Great Singapore Sale 2011) through various ATL & BTL communication channels including developing the marketing materials alongside with creative agency & event management house. Marketing channels includes online/digital marketing platform such as Facebook, edms, sms, mobile applications, radio reads, website, statement message, mobile app, online banners etcs.

Oversee the development of an innovative mobile application (i.e. DBS Shopper) and was involved in the entire UAT process to ensure application remain stable before launching it on mobile platform such as Android, Blackberry, Nokia & Iphones.

Retail marketing & account management experience for brands under Wing Tai Group such as Topshop,Topman, Ms Selfridge & Warehouse. Managed accounts under Fashion Accessories category such as Skechers, Pedder Grp, Hush Puppies, City Chain, Spectacle Hut etc, Other portfolio experience includes IT/Gadgets retailers as such Harvey Norman & Gain City. Healthcare partner includes Raffles Medical Group, Parkway Hospitals etc & beauty/spa retailers such as Bobbi brown, Adeva Spa & Ultimate Spa.

Accountable for A&P budget allocation & was involved in post campaign analysis which includes tracking against targeted results, analysing monthly TOP 20 merchant by industry and campaign results e.g. spend & redeem promotion.

Coordinated and implemented various product initiatives on a timely & seamless manner while keeping communication tight among key stakeholders to ensure that all parties are well-informed of the project progress and developments. E.g. Launch of POSB Further Study Assist & Launch POSB Loan Assist Plus.

Conceptualise marketing initiatives through customer segmentation & coordinate acquisition resources to drive sales & achieve targets

Pre-empt potential problems/risks though weekly feedback session with acquisition team to recommend and implement mitigating measures & improve business operations

Conduct research and monitor competitor movement & on-going market conditions

Analyse business profitability though card usage & loans volume & held regular meetings with Credit Risk department - KYC, recommend and implement effective measures (e.g. changes to product offerings, enhanced process, etc to mitigate risk/impact or to ensure compliance)

Provide training support for Branch staff and engage support units on a regular basis to proactively remind them of the product features, documentation and processes to adhere to internal and external regulations, guidelines & policies.

Close to 6 years of experience with banking services & product such as POSB Further Study Assist, Govt Tuition Fee Loan, POSB Personal Loan, DBS Line of credit & Cards usage marketing initiatives.

Resolve customer issues, complaints & enquiries as well as constantly challenge status quo to improve the overall customer service experience.


DBS Chairman Recognition Award - 2009

Certificate of Recognition for being Top Student in Retail Merchandising, 2005

Semi-Finalist for Karaoke Open, 2004

Bronze Medal in Zonal Basketball Competitions, 2000 Leadership Skills and Others

Proficient in MS Office such as Words, Power Point and Excel (i.e. Pivot/Vlookup)

Driving License: Class 3

Experience in DBS Retail Loan System, Vision Plus, Customer Relationship Management System, Customer information system, Ondemand reports, Adobe illustrator.

Proactive, interpersonal, multi-tasking, strategic & creative thinking skill

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