Britney Chia
Marketing Specialist
Summary
Performance-driven Brand Marketer proficient in creating marketing plans and leading successful product launches, promotions and development. Flexible and adaptable team player
Overview
4
4
years of professional experience
4
4
years of post-secondary education
Work History
Marketing Specialist
Campari Group
03.2023 - Current
- Led brand building initiatives for multiple brands within the Group's portfolio through planning, conceptualization, and execution of targeted consumer activations and promotions across the on-trade channel.
- Pioneered the development of brand activation guidelines to enhance brand activation standards across the region.
- Co-Led a Regional Trade Engagement Programme - successfully garnering over 600 sign-ups across 12 markets within Asia.
- Developed comprehensive research reports for Rum and Brown Spirits brands through competitor and category analysis, identifying trends and drivers of change to enhance brand plans for better positioning.
- Pioneered the management of inventory tracking system to optimise point-of-sales materials deployment across outlets to maximise brand visibility
- Worked with agencies to curate regional brand assets for local market adaptation
- A&P Budget planning and management.
Global Marketing Intern (Tiger Beer)
The HEINEKEN Company
5 2022 - 11.2022
- Championed the communication between the Global Marketing Team to agencies and markets across APAC
- Consolidated consumer research findings from 3 key markets for new product innovation launch in 2023 into comprehensive slide decks whilst managing product launch timeline
- Supported the planning and delivery of various Point of Sales Materials (POSM), Above the Line (ATL) and Below the Line (BTL) marketing communications assets
- Conducted budget tracking, management and reconciliation whilst analysing sales and brand performance.
Student Consultant
UOB SMU Asian Enterprise Institute
01.2022 - 05.2022
- Revitalised digital marketing strategy for an SME in the dried foods industry - with a focus on SEO/SEM tactics to enhance digital presence and visibility of brand
- Conducted in-depth market research to gain insight into consumer behaviour and identify key gaps faced
- Developed omni-channel marketing strategy with aims to create a seamless customer journey across multiple brand touch points.
Commercial Marketing Intern
Shangri-La Singapore
05.2021 - 11.2021
- Spearheaded various marketing campaigns to enhance staycation rates during the COVID-19 pandemic
- Actively managed multiple social media platforms - Facebook and Instagram with more than 42.7k followers
- Prepared comprehensive PR reports for F&B and Hotel arm using CARMA analytics platform
- Conceptualised and supported in-house marketing collaterals and crisis communication documents.
E-commerce Marketing Intern
Kohepets
06.2020 - 08.2020
- Planned and executed marketing campaigns for premium dog food brand to enhance brand awareness
- Conducted post-campaign analytics using tools like Google Analytics to evaluate campaign effectiveness
- Revamped content marketing strategy for brand webpage by enhancing SEO and SEM efforts, boosting average page rank
- Conceptualised visual direction for Facebook Carousel Ads for various brands.
Education
Bachelor Degree in Business Management (Major in Marketing) -
Singapore Management University
08.2018 - 05.2022
Skills
Project Management
Branding
Digital Marketing
Business Development
Community Service
SMU Project Hearts to Huts VII - Laos, 05/2020, Marketing lead, Developed 21 day curriculum (financial literacy) for Laotian children from Nampard Taiy Primary School, Built classrooms and organised carnival events for children, Conceptualised marketing collaterals and successfully planned and executed fundraising event
Timeline
Marketing Specialist
Campari Group
03.2023 - Current
Student Consultant
UOB SMU Asian Enterprise Institute
01.2022 - 05.2022
Commercial Marketing Intern
Shangri-La Singapore
05.2021 - 11.2021
E-commerce Marketing Intern
Kohepets
06.2020 - 08.2020
Bachelor Degree in Business Management (Major in Marketing) -
Singapore Management University
08.2018 - 05.2022
Global Marketing Intern (Tiger Beer)
The HEINEKEN Company
5 2022 - 11.2022
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