Elena Goh
Marketing Strategist In Luxury Beauty
Summary
Insightful Brand & Marketing Manager with experience devising and implementing marketing campaigns. Built deep understanding of target audience and competitors to develop effective marketing messaging. Early adopter of latest industry trends and strategies, resulting in consistently fresh and creative ideas.
Overview
16
16
years of professional experience
7
7
years of post-secondary education
2
2
Languages
Work History
Brand Development Manager
U-SCENTS INTERNATIONAL PTE LTD
10.2022 - 04.2024
- Implemented full 360 brand development strategy & execution for MartiDerm & Bella Aurora, as well as new in-house local up & coming brand, EPI-RX: Brand & new product marketing plans, business plans, executed social marketing campaigns, organized PR event, and maintained relationships with brand principals.
- Proposed co-branding collaborations with complementary businesses, extending reach within target markets.
- Conducted regular competitor analysis to identify opportunities for differentiation and growth within market space.
- Oversaw partnerships with external agencies, ensuring consistent messaging across internal team and brand principal
- Organized successful PR event, leading to significant boosts in sales and brand awareness
- Prepared brands' social media calendar, marketing copy
- Improved overall brand reputation by working with internal team addressing customer queries and feedback
- Organized and delivered training sessions for new brands and products
Senior Brand Manager
WHOLESOME BITES PTE LTD
03.2022 - 09.2022
- Introduced product value chain for pricing strategies, listed SG Homemade into reputable retailers, distributed Mingle Seasoning into FairPrice Finest, negotiated distribution agreements, and implemented group buy for SG Homemade.
- Negotiated strategic partnerships with family-targeted hotel to enhance product offerings and increase distribution channels.
- Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.
- Developed pricing strategies that maximized revenue while maintaining competitive positioning in market.
- Conducted research and analysis to determine brand positioning and messaging.
- Introduce using of business value chain for proper price positioning, which helped Director in having knowledge of budgeting for promotional funds, ensuring profit.
- Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability
- Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market
- Negotiated strategic partnerships with external vendors to enhance product offerings and increase distribution channels
Manager of Singapore
METRO BRANDS SINGAPORE PTE LTD
09.2017 - 02.2022
- Managed Singapore's business, led a team, created pricing strategies, brought and penetrated Utena Japan's products in Singapore market, achieved best-selling mask in Watsons, organized marketing plans and events, collaborated with KOLs and media publications, opened LazMall store, and participated in launch of Malaysia market.
- Developed strong company culture focused on employee engagement, collaboration, and continuous learning opportunities.
- Managed budgets effectively, ensuring optimal financial performance while investing in necessary resources for business growth.
- Managed budgets effectively, ensuring optimal financial performance while investing in necessary resources for business growth
- Championed diversity and inclusion efforts within the workplace, resulting in an inclusive environment that fostered creativity and innovation among employees from various backgrounds
- Cross-trained existing employees to maximize team agility and performance
- Cultivated positive rapport with fellow employees to boost company morale and promote employee retention
Trade Marketing Executive
LUXASIA PTE LTD
08.2015 - 08.2017
- Implemented marketing strategies, achieved sales targets, monitored competitor's CRM program, collaborated with influencers and banks, organized PR launches, supported sales team, and maintained relationships with brand principals and retailers.
- Conducted comprehensive market research to gain insights into consumer behaviors and competitor activities, informing strategic decisions.
- Leveraged strong negotiation skills to secure favorable terms with suppliers, resulting in cost savings and increased profitability for company.
- Optimized return on investment with careful budget management and cost-effective promotional activities.
- Achieved Number 1 record breaking sales of $32k in Sephora ION (Sep 2016) for launch of Coach EDT
Corporate Banking Operations Analyst
Credit Agricole Corporate and Investment Bank
05.2013 - 05.2015
- Handled payments and receivables, collaborated with cross-departmental teams and banks, verified signatures, managed client communication, drafted reports and procedures, handled trade finance operations, and ensured compliance with international regulations.
IBG Cash Operations Analyst
DBS Bank Ltd
06.2012 - 01.2013
- Implemented process improvements, identified potential fraud cases, managed team of interns, enhanced workflow, and drafted reports.
Marketing Assistant
Nobel Biocare
06.2008 - 07.2009
- Assisted with marketing activities, sent out promotional emails, coordinated schedules, processed sales forms, analyzed campaign performance, and provided administrative support.
Education
Bachelor of Science - Business
Singapore Institute of Management, London School of Economics
Singapore 01.2009 - 04.2012
Diploma in Business Applications -
Republic Polytechnic
Singapore 01.2005 - 04.2008
Skills
8 Years' experience in brand management & marketing function in luxury beauty & FMCG industry
360 marketing expert
Strategic pricing with business value chain
Independent, self-starter, also enjoys working with close knitted team
Entrepreneurship in a start-up environment with business driven mind
3 years' leadership experience leading a team
Personal Information
Nationality: Singaporean
Timeline
Brand Development Manager
U-SCENTS INTERNATIONAL PTE LTD
10.2022 - 04.2024
Senior Brand Manager
WHOLESOME BITES PTE LTD
03.2022 - 09.2022
Manager of Singapore
METRO BRANDS SINGAPORE PTE LTD
09.2017 - 02.2022
Trade Marketing Executive
LUXASIA PTE LTD
08.2015 - 08.2017
Corporate Banking Operations Analyst
Credit Agricole Corporate and Investment Bank
05.2013 - 05.2015
IBG Cash Operations Analyst
DBS Bank Ltd
06.2012 - 01.2013
Bachelor of Science - Business
Singapore Institute of Management, London School of Economics
01.2009 - 04.2012
Marketing Assistant
Nobel Biocare
06.2008 - 07.2009
Diploma in Business Applications -
Republic Polytechnic
01.2005 - 04.2008
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