FAITH SI YIN LIM
Summary
Marketing and communications professional with 12+ years of experience across APAC, often brought in to start or shape new initiatives. Skilled at building brands, campaigns, and systems from the ground up - aligning cross-functional teams to deliver results. Sector experience spans FandB, hospitality, education, and wellness.
Overview
14
14
years of professional experience
Work History
Marketing and Communications Senior Manager, Thaifex - Anuga Asia and Thaifex - Horec Asia
Koelnmesse Pte Ltd
01.2021 - Current
- Directed integrated marketing for 2 flagship trade shows, working closely with Thai government stakeholders, internal teams, and international partners to align messaging and campaign strategy.
- Planned and launched B2B marketing campaigns across digital, print and PR channels, resulting in a 50% increase in trade visitors at THAIFEX – Anuga Asia (2022–2023) and a 21% growth in international trade visitors (2023–2024).
- Spearheaded end-to-end marketing strategy and communications for the launch of THAIFEX – HOREC Asia in 2024, attracting 15,851 trade visitors from 87 countries and 359 exhibitors; grew the 2025 edition to 19,454 trade visitors (+30%) and 466 exhibitors (+23%).
- Managed regional PR campaigns, securing 2,000+ media clippings across top-tier Southeast Asia outlets to strengthen credibility and expand regional reach.
- Led a cross-border team of 4 across Singapore and Thailand, streamlining workflows and enhancing cross-office coordination to deliver high-impact results under tight timelines.
Beauty and Wellness Network Sales (Family Business)
Nu Skin
01.2019 - 01.2021
- Built a network of 10 clients by tailoring beauty and wellness solutions to individual needs and cultivating long-term relationships.
Branding and Communications Senior Executive
Busy Bees Asia
01.2016 - 01.2019
- Elevated Busy Bees Asia’s brand equity by launching an inclusive preschool brand and CSR arm. Spearheaded a high-profile event attended by Ex-President Mdm Halimah Yacob and key early childhood industry stakeholders.
- Oversaw regional branding and marketing activities across Singapore and China with 6 new centres setups in 2 years.
- Designed and rolled out offline and digital multi-channel marketing campaigns across 6 preschool brands, including Odyssey The Global Preschool, Bright Path Inclusive Preschool, and Learning Vision, resulting in 2x leads for business sales.
- Drove end-to-end brand development from ideation to storytelling, to brand positioning, corporate identity, style and design, while directing designers and contractors on interior designs and shaping customer experience touch-points.
- Partnered with centre heads, senior leadership, and external vendors to align KPIs and deliver unified brand outcomes.
- Worked closely with Marketing Analyst to forecast and maximize ROI within a $500k-$600k marketing budget and rolled-up monthly, quarterly and yearly reports.
Media Planner
Maxus
01.2015 - 01.2016
- Supported $3M media plans inclusive of target analysis, budget allocation across channels, collaborated with media owners on deliverables, scheduling, program selection, and reporting for clients in automobile, education and finance sector.
- Prepared client pitch decks by developing strategic plans through in-depth media research and analysis and budget optimisation.
Client Service Executive
TNS
01.2013 - 01.2015
- Developed strategic plans for major FMCG clients, including Nestle and Fonterra, by providing market intelligence through synthesis of consumer insights, syndicated studies and competitive analysis.
- Research expertise coverage from identifying consumers’ preferences and attitudes for new products, concept testing, market sizing and enhancing product and services.
- Run every aspect of a research study, from initial study design and set up, client servicing, and fieldwork management to charting and final reporting.
Marketing Coordinator
Australia Technical and Management College (ATMC)
01.2011 - 01.2012
- Led events for Charles Darwin University (Melbourne) and University of Ballarat (Melbourne), such as grand openings, client appreciation events, seminars and trade shows.
- Led corporate rebranding initiatives for ATMC.
- Drive B2B and B2C acquisition and develop reports on a daily and weekly basis.
Education
Honours in Business - Marketing Research
RMIT
01.2013
Bachelor of Business - Marketing and Economics
Monash University
01.2010
Skills
- Concept development
- Activator
- Active listener and learner
- Market research
- Event management skills
- Integrated marketing
- Social media marketing
- SEO
- Media and PR management
- Project management
- Story development and brand management
- Solution-oriented mindset
- Strategic planning
- Cross-functional collaboration
- Budget oversight
- Partnership development
Timeline
Marketing and Communications Senior Manager, Thaifex - Anuga Asia and Thaifex - Horec Asia
Koelnmesse Pte Ltd
01.2021 - Current
Beauty and Wellness Network Sales (Family Business)
Nu Skin
01.2019 - 01.2021
Branding and Communications Senior Executive
Busy Bees Asia
01.2016 - 01.2019
Media Planner
Maxus
01.2015 - 01.2016
Client Service Executive
TNS
01.2013 - 01.2015
Marketing Coordinator
Australia Technical and Management College (ATMC)
01.2011 - 01.2012
Bachelor of Business - Marketing and Economics
Monash University
Honours in Business - Marketing Research
RMIT
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