Hi, I’m
Geraldine Yap
Senior Account Director
Summary
Geraldine is currently a Senior Account Director with Publicis Singapore co-leading the HPB account. Prior to that she was primarily servicing P&G clients (Safeguard, Healthcare and SKII) for over 7 years.
In her past life at Ogilvy, she worked on a range of regional and local clients, including 2 years on Singtel and launching their biggest rebranding campaign back in 2015.
Outside of work, Geraldine tries to practice positive parenting with her 2 preschool kids. She also enjoys binging on Disney+ shows or a good ole book whilst still trying to express herself through colorful make-up.
Overview
12
years of professional experience
Work History
Publics Singapore
Senior Account Director
Job overview
- Co-leading the HPB account
Saatchi Singapore
Account Director
05.2023
Job overview
- Focus on TVC, Print and In-store creatives across China (up till 2019) and Philippines with recent expansion into Social content
- Launched the first Antibacterial Hands & BodyWash for Kids (3-7) in China in 2018
- Launched an integrated campaign: “Good enough washing ani't enough” for Global Handwashing Day (Oct 15) that highlights the bad handwashing habits in a Covid19 world already cluttered with “wash your hands” messaging with promising results in the last 2 weeks (10 Million views on YouTube thus far)
Saatchi Singapore
Account Director
01.2019 - 01.2022
Job overview
- Engaged by YILI International Business Unit in Dec 2018 to launch YILI's dairy products in SEA
- Launched Ambrosial Yoghurt Drink in Singapore (2019) and targeting 2 more SEA markets in the next 2-3 years
- Launched Youngfun Fruit Milk Drink in Myammar (2020) and targeting 3 more SEA markets in the next 2-3 years
Leo Burnett
Account Director
01.2016 - 08.2017
Job overview
- Focused on celebrity and product led TVCs and Key Visuals (including In-Store Installations, Videos and Experience) as well as Digital and Print collaterals across the key markets (China, Japan, Korea, ASEAN & Travel Retail)
- Relaunched Total Effects (biggest SKU) in Indonesia and Australia in a new TVC campaign that saw a lift in sales after a 5-year decline
OgilvyOne
Senior Account Manager/Account Director
01.2014 - 12.2015
Job overview
- Was on the core team that worked on the rebrand for Singtel in January 2015; Research, Brand strategy, TVC, Print, OOH, Digital & Social
- Looks after a 2-million-dollar piece of business spanning across Retail, Prepaid & Postpaid including: Developing the platform campaign idea of “Roam without Fear” for Singtel's range of Data Roaming products which Won Gold in the 2014 Marketing Awards
- Launched Singtel's new Mobile Plan – Easy Mobile, Singapore's first customizable mobile plan
OgilvyOne
Account Manager
05.2013 - 01.2014
Job overview
- Developed a regional CRM programme across 7 markets with Singapore as the launch market
- Created a series of eDMs under the CRM prgoramme and the Marketing rules with Eloqua programme
- Sold programme to other markets in a regional conference
OgilvyOne
Senior Account Executive
02.2011 - 08.2013
Job overview
- Gained vast experience in helping oversee the creative development and run the execution for: The launch of American Express Singapore Airlines KrisFlyer Ascend Car (2013): from the strategic development; co-brand design lock-up, creative conceptualization, campaign key visual and managing the smooth execution of the campaign launch collaterals from Print, Digital, Airport OOH & DMs
- Re-launch of the coveted Centurion Card (BTL exclusive DMs)
- Regular development of Campaign, Digital and BTL Materials across the various business units
OgilvyOne
Account Executive
06.2010 - 02.2011
Job overview
- Gained experience in the creative development and production of Online-banners, eDMs and mirco-sites, thereby grasping a better understanding flash & html development
Ogilvy & Mather
Account Executive
03.2010 - 05.2010
Job overview
- Managed various communications collaterals for the launch of MBS, ranging from brochures, leaflets, posters, decals and web asset for different lines of business; Marketing, Sales, Casino and Digital
Education
National University of Singapore
Bachelor of Social Sciences from Communications and New Media
01.2005 - 2009.04
Skills
Proficient in MS office programs
References
Available on request
Timeline
Account Director
Saatchi Singapore
01.2019 - 01.2022
Account Director
Leo Burnett
01.2016 - 08.2017
Senior Account Manager/Account Director
OgilvyOne
01.2014 - 12.2015
Account Manager
OgilvyOne
05.2013 - 01.2014
Senior Account Executive
OgilvyOne
02.2011 - 08.2013
Account Executive
OgilvyOne
06.2010 - 02.2011
Account Executive
Ogilvy & Mather
03.2010 - 05.2010
National University of Singapore
Bachelor of Social Sciences from Communications and New Media
01.2005 - 2009.04
Senior Account Director
Publics Singapore
Account Director
Saatchi Singapore
05.2023
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