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
2023.05
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
2019.01 - 2022.01 (3 education.years_Label)
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
2016.01 - 2017.08 (1 education.year_Label & 7 education.months_Label)
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
2014.01 - 2015.12 (1 education.year_Label & 11 education.months_Label)
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
2013.05 - 2014.01 (8 education.months_Label)
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
2011.02 - 2013.08 (2 education.years_Label & 6 education.months_Label)
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
2010.06 - 2011.02 (8 education.months_Label)
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
2010.03 - 2010.05 (2 education.months_Label)
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
2005.01 - 2009.04 (4 education.years_Label & 3 education.months_Label)
Skills
Proficient in MS office programs
Languages: English & Mandarin – spoken and written
8 Years FMCG Experience
Certificate in Professional Bridal - Day and Night Make up, from the School of Make Up (Aug 2005)
References
Available on request
Timeline
Account Director
Saatchi Singapore
2019.01 - 2022.01 (3 education.years_Label)
Account Director
Leo Burnett
2016.01 - 2017.08 (1 education.year_Label & 7 education.months_Label)
Senior Account Manager/Account Director
OgilvyOne
2014.01 - 2015.12 (1 education.year_Label & 11 education.months_Label)
Account Manager
OgilvyOne
2013.05 - 2014.01 (8 education.months_Label)
Senior Account Executive
OgilvyOne
2011.02 - 2013.08 (2 education.years_Label & 6 education.months_Label)
Account Executive
OgilvyOne
2010.06 - 2011.02 (8 education.months_Label)
Account Executive
Ogilvy & Mather
2010.03 - 2010.05 (2 education.months_Label)
National University of Singapore
Bachelor of Social Sciences from Communications and New Media
2005.01 - 2009.04 (4 education.years_Label & 3 education.months_Label)
Senior Account Director
Publics Singapore
Account Director
Saatchi Singapore
2023.05