HO JENNY

Key Achievements:

• Led the setup, restructuring, and leadership of a full-cycle Sales & Marketing team for The Skywaters, multi-billion integrated development featuring ultra-luxury residences, Grade A offices, a 6-star lifestyle hotel, and curated retail.

• Achieved industry-defining pricing benchmarks of SGD $5,000–$6,100 psf, positioning Skywaters Residences at the top end of Singapore’s “quiet luxury” segment — on par with global trophy assets.

• Developed and executed asset positioning strategy for ultra-high-end hospitality and branded residences, with a focus on architectural identity, brand partnerships, and experiential luxury — aligning with investor and market expectations for long-hold prestige assets.

• Recruited and led a cross-functional commercial team, scaling from 2 to 8 high-performing professionals across sales, brand marketing, and client advisory, handpicked to serve UHNW clientele and global investors.

• Spearhead development lifecycle, from conceptualisation and feasibility through to launch, including master planning, regulatory engagement, and multi-agency coordination — particularly across complex, large-scale mixed-use developments.

• Strategic liaison with UHNWIs, family offices, and global hospitality brands, cultivating long-term investment relationships and facilitating high-value transactions, brand collaborations, and capital partnerships.

• Forged key stakeholder relationships with government entities, institutional capital partners, and private investors in Singapore to support large-scale development and investment initiatives.

• Entrusted with full mandate to establish and lead BSEL’s Sales & Marketing Department from ground zero, successfully scaling the team from 0 to 12 high-calibre professionals within 5 years.

• Engineered exceptional revenue growth, driving sales from SGD 153 million in 2018 to SGD 2.7 billion by 2024 through strategic capital allocation, innovative pricing frameworks, and the successful launch of breakthrough projects — consistently exceeding market expectations.

• Orchestrated the launch of 8 flagship residential developments, significantly expanding market share and reinforcing BSEL’s position as a premier property developer in a fiercely competitive market.

• Played a key role in corporate governance as an active member of the AML/CTF and IT Steering Committees, contributing strategic insights during Board meetings to promote compliance, innovation, and sustainable growth.

• Led crisis communication and reputation management initiatives in collaboration with leading PR agencies, adeptly steering emergency recovery efforts to protect stakeholder trust and corporate reputation.

• Leveraged a unique combination of market intelligence and design sensibility to influence space planning and interior design, elevating product differentiation and enhancing buyer engagement.

• Directed seamless stakeholder management across investors, buyers, regulators, and internal teams, fostering transparency and cultivating enduring partnerships that underpin sustainable conditions.

• Fostered a culture of agility, innovation, and transparency, building a high-performance team relentlessly focused on customer-centricity and rapid responsiveness to dynamic market conditions.

• Key Residential Portfolios & Award Winning Projects (Appendix A)
• Master Planning for Freehold & 99-year Land Parcels, Yio Chu Kang
• Luxus Hills (Signature & Contemporary Collection)
• Pollen Collection
• LIV@MB (former Katong Park Towers)
• The Atelier (former Makeway View)
• Nim Collection Phase 1 & 2
• 8 St Thomas
• Watercove

• Key Responsibilities:
• Support Acting CEO to conduct rigorous feasibility studies for en bloc acquisition opportunities, providing expert market analysis on sentiment, pricing, product mix, and supply-demand dynamics to guide investment decisions.

• Define unit mix, product features, and design concepts by collaborating with Project teams on layouts, specifications, and market-driven positioning that resonate with target buyers.

• Perform comprehensive sensitivity analyses on affordability, financing restrictions, and market trends to develop distinctive, marketable, and profitable products aligned with evolving customer expectations.

• Champion innovation, green building initiatives, and sustainability as integral pillars of product positioning, fostering a culture that embraces emerging technologies and smart solutions to maintain competitive advantage.

• Oversee the development and execution of integrated marketing campaigns, approving concepts, themes, and messaging to ensure consistent branding across digital, social media, print, and experiential platforms, including showflat design and operations.

• Manage agency partnerships with creative firms, interior designers, and production houses to deliver compelling visual content, 3D media, and immersive buyer experiences.

• Responsible for comprehensive sales and marketing reporting, budgeting, pricing strategies, and payment structures, regularly briefing the Acting CEO and Board of Directors.

• Maintain active market engagement by working closely with marketing agencies and field teams to design sales strategies that maximize profitability and deepen market penetration.

• Lead corporate governance initiatives as a key contributor to AML/CTF and IT Steering Committees, establishing compliance frameworks, procedures, and training programs to uphold regulatory standards.

• Collaborate with legal counsel to ensure strict compliance with the Personal Data Protection Act (PDPA), embedding robust data governance across all marketing channels.

• Partner cross-functionally on corporate risk assessment, sustainability programs, and the production of annual reports and corporate communications.

• Managed marketing and sales across diverse residential asset classes, delivering successful campaigns for flagship projects such as Seaside Residences, Northpark Residences, and Good Class Bungalows at Holland Park.
• Defined product strategy and unit mix based on detailed market research, affordability analysis, and buyer behavior to position projects competitively and profitably.
• Developed and executed comprehensive marketing campaigns, selecting and managing creative and interior design agencies to deliver integrated advertising across digital, broadcast, and print media.
• Oversaw sales reporting and budget management, liaising with joint venture partners and the Board to align on performance and strategic priorities.
• Collaborated closely with architects, ID firms, and project teams to ensure high-quality showflat delivery and effective marketing collateral.

• Founded and led the marketing and sales function to establish CEL Development’s brand presence and market share within the local property sector.
• Conducted market research, SWOT analysis, and competitive benchmarking to formulate effective product briefs and design concepts for residential projects.
• Managed advertising agency partnerships and coordinated multi-channel promotional activities including TVCs, print, and digital campaigns.
• Provided comprehensive sales reporting and insights to joint venture partners and company leadership to inform strategic decisions.

• Managed sales and marketing for Costa Del Sol units, including lease administration and investor advisory on market trends.
• Designed and implemented targeted marketing plans and pricing strategies to meet board-approved sales targets.
• Coordinated agency partnerships and managed commission and incentive billing processes.

• Executed end-to-end marketing strategies for prestige residential projects, including market research, pricing simulations, and campaign management.
• Expanded branding efforts into regional markets (Indonesia, Hong Kong) by establishing overseas offices.
• Managed and trained an 8-member sales and marketing team, overseeing performance and sales targets.

• Supported pre- and post-launch marketing strategies for residential, retail, and mixed-use projects, including pricing and budget management.
• Liaised with agencies, banks, and contractors to ensure smooth marketing operations and regulatory compliance.
• Produced regular market performance reports and competitor analyses.