Houyee Ching

Overseeing marketing efforts for Penang Culture, Woke Ramen, Taiwan Culture, Chopstix & Rice, and Claypot Daddy.

Key Achievements:

• Spearheaded brand direction and rebranding initiatives, ensuring consistent positioning across Penang Culture, Woke Ramen, Taiwan Culture, Chopstix & Rice, and Claypot Daddy.
• Developed and executed integrated marketing strategies, aligning campaigns with market trends and business goals to enhance brand growth and consumer engagement.
• Managed digital marketing efforts, leveraging social media, email marketing, and website optimization to maximize visibility and drive online-to-offline conversions.
• Led cross-functional initiatives to improve customer acquisition, retention, and engagement through data-driven marketing and CRM strategies.
• Oversaw campaign development, working closely with agencies and creative teams to produce compelling content, brand messaging, and promotional assets.
• Conducted market research and competitive analysis to refine positioning and identify growth opportunities within the F&B industry.
• Implemented loyalty programs and customer engagement initiatives, increasing repeat visits and strengthening brand loyalty.
• Developed and managed marketing budgets, ensuring cost efficiency while maximizing return on investment (ROI) for all campaigns.
• Engaged key opinion leaders (KOLs) and influencers to expand brand reach, enhance credibility, and drive customer engagement.
• Monitored key performance indicators (KPIs), analyzing campaign performance to optimize marketing efforts and present data-driven insights to stakeholders.
• Ensured compliance with industry regulations, maintaining awareness of food safety standards and legal advertising requirements.
• Led the development of food photography and graphic design assets, enhancing brand aesthetics and storytelling across all marketing platforms.

Led marketing initiatives for TUK TUK CHA, COCA Restaurants Singapore, Kakurega (The Lair), and #RAVE Karaoke.

Key Achievements:

• Strategic Planning & Execution : Developed and implemented comprehensive marketing strategies, ensuring alignment with business goals and market trends. Led strategic initiatives that effectively positioned F&B offerings within a competitive marketplace.
• Brand Management : Maintained brand identity and visual consistency across all channels, utilizing creative campaigns and storytelling to differentiate and elevate brand resonance.
• Digital Marketing : Leveraged digital platforms (social media, email, website) to increase brand visibility and engagement. Applied SEO and content marketing strategies to drive online-to-offline traffic.
• Managed workflow between staff, coordinating documents, planning, and creative material distribution.
• Campaign Development : Conceptualized and executed integrated marketing campaigns for product launches and promotions, collaborating with creative teams to craft impactful messaging and assets.
• Market Research & Analysis : Conducted market research and competitor analysis, identifying key opportunities and consumer insights to refine marketing strategies and optimize campaign performance.
• Cross-functional Collaboration : Worked closely with sales, operations, and culinary teams to ensure marketing efforts aligned with broader business objectives. Coordinated with external partners, agencies, and influencers to enhance brand presence.
• Budget Management : Developed and managed marketing budgets, ensuring resource allocation for maximum return on investment (ROI) while monitoring and adjusting expenditures for cost efficiency.
• Performance Tracking & Reporting : Monitored key performance indicators (KPIs) to assess campaign effectiveness, preparing detailed reports and presentations to communicate insights and recommendations to stakeholders.
• Customer Engagement & Loyalty Programs : Implemented CRM strategies to drive customer satisfaction and loyalty, developing personalized marketing initiatives and managing loyalty programs.
• Regulatory Compliance : Ensured marketing activities complied with industry regulations, maintaining awareness of food safety standards and legal advertising requirements.
• Professional Development : Kept up to date with industry trends and best practices in F&B marketing, pursuing continuous learning opportunities to enhance skills and knowledge.
• Food Photography & Graphic Design : Produced high-quality food photography, applying creative lighting techniques and digital editing to boost brand awareness. Designed marketing collateral, including menus and social media assets, establishing strong visual identities for brands.

Overseeing marketing efforts for The Original Boat Noodle, CAF Clickafood, and BananaBro

Key Achievements:

• Spearheaded multi-platform marketing campaigns that increased brand awareness by 30% and boosted revenue by 16%.
• Developed high-impact digital marketing strategies across Facebook, Instagram, and TikTok, driving significant growth in customer engagement and online orders.
• Managed and optimized e-commerce fulfillment strategies, minimizing costs while maximizing profitability and customer satisfaction.
• Directed brand storytelling initiatives, enhancing brand positioning and audience engagement through compelling content.
• Established strategic partnerships with influencers and media to expand brand presence in Singapore's competitive F&B sector.
• Spearheaded CRM initiatives, developing targeted membership campaigns that increased customer retention and engagement.

Key Achievements:

• Launched integrated digital campaigns (web, email, social media, paid ads), increasing customer engagement by 30%.
• Provided branding consultation to elevate positioning and visual storytelling for new product lines.
• Designed marketing collateral, including ads, social media content, and promotional materials, increasing brand visibility.
• Successfully executed marketing strategies for product launches, leading to higher foot traffic and sales conversions.

Key Achievements:

• Developed new music-related course curriculums, driving a 20% increase in sales.
• Managed end-to-end marketing campaigns for concerts, artist branding, and online promotions.
• Designed and executed social media strategies that enhanced audience engagement and boosted event attendance.
• Spearheaded event logistics, partnerships, and public relations efforts to increase brand reach in the music industry.
• Oversees personal and professional calendars and coordinated appointments for future events.

• Assist in sales & administrative daily operations
• Discuss and comes up with new music related courses
• Organizing events and new courses
• Providing support for events related to promotion and advertising campaigns
• Running marketing campaigns for courses (platforms such as Facebook,
• Google AdWords, YouTube and newsletter)
• Conceptualize and execute plans for courses and events
• Design brochures for various events and courses
• Design and execute digital marketing strategies
• Study customers preferences and market trends
• Plan and broaden social media presence to expand business reach
• Draft, create, proofread and edit marketing materials (newsletter and emails)
• Liaise directly with MDA (Media Development Authority) for courses
• Coordinate, plan and execute V-Singer 2012 (Season 6)'s First show, Midterm show, Graduation show and Finale
• Organizing OB Forest Music School's students to perform for various events such as Bugis+ 1st Anniversary, Bugis Junction Valentines' Day Mini Concert2017, NTU Music Express, NUS XQRJ Regional Songwriting Competition and etc
• Assist in planning and executing with WDA (Workforce Development Agency) & MDA (Media Development Authority) to plan and run 1st Professional Music Career Program in Singapore

• To create publicity and awareness by promoting products on event site
• Coordinate closely with supervisor on product's promotion and logistic matters.
• Co-plan and execute events logistics

• Provide administrative support to different department.
• Assist programmers on main project
• Finish up previous project and start new versions of project
• Create and generate reports using MS Excel and ensuring timely submission
• Communicate with different clients from different countries on project
• Prepare of presentations
• Any other duties assigned from time to time

• Part time Education Facilitator bringing primary, secondary level students on English, Mathematics and Science education trial to different area of interests and attractions in Singapore.