Open To Work
Joie Wong
Singapore
Summary
A strategic Brand Director with 10+ years of experience, renowned for translating brand vision into measurable commercial success across the dynamic APAC region. Expertise spans B2C FMCG and B2B (Horeca Segment), with a proven track record of: Strategic Growth: Spearheading successful New Product Development (NPD) launches and driving significant market share growth in key markets (China, Taiwan, Thailand, Malaysia, Singapore).
Integrated Communications: Leading high-impact regional trade events, sales and marketing conferences (e.g., FHA), creating global newsletters, and managing IP trade marks applications to ensure brand protection.
Team Leadership: Excelling at cross-functional team management, fostering strong collaboration, and effectively leveraging agencies and digital platforms for maximum brand and marketing awareness.
Demonstrates strong analytical, communication, and teamwork skills, with proven ability to quickly adapt to new environments. Eager to contribute to team success and further develop professional skills. Brings positive attitude and commitment to continuous learning and growth.
Overview
23
23
years of professional experience
1
1
Certification
Work History
DIRECTOR, REGIONAL APAC BRAND MGMT & NEW BUSINESS DEVELOPMENT
UCC Asia Pacific Pte Ltd
10.2019 - Current
- Strategic Leadership: Spearheaded regional brand management and go-to-market activations across 9 APAC markets (10+ brands), championing strategic brand alignment across FMCG B2C and B2B Horeca segments.
- Regional Campaigns & Rollout: Led the conceptualization and execution of multi-channel regional marketing campaigns (including brand identity refreshes and website enhancements) across multiple countries, ensuring creative consistency and local market impact.
- NPD & Sales Growth: Directed end-to-end NPD projects from initial concept to successful market launch (including product/packaging changes), resulting in driving 20% sales growth in strategic markets like China and Singapore.
- Trade Event & B2B Focus: Served as the Lead Project Manager for all high-impact regional AP trade events and sales/marketing conferences (e.g., FHA), overseeing logistics, budget, and strategic execution to forge new B2B partnerships and drive regional sales engagement.
- IP & Agency Management: Managed intellectual property (IP) trade marks applications for brand assets across all relevant OPCO markets. Oversaw relationships with external agencies for integrated campaign execution and social media strategy.
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- Established key performance indicators to measure project success and align team objectives with organizational goals.
SENIOR MARKETING ACTIVATION MANAGER
Savencia Fromage & Dairy
10.2018 - 10.2019
- Business Results: Successfully launched new products and partnership collaborations, resulting in 25% revenue increase within 6 months and achieving 30% increase in sales leads through targeted marketing campaigns.
- Activation Strategy: Developed and executed multi-channel marketing strategies to drive brand awareness and sales growth in Singapore and the cluster.
- Digital & Agency Oversight: Managed social media content calendars and community engagement to optimize brand awareness. Managed relationships with marketing agencies, providing clear briefs and evaluating performance.
- Developed and executed integrated marketing campaigns to enhance brand awareness and drive product engagement.
REGIONAL SENIOR BRAND MANAGER
JDE Super Group
11.2011 - 09.2018
- Brand Portfolio Management: Managed the overall brand portfolio for coffee products across SEA and North Asia, ensuring strategic alignment and maximizing brand equity.
- Trade Event Execution: Actively led participation in regional trade events and exhibitions, managing all aspects from strategic planning to on-site execution, including coordination with third-party vendors for impactful booth construction and logistics.
- Agency Collaboration: Collaborated closely with digital and PR media agencies for strategic planning and execution of product launches and brand campaigns, maximizing media coverage and online engagement.
- NPD & Commercials: Collaborated with cross-functional teams (R&D, Sales) for the successful rollout of NPDs, including defining product development, packaging, and pricing strategies. Achieved 10% growth in sales revenue through targeted marketing campaigns.
- Developed and executed brand strategies that enhanced market positioning and consumer engagement.
PRODUCT MARKETING MANAGER (Business Development Focus)
Win Sin Pte Ltd
11.2007 - 10.2011
- Market Expansion: Spearheaded product launches and market expansion into new business segments, achieving 15% revenue growth. Actively engaged with sales teams to drive business growth (10% annual sales increase).
- B2B & Partnerships: Led participation in key industry trade events to expand market reach. Cultivated strategic partnership collaborations with F&B experts, chefs, and key industry players to penetrate new food service channels.
- Creative Solutions: Developed and presented out-of-the-box creative ideas for seasonal products and tailored solutions to the hotel industry and other relevant business segments.
- Collaborated with cross-functional teams to align product messaging with customer needs and market trends.
BUSINESS DEVELOPMENT MANAGER
Food Junction Management Pte Ltd
08.2006 - 10.2007
- New Channel Development: Identified and tapped into new business channels for revenue growth and market expansion, achieving 10% increase in sales revenue for new product launches from Japan.
- Supplier Management: Managed supplier relationships and negotiated contracts, optimizing terms for business development opportunities for food court operators and retail segments.
- Generated new business with marketing initiatives and strategic plans.
MARKETING MANAGER (Retail Focus)
Sins Chocolate - Win Sin Pte Ltd
07.2002 - 07.2006
- Retail Activation: Managed end-to-end product launches and promotions, including coordinating retail activations within shopping malls and establishing a strong presence in high-traffic retail environments. Achieved 15% increase in brand awareness.
- Developed and executed comprehensive marketing strategies to enhance brand visibility and market share.
- Managed cross-functional teams to align marketing campaigns with business objectives and product launches.
Education
Diploma - Quality Management
Temasek Polytechnic
Singapore01.2002
Skills
- Strategy & Growth
- Regional Trade Marketing (Lead/Organizing)
- New Product Development (NPD Launch)
- Commercial Strategies & Pricing
- Market Expansion & Business Development
- Communication & Brand
- Brand Management (B2C & B2B)
- Market Analysis & Research
- Digital Content Creation & Social Media
- PR Media Launch/Press Release/Media Drop
- Cross-Functional Team Leadership
- Project Lead & Management
- IP Trade Marks Applications
- Budget Management & ROI Tracking
- Media relations
Certification
Empowering Digital Marketers with Essential AI Tools Certification - 2023
Timeline
DIRECTOR, REGIONAL APAC BRAND MGMT & NEW BUSINESS DEVELOPMENT
UCC Asia Pacific Pte Ltd
10.2019 - Current
SENIOR MARKETING ACTIVATION MANAGER
Savencia Fromage & Dairy
10.2018 - 10.2019
REGIONAL SENIOR BRAND MANAGER
JDE Super Group
11.2011 - 09.2018
PRODUCT MARKETING MANAGER (Business Development Focus)
Win Sin Pte Ltd
11.2007 - 10.2011
BUSINESS DEVELOPMENT MANAGER
Food Junction Management Pte Ltd
08.2006 - 10.2007
MARKETING MANAGER (Retail Focus)
Sins Chocolate - Win Sin Pte Ltd
07.2002 - 07.2006
Diploma - Quality Management
Temasek Polytechnic