Joy Lam
Singapore
Summary
Dedicated PR & Marketing Manager with more than 8 years of restaurant and bar management from small to large F&B concepts in the competitive F&B industry. A team player with a strong work ethic. Adept at communicating effectively with customers, vendors and staff, and the ability to build positive, long-lasting client and media relationships and partnerships.
Overview
16
16
years of professional experience
Work History
Marketing Executive
Mavis Tutorial Centre
02.2022 - 02.2023
- Provide marketing support to 16 tuition centres islandwide
- Selected and managed vendors to implement online and digital marketing using SEM, email, content marketing, Facebook ads etc
- To generate leads across all online platforms
- Developed and managed social media and digital marketing content for social media, company website, in-house app, etc.
- Worked with the management team to drive internal promotion of company programs, initiatives, guiding principles and mission
- Managed and responded to social media audiences on various platforms
- Analysed social media trends and explored new ways to engage and identify new social networks
- Enhanced customer engagement through the creation of compelling content for website, blog, and social media platforms
- Increased brand awareness by developing and implementing innovative marketing campaigns
- Monitored progress of campaigns using various metrics and submitted reports of performance
- Provided administrative support and other ad-hoc duties as assigned
Marketing Executive
Vaner Investment Pte Ltd
10.2020 - 11.2021
- Company Overview: a food manufacturer
- Provided marketing support to Vaner Investment Pte Ltd (a food manufacturer) and 5 F&B concepts – Sakon Thai (3 outlets), Char-Grill Bar (16 outlets), Happy Congee (5 outlets), Bowerful Noodle House (1 outlet) and Bgain Eating House (16 outlets)
- Investigated and solved customers’ problems by working with operations team for complaints.
- Analysed and reported complaints; initiating corrective actions, provided administrative support to the team.
- Collaborated closely with sales teams to ensure alignment between promotional activities and revenue goals.
- Conducted research on market trends, brand’s audiences and competitors.
- Handled all social media marketing, responded to online questions and comments, boosted efficacy of social media presence, created a positive opinion of the company to public audience.
- Managed preparation of marketing copy, images, videos, emails, and other collaterals
- Developed strong relationships with key industry influencers, leading to increased brand exposure and partnership opportunities
- Wrote and distributed press releases to increase brand visibility
- Enhanced customer engagement through the creation of compelling content for website, blog, and social media platforms
- Brainstormed ideas on how to improve public opinion of the company
- Monthly reports for website traffic and social media performance
Marketing Manager
No Fixed Cuisine Pte Ltd
02.2019 - 04.2020
- Provide marketing support to 2 F&B concepts – Rakuya (Japanese Omakase at Katong) and Pen & Inc (a western fusion restaurant & bar at NTU)
- Oversee and develop marketing campaigns
- Support branding and marketing efforts at the restaurants
- Conduct research and analyse data to identify and define audience
- Devise and present ideas and strategies
- Develop promotional activities
- Writing and proofreading creative copy
- Maintain websites
- Event organisation
- Update customer database and use CRM system
- Regular content creation on social media
- Last drawn salary: $3,750 per month
- Reason for leaving: Laid off as 1 restaurant & bar had ceased operations
Marketing Manager
RE&S Enterprises Pte Ltd
07.2018 - 01.2019
- Provide marketing support to 4 Japanese restaurant brands – Ichiban Boshi (14 outlets), Ichiban Sushi (11 outlets), Shokutsu Ten (3 outlets), and Kuishin Bo
- Develop and implement integrated marketing campaigns in collaboration with different stakeholders to meet business objectives from online to offline
- Plan, develop and execute the overall digital strategy for the company, to deliver qualified, actionable leads and brand impressions
- Develop and oversee budget plan, monitor and control the effective use of marketing expenses
- Responsible for full spectrum of marketing plan and strategies
- Manage press relations, press releases, food tastings and reviews
- Manage and launch new menus and promotions
- Develop and provide content for all marketing communication materials such as Point-of-Sales material, social engagement articles, e-newsletter etc
- Develop and maintain company’s corporate branding and corporate identity programme
- Ensure timely implementation of marketing plans and activities
- Review and evaluate the effectiveness of marketing programmes
- Communicate and inform the outlets about upcoming activities and campaigns
- Manage company’s online social media presence and communication (e.g
- Facebook, Instagram, etc.)
- Direct and drive excellence in execution of marketing materials, including advertisement, press release, leaflet, catalogue, DM, EDM, web page, collaterals and visual merchandising in alignment with the brand direction and brand identity guidelines
- Last drawn salary: $4,400 per month
- Reason for leaving: The team was not open to learning new things
PR & Marketing Manager
Drinks & Co
03.2017 - 12.2017
- Provide PR & marketing support to 3 retail operations located at Club Street and Holland Village
- Executed a PR campaign to launch Drinks & Co Kitchen at Holland Village in March 2017, garnered lots of publicity from print to online and bloggers
- Control social media content
- Copywriting, advertising and promotion text
- Conceptualising and executing F&B promotions
- Managing customer database for email marketing
- Media relations
- Event organisation
- Graphic design: learned photoshop skills on the job and managing an external graphic designer as well
- Last drawn salary: $4,400 per month
- Reason for leaving: Personal due to family
PR & Marketing Manager
Hidden Door Concepts
05.2016 - 03.2017
- Provide PR & marketing support to 11 food concepts namely Angie’s Oyster Bar, Sear Steakhouse, Empire, Saigon Alley, Nickeldime Drafthouse, Kitchenette, Spathe Public House, Lower East Side, Pigsfly, and Twopigsfly
- Launch new restaurants, develop, and execute marketing plans and strategies from tactical to year-long campaigns or promotions, monitor and modify them if necessary, to achieve maximum outreach and profitability
- Develop press releases, marketing, and social media concepts including USPs for publicity purposes
- Prepare and supervise the in-house graphic designer on the production and distribution of print and online publicity materials like brochures, EDM, posters, bill folders, TV screeners, etc
- Build strong PR and marketing database, and plan strategic press tastings, advisories, and invites
- Host restaurant tastings, follow up with calls to ensure coverage, publicity tracking
- Maintain and update info on social media accounts and websites
- PR for events marketing such as National Day, F1, NYE, and other major occasions
- Handle PR campaigns and conduct meetings with director on timely basis
- Last drawn salary: $4,000 per month
- Reason for leaving: No marketing budget
PR Executive
37 Communications
11.2010 - 09.2015
- Provide PR support to various clients, brands include Ai Mien Bar, _kimrobinson, Chinese Heritage Museum, Heritage Wedding Gallery, Green Rainbow Ventures, Bonta Italian Restaurant & Bar, District 10, Trattoria Gallo D’Oro, Suite 23, Grohe Pacific, China One, Peony Jade, Quayside Seafood, The Butcher’s Dog, Chinese Heritage Foundation, and Micallef
- Press work: Research on each client’s profile and/ or project to understand SWOT (strengths, weaknesses, opportunities, and threats) to derive USPs (unique selling points) to be used for publicity purposes
- Work on angles to pitch to various media platforms
- Provide copywriting for press releases and/ or press advisories, and appointment of photographer for press photos
- Prepare and issue press invitations and liaise with invited media to ensure attendance for organised events
- Follow up with calls to ensure coverage, publicity tracking, scanning, and final report to client
- Event work: Work out concept, programme with task list and timeline, logistics, and budget for event
- Provide event debrief for further improvement in the future
- Prepare final event report with captioned photos for presentation to client
- Client management: Liaise with clients daily to keep them updated on the progress of their projects
- Handle campaigns
- Conduct meetings and prepare meeting minutes to be sent to client on a timely basis
- Marketing work: Coordinate with creative agency designer or freelancer to oversee creative concepts up to final artwork stage
- Assist with copywriting
- Work with agency for any media buys
- Assist with content copywriting and style for client’s collaterals
- Recommend marketing partners to drive traffic and create maximum exposure for client’s projects
- Suggest promotional ideas and assess viability for clients when necessary
- Last drawn salary: $3,629 per month
- Reason for leaving: Moved on to be a stay-at-home mum
Admin Officer, Logistic Customer Support Centre (LCSC)
DHL Supply Chain (S) Private Limited
08.2009 - 02.2011
- Provide administrative desk support for LCSC to achieve smooth operations
- Compile and submit personnel reports to HR department
- Liaise with recruitment agencies to request for resumes when there are job vacancies
- Process card access requests for new DHL staff requiring authorised card access entry
- Assist with preparation of customer monthly billing statements
- Support finance department to ensure that supporting documents required for billing are correct and accurate
- Verify accuracy of vendors’ invoices before submission to HOD (head of department) for approval
- Process purchase requisition requests for office and service centre’s equipment and office and stationery supplies
- Process all petty cash claims for approval and ensure proper disbursement of the cash reimbursements to the staff after cash is received from Finance
- Provide logistical arrangements for hotel reservations and transport booking for trips from Singapore to Johor Bahru and vice versa
- Last drawn salary: $1,700 per month
- Reason for leaving: Completed 1 year contract
Brand Assistant
The Union Jack Company Private Limited
11.2008 - 01.2009
- Provide merchandising and admin support to Prestat Ltd, London's oldest chocolate shops
- Assist in setup and retail operations for Christmas fairs
- Consolidate daily sales figures and weekly sales reports
- Process online and corporate orders, and arrange for courier
- Track inventory and manage in-coming stock
- Prepare invoices for corporate and wholesale orders
- Replenish samples and collaterals and merchandising of stocks to the Christmas fairs and Imported Food Section
- Email marketing and website maintenance
- Building customer database and hamper packing
- Last drawn salary: $1,800 per month
- Reason for leaving: Completed contract
Merchandising Assistant
Wing Tai Clothing
11.2007 - 06.2008
- Provide merchandising and admin support to clothing and jewellery operations
- Duties for Australian jewellery brand, DIVA: Compile stores’ feedback faxes to be submitted to headquarters (HQ) on a weekly basis
- Accept goods into the system after shipment arrived and invoices received
- Key stock discrepancies such as excess of goods received; shortages or non-receipt of goods into the system and report to HQ
- Liaise and follow up with them to ensure timely delivery of goods
- Give pick list to distribution centre (DC) once it has been created, make sure that DC picks ASAP and arrange for delivery to stores after keying in quantity picked for stores for processing of delivery notes (DN)
- Follow up with stores to check that they accept DN and report on any discrepancies
- Prepare memos to communicate to stores on information of reductions, transfers, addition or removal of items from ranges, stocktaking of certain items, retagging of barcodes to replace incorrect ones or any other requests from HQ
- Duties for UK Fashion Brands namely TOPSHOP, TOPMAN, Ben Sherman & KAREN MILLEN: Compile stores’ feedback for reporting purposes
- Generate reports on a weekly basis: Weekly Sales Summary, Weekly Sales and Stock Split Report (WSSI), WSSI by department, WSSI analysis for all stores, Sell-through reports, Best Sellers reports, and Footfall
- Generate monthly reports: Department Performance Reports
- Fax reports to the stores on a weekly basis
- Prepare seasonal buy pictorials for each season (e.g
- Spring Summer 08)
- Key in weekly sales into excel file
- Ad-hoc: Maintain a systematic filing system for various brands, annual financial stock takes, and cover retail hours for festive seasons
- Last drawn salary: $1,700 per month
- Reason for leaving: No career prospect
Administrator, Category Management and Product Development (CMPD)
Sa Sa Cosmetic Co. (S) Private Limited
01.2007 - 06.2007
- Provide merchandising and admin support to cosmetics outlets
- Submit applications for product licensing and renewals
- Maintain Stock Keeping Unit (SKU) database and creation
- Prepare inventory master forms for new SKU creation
- Issue price change memos to stores
- System update for retail prices, costs, commission and vendors’ details
- Prepare purchase orders for local and overseas orders and do stock distribution
- Liaise with vendors to ensure timely delivery of goods to stores and to warehouse
- Coordinate with warehouse according to buyer’s requests
- Last drawn salary: $1,800 per month
- Reason for leaving: Poor management
Education
Bachelor of Science - Business
University of London
01.2006
Diploma - Accountancy
Ngee Ann Polytechnic
01.2002
GCE ‘O’ Level Certificate -
St. Hilda’s Secondary School
01.1998
Primary School Leaving Examination Certificate -
St. Hilda’s Primary School
01.1994
Skills
- New restaurant openings
- Public and media relations
- Marketing communications
- Menu development
- Social media management
- Client and customer relationship management
- Event management and coordination
- Vendor sourcing
- Photography management
- Microsoft Office
- Basic photoshop
- Food and Beverage Safety and Hygiene Policies and Procedures
Referrals
- Miss Lim Li Fen, CEO of No Fixed Cuisine Pte Ltd, ceo@nfc.com.sg
- Ms Lu Minru, Managing Director of 37 Communications, luminru@37comms.com
Personal Information
- Available: Immediate
- Date of Birth: 11/14/81
- Nationality: Singaporean
Timeline
Marketing Executive
Mavis Tutorial Centre
02.2022 - 02.2023
Marketing Executive
Vaner Investment Pte Ltd
10.2020 - 11.2021
Marketing Manager
No Fixed Cuisine Pte Ltd
02.2019 - 04.2020
Marketing Manager
RE&S Enterprises Pte Ltd
07.2018 - 01.2019
PR & Marketing Manager
Drinks & Co
03.2017 - 12.2017
PR & Marketing Manager
Hidden Door Concepts
05.2016 - 03.2017
PR Executive
37 Communications
11.2010 - 09.2015
Admin Officer, Logistic Customer Support Centre (LCSC)
DHL Supply Chain (S) Private Limited
08.2009 - 02.2011
Brand Assistant
The Union Jack Company Private Limited
11.2008 - 01.2009
Merchandising Assistant
Wing Tai Clothing
11.2007 - 06.2008
Administrator, Category Management and Product Development (CMPD)
Sa Sa Cosmetic Co. (S) Private Limited
01.2007 - 06.2007
Bachelor of Science - Business
University of London
Diploma - Accountancy
Ngee Ann Polytechnic
GCE ‘O’ Level Certificate -
St. Hilda’s Secondary School
Primary School Leaving Examination Certificate -
St. Hilda’s Primary School
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