Judy Ong Yixuan
Summary
Goal-oriented marketing and business development expert with natural talents in developing and implementing successful strategies, driving customer satisfaction, increasing portfolio penetration and strengthening brand visibility. Hardworking, performance-oriented leader offering proven expertise in project development, team supervision and campaign enhancement. Prepared to bring 14+ years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.
Overview
18
18
years of professional experience
Work History
Senior Manager - Merchant Engagement, GMS
American Express International, Inc
09.2015 - Current
Manager - Merchant Engagement, GMS
American Express International, Inc
05.2013 - 08.2015
- Responsible for developing and leading transformational strategies to grow the small merchant segment in Singapore. This includes growing the active merchant locations, business volume & improving merchant satisfaction in the segment.
- Implement merchant engagement strategies aimed to drive Active LIF, DBV and ROC growth in the Small Merchant segment. E.g. rolling out value based pricing initiatives, introducing appropriate trigger based treatments for relevant segments and drive year long merchant activity plan.
- Grow the American Express Cards Welcome brand by effectively managing the generic and customised Point of Sale placement process in the marketplace and working with internal and external stakeholders to optimise return on investment. This is a critical activity to support key cancellation and Surcharge & Suppression (S&S) threats.
- Drive welcome acceptance in the marketplace by managing the end to end process of ensuring actively suppressing or surcharging merchants are identified, action taken to resolve such cases to ensure welcome acceptance.
- Ownership of merchant satisfaction among small merchants. Implement strategies to improve merchant satisfaction and deliver Net Promoter Score (NPS) metrics.
- Support the Live Amex network by leading the ROWAS committee to actively engage employees to drive welcome acceptance and improve perception of coverage.
- Strengthen Face-to-face channel management by improving merchant service proposition and optimize service cost. Hire and develop 9 contractors who are in charge of servicing close to 30,000 merchant locations in Singapore. Their primary role includes increasing the American Express acceptance coverage, maintaining merchant satisfaction and identifying growth opportunities.
- Manage Merchant Engagement Advertising & Promotions process efficiently and leverage available funds optimally.
- Optimize existing CRM capabilities like Cross Sell database and email capability to reinforce available products and services to support the merchant business.
- Manage a team that directly reports to the incumbent and have indirect responsibility to engage an outbound tele-account management team that is based in Kuala Lumpur.
Marketing Manager, GMS Marketing SG & TH
American Express International, Inc.
04.2015 - 08.2015
- The Business-to-Business communications strategy and implementation of campaigns targeted at improving merchant satisfaction and the NPS rating by 7 percentage points.
- Oversee the Thailand GMS Marketing team and the execution of campaigns such as the Selects Inbound programme and Safekey changes for online merchants.
- Manage 2 contract staff from the Singapore & Thailand Marketing team..
Membership Rewards Manager, GCSG
American Express International, Inc
02.2010 - 05.2013
- Instrumental in leading the Membership Rewards (MR) business transformation (BT) initiatives such as the re-pricing of Frequent Flyer & MR Catalogue redemption rate, which was a key contribution to Singapore’s overall BT target.
- Develop, execute and manage all bonusing (e.g. 10 Times MR and Favourite 5 programme) and redemption programmes across all consumer cards to enhance the value proposition of American Express Consumer Card products, with the objective of increasing card usage, billings and transaction frequency.
- Work closely with the product and acquisition teams in ensuring that MR is an integral part of the value proposition, and drive cardmember engagement.
- Execute a 360 communications plan with the various lines of businesses to illustrate the ease of earning and redeeming points.
- This is crucial in managing and reducing the liability and weighted average cost of points for the business.
- Develop, execute and administer best-in-class communications and marketing strategies to maintain and grow the American Express MR programme.
- Spear head the launch of the cross-border 10 Times MR programme with Malaysia (i.e
- Maybank) in January 2011 while enhancing the existing cross-border programme with Thailand and India.
- Played an integral role in the launch of the multi-faceted rewards programme for the American Express Rewards Card, including the pilot launch and implementation of technical capabilities such as Favourite Places bonusing, Opt-in bonusing and Industry bonusing in Singapore.
- Manage the MR team, which includes the mentoring of 1 Assistant Manager and 2 contract staff.
Account Executive, GMS
American Express International, Inc
05.2008 - 02.2010
- Specialise in sales and marketing of the 10 Times MR Programme to luxury retailers and service providers.
- Maintain strategic business relationships with over 60 key merchant accounts such as Tiffany & Co., Aspial – Lee Hwa Group, The Hour Glass, The Link Group, Richemont Luxury, Kwang Sia Fashion, Wing Tai Retail, Tung Lok Group, Garibaldi Group of Restaurants, EpiCentre, Sony Style and Marina Mandarin Singapore. Provide these key accounts with biannual business reviews and performance analysis of the programme via marketing information insights.
- Responsible for programme setup, implementation and planning of the marketing communications calendar to card members.
Delegation Management & Protocol
Singapore Airshow & Events Pte Ltd
01.2008 - 02.2008
Education
Bachelor of Commerce (Management) - Management
University of Melbourne
Victoria2007
Diploma in Business Studies (Merit) - Business Studies
Ngee Ann Polytechnic
Singapore2005
Skills
- Strategic Planning
- Sales & Marketing
- Market Trends Analysis
- Campaign Performance Tracking
- Relationship Building
- Business Development
- Customer Engagement
- Client Loyalty & Satisfaction
- Brand Development
- Talent Management
- Budgeting
Additional Information
- Urban Farming and Travelling
Timeline
Senior Manager - Merchant Engagement, GMS
American Express International, Inc
09.2015 - Current
Marketing Manager, GMS Marketing SG & TH
American Express International, Inc.
04.2015 - 08.2015
Manager - Merchant Engagement, GMS
American Express International, Inc
05.2013 - 08.2015
Membership Rewards Manager, GCSG
American Express International, Inc
02.2010 - 05.2013
Account Executive, GMS
American Express International, Inc
05.2008 - 02.2010
Delegation Management & Protocol
Singapore Airshow & Events Pte Ltd
01.2008 - 02.2008
Bachelor of Commerce (Management) - Management
University of Melbourne
Diploma in Business Studies (Merit) - Business Studies
Ngee Ann Polytechnic