Lim Kai Leng
Brand & Business Development | Integrated Marketing Campaigns | Strategic Communications | Team Leadership | Customer Engagement
Summary
I have strong background in leadership and operational excellence, ready to drive strategic initiatives and streamline processes. Known for fostering team collaboration and delivering consistent results, adapting effectively to evolving demands. Expertise spans project management, strategic planning, and stakeholder communication. Possesses strong problem-solving abilities and proactive mindset, ensuring organizational goals are met efficiently and effectively.
Overview
17
17
years of professional experience
5
5
Certifications
2
2
Languages
Work History
Assistant Director ( Adverting and Promotions)
People's Association
06.2022 - Current
- Customer Service Operations: Supervised the OTH Customer Service Counter team of 5 staff, overseeing daily operations.
- Stakeholder & VIP Relations: Successfully managed high-level relationships with ministers, government advisors, external agencies, key stakeholders, and vendors to ensure seamless coordination and the successful execution of impactful campaigns and events.
- Leadership & Strategy Development: Led a team in developing and executing strategic initiatives that enhanced community engagement, increased public interest, and drove higher participation from both community members and strategic partners.
- Integrated Campaign Execution: Spearheaded lifestyle advertising and promotional campaigns across both above-the-line (ATL) and below-the-line (BTL) channels, contributing to annual sales revenue exceeding $2 million.
- Marketing Analytics & Reporting: Compiled, analyzed, and presented marketing performance reports, sales metrics, and campaign insights to inform data-driven decisions, and optimize future strategies.
- Loyalty Program Management: Managed the Passion Card loyalty program across 120 tenants at Our Tampines Hub (OTH).
- Customer Engagement & Campaign Development: Conceptualized and executed integrated marketing campaigns to boost customer loyalty, promote key events, and enhance multi-channel audience engagement.
- Kids Club Loyalty Program: Launched the inaugural OTH Kids Club, growing the membership base to over 18,000. Organizing regular programs for the members.
- Developed strong relationships with community partners to enhance educational opportunities for students.
- Event Planning and Execution: Planned and executed large-scale events, including festive bazaars and flea markets, overseeing logistics and operations.
- Digitalized OTH Voucher Management : Spearheaded the implementation and transition to e-vouchers at OTH, driving digital adoption, streamlining operations, and enhancing the overall customer experience.
- Managed department budget to ensure adequate resources for staff development and instructional materials.
- Enhanced team productivity by leading efforts for streamlining administrative processes.
Assistant Director ( Marketing and Partnership)
People's Association
12.2018 - 06.2022
- Media Campaign Planning and Execution: Developed and executed media campaigns to enhance brand visibility and engagement across various platforms.
- Corporate Partnerships: Established and nurtured strategic collaborations with potential corporate partners, aligning partnerships with OTH’s sponsorship objectives.
- Target Achievement: Responsible for meeting sponsorship revenue targets, as defined by management, ensuring value alignment with corporate sponsors.
- Brand Exposure and Publicity: Identified innovative opportunities for corporate and consumer brand partners to gain maximum exposure through strategic media placements.
- Content & Advertising Management: Oversaw content management and sold airtime and advertising spaces within OTH to generate additional revenue streams for the organization.
- Sponsorship & CSR Initiatives: Secured in-kind sponsorships and coordinated Corporate Social Responsibility (CSR) efforts to benefit the community. Secured $500,000 in-kind sponsorships to support community programs and venue branding for the first time.
- Media Relations & Communications: Prepared media releases and talking points for ministers and advisers for events at OTH.
- Brand Promotion & USP Communication: Promoted the Unique Selling Propositions (USPs) of OTH through targeted media outreach and strategic communication efforts.
- Destination Marketing: Curated and led OTH learning journeys, positioning OTH as a prime destination for marketing and community engagement activities.
- Quality Service Management
- Standard Operating Procedures (SOPs): Developed and implemented SOPs and escalation protocols for email communications, ensuring prompt and efficient resolution of public inquiries.
- Public Enquiries Management: Oversaw the organization's feedback system, ensuring high levels of customer satisfaction through effective handling of public enquiries.
- Public Service Centre (Service SG Centre)
- Training Program Design & Implementation: Collaborated with the Public Service Division to develop and launch training programs for operational staff, enhancing skills and operational efficiency.
- Stakeholder Recruitment & Engagement: Strategically planned and executed recruitment strategies for new government agencies, expanding stakeholder engagement at the OTH Public Service Centre.
- Volunteer Management
- Volunteer Management: Led the end-to-end volunteer management lifecycle, including recruitment, recognition, and reward programs, ensuring high volunteer satisfaction and alignment with organizational goals.
- Volunteer Empowerment & Retention: Designed and implemented training programs for volunteers. Developed strategies to retain skilled volunteers and align their contributions with the needs of the organization.
- Partnership Development: Cultivated strong partnerships with over 100 organizations and external stakeholders, enhancing community engagement and fostering collaborative initiatives.
Corporate Marketing Manager
Pico Art International Pte Ltd
02.2015 - 12.2018
- Tender Submission & Bid Management: Prepared and submitted tender bids, ensuring compliance with requirements and alignment with company objectives.
- Lead Generation & Nurturing: Led the generation and nurturing of potential client relationships, driving opportunities for new business development.
- Campaign Performance Analysis: Developed insights and analyzed marketing campaigns to evaluate performance, ensuring alignment with strategic goals.
- Exhibition Client Engagement: Engaged with exhibition clients to capitalize on opportunities and convert them into qualified sales prospects.
- Sponsorship Management: Managed and acted as the gatekeeper for sponsorship requests, ensuring alignment with company priorities and securing high-value partnerships.
- Show Marketing Evaluation: Facilitated and tracked show marketing activities across all phases—pre-show, onsite, and post-show—to measure impact and optimize future efforts.
- Customer Relationship Management: Delivered customer care programs to foster and maintain long-term relationships with clients, ensuring satisfaction and loyalty.
- Lead Generation & Sales Achievement: Generated high-quality leads and secured key accounts, contributing nearly $2 million in annual sales for the sales team.
- Award-Winning Performance: Played a key role in helping Pico win over 10 prestigious industry awards annually from 2016–2019, including the 'Overall Event Company of the Year' award.
Manager (EPD)
Singapore Workforce Development Agency (WDA)
05.2013 - 02.2015
- SME Engagement: Directly engaged with small business enterprises (SMEs) to introduce and promote Workforce Development Agency (WDA) schemes, fostering business growth and skill development.
- Event Planning & Participation: Assisted in planning and executing events, ensuring smooth operations and successful outcomes.
- Press & Speech Preparation: Prepared press releases, guest of honour speeches, talking points, and FAQs.
- Marketing Collateral Development: Created and executed marketing campaigns, producing various marketing collaterals to promote initiatives and enhance brand visibility.
- Executive Support: Provided secretariat support to C-suite executives, coordinating large-scale meetings of over 30 participants and ensuring all logistical details were managed effectively.
- SME Engagement & Workforce Development: Successfully engaged with over 100 SMEs to promote and encourage their participation in workforce schemes, facilitating professional training opportunities for their staff.
Sales Executive
Financial Times
04.2012 - 05.2013
- Lead Generation & Sales: Cold-called prospects, managed key accounts, and drove revenue through sponsorships, and subscriptions.
- Regional Collaboration: Worked with the regional team to meet regional and global targets.
- Sales Strategy: Drove sales by securing sponsorship programs in key hospitality venues. Closed five major contracts within the first four months of employment, with revenue of more than $1 million.
- Delivered exceptional customer service: a high percentage of repeat business and client referrals.
- Researched sales opportunities: Getting possible leads to exceed sales goals, and increase profits.
Customer Service Executive
Satair Pte Ltd
07.2008 - 04.2012
- Managed key airline accounts and ensured timely responses to customer inquiries.
- Enhanced customer satisfaction by promptly addressing inquiries and resolving issues.
- Reduced average call time through efficient problem-solving skills without sacrificing quality of service provided.
- Contributed towards improving overall customer feedback scores by consistently delivering high-quality service experiences.
- Developed effective strategies for managing challenging situations, resulting in positive outcomes for both customers and the organization.
Education
Bachelor’s - Major in Marketing Management
Murdoch University
01.2009 - 1 2011
Diploma - Info-communication
Temasek Polytechnic
01.2003 - 1 2006
Skills
- Critical Thinking
- Multitasking Skills
- Management Skills
- Interpersonal Communication Skills
- Public Speaking
- Project Management
- Strategic planning
- Stakeholder engagement
- Business development
- Operations management
- Regulatory compliance
Certification
Google Digital Marketing & E-commerce Professional Certificate, 01/24
Personal Information
- Age: 39
- Nationality: Singaporean
Timeline
Assistant Director ( Adverting and Promotions)
People's Association
06.2022 - Current
Assistant Director ( Marketing and Partnership)
People's Association
12.2018 - 06.2022
Corporate Marketing Manager
Pico Art International Pte Ltd
02.2015 - 12.2018
Manager (EPD)
Singapore Workforce Development Agency (WDA)
05.2013 - 02.2015
Sales Executive
Financial Times
04.2012 - 05.2013
Bachelor’s - Major in Marketing Management
Murdoch University
01.2009 - 1 2011
Customer Service Executive
Satair Pte Ltd
07.2008 - 04.2012
Diploma - Info-communication
Temasek Polytechnic
01.2003 - 1 2006
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