LYNN CHOY
Summary
Experienced Collaborative Marketing and Events Manager with over 10 years of expertise in planning, promoting, and executing successful brand/product launches and events. Known for innovative thinking and a strong work ethic. Excels in building lasting relationships with both internal and external stakeholders. A proven leader in event planning, skilled in developing budgets that ensure seamless execution while maximizing resources.
Overview
24
24
years of professional experience
Work History
Admin Associate (PA to Business Director)
Manna 360 Pte Ltd
02.2021 - Current
- Management of all Letter of Offer, Letter of Acceptance and Tenancy Agreement within the Manna Group
- Liaison with Landlords and Malls regarding Letter of Offer, Letter of Acceptance, Tenancy Agreement, Side Letter, Legal Letters and all tenancy-related documents
- Processing lease documentation and ensuring that all information is accurate and logged into Monthly Lease/Rental Report
- Coordinating legal communications with lawyers and Landlords
- Tracking and coordinating timely execution of leases and other legal documents including Director’s Resolution
- Analysis and liaison with Landlords regarding rental to sales performance of the brands
- Follow up with lawyers and landlords on outstanding lease documents, security deposit, advance rental payments, fitting out deposits and other payments
- Maintain accurate filing and records that is easily accessible for Director, General Manager and Finance
- Personal Assistant to General Manager and in charge of highly P&C matters relating to Business Unit
Marketing Manager
Volkswagen Group Singapore Pte Ltd
01.2016 - 05.2020
- Develop and deliver overall 360 marketing and communications strategy and campaigns for Volkswagen (new passenger cars and new commercial vehicles)
- Brand Guardianship for Volkswagen Singapore to ensure consistent and effective delivery of the brand in Singapore
- Conceptualize brand launch of new car models, car roadshows and Motorshows
- Manage robust administrative details and budget tracking (including all claim submission of marketing expenditure to HQ in Volkswagen Germany/Austria) for and on behalf of Volkswagen Marketing Communications in Singapore
- Plan, arrange and coordinate meetings relating to Marketing Communications including major stakeholders within the organization
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns such as showroom events and roadshows
- Developed and implemented marketing strategies to use for launches, rebranding and product campaigns (Product launch of ongoing model range within Volkswagen Passenger Cars)
- Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels
- Organized successful roadshows effectively showcasing key models to potential customers
- Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals
Assistant Marketing Manager
Clarke Quay Central
07.2013 - 02.2014
- Responsible for all promotional campaigns relating to Clarke Quay Central and Riverside Point
- Liaison with tenants and external vendors/agencies to manage project timeline, production schedule, event specifications and on-site logistics
- Budget planning, tracking and control of all marketing communications expenses relating to mall-wide events/campaigns
- Manage and active CRM base of 5,000 shoppers under “Alwayscentral loyalty programme”
- Management of Customer Service feedback (Clarke Quay Central & Riverside Point) and new initiatives under Far East Mall Vouchers.
Assistant Brand Manager
Volkswagen Group Singapore Pte Ltd
09.2011 - 06.2013
- Conceptualization, planning and execution of MediaCorp Channel 8 commissioned programme – Volkswagen Treasure Trails with a successful viewership rating of 10% to heighten brand awareness
- Planning and execution of sponsorship of a Jetta 1.4 TSI for SPH Trusted Campaign including car display at Suntec City
- Managing the sponsorship of a Touran 1.4 TSI for McDonald’s Monopoly programme, including prize presentation and liaison for car display at Clarke Quay
- Handled the sponsorship for Volkswagen 2011 Women’s World Cup complete with VIP hospitality lounge and car display of Scirocco R at Toa Payoh Sports Hall
- Responsible for the planning and implementation of the GTI convoy (35 GTI) from Volkswagen showroom to Stadium Link during the GTI E35 event
- Supervise Eco Driving, a “Think Blue” initiative to educate drivers regarding fuel efficiency of Volkswagen cars by applying certain eco-friendly driving techniques
- Liaison with advertising agency, events company and 3rd party agencies to meet brand related objectives
- Management of customer database and synergizing it for brand communication purposes (DM, eDM, letters and postcards to customers)
- Oversee the tracking of brand performance via KPI measurements
- Ensure that ATL and BTL communication materials adhered to Volkswagen’s corporate identity and that all materials are consistent in terms of tone, manner and brand message.
Assistant Brand Manager
Jay Gee Enterprises Pte Ltd
04.2008 - 11.2010
- Formulation of all merchandising and marketing function within Liz Claiborne New York and MEXX
- Inventory control as well as buying for Spring, Summer, Fall & Winter
- Manage a team of 22 staff (20 frontline, 1 Retail Manger and 1 Advertising and Promotions Executive) to ensure profitability of the brand
- Build strong relationship with department stores buyers/merchandisers and shopping mall landlords and establish upstream liaison with US principals in terms of brand campaigns, buying and store concepts
- Handle all brand building and liaison pertaining to Liz Claiborne New York
- Effective development and administration of Open-To-Buy budget as well as overall brand budget and advertising & promotion budget
- Maintenance of healthy Gross Profit and inventory of the assigned brands
Advertising and Promotions Manager
Sagajuta Properties Sdn Bhd
08.2007 - 03.2008
- Management of One Borneo Hypermall
- Planning and execution of Advertising and Promotions campaigns for One Borneo Hypermall
Personal Assistant to Director
Hang Ten Enterprises (Pte) Ltd
07.2004 - 07.2007
- Responsible for direct negotiations with Landlord and leasing matters of 41 shops in Singapore and 12 shops in Malaysia
- Upkeep, maintenance and follow-up of all confidential leasing documents for all shops in Singapore and Malaysia
- Oversee the general office in Singapore and Malaysia (including security system, alarm system, log-in/log-out system for office staff)
- Full secretarial and administrative support to Director (Mr Danny Tan) and Senior Management
- Manage Managing Director’s overall calendar and organize meetings/appointments with internal and external stakeholders
- Compilation, drafting and preparation of presentation material and correspondences
- Formulation and business development of sub-distributorship rights for APAC
- Collaboration with Marketing Department to plan and execute of Advertising and Promotions campaigns within Singapore operations
Centre Executive (cum PA to Centre Director)
Pontiac Land Pte Ltd
06.2003 - 06.2004
- Responsible for all general administrative duties pertaining to Centre Director (Mrs Chng Chet Siew)
- Assist in Centre Director’s personal and confidential matters
- Planning and arrangement of appointment/travel calendar of Centre Director
- Planning and execution of Advertising and Promotions campaigns for Millenia Walk Shopping Mall
Advertising and Promotions Executive
United Overseas Land Ltd
06.2002 - 06.2003
- Management of United Square Shopping Mall and Novena Square Shopping Mall
- Planning and execution of Advertising and Promotions campaigns for United Square Shopping Mall
- Propelled United Square Shopping Mall with thematic events and activities to become a household shopping centre for families and children.
Promotions Executive
Raffles City Pte Ltd
06.2000 - 06.2002
- Management of Raffles City Shopping Centre and Raffles City Tower
- Execution of promotional campaigns for Raffles City Shopping Centre
- Responsible for festivities decor and centre-wide promotions
Education
Masters in Marketing -
National University of Ireland, Dublin
2012
BA in Fine Arts -
Royal Melbourne Institution of Technology
1997
Diploma in Design -
LaSalle SIA College of The Arts
1996
GCE 'O' Level -
Upper Serangoon Technical School
1992
PSLE -
Cedar Primary School
1988
Skills
- Events Management
- Attention to Detail
- Problem-solving abilities
- Annual budget development
References
- Jamie Lee
- Lee Yi Ming
Timeline
Admin Associate (PA to Business Director)
Manna 360 Pte Ltd
02.2021 - Current
Marketing Manager
Volkswagen Group Singapore Pte Ltd
01.2016 - 05.2020
Assistant Marketing Manager
Clarke Quay Central
07.2013 - 02.2014
Assistant Brand Manager
Volkswagen Group Singapore Pte Ltd
09.2011 - 06.2013
Assistant Brand Manager
Jay Gee Enterprises Pte Ltd
04.2008 - 11.2010
Advertising and Promotions Manager
Sagajuta Properties Sdn Bhd
08.2007 - 03.2008
Personal Assistant to Director
Hang Ten Enterprises (Pte) Ltd
07.2004 - 07.2007
Centre Executive (cum PA to Centre Director)
Pontiac Land Pte Ltd
06.2003 - 06.2004
Advertising and Promotions Executive
United Overseas Land Ltd
06.2002 - 06.2003
Promotions Executive
Raffles City Pte Ltd
06.2000 - 06.2002
Masters in Marketing -
National University of Ireland, Dublin
BA in Fine Arts -
Royal Melbourne Institution of Technology
Diploma in Design -
LaSalle SIA College of The Arts
GCE 'O' Level -
Upper Serangoon Technical School
PSLE -
Cedar Primary School
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