Marie Goh
Summary
Dynamic individual with hands-on experience in recruitment, event management, and marketing within higher education. Brings strong problem-solving skills and proactive approach to new tasks. Known for adaptability, creativity, and results-oriented mindset. Committed to making meaningful contributions and advancing organizational goals.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Student Recruitment & Admissions Manager
SINGAPORE MANAGEMENT UNIVERSITY
07.2023 - Current
- Represent and promote LKCSB Postgraduate and Professional Doctorate Programmes through outreach events in Singapore and overseas
- This includes participation and presentations in physical and virtual events both local and overseas, such as information sessions, recruitment fairs, coffee sessions, visiting school talks, and others
- Responsible for on-target recruitment of quality students for LKCSB Postgraduate Programmes
- Manage admissions process for LKCSB Postgraduate and Professional Doctorate Programmes smoothly and efficiently, including overseeing end-to-end processes to ensure that the admin process for respective programmes is adhered to
- This include managing prospects' admissions experience from pre-to-post application, up to point of matriculation
- Work with respective Corporate Marketing managers and ensure the effective marketing and representation of LKCSB Postgraduate and Professional Doctorate Programmes in both local and overseas markets
- This includes the strategising, planning, implementation, and execution of all marketing and promotion related tasks and activities through both traditional and digital media
- Ensure that our IT systems (eDMS, CRM, website, social media etc.) are supporting our recruitment efforts effectively
- Candidate will also work with internal/external stakeholders to increase efficiency as well as efficacy, and be able to do some data analysis
Marketing & Admissions Manager
SINGAPORE MANAGEMENT UNIVERSITY
07.2020 - 07.2023
- Formulate and execute integrated marketing and outreach campaigns to attract and convert prospective candidates throughout the applicant journey to our programmes through online and offline campaigns on owned and paid media
- Key recruitment markets include SEA and India
- Responsible for developing and executing the content marketing strategy for the Accounting Masters programmes
- Responsible for managing SOA Masters' profile and presence externally (via management of online and offline channels)
- Monitor and track ROI of all campaigns
- Contribute to the development of a full range of marketing collaterals including programme brochures, application form, corporate, and admissions videos
- Organise and present at outreach events such as programme information sessions, recruitment talks, and visits to leading universities and organisations in Singapore and regionally
- Develop and manage local and overseas partners and partner universities for student enrolment and collect market intelligence
Marketing & Business Development Lead
MACKENZIE APPAREL
09.2019 - 06.2020
- Responsible for managing the entire Singapore portfolio and all key accounts
- Increased revenue by40% through various sales and partnership activities
- Created a brand-new website to facilitate a better user experience for our customers
- Responsible for all marketing activities including managing of social media accounts, reaching out to relevant brands and influencers for collaborations
Marketing Communications Manager
GRAND PARK ORCHARD
03.2019 - 08.2019
- Champion of the marketing and communications function of the hotel and is one of the key members in the management team
- Managed a team of three and a $100K budget for three months when the Director of Marketing position was empty
- Drive rooms and food & beverage revenue for the Hotel
- Conceptualizing and carrying out online and offline marketing, public relations, and communications programmes for the Hotel
- Oversee branding, positioning, global strategy, campaign development & agency management
- Employ integrated marketing strategies and to ensure strategic alignment, cultural relevance, and effective campaign implementation for the Hotel
- Develop PR strategies, crisis communications, event management and media collateral as well as maintaining media relations will be required
- Work closely with Corporate Marketing to roll-out relevant cluster/regional branding and tactical campaigns to ensure branding and performance uplift for the Hotel and the brand
- Ensure an accurate representation of the Hotel's branding, conduct research, monitor relevant trends, and perform assessments on the return of investment on marketing spend
- To assist with the development of hotels’ marketing and budget plans as well as engage in effective budget management
Marketing Communications Manager
THE WESTIN SINGAPORE
03.2017 - 03.2019
- Plan and implement effective marketing and communications strategies, PR plans and online campaigns to create and maintain brand profile and awareness, and drive rooms, catering, spa, and food & beverage revenue for the Hotel
- Led the activation of the Asia Pacific launch event for Westin’s Project Rise: ThreadForward with a Pajama Party tailored for media and key influencers resulting in a radio interview on938Now, e-conversations generated around Sleep Well – one of Westin’s wellness pillars through social media platforms and media clippings
- The event also generated over $35,000 in media coverage
- Responsible for organizing media tastings for food and beverage new menu launches
- Manage and work with creative agencies to conceptualize and execute marketing campaigns including one to drive the Hotel’s catering business
- The campaign generated a10% increase in catering revenue and media exposure
- Led a3-day Facebook Flash Sale to drive revenue for rooms resulting in revenue of more than $300K in2017
- Responsible for managing and planning Hotel’s overall marketing budget for2019 during the absence of the Director of Marketing & Communications
Social Media & Loyalty Marketing Manager
MERITUS HOTELS & RESORTS
01.2014 - 02.2017
- Social Media Marketing responsibilities for two companies, including managing the budget for Meritus Hotels & Resorts (MHR) and Mandarin Orchard Singapore (MOS)
- Development of brand awareness and online reputation
- Content creation and Community Management for the Facebook, Instagram, and YouTube accounts of MOS
- Manage media relations, media queries and interviews, as well as KOL collaborations
- Grew MHR Facebook followers by more than20% of targeted goal in2014 through engaging and consistent content
- Conceptualized and executed social media campaigns bringing in revenue of more than SGD180K solely through MOS Facebook page in2015
- Increased the engagement rate by100% and followers by80% on Instagram in2016 through various partnerships and engaging content
- Worked closely with an agency to manage the dining loyalty programme, Life and Style by Meritus, to increase awareness and drive revenue for all food and beverage outlets of MOS and MMS
- Identify and manage any partnerships for collaborations with MHR including banks, airlines and retail to increase awareness of the brand
- Worked closely with the legal department to act as Data Protection Officer and was responsible for overseeing data protection strategy and implementation to ensure compliance at MHR
- Member satisfaction rate of above90% seen through member satisfaction surveys conducted twice a year
- Membership renewal rate of about60% in2016, one of the highest renewal rates in the industry for such a programme
- Increased members’ spend by85% at the food and beverage outlets by actively engaging with members through promotions and events
Reservation Sales, Manager
MANDARIN ORCHARD SINGAPORE
06.2012 - 12.2013
- Responsible for evaluating the performance of the reservations team through a Reservations Quality Call Program as customer contact is a potential sales opportunity and an opportunity to strengthen a customer’s loyalty
- Ensuring the objectives were met and that the team achieved the KPIs set so that the hotel maintained operations at an optimal level
- Training of reservations team in hotel product knowledge, how to sell and upsell rooms and facilities to drive increased revenue for the hotel
Business Development Manager
MANDARIN ORCHARD SINGAPORE
06.2010 - 05.2012
- Responsible for handling social catering events for the hotel
- Responsible for achieving and exceeding the hotel catering sales revenue goals by actively up selling each business opportunity to maximize revenue
- Implemented the brand’s service strategy in all aspects of the sales process and service excellence throughout each customer experience
- Received CEO Mandarin Orchard Ambassador Award in2011
- Brought in $2.8 million dollars’ worth of events in2011, exceeding my targeted budget by about15% for the year
- Successful execution of annual wedding show with high conversion rate
- Numerous compliment and recommendation letters, available upon request
Education
Bachelor of Communications - Media Studies & Public Relations
Kaplan Singapore - Murdoch University of Australia
01.2013
Diploma - Hotel Management
SHATEC, International Hotel & Tourism School
01.2007
Skills
- Business Development
- Public & Media Relations
- Corporate Communications
- Social Media Marketing
- Advertising
- Event & project management
- Email Marketing
- Partnerships & Collaborations
- Interviewing techniques
- Student recruitment
- Higher education
Certification
- ROI on Social Media Marketing Investments2016 Ryan Lim – QED Consulting
- Content Academy (Social Media)2015 Todd Wheatland – Head of Strategy at King Content
- Social Media in Hospitality2014 Dr Markus Schuckert, Assistant Prof, School of Hotel & Tourism – Hong Kong Polytechnic University
References
Available upon request
Timeline
Student Recruitment & Admissions Manager
SINGAPORE MANAGEMENT UNIVERSITY
07.2023 - Current
Marketing & Admissions Manager
SINGAPORE MANAGEMENT UNIVERSITY
07.2020 - 07.2023
Marketing & Business Development Lead
MACKENZIE APPAREL
09.2019 - 06.2020
Marketing Communications Manager
GRAND PARK ORCHARD
03.2019 - 08.2019
Marketing Communications Manager
THE WESTIN SINGAPORE
03.2017 - 03.2019
Social Media & Loyalty Marketing Manager
MERITUS HOTELS & RESORTS
01.2014 - 02.2017
Reservation Sales, Manager
MANDARIN ORCHARD SINGAPORE
06.2012 - 12.2013
Business Development Manager
MANDARIN ORCHARD SINGAPORE
06.2010 - 05.2012
Diploma - Hotel Management
SHATEC, International Hotel & Tourism School
- ROI on Social Media Marketing Investments2016 Ryan Lim – QED Consulting
- Content Academy (Social Media)2015 Todd Wheatland – Head of Strategy at King Content
- Social Media in Hospitality2014 Dr Markus Schuckert, Assistant Prof, School of Hotel & Tourism – Hong Kong Polytechnic University
Bachelor of Communications - Media Studies & Public Relations
Kaplan Singapore - Murdoch University of Australia
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