Michelle Cheung
Marketing & Digital Growth Leader
Singapore
Summary
Strategic and hands-on marketing leader with expertise in digital marketing, brand strategy, and business growth. Proven success in driving market expansion, P&L growth, and high-impact campaigns across global and regional markets. Adept at leading cross-functional teams and aligning marketing strategies with business objectives.
Highly organized and self-motivated professional experienced in project management, team development and process improvement. Skilled in developing and implementing strategies to increase efficiency and performance. Passionate about driving business growth and creating positive work environment.
Overview
21
21
years of professional experience
Work History
Associate Director, Global Demand Generation (Head of Digital Marketing)
STUDY GROUP
09.2022 - Current
- Spearheading Paid, Owned, and Earned media strategies, driving an impressive +85% growth in lead volume across 45 markets and multiple regions in 2024
- Lead digital marketing strategy and execution across APAC, ME, and NA, aligning digital KPIs with business goals to surpass sales targets
- Successfully managed a diverse team of 7 and collaborated with media agencies, resulting in +3% growth in a challenging market and increased market share
- Orchestrating cross-functional collaborations with Sales, Product, and Creative teams, leveraging data-driven insights to deliver high-impact initiatives like the Social Media UGC project, achieving +42% organic reach and +53% engagement
- Drove successful global lead-generation strategies, achieving +160% lead growth across SEA, ME, and Africa
- Led synchronized efforts in Paid, Owned, and Earned media to boost digital performance
- Defined and optimized digital KPIs, ensuring efficient performance tracking, CPL/CPA analysis, and timely adjustments across markets to meet targets
- Led content strategy for Social Media, driving engagement through tailored content on multiple platforms and maintaining brand consistency
Senior Marketing Manager
VITASOY
01.2009 - 12.2022
- Company Overview: Hong Kong's No
- 1 packaged beverage brand
- Led marketing strategies for the Plant & Dairy Milk / Tofu category at Vitasoy, generating over HKD $600M annually
- Managed a team of 8 and achieved +40% revenue growth in 2021 for the high-calcium segment
- Drove entry into the Oat Milk market, from consumer insights to product development and go-to-market strategy, exceeding targets by +10%
- Developed and executed differentiated brand equity campaigns for multiple product lines, achieving over 75% message resonance
- Led sustainability-focused initiatives, including packaging and communication strategies, successfully launching a project within a 9-month timeline through seamless cross-functional collaboration
- Delivered regional campaigns that integrated local elements, resulting in a +22% increase in advertising recall
- Hong Kong's No
- 1 packaged beverage brand
Brand Manager
COLGATE-PALMOLIVE
01.2007 - 12.2008
- Drove regional NPD projects and local marketing campaigns, contributing to the success of brand strategies
- Developed the Oral Care Professional Channel Toolkit, aligning marketing materials with business objectives
Assistant Marketing Manager
LANEIGE
01.2006 - 12.2007
- Led extensive consumer insight studies, informing portfolio and communication development for the brand
Assistant Product Manager
NESTLÉ
01.2004 - 12.2006
- Led marketing initiatives that drove the growth of the Ice Cream cup business, including spearheading Movenpick's entry into Hong Kong, surpassing target by +200%
Management Trainee
UNILEVER
01.2004 - 12.2004
- Drove the relaunch of Comfort Fabric Softener in Hong Kong, leading both quantitative and qualitative research, product development, and communication strategies
- Gained cross-functional exposure and developed strategic influencing skills while managing senior stakeholder relationships
Education
BBA - International Business, Minor in Law
Chinese University of Hong Kong
Postgraduate Diploma - Common Law
Manchester Metropolitan University
Certificate - undefined
Google Squared Online
Skills
- Performance & Digital Marketing
- Brand & Category Strategy
- P&L Management
- Consumer Insight
- Growth Marketing
- Market Expansion
- Data Analytics
- ROI Optimization
- Cross-functional Leadership
- Cross-cultural Leadership
Unique Proposition
- Strategic thinker with a strong execution mindset
- Proven success in digital transformation and market growth
- Experienced leader in brand strategy, performance marketing, and P&L management
Core Expertise
- Performance & Digital Marketing (Paid, Owned, Earned Media)
- Brand & Category Strategy
- P&L Management
- Consumer Insight
- Growth Marketing & Market Expansion
- Data Analytics & ROI Optimization
- Cross-functional & Cross-cultural Leadership
Timeline
Associate Director, Global Demand Generation (Head of Digital Marketing)
STUDY GROUP
09.2022 - Current
Senior Marketing Manager
VITASOY
01.2009 - 12.2022
Brand Manager
COLGATE-PALMOLIVE
01.2007 - 12.2008
Assistant Marketing Manager
LANEIGE
01.2006 - 12.2007
Assistant Product Manager
NESTLÉ
01.2004 - 12.2006
Management Trainee
UNILEVER
01.2004 - 12.2004
Postgraduate Diploma - Common Law
Manchester Metropolitan University
Certificate - undefined
Google Squared Online
BBA - International Business, Minor in Law
Chinese University of Hong Kong
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