Selina Thng

• Delivered strong financial performance year-on-year and led strategy to drive company growth and increase market share and profitability: Maintained #1 Ranking in TR APAC including key markets China, KR, HK despite market challenges, as well as increased Store Productivity across key markets China and Korea, resulting in award recognition from the Global brand.
• Directed financial planning, demand planning and budgeting for the APAC region, ensuring fiscal responsibility and maximizing return on investments: Consistently met profit targets year-on-year.
• Transformed In-Store Store Design and customer experience by driving design renewal and service elevation initiatives, including the launch of a Flagship Duplex boutique in Hainan at 520 sq m with the first ever brand Spa Cabine in TR APAC, which scored 98% Shopper Satisfaction in Mystery Shopping Surveys.
• Cultivated strong relationships with key stakeholders, both internally (Global, Regions, Corporate and Multi-functional teams) as well as externally (Retailers, agencies, strategic partners) to promote collaboration and long-term success.
• Established a culture of continuous improvement, fostering innovation and driving sustainable growth across the organization: Launched an innovative WeChat miniprogram to enhance the TR Shopper Journey, which won an Effie Award in Greater China.
• Demonstrated proficient leadership skills to enhance employee engagement and build competent teams across the regions.

• Led annual EL TR APAC business strategies and action plans in partnership with TR Worldwide
• Managed P&L, brand growth, and a multimillion-dollar operating budget on the Estée Lauder brand
• Facilitated regular Joint Business Planning Meetings with key retailers across TR APAC to drive deeper business collaborations and commercial alignments
• Led initiatives to enhance and improve productivity and marketing ROI, especially relating to door productivity, assortment rationalization, forecasting and media spend including OOH and Digital
• Led and managed contract negotiations on multimillion-dollar Airport Media budget across TR APAC
• Partnered with Consumer Insights team to conduct relevant consumer and market intelligence to drive business strategy and action plans
• Led best-in-class digital strategies across TR APAC especially driving Paid/Social/E-commerce
• Results: Delivered strong double-digit growth in past 3 years ahead of market growth, as well as record sales and profit levels. Maintained #1 ranking in TR channel for past 3 years. Drove record growth on E-Commerce channel as well as developed best-in-class O2O campaigns in Travel Retail, delivering record social impressions, engagement and CTR.

• Developed the 3-year and 5-year marketing plan for Fragrance and Beauty in APAC, aligned with Global initiatives as well as key partner markets Japan and China
• Led business and trend analysis for the APAC region that translated into business strategies and plans
• Drove product innovation in Skincare and Makeup by playing a key role in the Asia Prospective Committee, responsible for identifying new consumer insights and trends and translating them into new product launches to answer to Asian consumers’ needs
• Supervised local market execution of marketing campaigns with 360 degree campaign assets (including Forecasting, Visual Merchandising, Media and CRM)
• Results: Consistently grew ahead of market, with year-on-year improvements in market ranking on Makeup and Skincare especially in lead markets Korea, Taiwan and Thailand. Launched the first-ever Chanel Pop Up Store in Seoul that kickstarted Chanel Pop-Up activations globally.

• Managed SK-II Greater China, the 2nd largest region within SK-II globally, delivering annual sales growth of >20% for 2 consecutive years
• Led the re-launch of SK-II China, doubling the business within 1 year and achieving Top 5 ranking
• Developed and implemented annual business/marketing/media strategies and plans, and was accountable for Sales and P&L for SK-II Greater China
• Led multifunctional operations and creative development across the Greater China region

• Led the commercial design of upstream global initiatives in Anti-Aging category for worldwide implementation: Developed global concept, communication idea, visual identity and marketing plan for worldwide implementation via working with R&D, PR, Product Supply, Design and global agency teams.
• Launched biggest-ever Anti-Aging intiative globally in past 4 years with key focus on lead markets Japan/Korea, over-delivering +15% vs. sales global targets.

• Led and executed marketing plans and promotions for 4 multi-million dollar consumer brands in Singapore: SK-II, Olay, Wella, Whisper, delivering breakthrough results on each brand, both in brand share value and marketing innovation
• Led local marketing communications and campaign launches for SK-II in Singapore, resulting in highest-ever sales for the brand in FY 04/05 and undisputed #1 national counter ranking
• Led regional Anti-Aging boutique initiative launches in ASEAN, delivering ~+20% growth on total boutique across ASEAN/Australia.
• Led SK-II Australia, specifically leading the business strategy and go-to-market strategy for SK-II Australia, resulting in the doubling of annual sales and ~+10% growth in trial

• Responsible for ensuring attractiveness of one of the largest retail customer loyalty programs in Singaporewith more than 300K members through strategic marketing initiatives. Also managed local program operations, including IT system, Call Centre and Card Operations
• Delivered year-on-year increase in transaction size and loyalty retention
• Lead breakthrough ROI on targeted CRM activities and implemented the first-ever full-service consumer loyalty website for Shell Escape
• Promoted to Loyalty Manager from Executive Role within 3 years of joining
• Managed 2 direct reports, and held accountability for multi-million dollar A&P budget

Led the 1st-ever deep-dive analysis of the luxury eyewear market in Singapore and Johor Bahru, resulting in a full-fledged marketing proposal for the improved market positioning for the Cartier, Dunhill and Montblanc range of eyewear.