SERENA ONG
Singapore
Summary
Visionary and data-driven digital marketing executive with over 20 years of experience leading high-impact digital transformation across mobility, technology, travel, hospitality, and education sectors. As former AVP – Digital Marketing at ComfortDelGro, I spearheaded revenue-driving strategies that increased ridership by 15% even amid market disruptions. Proven track record of building and leading cross-functional marketing teams, leveraging advanced martech stacks (Salesforce, HubSpot, CleverTap, GA, Appsflyer), and deploying full-funnel performance marketing strategies. Adept at customer lifecycle optimization, digital innovation, and integrated campaign execution across paid, owned, and earned media. Consistently deliver double-digit growth in customer acquisition, retention, and brand equity while aligning marketing with business objectives. Thrive in high-growth, matrixed environments, with a passion for brand storytelling, partnership development, and marketing automation at scale.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Contract Marcom Director
Preschool Brand
01.2024 - 07.2024
- Executed a comprehensive digital marketing strategy, boosting parent enrollment inquiries by 20%.
- Revamped website, optimized SEO, and launched targeted lead generation campaigns to enhance engagement and enrolment nos for the brand
- Spearheaded first national teacher recruitment campaign with Jobstreet, securing over 1,000 applications in two days.
- Coordinate and led social media initiatives and lead generation campaigns
- Develop the brand guide and visual for the preschools across a few locations in Singapore
- Geo-location publicity and campaign tracking was implemented to justify ROI
AVP – Digital Marketing
ComfortDelGro Transportation Pte Ltd
05.2019 - 04.2023
- Led end-to-end digital transformation for ComfortDelGro Taxi’s marketing function, scaling the digital team to 12 members and driving a 15% YoY increase in app ridership, even during peak pandemic disruption.
- Developed and executed full-funnel performance marketing strategy (acquisition, retargeting, and retention) across SEO, SEM, programmatic, and CRM, resulting in a 20% uplift in gross merchandise value (GMV) and improved ROI tracking via Appsflyer and Google Analytics.
- Repositioned the ComfortDelGro brand against ride-hailing competitors (Grab, Ryde, TADA) through integrated campaigns and lifecycle marketing, enhancing customer engagement and app stickiness.
- Implemented and optimized CRM systems (CleverTap, Salesforce, HubSpot) for hyper-personalized campaigns, improving email open rates and push notification conversion.
- Partnered cross-functionally with tech, product, and design teams to launch SEO-optimized landing pages and automate campaign workflows, increasing marketing operational efficiency by 25%.
Head of Marketing / Centre of Management Practice
Singapore Management University
01.2017 - 01.2018
- Designed and executed strategic marketing roadmaps across direct, digital, and print platforms, optimizing resource allocation by 25% year-over-year.
- Drove a 40% increase in social media reach through targeted digital campaigns and content strategy across Facebook, LinkedIn, and Twitter.
- Built partnerships with top-tier universities, sponsors, and clients—contributing to a 30% increase in academic case adoption internationally.
- Participated in over 15 roadshows and networking events, boosting departmental visibility and generating leads for case study sales.
Senior Marketing Consultant (Contract Project Work)
Firebelly.Com
01.2016 - 07.2017
- Developed global digital strategies for MBA, MiM, and MSc program marketing.
- Increased program inquiries by 22% and applications by 15% through SEO, paid search, and email campaigns.
- Integrated Salesforce and HubSpot for marketing automation and CRM management.
- Implemented content marketing plans and conversion tracking to align with academic recruitment goals.
Assistant Director, Trade Marketing & Partnership
Resorts World Sentosa
06.2014 - 11.2015
- Led B2B marketing and partnership strategy for Singapore and China markets, contributing to 30% of overall revenue while managing a 2-member team.
- Secured $10M+ in sponsorship deals with key partners including Digi Photo and Universal Studios Singapore, tripling the number of active corporate partnerships from 3 to 10 within a year.
- Drove 15% increase in page engagement and 20% customer return rate through digital campaigns, while boosting share of voice by 20% across social media and digital platforms.
Regional Marketing & Media Manager
Marina Bay Sands Pte Ltd
02.2012 - 05.2014
- Spearheaded strategic media planning across Southeast Asia, managing a $10M marketing budget for diverse verticals including F&B, Casino, ArtScience Museum, retail, and hospitality.
- Delivered 50% cost savings on 33+ in-house media campaigns, exceeding the 25% target through smart consolidation and negotiation.
- Partnered with leading organizations—Singapore Airlines, Citibank, Sephora (China), and STB—to launch regional brand campaigns, driving 20%+ increase in visitorship and bookings.
- Improved digital KPIs: +20% in online sales leads, +5% in web visibility ranking, and –5% bounce rate through targeted SEO and digital media strategies.
- Secured 20% cost reduction in media packages by cultivating high-impact relationships with media giants like SPH, MediaCorp, and SMRT.
- Collaborated with creative teams to produce engaging content tailored to target demographics.
Education
Master of Arts - Mass Communications
University of New South Wales
Australia01.1998
Bachelor of Arts - Sociology & Media Studies
University of New South Wales
Australia01.1997
Skills
- Digital Transformation and Change Management
- Strategic Digital Marketing Leadership
- Performance Metrix & Growth Marketing
- Customer Lifecycle Management (CLM)
- Full-Funnel Campaign Strategy (SEO/SEM/SMM/SMO/PPC/Email)
- Brand Positioning & Competitive Differentiation
- App Marketing, Development and Retargeting
- Revenue Growth & ROI Optimization
- Martech & CRM Tools: HubSpot, Salesforce, CleverTap, Appsflyer, Google Analytics
- Commercial negotiation and Strategic planning
- Decision-making
- Operations management
- Creativity and innovation
- Staff management and Development
- Budget control
- Crisis management
Certification
- Professional Diploma in Leadership & People Management
- Workforce Singapore (WSG)
Accomplishments
- Revenue Growth: Delivered 20%+ revenue increase across multiple sectors via data-led digital strategies.
- Ridership Growth: Achieved 15% increase in taxi app ridership during a period of intense competition and market volatility.
- Team Building: Recruited and scaled high-performing marketing teams of up to 12 members; established KPI-driven culture.
- Martech Partnerships: Integrated platforms like CleverTap, Salesforce, and HubSpot to optimize acquisition and retention funnels.
- Brand Leadership: Repositioned ComfortDelGro Taxi against dominant competitors, improving brand equity and user retention metrics.
- Campaign Effectiveness: Executed full-funnel digital campaigns that resulted in 40% higher reach and a 10% increase in engagement.
Timeline
Contract Marcom Director
Preschool Brand
01.2024 - 07.2024
AVP – Digital Marketing
ComfortDelGro Transportation Pte Ltd
05.2019 - 04.2023
Head of Marketing / Centre of Management Practice
Singapore Management University
01.2017 - 01.2018
Senior Marketing Consultant (Contract Project Work)
Firebelly.Com
01.2016 - 07.2017
Assistant Director, Trade Marketing & Partnership
Resorts World Sentosa
06.2014 - 11.2015
Regional Marketing & Media Manager
Marina Bay Sands Pte Ltd
02.2012 - 05.2014
Master of Arts - Mass Communications
University of New South Wales
Bachelor of Arts - Sociology & Media Studies
University of New South Wales
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