Serene Goh
Summary
Results-oriented with experience in international business development, market expansion, and sales optimization. Proven track record of successfully driving export growth, building strategic partnerships, and managing cross-functional teams to achieve revenue targets. Committed to delivering exceptional customer service and maximizing profitability while maintaining a strong focus on operational efficiency. A dynamic leader with a passion for driving business success in the competitive global marketplace.
Overview
13
13
years of professional experience
Work History
International Business Manager
Hegen Pte. Ltd.
03.2020 - Current
- Expanded global market presence by establishing strategic partnerships and identifying new business opportunities.
- Manages 17 international accounts to retain existing relationships and grow market share of the business.
- Build relationships with international distributors to ensure positive growth in the business. Ensuring best in class consistent visual merchandising displays around the world.
- Conduct monthly business reviews with international distributors to track clients' sales activities and A&P budget, in alignment with objectives set by the brand.
- Prepare reports and used key metrics to analyse and monitor commercial activities for senior management.
- Involved in key activations and trade exhibitions around core countries.
- Support senior management in world wide price increase exercise by analysing margins, co-efficient and monitoring competitor's pricing
- Ensuring business development functions by adhering to best practices, which involve overseeing contracts.
- Take charge of the onboarding process for new customers by collaborating closely with different internal stakeholders and departments.
- Coordinate with distributors on in-market branding initiatives and product launch plan to provide marketing strategy support.
- Identified new markets and opportunities for market expansion plan to aid in sales growth
- Prepared sales presentations for internal and external stakeholders, showing the success and credibility of new products.
- Collaborate with internal stakeholders to support new markets with marketing collaterals and visual merchandising for new or existing products.
- Develop, implement, and maintain production timelines across multiple departments for new product development
- Collaborate closely with engineering, production, marketing, and sales teams in product development, QA, and release of new products
- Plan and execute a 3D2N distributor summit with over 40 attendees flying to Singapore worldwide
ECommerce Manager
Osim Pte. Ltd.
11.2019 - 03.2020
- Optimized e-commerce fulfillment strategy to minimize costs while maximizing profits and customer satisfaction.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
- Helped find leading online retailers and platforms to connect with consumers.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Researched market trends to identify customer needs and preferences for strategic planning.
Digital Sales and Marketing Manager
Mothers Work Pte Ltd
06.2016 - 11.2019
- Managed retail online store business with annualized gross sales of S$2m
- Onboarding more than 100 brands online and achieving 150% growth
- Developed strategies for new releases with brand marketing and production teams, exceeding revenue targets by 45%
- Re-branded store image and developed a new franchise concept in China
- Spearheaded revamping and launch of motherswork.com.sg
- Managed all aspects of content management for store catalog and promotional activity, coordinated development of assets using internal resources and external agencies
- Planned and executed all marketing activities, including on-site merchandising, affiliate marketing, email marketing, search engine marketing, and title-based / seasonal promotional offers
- Reviewed web analytics, developed recommendations for store/campaign optimization, and implemented these directly or via vendor partners
- Monitoring of end-to-end order flow within e-commerce platforms
- Co-ordinates merchandising of online product range, stock management, and optimization
- Brand guardian to secure consistent image, ultimately reaching sales target
- Collaborates with different departments and cross-functionally with finance, purchasing, and logistics in both Singapore and China
- Spearhead for Wechat Store and WeChat service account
- Managing all marketing for the company and activities within the marketing department
- Coordinating marketing campaigns with sales activities
- Creation and publication of all marketing material in line with marketing plans
- Planning and implementing promotional campaigns
- Working closely with design agencies and assisting with new product launches
- Maintain effective internal communications to ensure that all relevant company functions are kept informed of marketing objectives
- Analyzing potential strategic partner relationships for company marketing
- Travels quarterly to China for Alibaba meeting and upkeeping of China’s marketing department
Digital Store and Ecommerce, Senior Executive
Selffix Pte Ltd
02.2014 - 05.2016
- Developing and responsible for all online and mobile marketing campaigns
- Researching of new online media opportunities that may benefit business including mobile, social media, anddevelopment of blogs and forums;
- Designing website banners and assisting with web visuals;
- Communicating with clients, affiliate networks, and affiliate partners;
- Conducting keyword research and web statistics reporting;
- Contributing to social media engagement and brand awareness campaigns;
- Contributing to company and industry blogs and managing e-communications;
- Assisting with paid media including liaising with digital advertising agencies;
- Developing and integrating content marketing Graphics designing for marketing materials such as brochures and EDM
- Conceptualize and implement new product launches to targeted markets
- Managing contact database and assisting with lead generation activities;
- Upload digital media, such as photos, video, or scanned images to online storefronts, auction sites, or other shopping Web sites. Content marketing including video production
- Manage SEO and social media
- Manage pricing of products
- Product positioning
- E-commerce management and content management
Purchasing Executive
Health Sciences Authority, Ministry of Health
03.2013 - 01.2014
- Posting Tenders and Invitation to quote
- Drafting of invitation to quote and invitation documents to be publish on GeBIZ
- Issuance of PO and receiving tracking through SAP and Gebiz
- Drafting of approval papers
- Compiling of monthly reports and outstanding analysis for review
Administrative Executive
Raffles Hospital Pte Ltd
06.2011 - 02.2013
- Assist users in activating and coordinating simple repair and maintenance work
- Responsible for daily morning meeting minutes
- Assist user in sourcing quotations
- Attend project meetings and monitor issues raised
- Assist procurement in tabulation of tender and invitation to quote offers and arranging for evaluation meetings
- Committee member of recreation club to promote well-being of staff in Raffles Hospital and Raffles Medical Group
Education
Bachelor of Science - Business Management With Communication
SIM
Singapore09.2016
Diploma - Mass Communication
SMF – Institute of Higher Learning
12.2013
GCE A Level -
Innova Junior College
12.2012
GCE O Levels -
Paya Lebar Methodist Girls’ School
Singapore12.2011
Skills
- WSQ – Basic
- WSQ – Develop personal effectiveness at operational levels
- Service excellence – Handling difficult customers
- ERP Softwares - SAP, RetailPro, Navision Microsoft
- Microsoft Office (Powerpoint, Excel, Word)
Timeline
International Business Manager
Hegen Pte. Ltd.
03.2020 - Current
ECommerce Manager
Osim Pte. Ltd.
11.2019 - 03.2020
Digital Sales and Marketing Manager
Mothers Work Pte Ltd
06.2016 - 11.2019
Digital Store and Ecommerce, Senior Executive
Selffix Pte Ltd
02.2014 - 05.2016
Purchasing Executive
Health Sciences Authority, Ministry of Health
03.2013 - 01.2014
Administrative Executive
Raffles Hospital Pte Ltd
06.2011 - 02.2013
Bachelor of Science - Business Management With Communication
SIM
Diploma - Mass Communication
SMF – Institute of Higher Learning
GCE A Level -
Innova Junior College
GCE O Levels -
Paya Lebar Methodist Girls’ School
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