TINA WONG WEN JING
Senior Marketing Manager
Summary
Senior Marketing Leader with 20+ years of experience driving commercial growth, brand strategy and omnichannel retail marketing across Singapore’s leading retail brands. Proven track record leading integrated marketing across 99 stores and eCommerce, managing seven-figure marketing budgets, leading teams and delivering award-recognised campaigns generating over S$1 million in PR value. Recognised for innovative customer experiences, AI-assisted creative ideation and strategic partnerships. Marketing professional with strong expertise in strategic planning, campaign execution, and brand management. Skilled in driving growth through data-driven insights, innovative solutions, and effective communication. Adept at leading collaborative teams and adapting to changing market demands, ensuring impactful results.
Overview
21
21
years of professional experience
Work History
Senior Marketing Manager
Watsons Singapore
04.2022 - Current
- Lead and mentor a team of five to deliver approximately 13 integrated omnichannel campaigns annually, complemented by 3–4 flagship media events, seasonal campaigns and member acquisition initiatives across 99 retail stores and eCommerce.
- Manage a seven-figure annual marketing budget, optimising expenditure across planned and ad hoc initiatives while driving cost efficiencies through agency, production and event negotiations.
- Develop and execute integrated retail marketing strategies spanning promotions, store activations, CRM, digital, media and PR to drive sales, footfall, customer acquisition and brand engagement.
- Conceptualise and lead flagship campaigns including Shopathon Mania Fest 2026 (3% above sales target; >S$1M PR value), Fan Beauty by Fan Bingbing launch, Bugis Junction relaunch and Ngee Ann City / GNC launch, each generating significant media coverage and commercial impact.
- Partner closely with Trading, Digital, Operations, Finance, CRM, regional teams, creative agencies and external partners to ensure seamless campaign execution and alignment with business objectives.
- Lead creative direction for campaign key visuals, POSM, store displays, premiums, e-catalogues and marketing communications to deliver consistent customer experiences across all touchpoints.
- Drive category growth across Beauty, Personal Care and Health through integrated campaigns involving KOLs, PR agencies, media, digital channels and supplier partnerships.
- Spearhead strategic partnerships with banks, licensors and brand owners, including Hello Kitty, My Melody, Kuromi and LINE Friends, to increase Own Brand sales, strengthen customer engagement and expand brand reach.
- Champion sustainability and ESG initiatives through collaborations with WWF, the 185 Trees campaign, community partnerships and member engagement programmes.
- Introduce AI-assisted campaign ideation and creative development to accelerate concept generation, improve campaign effectiveness and enhance creative quality.
- Support media relations, press releases and corporate communications while ensuring alignment between regional branding strategies and local market execution.
- Supported Watsons Singapore's Retail Asia Awards submissions (2022–Present), showcasing innovative marketing campaigns and business achievements.
Marketing Manager
Focus Network Agencies (S) Pte Ltd
06.2014 - 04.2022
- Headed the Marketing Department, leading annual planning, budgeting and execution of integrated marketing strategies across retail stores, eCommerce, corporate sales, social media, influencer marketing and festive campaigns for The Cocoa Trees and Choc Spot.
- Managed digital commerce channels including the company website and online marketplaces such as Shopee, LazMall and Qoo10, driving brand growth across online and offline platforms.
- Developed annual promotional calendars, campaign themes, marketing collateral and creative concepts that differentiated the brands and strengthened market positioning.
- Collaborated with Product Development to successfully launch new products, value-added promotions, gift packaging and seasonal gifting programmes.
- Directed visual merchandising strategies across retail stores, working closely with Visual Merchandisers to maximise promotional effectiveness and customer experience.
- Managed influencer marketing, Facebook marketing, agencies and strategic partnerships to increase brand awareness, customer engagement and sales.
- Expanded the corporate hamper business through innovative product concepts, cross-functional collaboration and commercial partnerships.
- (A local distributor of premier imported chocolates that are distributed regionally and sold in Singapore under home grown brands The Cocoa Trees and Choc Spot. A veteran player in the Travel Retail market, FNA specializes in serving the needs of travelers)
Marketing Manager
Lifestream Group Pte Ltd
04.2013 - 04.2014
- Developed integrated marketing and branding strategies to strengthen brand equity, product awareness and commercial performance across the health and wellness portfolio.
- Led the marketing team in developing advertising campaigns across print, digital and social media, while managing team resources and project priorities.
- Managed EDMs, newsletters, Facebook marketing, PR activities, product launches and marketing communications to engage members and consumers.
- Drove new business opportunities through overseas eCommerce initiatives, strategic partnerships and collaborative marketing promotions.
- Planned and executed roadshows, promotional campaigns and product launches, including press releases, booth concepts and event marketing.
- Managed product packaging development, in-store collateral and uniform redesign projects to strengthen brand identity and customer experience.
- (A local entrepreneur and sole distributor in South East Asia for AFC Japan products to achieve optimum health, wellness and beauty, and one of the forerunners in Singapore to provide total well being through quality Cordyceps products)
Marketing Communications Manager
Shop n Save Pte Ltd
02.2010 - 04.2013
- Managed integrated advertising and marketing communications campaigns to strengthen brand equity, increase sales and enhance customer awareness across Giant and Shop n Save.
- Planned and managed marketing budgets, while partnering with agencies, banks and sponsorship partners to deliver commercially successful promotional campaigns.
- Produced promotional mailers, catalogues, POS materials, in-store collateral and advertising campaigns supporting nationwide retail initiatives.
- Led the production of commissioned television programmes with MediaCorp, including Giant Stars, Giant Fortune Festival and Smart Tips with Shop n Save, enhancing brand visibility and customer engagement.
- Spearheaded House Brand marketing strategies, loyalty programme campaigns and Passion ez-link promotions to increase membership acquisition and Own Brand awareness.
- Supported media relations, sponsorship activations and strategic partnerships, including concerts and sporting events, to strengthen brand presence and customer reach.
- (A local neighbourhood supermarket with 60 stores operating islandwide and specialises in providing value-for-money products.)
Marketing Manager
Five Stars Tours Pte Ltd
04.2009 - 02.2010
- Managed departmental marketing budget and led integrated marketing campaigns to drive brand awareness, customer acquisition and sales performance.
- Planned and executed major travel exhibitions including NATAS Travel Fair, Travel Fiesta and Travel Malaysia, as well as in-house consumer events.
- Developed strategic sponsorships and partnerships with tourism boards, banks, insurance companies and entertainment partners to expand brand visibility and commercial opportunities.
- Managed television, radio, print and outdoor advertising campaigns, including media planning, production and strategic media buying.
- Conceptualised promotional campaigns, branch marketing initiatives, loyalty programmes, barter partnerships and customer incentive schemes to drive patronage and repeat business.
- Oversaw corporate gifts, premiums, voucher programmes and celebrity collaborations to enhance customer engagement and event success.
- (A leading local tour agency which specializes in providing exclusive tour packages that can capture consumer and corporate demands)
Product Marketing Manager
Nippecraft Limited
01.2008 - 09.2008
- Managed global product marketing initiatives across Asia, Europe and North America, analysing market trends, sales performance and consumer insights to identify growth opportunities.
- Led cross-selling initiatives and market intelligence programmes to strengthen brand positioning and expand international market share.
- Partnered with designers to conceptualise and develop consumer-driven stationery products, translating market trends into commercially successful product concepts.
- Conducted pricing analysis, product presentations and prototype development while supporting product commercialisation across international markets.
- Coordinated global customer feedback programmes and collaborated with regional sales teams to reinforce brand positioning, product knowledge and market responsiveness.
- (A public listed local enterprise in the manufacturing/production industry of paper-related products)
Sales Support Manager
Stamford Hotels & Resorts Pty Ltd
12.2005 - 11.2006
- Supported business development by identifying prospective corporate clients, conducting presentations and coordinating hotel site inspections.
- Planned and managed corporate functions, banquet events and client engagement activities to strengthen customer relationships.
- Led marketing initiatives promoting hotel facilities through websites, publications and promotional campaigns to increase awareness and bookings.
- Worked closely with the sales team to deliver integrated sales support and contribute to revenue growth across corporate and hospitality segments.
- (Ten Hotels in Five Cities: Sydney, Melbourne, Brisbane, Adelaide, Auckland) (A subsidiary of Stamford Land Management Pte Ltd)
Education
Bachelor of Business Administration - Marketing
Singapore Management University
01-2005
GCE 'A' Level - undefined
Anderson Junior College
01-2001
GCE 'O' Level - undefined
CHIJ Saint Nicholas Girls' School
01-1999
PSLE - undefined
Northland Primary School
01-1995
Skills
- Commercial Marketing Strategy
- Retail Marketing
- Omnichannel Marketing
- Brand Strategy
- Customer Acquisition
- CRM
- Digital Marketing
- PR & Communications
- Partnership Marketing
- Budget Management
- P&L Ownership
- Team Leadership
- AI-assisted Marketing
- Supplier Negotiation
- Event Marketing
Strategic planning
Creative direction
Content strategy
Media planning
Influencer marketing
Cross-functional collaboration
Budget oversight
Advertising campaigns
Budget administration
Timeline
Senior Marketing Manager
Watsons Singapore
04.2022 - Current
Marketing Manager
Focus Network Agencies (S) Pte Ltd
06.2014 - 04.2022
Marketing Manager
Lifestream Group Pte Ltd
04.2013 - 04.2014
Marketing Communications Manager
Shop n Save Pte Ltd
02.2010 - 04.2013
Marketing Manager
Five Stars Tours Pte Ltd
04.2009 - 02.2010
Product Marketing Manager
Nippecraft Limited
01.2008 - 09.2008
Sales Support Manager
Stamford Hotels & Resorts Pty Ltd
12.2005 - 11.2006
PSLE - undefined
Northland Primary School
GCE 'O' Level - undefined
CHIJ Saint Nicholas Girls' School
GCE 'A' Level - undefined
Anderson Junior College
Bachelor of Business Administration - Marketing
Singapore Management University
Professional Development
- Retail Academy of Singapore – Digital Marketing, Social Media, Omni-channel Retail
- Singapore Institute of Retail Studies – Social Media & Customer Engagement