Summary
Overview
Work History
Education
Skills
Certification
Languages
Timeline
Generic

Vincent Cheong

Singapore

Summary

Experienced with developing comprehensive marketing strategies that drive brand growth and customer engagement. Utilises data-driven insights to optimise campaign performance and market positioning. Track record of leading teams to exceed expectations through innovative marketing solutions.

Overview

27
27
years of professional experience
12
12
Certification

Work History

Head of Marketing

Select Group
09.2024 - Current
  • Led a team of marketing professionals for successful product launches and promotions.
  • Implemented data-driven decision-making processes to guide innovative marketing strategies.
  • Improved lead generation efforts by implementing targeted inbound marketing strategies that attracted high-quality prospects.
  • Drove business growth by forging strategic alliances with complementary organisations to expand reach into new target segments.
  • Analysed competitive landscape, identifying potential threats and opportunities for strategic positioning in the marketplace.
  • Mentored junior staff members, providing guidance in professional development and fostering a collaborative team environment.
  • Established strong relationships with key industry influencers to elevate brand reputation.
  • Increased brand awareness by developing and implementing strategic marketing campaigns.
  • Enhanced customer engagement with targeted social media strategies and content creation.

Assistant Director, Strategic Communications

Nanyang Technological University
04.2023 - 08.2024
  • Spearheaded numerous O2O marketing and communication campaigns for Nanyang Business School's (NBS) .
  • Drove integrated communications strategies to engage key stakeholders and effectively enhanced NBS reputation.
  • Led strategic communications and thought leadership initiatives, which includes speech writing, events, webinars, newsletters, and digital activations.

Head of Customer & Marketing

Kopitiam | FairPrice Group
06.2014 - 03.2023
  • Developed ROI-based marcoms strategies that drove customer engagement, increased GMW, and growth.
  • Implemented strategic marcoms initiatives that strengthened mindshare, lifted brand perception, and positioned the organisation as an industry thought leader.
  • Strategised external communication activities that lifted the organisation's NPS and CSAT scores, and ensured success for new openings, product launches, stakeholder profiling, and national events.
  • Expanded strategic corporate and government partnerships, developed optimal partnership models that provided value-added CX and increased business growth.
  • Successfully revamped the Kopitiam Card Loyalty Programme that enabled more data-driven and focused marketing and communications initiatives.
  • Developed CSR and COL initiatives for 3 million Kopitiam Card users and increased footprint to over 100 stores.
  • Launched FairPrice Group Media to monetise the Group's retail assets that created a new and sustainable revenue stream.

Principal Consultant

Roland Berger Strategy Consultants
03.2010 - 04.2014
  • Provided strategic counsel and re-engineering solutions to China's city commercial banks on branding, communications, stakeholder engagement, crisis management, and corporate affairs.

Client Service Director

Shanghai @PR Consulting
05.2008 - 03.2010
  • Managed key client stakeholder relationships and identified growth and revenue opportunities for Li Ning, NBA China, Clarks, Roche, and GM Motors in China and North America.

Head of Client Services

Rocket-X Media Singapore
02.2004 - 03.2008
  • Built enduring relationships, drove effective campaigns through a rigorous understanding of key dynamics, strategies, and business drivers for John Hancock, IKEA, Pacific Breweries, Asia Pacific Breweries, Golden Village, Harley Davidson, and the Singapore Sports Council.

Associate Account Director

Lowe Lintas & Partners
04.1999 - 01.2004
  • Successfully planned and executed local and regional campaigns for CapitaLand, Property Enterprises Development (PED), HSBC, Montblanc, IKEA, Health Promotion Board (HPB), Singtel, Sun Microsystems, and 3Com.

Flight Steward

Singapore Airlines
01.1998 - 03.1999
  • Awarded Best Trainee.

Education

Bachelor of Commerce - Marketing and Communication Studies

Murdoch University

Skills

Marketing analytics

CRM management

Agency management

E-commerce strategy

Influencer partnerships

Strategic marketing

Performance metrics analysis

Social media engagement

Digital marketing

Copywriting

Event planning

Certification

  • Content Marketing Strategy

  • Social Media Marketing

  • Digital Marketing

  • Google Analytics Black Belt

  • Design Thinking

  • Critical Thinking and Analytical Skills

  • Crucial Conversations

  • Search Engine Optimization

  • Lean Six Sigma - Gold Belt

  • Strategic Communications: Crisis Management in Service Delivery

  • WeChat Digital Immersion Programme

Languages

English
Bilingual or Proficient (C2)
Chinese
Bilingual or Proficient (C2)
Cantonese
Bilingual or Proficient (C2)

Timeline

Head of Marketing

Select Group
09.2024 - Current

Assistant Director, Strategic Communications

Nanyang Technological University
04.2023 - 08.2024

Head of Customer & Marketing

Kopitiam | FairPrice Group
06.2014 - 03.2023

Principal Consultant

Roland Berger Strategy Consultants
03.2010 - 04.2014

Client Service Director

Shanghai @PR Consulting
05.2008 - 03.2010

Head of Client Services

Rocket-X Media Singapore
02.2004 - 03.2008

Associate Account Director

Lowe Lintas & Partners
04.1999 - 01.2004

Flight Steward

Singapore Airlines
01.1998 - 03.1999

Bachelor of Commerce - Marketing and Communication Studies

Murdoch University

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