Summary
Overview
Work History
Education
Skills
Websites
Certification
Timeline
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Vivian Shi-Yin Sim

Vivian Shi-Yin Sim

Senior Manager
Singapore

Summary

Results-driven Senior Manager with a proven track record of driving growth for a $4M business in the Mom and Baby industry. Spearheaded the development of a unique digital experience for customers purchasing confinement food home delivery services. Combines strong business acumen with expertise in digital marketing and eCommerce to deliver innovation and revenue growth. Seeking a new challenge to leverage strategic leadership and digital expertise for continued professional growth. Entrepreneur. Founder of an online apparel business, FlymetoParis.com with more than 12k social media followers.

Overview

17
17
years of professional experience
4
4
years of post-secondary education
2
2
Certifications

Work History

Senior Manager

Thomson Medical
08.2022 - Current
  • Lead a team of 4 to curate, market, and sell a diverse range of Thomson products and services under the Product Business Unit.
  • Manage P&L, budgets, and consistently drove year-on-year business growth, achieving sales targets.
  • Spearheaded a new branding and digital platform for the confinement food business, resulting in 23% sales growth.
  • Collaborate with cross-functional teams (Guest Services, Hospital, Specialist Clinics) to cross-sell products and services and provided training to support sales.
  • Serve as a panelist at pregnancy events, providing expert insights and answering attendees' questions.
  • Source new partners and products to expand the ThomsonBaby Shop offerings, enhancing the shopping experience for patients and visitors.
  • Negotiate vendor contracts to secure favorable terms, driving a 48% sales growth for trading agreements.
  • Established strong relationships with vendors, ensuring long-term partnerships and repeat business.
  • Collaborate with vendors to identify lucrative opportunities to increase profitability, market share, and brand positioning.
  • Conceptualized and execute product engagement roadshows at ThomsonBaby Shop and Thomson Medical Centre to improve patient and visitor experience while boosting sales.
  • Work with IT, Finance, Procurement, and external vendors to support digitalization projects, contributing user requirements and performing user testing.
  • Drive results through digital paid media campaigns (social media, PPC, email marketing) to build brand awareness, drive traffic, and increase online sales.
  • Collaborate with creative agencies on content marketing strategies to engage target audiences through social media, paid ads, and email marketing.
  • Analyze and report on the performance of business and marketing activities, measuring success against defined targets.

Founder

FlymetoParis.com
12.2007 - Current
  • Company Overview: FlymetoParis (FMTP) is an online fashion brand that believes every lady has the right to dress up and look beautiful. With this belief, FMTP has endeavored to bring in pretty apparels to cater to varying fashion needs of the modern lady for all occasions.
  • Conceptualize the brand image and responsible for online merchandising, inventory and operations management, orders fulfillment, and customer service.
  • Manage the brand's social networks and drive demand by executing paid campaigns to boost traffic and sales, as well as email marketing campaigns to own database.
  • Brainstorm marketing activities and strategies to drive acquisition and customer retention/loyalty.
  • Possess basic design skills with Adobe Photoshop.
  • FlymetoParis (FMTP) is an online fashion brand that believes every lady has the right to dress up and look beautiful. With this belief, FMTP has endeavored to bring in pretty apparels to cater to varying fashion needs of the modern lady for all occasions.

Digital Marketing Manager

StarHub
01.2019 - 07.2022
  • Digital product owner responsible for the digital sales strategy for the Small and Medium Enterprise (SME) segment. Successfully launched platform enhancements including enabling new SME customers to purchase online via ACRA API integration, revamping the entire UX/UI to improve conversion rate, and introducing chatbot/live chat feature on the store. The live chat is innovatively built with the ability to recognise agents who contributed to a successful sale.
  • Collaborate with cross-functional teams (for e.g. UX/UI, Analytics, Product, Information Systems) to create user stories, wireframes, resolve production issues etc.
  • Responsible for the E2E digital journey from discovery, sales to post-sales across website, eCommerce store, mobile app and web-based portal.
  • Formulate online exclusive promotions and drive digital paid media campaigns to build awareness, increase website traffic, acquire leads and drive online sales via social media, pay-per-click (PPC) paid search marketing, native and programmatic display advertising.
  • Use various audience targeting options to ensure ads are reaching the right audience. Tracks and optimises campaigns to achieve a low CPL and CPA.
  • Analyses the efficacy of marketing campaigns via Adobe Analytics.
  • Currently in the midst of implementing a new marketing automation solution to reduce manual tasks, improve customer engagement and increase conversions with Next Best Offers (NBOs).
  • A significant contributor to the ongoing IT transformation initiatives to simplify backend system architecture for faster go-to-market and drive zero-touch digital sales and service through enhanced digital platforms.
  • Spurred online sales by 1372% within a year for the SME eCommerce Store, when customers were accustomed to being served by offline channels instead of self-serve.
  • Increased the online sales contribution from 14% to 26% and improved conversion rate by 2.4 times with revamped UX/ UI.

Assistant Marketing Manager

StarHub
10.2015 - 12.2018
  • Responsible for marketing outreach to Corporate Individual Scheme (CIS) customers to increase CIS subscriber count and encourage signups via StarHub CIS Online Store. Injected creativity in digital campaigns with 'Perk Up Your Work Day' short videos and 'Work Hacks' creatives for social media advertising.
  • Managed the StarHub CIS Online Store and spearheaded the enhancement to expand its access to all >2000 CIS companies' employees with the use of email authentication.
  • Introduced CIS Connects eNewsletter to engage new and existing customers with rich and relevant content to stay top-of-mind. Achieved above-average open rates and click-through rates compared to industry standard.
  • Collaborated with device manufacturer to organise CIS networking event which not only allowed customers to engage with their sales account managers, it also enriched customers with knowledge about StarHub's product offerings and device manufacturer's new flagship devices using gamification strategy.
  • Achieved close to 200% growth in CIS online sales within 2 years.
  • Established a superb growth in CIS eNewsletter subscriber base by >500% since launch within 2 years.

Business Planning Analyst

Hewlett-Packard Singapore
09.2011 - 10.2015
  • Worked with cross-functional teams in Singapore and Vancouver to set up and maintain Bill of Material (BOM), Build Allocation and Build Matrix for each prototype build phase. Liaise with overseas manufacturing partners in China, Thailand and Taiwan to ensure each prototype build runs smoothly and on schedule.
  • Supported multiple projects simultaneously and worked efficiently to react to multiple product design and program changes while adhering to project schedule. Managed material inventories and purchased shortage parts required for each prototype build to ensure material readiness.
  • Managed project expenditure every quarter and report to project manager to ensure adherence to budget allocated for project use which is a critical requirement set by Management.
  • Liaise with suppliers and Vendor Payable team on payment related issues, including purchase order and invoice discrepancies to ensure timely payment to suppliers.

Sales Engineer

Rohm Semiconductor
07.2008 - 08.2011
  • Managed a portfolio of customer accounts including customers in automotive industry, consumer markets, local distributors and overseas manufacturers and provided both sales and technical support.
  • Identified key areas in customers end products for opportunities to recommend suitable components from Company's product portfolio.
  • Worked with R&D engineers in Rohm Japan to develop customized components to suit customers' product specification needs.
  • Tasked to be the key account person for a strategic customer account that the Management was focusing on.
  • Successfully designed in new components which contributed significant sales revenue to the company.
  • Attended to customer's Request For Quotations (RFQs) and managed accounts receivables to ensure payments are received timely and minimal bad debts.
  • Received failed components from customers and ensure that Failure Analysis reports are processed in a timely manner to ensure product quality expectations are met.

Education

Bachelor of Science - Electrical and Electronic Engineering

Nanyang Technological University
Singapore
01.2004 - 01.2008

Skills

  • P/L management

  • Strategic Partnerships

  • E-Commerce Strategy

  • Digital Marketing

  • Business Development

  • Sales Operations

Certification

WSQ Digital Advertising Course

Timeline

Senior Manager

Thomson Medical
08.2022 - Current

Digital Marketing Manager

StarHub
01.2019 - 07.2022

Assistant Marketing Manager

StarHub
10.2015 - 12.2018

Business Planning Analyst

Hewlett-Packard Singapore
09.2011 - 10.2015

Sales Engineer

Rohm Semiconductor
07.2008 - 08.2011

Founder

FlymetoParis.com
12.2007 - Current

Bachelor of Science - Electrical and Electronic Engineering

Nanyang Technological University
01.2004 - 01.2008

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Vivian Shi-Yin SimSenior Manager