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ABOUT

Dynamic Product Marketer and Content Creator with extensive experience propelling early-stage direct-to-consumer brands to significant growth stages. Specializes in digital marketing, content creation, and brand management, with a comprehensive understanding of operations, customer service, production, sales, and account management. Proven ability to leverage limited resources for maximum impact, work independently, and excel in stakeholder management, creative problem-solving, and cross-functional collaboration.​

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SKILLS

Excels in cross-functional collaboration, stakeholder management, content creation, creative problem solving, collaboration, written and verbal communication, attention to detail, independent execution.

  • Proficient in Adobe Photoshop, Adobe Illustrator, Figma.

  • Experienced with Adobe InDesign

  • ​Experienced in Prop & Set Styling, Hand Modeling, Production Design

  • ​Ecommerce Apps: Klaviyo, Mailchimp, Sanity CMS, Netlify CMS, Shopify

  • ​Warehouse Management: Shipbob, Orderdesk, Whiplash, Fulfilio

WORK

Another Wellness Company Inc.

Sr Product Marketing Manager

January 2022 - January 2024

  • Developed and executed the e-commerce strategy to increase online sales and improve customer experience.

  • Managed the end-to-end e-commerce operations, including site design and functionality, content strategy, customer service, fulfillment, and post-purchase support.

  • Led digital marketing efforts across SEO, SEM, email marketing & social media to drive traffic and sales.

  • Launched a new email marketing channel for 120k subscribers, including copywriting, design and implementation. Revamped post-purchase flows, organized by customers' primary mental health concerns resulted in a 4x increase in the repeat purchase rate. 

  • Led the overhaul of social media strategy, introducing four key content pillars that doubled the Instagram following to 75k in a 6-month period.

  • Produced and directed high-performing content for paid ads on Meta, Tiktok & Google, resulting in a 3.6x increase in monthly revenue within a 4 month period

  • Managed the end-to-end development, implementation and launch of a new brand identity, website & content management system. 

Karst Goods PTY LTD

Head of Ecommerce,
Product Manager
January 2021 - January 2022
Head of Operations
January 2020 - January 2021
Brand Manager
April 2018 - January 2020
  • End-to-end management of all product launches, from concept ideation, writing, market research, materials sourcing, and manufacture

  • Author of Praxis Method by Karst, a set of 3 self-help guidebooks for Mindfulness, Gratitude and Habit development.

  • Karst's "Plan" line of productivity tools (Planners, Agendas, Action Pads)

  • Led cross-functional team for complete rebrand and launch of company website, products, assets

  • Daily management and optimisation of site content including; homepage assets, product pages, category pages, curated shops, site banners, and landing pages

  • Point-of-contact for all third-party app and plugin providers, ensuring implementation and maintaining updates for best web experience

Sr Product Marketing Manager

January 2022 - Present

  • Led supply chain operations, handling supplier orders, sea freight and logistics planning, order forecasting, inventory management

  • Led SKU setup and product page build across partner channels

  • Account Manager for retailers and distributors in: US/Canada, Australia/New Zealand, UK, EEA

  • Oversaw 3PL and warehouse management in 3 continents (North America, Australia & Europe) including D2C (ecommerce) and B2B (retail and promotional) inbound and outbound orders

  • Developed Company Handbook and SOPs for efficient onboarding of contractors and seasonal hires in Customer Service, Logistics and Fulfilment roles

  • Developed business and innovation strategies to expand from strictly D2C business model

  • Led launch of 'Karst for Businesses and Organisations', a B2B-focused bespoke stationery offering

  • Led expansion into retail trade, managing relationships with key retail partners and buyers, including Karst's first exclusive distributor Telegram Co (Australia & New Zealand Territory)

  • Developed creative content strategies across digital channels that support storytelling at the brand and product level

  • Overhauled Customer Success department, developing SOPs for customer inquiries, complaints, product manufacturing faults, returns, lost packages, etc. 

SCHOOL

Yale-NUS College, SINGAPORE 

Bachelor of Arts with Honours (2017)

Yale University, NEW HAVEN
Special Sessions Research Project (2015-2016)

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