MELISSA SOO 苏钦启

HEAD OF MARKETING

CapBridge and 1exchange (1X)  / Mar 2020 – Present

www.capbridge.sg

www.1x.exchange

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Leading the Marketing Department for a fintech company based in Singapore, Melissa is responsible to develop the brand strategies for both brands (CapBridge and 1exchange) to drive awareness, consideration and conversions.

 

• Ensure articulation of Company’s desired image and position, assure consistent communication of image and position throughout the Company

• Managing & devising strategies to redesign of the companies’ websites; drive online traffic to the websites

• Plan and execute all web, SEO/SEM, marketing database, email, social media and display advertising campaigns

• Accountable for all content marketing initiatives to drive traffic, engagement, leads that deliver enquiries and account sign-ups

• Collaborates across functions and silos to deliver an effective content marketing strategy and editorial plan to meet the business objectives at the lowest possible costs

• Responsible for editorial direction, design, production and distribution of all Company publications

• Developing and managing the marketing team to develop brand strategies and execute tactical marketing campaigns

• Integration of content programs with brand campaigns to drive brand awareness and consideration

• Develop short- and long-term plans and budgets for the marketing/communications/ public relations program and its activities, monitor progress, assure adherence and evaluate performance

• Continually evaluate the Social Media and digital landscape for innovative/new platforms being launched to determine viability for the brands and how to implement them into digital/overall marketing strategy

• Establish success metrics and measurement for content and social marketing, aligning with business units on goals and results with strategic growth objectives

• Monitor and evaluate campaign effectiveness using industry-standard tools like Google Webmaster Tools, Google Analytics and Salesforce

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SENIOR MANAGER, MARKETING & PARTNERSHIPS

The Whisky Trust  / Sep 2019 – Mar 2020

 

Strategizing Sales and Business Development Strategies

• Create, implement and manage expansive and commercial corporate sales strategy and management plan that delivers the growth targets

• Develop event concepts and strategic planning with F&B partners, Operations Team to develop packages and activity calendar

• Effective event management including ownership and adherence to timelines and accurate tracking and evaluation of results on overall project goals

• Management and selection of the best business partners/ suppliers to support the event strategy

 

Marketing, Communications and Public Relations

• Developing and managing the marketing team to develop brand strategies and execute tactical marketing campaigns

• Planning and executing marketing strategies for outlets to ensure maximum awareness and targeted lead generation

• Developing and implementing marketing plans for company's business portfolios

• Monitoring, reviewing and reporting on all marketing activities and results

• Coordinate media interest and ensure regular contact with target media and appropriate response to media requests

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SENIOR MANAGER, REGIONAL MARKETING & PARTNERSHIPS

ONE Championship  / Nov 2016 – Sep 2019
www.onefc.com

 

As part of the Global Marketing Team at ONE Championship, Melissa was responsible for promoting ONE Championship events through digital marketing strategies and optimizing the on- site experience in markets like Singapore, Indonesia, Philippines, Hong Kong and Macau.

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Track, analyze and optimize ticket sales & event attendance on digital & social media platforms

• Develop marketing plan to drive ticket sales, app downloads and broadcast viewership for each event

• ·Manage the tracking of ticket sales, broadcast and event attendance

• Lead the end-to-end ownership of paid digital marketing vertical from campaign planning, set-up, execution, optimization to analysis across multi-channels e.g. SEM, social media etc

• Track daily performance of digital marketing campaigns and assessing performance against ROI

  • Conversion lead, cost per lead, cost per engagement, cost per acquisition, Year-on-Year & Event-on-Event comparison

• Use data and analytics tools to constantly evaluate all digital campaigns​

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Strategize, plan & execute promotional activations around ONE Championship events

• Plan and produce events, experiential activations, influencers’ and athletes’ activities to drive awareness of each event & merchandise launch

• Develop creative and value-adding country specific activations through which to integrate ONE partners & sponsors

• Negotiate and drive joint business planning with partners from different industries to achieve a multitude of business objectives

• Refine fans’ on-site user journey & experience

• develop and execute unique experiential and/or digital on-site experiences

• ·Manage and track event/country-based marketing budget, in collaboration with various internal team

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Develop an engaged audience of on-site, online and on-air consumers

• Develop marketing plan to drive ticket sales, app downloads and broadcast viewership for each event

• Collaborate with internal teams to execute each event-based marketing plan

• Work with internal teams and third-party ticket partners to build a targeted database of consumers

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HEAD OF DIGITAL MARKETING 

Zouk Singapore / Apr 2016 – Oct 2016

wwww.zoukclub.com.sg

www.zoukout.com

www.redtailbar.com

 

To optimize marketing campaigns on the key channels that facilitate brand awareness and lead generation including but not limited to social media, website, and digital advertising. Partners closely with Marketing, Art & Operations team to curate content from a variety of sources and strategically executing and reporting on campaign performance. 

 

Digital strategy for the company – Zouk Singapore, ZoukOut & Red Tail Bar Singapore

• Managing the redesign of the company website.

• Improving the usability, design, content and conversion of the company website

• Devising strategies to drive online traffic to the company website.

• Tracking conversion rates and making improvements to the website.

• Track daily performance of digital marketing campaigns and assessing performance against ROI

  • Conversion lead, cost per lead, cost per engagement, cost per acquisition, Year-on-Year

 

Social media strategy for the company – Zouk Singapore, ZoukOut, Red Tail Bar Singapore & Capital Zouk

• Develop, implement and maintain comprehensive social media strategies that align with brand strategy

• Research, suggest and create marketing content and affiliate campaign purposes, manage content calendar and publishing schedule (FaceBook, Instagram, Twtitter & YouTube)

• Work with creative team for concept development in ongoing and seasonal campaigns and manage social media day-to-day activities - curate, create and manage all published content (images, video and written) for social media accounts

• Continually evaluate the Social Media and digital landscape for innovative/new platforms being launched to determine viability for brand and how to implement into digital/overall marketing strategy

• Monitor and evaluate campaign effectiveness using industry standard tools like Google Webmaster Tools, Google Analytics, HootSuite, Facebook Insights, etc.

• Identify KPI’s for ongoing and campaign initiatives—analyze findings based on benchmark goals and apply learnings for future initiatives

• Devising strategy, design, and development of digital campaigns and assets that will increase revenue and improve lead generation conversion

• Coordinate the design, customer segmentation, messaging and analytics for all email marketing campaigns through our marketing automation platform