RESUME

 

LOVE, BONITO USA

COUNTRY DIRECTOR (HEAD OF N. AMERICA) | JUNE 2022 - PRESENT

Founded in 2010, Love, Bonito (Series C) is a women’s apparel brand from Singapore with an international footprint across several Asian markets and now present in the US.

  • Set the strategic localization direction for brand, community, and go-to-market execution across the U.S. as the first in-market hire, owning both top-line growth and long-term brand equity.

  • Defined and executed integrated brand and paid media strategy across digital, social, experiential, and retail channels to drive brand equity and revenue growth.

  • Led agency partners across media, creative, and performance execution, ensuring alignment to global brand vision and local market objectives.

  • Owned multi-million-dollar brand and performance budgets with full accountability for ROI, forecasting, and KPI reporting.

  • Served as in-house lead on platform optimization, performance insights, and cross-channel testing, improving efficiency while protecting premium brand positioning.

  • Drove 2× YoY revenue growth and 3× YoY brand awareness, balancing top-funnel brand investment with lower-funnel performance execution.

  • Led Trailblazer, a 360° Women’s Month integrated campaign with Asian American Girl Club, delivering 6M impressions (EMV $345K), +55% PoP revenue, and strong lifts in organic traffic, reach, and engagement within one month.

  • Built and led a 20-person integrated marketing organization spanning Brand, Media, Social, Performance, CRM, Ecommerce, and Partnerships.

 

AURATE NEW YORK

MARKETING & ONSITE DIRECTOR | JUNE 2020 - JUNE 2022

Directed full-funnel brand and performance media strategy, balancing premium storytelling with conversion-driven execution across digital, social, and creator-led channels.

  • Owned and scaled a seven-figure paid media and influencer marketing budget, driving sustained demand while protecting luxury brand equity.

  • Served as overall lead on a multi-year collaboration with Kerry Washington, overseeing strategy, execution, and brand governance:

    • Directed cross-functional program management with Product, Brand, and Media teams to launch three signature collections over nearly three years, aligning product, storytelling, and media plans.

    • Partnered with paid media agencies and Kerry Washington’s management team to deliver integrated launches, ensuring creative alignment, platform best practices, and performance optimization.

  • Collaborated cross-functionally with Brand, PR, Creative, Ecommerce, and CX teams to deliver cohesive global launches that connected product, culture, and performance.

  • Monitored campaign performance and translated insights into ongoing optimizations, balancing brand impact, efficiency, and long-term LTV growth.

SR. DIGITAL MANAGER | DEC 2019 - MAY 2020

  • Owned Shopify Plus ecommerce roadmap, overseeing UX/UI enhancements, CRO testing, digital merchandising, and site performance optimization.

  • Delivered a +25% lift in conversion rate through structured experimentation across PDPs, navigation, checkout, and messaging.

  • Led onsite merchandising strategy to support product launches, promotions, and key retail moments, in close partnership with brand and creative teams.

  • Partnered with UX/UI designers and front- and back-end development teams to execute site enhancements and customer journey improvements.

  • Directed full-funnel ecommerce growth across paid media, CRM, creative, and onsite UX with a strong attribution and testing mindset.

  • Managed lifecycle programs (Email, SMS, Loyalty) via Klaviyo and Attentive, improving retention, repeat purchase rate, and LTV.

  • Collaborated with paid media teams to optimize onsite conversion from traffic, consistently delivering ~5× blended ROAS.

  • Built analytics and reporting frameworks using Google Analytics, Heap, and Tableau to inform roadmap and leadership decision-making.

 

PASKHO INC.

ECOMMERCE & ONSITE MANAGER | JUN 2019 - NOV 2019

- Managed onsite and UX optimization. Kept organic traffic bounce rate to <40% with site duration >5mins

- Improved site architecture on navigation, home, PDP and FAQ based on quantitative data and aggregated qualitative user feedback

- Managed 3rd party technical integrations with developer and UI/UX designer.

- Responsible for website QA process prior to production

- Delivered bundle app feature which drove 35% higher ROAS from ad spend

- Initiated integration with Afterpay to boost AOV up by 40%

 

RENEGADE COMMUNICATIONS

DIGITAL MARKETING MANAGER | JUN 2017 - JUN 2019

- Managed mix of brand and performance campaigns across digital channels for clients, which includes NBCUniversal, STARZ and regional brands in the DMV area.

- Campaign optimization at annual budget of over $8M

- Developed campaign reporting dashboards, conducted media & competitive research

 

CONSULTING

FREELANCE CONSULTANT | JUL 2016 - OCT 2018

- Consulted with early start ups to provide marketing audit, digital marketing support, and user design solutions using Design Thinking framework. ​

 

ZALORA GROUP (APAC/SEA)

REGIONAL MARKETING MANAGER | MAR 2014 - JUL 2016

ZALORA is a Rocket Internet SE venture and entity under the Global Fashion Group (GFG), and is Asia's leading fashion eCommerce platform.

Regional Online Marketing Manager

  • Team Lead of display performance marketing team. Oversaw APAC and SEA

  • Led channel’s performance revival. Drove app installs and reactivation. Achieved revenue growth of 300% and new customers acquired by 420% YOY

  • Managed annual budget of <$2M while achieving ROAS goals

  • Supervised team of 5 account managers in campaign implementation

  • Managed key partnerships with Google and major ad network agencies

  • Advice Managing Directors on country trends and business opportunities

Senior Account Manager

  • Started new marketing channel for direct media buying. Consult and influence internal stakeholders on media partnerships. Acquired 50 new partners

  • Headed business negotiation of media purchases (up to $1M)

  • Concept new interactive ad formats to improve brand awareness (brand query growth ~40%)and amassing over 1B impressions

  • Mentored junior account managers in branch offices

Affiliate Executive

  • Managed Affiliate Marketing programs for Hong Kong and Singapore

  • Initiated new partnerships with regional travel partners like Hotel Club and Expedia; implemented co-branding campaigns

  • Revamped affiliate newsletters to increase open rate by 30% and improved engagement of top publishers to drive revenue.

  • Top performer of department and promoted in less than 8 months.