Gina Kaur Sarban Singh

· Part of the Digital & CRM department set up to to adopt digital transformation for both employees and customers being healthcare professionals

· Established and implemented the microjourney channel and content strategy for the newly created Digital & CRM department using the awareness, consideration, adoption and advocacy funnels applying the 3H model of hero, hub, hygiene content flow in owned, earned, shared and paid media

· Mapped targeted customer strategy (CX) across the digital omnichannel for Healthcare Professionals, Sales and Medical Reps (In-field Intelligence)

· Engaged in social listening, leveraged customer research and refined the development of content maps (next best offer, consent strategy, performance marketing), contributed in retros with improvements and optimization solutions

· Successfully used the COPE (Create Once Publish Everywhere) model that saved production costs by 40%

· Engaged in and influenced discussions on employing modular content strategy with pre-approved medical compliance to save time and costs

· Successfully launched microjourneys for 5 leading brands averaging 30% more CTRs than expected, up to 25% average content downloads and up to 2.3% average conversions

· Completed Always-On Hygiene content deployment in AZ Health website for all 52 brands

· Second-in-command after the Managing Director for a newly-created role where I strategized and drove business objectives for this B2B2C enterprise during the Covid-19 lockdown period, to digitally engage a community of 250,000 healthcare professionals for our pharma clients, locally and regionally - AstraZeneca, Abbott, Astellas, Amgen, Bayer, Beiersdorf, iNova, Merck, Menarini, Novartis, Procter & Gamble, Takeda, Viatris, Zuellig Pharma

· Responsible for fulfilling the pharma client contracts of creating medical education content for doctors to earn the compulsory CPD Points (Continuous Professional Development Points) they need to renew the licenses, yearly.

· Assigned and supervised tasks to 5 directs working with customer strategy, creative, production, media deployment and backend automation team for rolling out the content in a timely manner ensuring high quality outputs and creatively differentiated while being medically compliant and within regulations

· Hired and trained Directs that were assigned as dedicated Client Managers

- Devised Digital Content Masterplan with deliverables, timelines and marketing calendar in owned, earned and paid media

- Established workflows and process documentation for this B2B2C start-up

- Established daily sprints with cross-functional teams and weekly work-in-progress meetings with clients that contributed to 100% work efficiencies

- 5 contract renewals of 5 Pharma clients

- Overachieved on CSAT survey that rated my team’s performance at 4.2 out of 5 (Internally set at 3.5)

- Managed budgets and ensured gross profit margins of 20% minimum per client

· Key senior management role with a track-record of having increased revenue year-on-year in my 5-year tenure

· Led and won 5 new business pitches– Coway, HSBC Bank, Costa Coffee, Starling Mall, Central i-City Mall

· Managed 5 Key Retainer and Project Accounts - Mondelez, F&N, Mead Johnson, Sunway Pyramid Malls, Avenue K

· Led Mondelez, a regional account with 6 brands in 6 countries (Twisties, Oreo, Jacob’s, Tiger Biscuits, Chipsmore, Ritz Crackers) in Malaysia, Singapore, Thailand, Philippines, Indonesia, Vietnam

· Managed International reporting lines for HSBC Bank in London, Coway reporting was to its senior management team in Korea, Central i-City reporting was to the owners in Thailand

· Creation of new Brand Image for Twisties, Jacob's Original Cracker and Tiger Biscuits that increased Brand Affinity and Sales between 12-20% between the 3 brands

· Rebranding exercise for Coway, a Premium Korean Water Purifier, boosted its Customer Base to 750,000 in just 2 years from 2016-2018. Client celebrated 1-Millionth customer in April 2019 (Coway only had 250,000 customers for the last 10 years before the rebranding exercise)

· Successfully handled a couple of client crisis within 24 hours

· Brand Transformation for HSBC Bank called 'Project Hexagon - A Transformation of Customer and Culture'

· Contributed to continuously winning Agency of the Year during my tenure with excellent and differentiated creative work from clients I managed

· Picked by CEO to coach and train new-joiners in brand management

· Implemented Agile Methodology work style with teams that raised effectiveness and saved 50% of time on projects!

· Always finding new ways of telling compelling brand stories and have used AI, AR, VR, geo-location, build Apps, e-commerce, websites, microsites and more

· Senior Lead in a small start-up boutique agency where I achieved a year-on-year revenue increase (averaging 15% gross profit margin a year) during my tenure

· Managed entire business operations as well as client budgets, campaign creations, go-to-market strategy and KPIs

· Initiated and successfully set-up an in-house post-production and sound-studio to produce radio commercials and post-production videos that's still a profitable independent business even today

· Responsible for a team of 5 directs and 20 cross-functional team members

Media & Marketing Manager, Simfoni Maya Pte Ltd – Mar 2006- August 2008

Award-winning Copywriter to Senior Copywriter at Dentsu, Young & Rubicam, Bates and Grey Ad Agencies – 2001-2006

Award-winning Part-time RJ and VJ on Astro Radio and TV station – 2003- 2011

Freelance Voice-Over Talent and Master of Ceremony – 2003-2015