Lily Shroff
Melbourne,Australia
Summary
Strategic brand and marketing leader with 20+ years of global experience across Australia/NZ, London, New York, and Singapore.
Proven expertise in multi-channel campaigns, brand strategy, and market expansion for top-tier brands, including The Royal Bank of Scotland, Samsung Electronics, L’Oreal USA, InterContinental Hotels Group, and Hirsch Bedner Associates (HBA).
Specialized in driving brand growth, leveraging consumer insights, and leading high-impact initiatives within the luxury design, hospitality, consumer electronics, and technology sectors. Skilled in building cross-functional teams and delivering measurable business outcomes. Now permanently relocated to Melbourne, Australia since January 2024.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Freelance Marketing Consultant / Permanent Relocation
Goldhawk Properties
Melbourne, Australia
08.2023 - Current
- Company Overview: NZ-based luxury property developer specializing in medium-to-high-end residential developments
- Website: https://www.goldhawk.co.nz/
- Delivered marketing projects for Goldhawk Properties, an NZ-based luxury property developer specializing in medium-to-high-end residential developments, including designing and launching their new website
- Leveraged this period to plan and execute a seamless relocation from Singapore to Melbourne, ensuring a successful transition for personal and family resettlement after 20 years of living and working overseas
- NZ-based luxury property developer specializing in medium-to-high-end residential developments
- Website: https://www.goldhawk.co.nz/
Global Director of Brand & Marketing
HBA / Hirsch Bedner Associates
Singapore
07.2021 - 07.2022
- Company Overview: A leading hospitality and luxury residential design firm
- Led global marketing for HBA, overseeing creative, PR, social media, and marketing operations for a portfolio of 12 brands
- Developed and implemented a comprehensive Group Brand Strategy, including a new Brand Architecture and Visual Identity, enhancing clarity and differentiation across HBA’s house of brands
- Managed the creation of HBA's first global employee eNewsletter, fostering engagement and communication across 1,600 employees
- Revolutionized PR with a ‘One Global PR Network,’ increasing coverage by 84% and improving operational efficiency
- Boosted social media campaigns by 70%, raised engagement rates from 17% to 35%, and grew followers by 28%, driving 161K new website users in 8 months
- Elevated internal engagement through initiatives that strengthened organizational culture and communication
- A leading hospitality and luxury residential design firm
Freelance Brand & Marketing Consultant
LS Consulting
Singapore
11.2017 - 06.2021
- Delivered marketing strategies and creative direction for hospitality and interior design industries, driving brand innovation and growth for small-to-medium organizations
- Executed multi-channel marketing campaigns and oversaw content production across digital platforms, expanding social media presence and engagement
- Increased social media user engagement by 60% across Facebook, Instagram, and LinkedIn through targeted strategies and impactful content
Associate Director, Marketing
Accenture Southeast Asia
Singapore
01.2017 - 12.2017
- Directed marketing capabilities, training initiatives, and campaigns for Singapore Tourism Board (STB), including the launch of Singapore’s first unified brand, Passion Made Possible, across 15 international markets
- Designed and facilitated regional training programs, equipping over 2,000 staff with comprehensive brand knowledge
- Collaborated with Marcom, marketing teams, and external partners to ensure seamless brand deployment
- Delivered a campaign that reached 555M globally, earned 300M video views, and achieved a 24:1 ROAS, driving a 20% increase in passenger demand and a 25% rise in room night demand
Brand Manager – AMEA
Intercontinental Hotels Group
Singapore
01.2013 - 12.2016
- Managed branded experiences for 16+ InterContinental hotels and resorts across the AMEA region, overseeing brand strategy and ensuring consistent delivery across all touchpoints
- Developed and executed strategies to strengthen brand positioning, boost customer engagement, and enhance brand loyalty
- Collaborated with cross-functional teams to ensure adherence to brand guidelines and seamless execution of marketing initiatives
- Conducted market research to inform brand strategies, utilizing insights on customer trends, preferences, and competitive landscapes
- Served as Brand Custodian for IHG, overseeing the creation and review of all campaigns and brand assets, while tracking performance metrics like brand awareness and customer satisfaction
- Launched two major guest experience programs, increasing guest satisfaction by 20% and driving revenue growth
- Elevated brand consideration by 25% across AMEA through creative content initiatives, enhancing brand perception and visual identity
Senior Brand & Marketing Manager – APAC
Blackberry Ltd
Singapore
01.2010 - 12.2013
- Developed and executed the BlackBerry brand strategy across the APAC region, aligning with business objectives and target audiences
- Led the successful launch of three new products, a regional influencer campaign, and a multi-channel marketing initiative to increase brand visibility and establish a clear narrative
- Directed the rebranding and repositioning of Research in Motion (RIM) to BlackBerry Ltd, ensuring a smooth transition and effective communication of the transformation
- Collaborated with product, sales, and PR teams to ensure cohesive messaging and alignment across all marketing efforts
- Conducted market research to identify trends and insights, shaping brand strategies and driving growth
- Managed marketing budgets to optimize ROI and tracked performance metrics like brand awareness and market share to improve brand positioning
- Increased brand consideration by 20%, subscription rates by 25%, and generated $12M+ in product sales revenue
- Successfully rebranded RIM to BlackBerry Ltd, localizing global brand strategies and launching brand guidelines across the APAC region
Digital Marketing Manager – Account: Samsung Electronics
Digitas (Part of Publicis Groupe)
New York
01.2008 - 12.2010
- Served as key account lead for Samsung Electronics, managing the end-to-end agency-client relationship and overseeing digital marketing campaigns for the Galaxy series and Laptop X-series in the USA and SEA markets
- Developed and executed strategic multi-channel campaigns to maximize brand visibility, audience reach, and engagement
- Managed production budgets, ensuring cost-effective resource allocation and successful campaign execution
- Leveraged data analytics to measure campaign performance and optimize strategies for continuous improvement
- Led campaigns that resulted in a 50% increase in sales for the Galaxy series and Laptop X-series in the USA and SEA markets
eCommerce & Marketing Consultant
L’Oreal USA
New York
01.2008 - 12.2008
- Developed marketing strategies for four L’Oréal brands (Vichy, La Roche-Posay, Dermablend, SkinCeuticals) across digital platforms, driving brand alignment with business goals
- Collaborated with Product Marketing Managers to enhance Go-to-Market strategies and improve creative asset development
- Implemented a product rating system across platforms, boosting customer engagement and providing feedback for brand and product improvements
- Achieved a 30% increase in online sales through targeted eNewsletters and email marketing campaigns
Senior Direct Marketing Representative
The Royal Bank of Scotland (RBS)
London
01.2004 - 12.2008
Marketing Executive
Qantas Airlines
Auckland, NZ
01.1999 - 12.2004
Education
Graduate Diploma - Marketing
Auckland University
NZ01.1999
Graduate Diploma - Management
Auckland University
NZ01.1999
Graduate Diploma - Travel & Tourism
Auckland University
NZ01.1999
Skills
- Cross-functional collaboration
- Business analysis
- Strategic planning
- Stakeholder management
- Market analysis
- Project management
- Resource prioritization
- Go-to-market strategy
- Agency management
- Branding
- Marketing strategy planning
- Creative direction
- Brand messaging
- Internal communications
- Customer segmentation
Relocation
Permanently relocated to Melbourne, Australia since 01/01/24
Certification
- LinkedIn Learning: Branding Foundations, Creating a Brand Strategy, Advanced Branding, Brand & Marketing Integration
- Instagram Marketing Workshop, Digital Direction
- Photoshop Essential Training
- StackSkills: The Complete Digital Marketing Course, Singapore
- Professional Resilience: Building Skills to Thrive at Work, Deakin University
- IHG Project Management Training, Singapore
- SQUARE Project Management Training, London
- Effective B2B Email Marketing, The Institute of Direct Marketing Training Ltd (IDM), London
- Fundamentals of Project Management, QA, NZ
Overallachievements
- Managed a portfolio of 30+ brands over 20 years, playing a key role in repositioning and rebranding 6 global brands.
- Led the marketing strategies for 8 new consumer products, achieving exceptional results.
- Surpassed industry benchmarks with a 30% increase in brand consideration, 20% growth in consumer engagement, 25% rise in product demand, and a 28% boost in social media following.
Attributes
- Strategic visionary
- Results-driven leader
- Market insights expert
- Brand champion
- Collaborative communicator
- Agile innovator
- Analytical thinker
- Brand steward
- Customer-centric focus
- Influential relationship builder
- Creative & innovative
- Design & Visual Flair
Timeline
Freelance Marketing Consultant / Permanent Relocation
Goldhawk Properties
08.2023 - Current
Global Director of Brand & Marketing
HBA / Hirsch Bedner Associates
07.2021 - 07.2022
Freelance Brand & Marketing Consultant
LS Consulting
11.2017 - 06.2021
Associate Director, Marketing
Accenture Southeast Asia
01.2017 - 12.2017
Brand Manager – AMEA
Intercontinental Hotels Group
01.2013 - 12.2016
Senior Brand & Marketing Manager – APAC
Blackberry Ltd
01.2010 - 12.2013
Digital Marketing Manager – Account: Samsung Electronics
Digitas (Part of Publicis Groupe)
01.2008 - 12.2010
eCommerce & Marketing Consultant
L’Oreal USA
01.2008 - 12.2008
Senior Direct Marketing Representative
The Royal Bank of Scotland (RBS)
01.2004 - 12.2008
Marketing Executive
Qantas Airlines
01.1999 - 12.2004
Graduate Diploma - Marketing
Auckland University
Graduate Diploma - Management
Auckland University
Graduate Diploma - Travel & Tourism
Auckland University
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