Alexis Soh

Founded SLAY YOUR EVENTS, a one-stop events solution tailored to client's needs, preferences and style. We oversee the entire planning process from initial conception to on-day coordination, working closely to create curated experiences, customised collaterals, source vendors and overall event management - every step of the way. 🎯 Project Management – Start to end planning, vendor sourcing & coordination, on-site management. 🎨 Creative Design – Personalised concepts, custom collaterals, themed setups & captivating visuals. 📢 Social & PR – Strategic media, influencer collaborations & social campaigns. Let's work together! 🌐 www.slayyourevents.com 📧 slayyourevents@outlook.com IG: @slayyourevents

Digital Marketing & e-TR, Senior Executive, Travel Retail APAC Led the development on all Digital marketing strategies with full accountability in planning and executing campaign launches according to brand guidelines and TRAPAC business objectives. With Korea and China as key markets, I served as the digital expert on their social media landscapes and supported 360 marketing plans including e-commerce management, digital media calendar, e-TR media investments, influencer engagement and seeding, O2O events orchestration planning, as well as spearheading MAKE UP FOR EVER’s first TR WeChat Mini Program initiative to create our own digital platform for CRM purpose.

In May 2020, I started a business venture into the world of health beverages. Leveraging on the health-conscious climate of COVID-19, as well as, the growing popularity of food delivery during Circuit Breaker, Komboochy was launched in the heat of the pandemic to provide Singaporeans with a natural source of health supplement that improves digestion and strengthens the immune system. As the founder, I run all its social media and digital ads, execute campaigns, liaise with journalists for press coverage and manage its daily operations. Instagram: @komboochy.co Website: https://alexissoh97.wixsite.com/komboochy

Develop and implement e-commerce strategy to improve Jurlique brand marketplace performance for campaigns on Lazada & Shopee. As a one-man team, I manage all online activity from customer service, site product presentation, optimisation of product assortment, creative design and promotion mechanics planning, as well as, running of all display advertising via Facebook Manager and sponsored solutions. Thus, responsible for the traffic acquisition, sales, conversion and reporting of every campaign by analysing site traffic, daily revenue and cart analysis to improve future cross-sell strategies. Moreover, I liaise daily with the platforms’ Key Account Manager to negotiate for campaign visibility, develop and set up all promotional mechanics (I.e. vouchers, flexi combos, GWP, etc) and propose campaign sets to fulfil monthly KPI. By developing strategic online campaigns to support A+ & Mega launches, the various marketing activations have helped to reinforce and enhance Jurlique’s online brand image.

At Shiseido, I work with the marketing manager to support the business growth of 4 Japanese Skincare and Haircare brands - SENKA, TSUBAKI, MA CHERIE & FINO. As the brand team, I develop and execute all marketing activities across 8 local retailers, both in trade retail and on e-comm platforms. Due to my dual role, my marketing initiatives take an omni-channel approach, O + O, that integrates in-store materials with digital activations to drive online & offline sales. Every month, I prepare sales analysis (sell-in & sell-out) and post-campaign marketing analysis reports to APAC team to chart the brands’ growth in Singapore. In addition, I actively liaise with Sales, Supply Chain and Finance team to plan sales forecast, stocks replenishment and year-long budget spend.

In November 2020, I published a dissertation (A+) on “The Efficacy of Singapore Influencer Endorsements”, evaluating the role of intrinsic and extrinsic motivations in consumer purchase behaviour. The opportunity to spearhead my own research has been one of the most academically challenging yet rewarding experiences of my life. Through this, I cultivated invaluable skills like critical analysis, data coding, communication skills (i.e. oral and written), and the know-how of conducting empirical research. The insights from my Honours Thesis proved to have real-world value, especially to e-commerce businesses that heavily rely on digital campaigns and social media for marketing. Narrowed to Singapore, this research was able to ascertain the efficacy of local social media influencers (SMI) - whether they are useful marketing tools or not - by exploring how Singaporean youths' extrinsically perceive their credibility and in turn, respond towards influencer-endorsed ads. Besides, the paper also studied the intrinsic traits of consumers who are most persuaded by these ads. Together, my dual evaluation of consumer response to influencer endorsements could be useful in aiding marketers or PR executives to strategise future campaigns. Taking it a step further, my research had even investigated the validity of survey responses by mapping respondents' indicated purchase intentions to real-life purchase behaviour through the use of a targeted email campaign, delivered via electronic direct mail (EDM). Thus, extending greater validity to my results and providing a more realistic insight into influencers' efficacy in consumer purchase behaviour. If you would like to know more, feel free to contact me.

Over 2 years of freelance experience, I've had the privilege of working with numerous clients across various industries - cosmetics & fashion, consumer goods, tech, real estate, dental, and more. These opportunities have been invaluable in sharpening my technical skills, understanding the needs of different markets, and familiarising myself with campaign management in both e-marketing and digital PR. Please refer to my website portfolio for my list of clientele.

I served as a Grassroots Leader in the Youth Executive Committee (YEC), under People’s Action Youth Movement (PAYM). I sit on the committee as the Media and Publicity Secretary. Overall, I am involved in both social media and project management. My scope of expertise includes managing and maintaining YEC social media accounts to facilitate community engagement and generate event participation, designing of committee shirts and various collaterals for distribution, as well as, the administering of budgets, resources and program schedules.

In FleishmanHillard, I was involved in both the public relations (PR) and digital marketing aspects of the company. Here, I assist in 5 main accounts including Bose, GoPro, Philips, Novartis and Make-A-Wish Foundation. For PR work, my scope spans across a range of hard and soft skills. From daily media monitoring, formulating press releases to engaging journalists/ influencers for media outreach efforts. I also collate weekly and monthly coverage reports, quarterly review reports as well as monthly activity reports across the entire Asia-Pacific (APAC) region by liaising with FleishmanHillard’s overseas teams. For Digital work, I support GoPro, Make-A-Wish and Novartis’ social media accounts by developing their monthly content calendars and social reports with detailed analysis of the past month’s online activity. Furthermore, my supervisors involve me in the strategy brainstorm and preparation for new business pitches, such as Thomson Reuters and BrightPath.

At BeScene, I work as a freelance editorial writer that covers local entertainment and social events happening around the Island.

Semester Exchange at UNIL