Crystal Koh

Working with a team of 2 reports to oversee core Singapore and Malaysia markets and elevate strategic accounts that span APAC region. Establish trusted relationships with partners and stakeholders and lead projects that drive significant business impact with localization (>20% growth in transactions 2022-2023) Conduct joint business reviews with senior leadership, identify growth areas and materialize innovative partnerships. Drive optimization with data and experimentation. Key areas of expertise: Financial services, airlines, API integration, tourism marketing.

• Grow revenue and quality marketing exposure through effective partnership collaborations with top players in the region such as super-apps, banks, airlines, telcos, e-commerce companies and tourism boards regionally (DBS, Citi, Visa, Atome, Grab, Shopee, Googlepay, STB, Singapore Airlines) • Conceptualize, implement, using data-driven approach to optimize and measure campaign results end-to-end • Strategize impactful landmark projects to create innovative ways of engaging stakeholders and customers • Promoted to Senior Area Manager, Singapore and Malaysia role

• Liaise with key corporate partners (banks, FMCG, airlines) to grow both strategic and tactical partnerships driving sales revenue, sponsorships and quality marketing exposure for RWS's attractions (including Universal Studios Singapore), hotels, dining & entertainment products in Singapore and Indonesia. • Understand partner dynamics and identify areas of opportunities, and build a business case to pitch sound partnership models which successfully translates into new projects • Perform deep dive review of campaign results, analyse data and findings and identify areas for improvement • Promoted to Manager role

• Managed airlines and travel agents marketing partnerships across Singapore and Malaysia, from contract to campaign execution, content management and reporting • Curate content for PR pieces, advertorials, partners' assets to provide relevant and enticing information on Sydney & surrounds as a destination • Led trade familiarization trip to NSW and participated travel trade shows • Create and price land packages with support from overseas operators

• Reported directly to the airline’s Head of Marketing, led a junior executive in the team who supported me in my duties • Successfully planned and launched 5 major flight launches & press conferences coordinating with STB and over 10 OOH events • Overall in-charge of local tactical marketing in Singapore with focus on digital marketing. Handled regional marketing in China, HK, Taiwan, Philippines, Myanmar and Vietnam markets. • Managed media, PR and creative agencies and assisted with the rebranding of Tigerair to execute across all assets • Liaised with airports, tourism boards, banks, retail, FMCG, malls, payment getways for tactical & strategic partnerships. Managed contracts reviews, negotiations, identifying opportunities and end-to-end implementation. • Launched and managed Tigerair’s first ever Boarding Pass Privileges programme

• Professionally resolved escalated passengers’ feedback (mainly high net-worth customers), conducted relevant in-depth investigations and decide on appropriate service recovery methods • Coordinated CEO customer service awards annual event • Contributed to service quality reports to improve customer service standards • Mentored and trained new hires

GPA: 4.37 out of 5 Member of Asia-Europe Foundation University Alumni Network Non-government organisation • E-magazine layout editor • Participated in 16th Summer University Programme in Warsaw, Poland NTU Cultural Activities Club Freshmen Orientation Camp Orientation Group Leader Led a group 22 freshmen in a 6-day orientation camp NTU Student Exchange Programme – Global Summer Studies Exchange Student in Stuttgart, Germany Nanyang Chronicle – Official School Newspaper Wrote for news, lifestyle, and movies reviews section