Esther Wong

Delivering marketing activities that enhance client engagement and support revenue growth across Corporate & Institutional segments, industries, and sectors

• Pioneered 1:1 Account-Based Marketing (ABM) across ASEAN targeting two strategic accounts. Achieved an average of 23 unique users, 31 page views and 13 CTA clicks and video engagement score of 65. For 1:Many approach, 10 Master Groups and 31 users were identified. Customers were targeted through Online Banking's banners. Estiimaed pipeline contribution from marketing were USD60k. • Explored Dun & Bradstreet’s intent data and business intelligence capabilities to enhance ABM strategy. Piloted its application for a global investment summit, identified 32 Institutional campaign and tracked engagement across global banking and markets pages. There were 8 engaged companies with 10 highly engaged visits (+90% vs previous period) and over 30 visits showing strong buying intent. • Launched ABM framework globally to enable market adoption. • Spearheaded rollout Eloqua in Thailand and Philippines. The open rate was 40.43% and CTR 5.86%.(above benchmark). • Integrated Eloqua with Microsoft Dynamics in UAE. A month post live, 118 form were submitted and 30 leads were generated. Pre-integration, time for lead to reach a Relationship Manager (RM) was 3 days, this has been reduced to 5 mins; RM spent approx. 3-4 hours per week on lead distribution. Cost savings was approx. USD192,000/year. • Connected Eloqua with LinkedIn for lead management in Malaysia and Indonesia. Campaigns generated 9 leads, 2,721 clicks and 0.83% CTR (above plan). • Increased the % of MarTech usage for Indonesia (20% increase), Malaysia (30% increase) and UAE (55% increase) within a year. • Analysed performance and insights through Adverity, Heap and Qliksense • Enabled customer journey mapping, content creation, real-time audience segmentation, personalisation, campaign orchestration, event management and lead management in collaboration with markets. • Volunteered to be in the Career Pillar, People Committee and launched an interactive Career Playbook

I spearheaded marketing for Retail Banking products namely Deposit, Debit Card, Expat, Insurance, Investment, Islamic Banking and Affluent segment with an annual budget of USD550k • Launched the first international debit card with 10 foreign currency accounts through digital platforms leading to 4.8 million unique users, 1,597%, 562% and 122% increase in page visits, leads and clicks respectively, 20% balances growth and 15k sign-up within the first 3 months. Over 100 creative variations were created using dynamic creative optimisation approach • Championed the rollout of the first portfolio diversification Unit Trust in the market which generated USD70M in sales within the first 4 months • Pioneered the strategic rollout of Expat proposition with dedicated expat lounges, personalised support from expat banking managers and an informative expat website • Spearheaded editorial strategy and content development for the quarterly Financial Magazine (reach of over 50k customers). Reduced magazine production costs by 35% through digital transformation • Doubled the traffic to the Wealth Insight portal by integrating magazine content with digital campaigns • Developed education proposition for Premier customers and implemented go-to-market strategy • Collaborated with Tatler and launched an Education Supplement through digital marketing strategies • Involved in a collaboration with Teach for Malaysia (TFM) to create an informative & interactive guide for primary & secondary children to help them to be financially literate. The guide achieved over 150million social reach and 5million social engagement. Led the first YouTube live by the bank in collaboration with TFM with a panel discussion featuring local celebrities and govt officials to launch this guide • Delivered rebranding initiative with the sale of Takaful entity • Supervised a colleague to launch new insurance products • Led go-to-market strategy and digital campaigns to drive customer acquisitions

• Launched an integrated marketing campaign for a new product, doubled the daily sales by 200% over 3 months and awarded bronze for Excellence in Brand Strategy at the advertising+marketing Magazine’s Excellence Awards 2018. • Co-conceptualised end to end branding, marketing and communications, activation frameworks including budget, timeline, marketing deliverables, logistics and stakeholder management. • Managed the brand recall and health for 2 leading brands (General Insurance industry) encompassing marketing performance monitoring, post-campaign reviews, market research and competitors’ analysis. • Planned and organised national Agents Conferences attended by over 700 delegates to APAC, Europe, Africa and North America with an average of 85% post event satisfaction rate. • Oversaw operational efficiency improvement, vendor liaison and negotiations.

• Managed regional large-scale events portfolios across APAC, Africa and the Middle East, driving 15% annual revenue growth over USD760k and forged strategic partnerships with global media and government bodies. • Generated demand through social media marketing, press releases and SEO and delivered website management and content development. • Mentored 2 junior executives in delivering set revenue targets

CORe consists of three courses : Business Analytics, Economics for Managers, and Financial Accounting. This course focuses on real challenges faced by experienced leaders across a variety of industries and develop business intuition through interactive learning exercises. It instills a deep understanding of essential business concepts and problem-solving skills and provide a platform to learn alongside a global cohort of peers - sharing perspectives and insights.

This course provides a comprehensive overview of the scientific study of thought and behaviour

This postgraduate coursework degree offers the opportunity to undertake an academically rigorous and professionally relevant program of study in contemporary international business issues.

This degree offers a world-class education in the economic, political, legal, social, cultural, and technological principles that exist around the world.

In this course, one will engage in a series of challenges designed to increase one’s happiness and build more productive habits