Musawifee R.

Growing Revolut in Singapore • Influencer Marketing • Performance Marketing • Product-Led Growth

- Develop and implement locally nuanced GTM strategy with cross-functional teams, (PR, legal, product, partnership, editorial, growth, creative) which made Bumble the #1 (market share/downloads) dating app in SEA, ahead of key competitors from Match Group. Achieve revenue KPI annually, with double-digit growth in regs and MAU MoM - Identify and negotiate regional partnerships to drive mutually beneficial marketing outcomes across various verticals, achieving over 20 million earned impressions with brands like Barry’s, Flash Coffee, Absolute Cycle, AWARE, Penguin Books, Shopback, Globe Telecom - Strategise and launch regional Instagram handle, @bumble_asia, whilst ensuring double-digit follower growth and 5% engagement rate MoM via up-to-date always-on content strategies/trends. Identify and recruit high-impact squad of celebrity, marquee and macro influencers to enhance brand awareness and create community interactions via UGC - Lead CRM campaign management (push notification, email) to support 360 campaigns with an average open rate of > 5% across all channels, contributing to increase in YoY DAU - Allocate effective working/non-working annual budget, which includes managing annual media planning (OOH, biddable platforms) across SEA, agency retainer fees, campaign productions

- Responsible for 360 marketing campaigns with a digital-first approach for US, UK, AUS, NZ label repertoire of Universal Music Singapore. Notable projects include Troye Sivan, Justin Bieber, The Weeknd, Sam Smith, Shawn Mendes, Billie Eilish and more. - Established strategic partnerships between a record label and external organisations such as TikTok, Swee Lee Singapore, SGAG, Mediacorp 987 and macro/micro KOLs. This has provided new opportunities to promote our artistes and music outside of our owned channels. - Spearheaded customised content strategies to engage audiences through UMSG owned digital media platforms - TikTok, Instagram, Facebook, YouTube, Twitter and garner the most engagements, which includes going ✨ viral ✨. - Part of the team that organised and planned promotional tours for Universal Music artistes. This involves organising exclusive music showcases + artiste hospitality, transport, accommodation + coordinating Meet and Greets, media interviews, press junkets, radio, and streaming partner visits. - Lead digital team to ensure content/paid media/CRM campaigns across all owned channels are best-in-class among competitor music labels. End-to-end management of digital ad buys on platforms (not limited to) Facebook, Instagram, Google/YouTube, Twitter and TikTok, from the planning, execution and performance analysis stages. - Responsible for management of interns; which include coaching, guiding, and grading.

PROTOCOL is a Singaporean creative agency built for the social media era. Its scope of work extends beyond social media; providing digital/traditional advertising, media buying, KOLs outreach, branding, research and marketing services to regional and local clients. - Business lead for several key accounts: Millennium Hotels & Resorts, F&N Foods, Cyber Security Agency of Singapore, JXTG Nippon Oil & Energy, Néstle, Standard Chartered Bank - Brainstorming customised social strategies for regional and local clients across different verticals - Managing clients’ online brand and product campaigns to keep top-of-mind recall for various TA, of their products and services - Leading a full-scale creative team and junior staff (interns included), to ensure high-quality agency deliverables that exceed any brief - Offering data-backed insights and reporting to clients to constantly improve their social/digital presence - Establish processes to streamline workflow internally/externally, i.e client onboarding, day-to-day operations, paid media reporting, campaign briefs, community management, and etc - Optimising and value-adding clients media budget to exceed ROI - Sourcing for and managing relevant KOLs that align with clients’ objectives and image - Supervising and managing interns from universities/polytechnics to provide a holistic experience by sharing constructive reports/feedback - Creating new business proposals for marketing campaigns (retainers/ad-hoc) for the agency, leading the business development

Managed clients such as: - Zingrill Holdings (Seoul Garden, Seoul Garden HotPot, Chef's Noodles & Korbi Grill) - Fullerton Markets - M Social Singapore - Hong Kong Tourism Board - Premium Automobiles (Audi) - Estee Lauder (Malaysia) - National Environment Agency - National University of Singapore - BreadTalk - CoRE @ DukeNUS Medical School - One Faber Group

- Responsible for curating VM concepts, following up with approval processes & installing the mentioned display - Responsible for Visual Merchandising Displays for all functions & events. - In charge of designated outlets window displays. - Assisted in promotional/signage materials preparation. - Assisted & supported marketing department in outdoor activities - Other ad hoc duties

- Enlisted as a Recruit for Basic Military Training at Singapore Armed Forces. - Graduated and transferred service to Singapore Police Force to undergo Senior Officer Training. - Commissioned in 2014 as a Probationary Inspector and was posted to Special Operations Command. - Appointed as Training Development Officer to take command of the Police Tactical Course. - Handled course trainees' administration, welfare, training and discipline. Ensured strict compliance with Training Safety Regulations of the Singapore Police Force.

- Assisted Head Office and Store Managers to create window displays for ION, Marina Square and VivoCity outlets - Responsible for the styling of mannequins according to the latest fashion trends - Strategised in-store product placements to maximise store sales

Communication Principles | Philosophy | Social Science | Discourse: Critique & Evaluation | Media Literacy | Media Communications | Research Methods | Visual Texts & Communications | Media Relations | Crisis Communications | Statistics | Public Relations | Analysis & Trends of the Communications industry | Creative Advertising & Copywriting | Corporate Communications

Interned at Fossil SEA. During my internship, I assisted the Regional Design Team in terms of updating new shop floor fixtures and vitrines. As an intern, I was ultimately exposed to real world knowledge of working with clients and handling design projects.