Rachel Ma

Group Marketing Director - Insights, Strategy & Innovation [ Beverages ] @ Yeo Hiap Seng (Yeo’s)

About

I shape growth agendas into scalable brands and propositions.That work comes down to a few hard choices: where to compete, what to prioritize and how to turn strategy into focused action. Over two decades across beverages, health, non-food retail and fuels, I have led brand and portfolio agendas across diverse markets and operating models, where clarity of direction matters as much as ambition. Strong brands, in my experience, are built with intent and strengthened by discipline. I use story to translate that intent into sharper innovation choices and aligned execution, so the strategy holds as the business grows.Outside work, good coffee helps. So does the perspective that comes with raising three children.

Country

City

Singapore

Industry

Food Production

Skill

Qualitative Research, Quantitative Research, Category Management, Marketing Campaign Management, Product Strategy, Integrated Marketing, Digital Marketing, Distributor Management, Sourcing, Fundraising, Public Speaking, Event Management, Sponsorship, Public Relations, Brand Architecture, Private Label, Packaging Design, Product Innovation, Portfolio Management, Concept Development

Experience

Group Marketing Director - Insights, Strategy & Innovation [ Beverages ]

Yeo Hiap Seng (Yeo’s)

2022-6 - Present · 4 yrs 4 mos

Singapore

Lead group-level portfolio strategy, insights and innovation pipeline development for Yeo’s beverage business, defining portfolio renovation, premiumisation and new growth platforms for a heritage brand.

Global Convenience Retail Category Management Lead, Non-Food

Shell

2018-1 - 2022-4 · 4 yrs 4 mos

Singapore

Developed Shell convenience retail's first global non-food category strategy for its USD 800M+ portfolio, defining category and commercial priorities scale across diverse markets, with Asia as key growth engine. Led strategic partnerships with global brands including Disney, Hasbro, Haleon and Unilever, driving incremental revenue and strengthening the retail proposition. Led the development of Shell Retail’s first private-label alkaline battery line.

Cluster Fuels Marketing Team Lead

Shell

2014-7 - 2017-12 · 3 yrs 6 mos

Singapore

Led brand and category teams across Singapore, Hong Kong, Indonesia and previously Malaysia, with accountability for portfolio performance and marketing effectiveness in retail fuels. Set portfolio strategy, brand direction and market plans that strengthened share and brand preference through disciplined, insight-led execution.

Group Brand Manager

DFI Retail Group

2012-11 - 2014-7 · 1 yr 9 mos

Singapore

Corporate/Private Labels Brand Development, Marketing, New product development including packaging design and labelling (Health and Personal Care) for the region, predominantly Singapore, Malaysia and Hong Kong

Assistant Manager, Regional Branding and Strategic Marketing

Cerebos

2010-10 - 2012-10 · 2 yrs 1 mo

Singapore

Regional brand management for health and beauty supplements division in APAC (Brand's Essence of Chicken, Bird's Nest, Innershine, Veta etc.) - Brand architecture and positioning (project lead), new product launches including packaging development and design, strategic marketing communications