Cindy L.

• Generated pipeline by spearheading Google Cloud demand generation across SEA, with a primary focus on the high-growth Indonesian market. • Accelerated Goggle Cloud product adoption by engaging and activating 1,000+ customers across SEA in the first year, translating emerging AI capabilities into actionable marketing and revenue-driving outcomes.

~ TADA (SG): a ride-hailing app ~ a pet healthcare e-commerce (APAC)

Leading Bumble SEA marketing team and responsible for building the brand and driving business growth in South East Asia, including Singapore, The Philippines and Indonesia. Integrating Bumble brand into the pop culture of SEA. ~ WIN the dating category: Made Bumble dominate Singapore market as the most downloaded app within the category in June 2023 ~ Established Singapore as the revenue power house of SEA: Grew Singapore’s revenue YoY by +30% with only 20% of core markets’ budget ~WIN the hearts of single women in SEA: drove the increase of brand awareness by +9% and drove women’s user growth by ave +50% YoY ~ Built community & made campaigns go viral: Pioneered @bumble_asia Instagram account, with multiple viral campaigns like “Singles Run” and “Kindness is Sexy feat. Glenn Yong” ~ Driving growth of LGBTQ+ users in PH from inception to scale

Led GrabMart marketing team in driving acquisition and retention of the new businesses under last mile grocery business, driving hyper-growth vertical Worked cross functions with external and internal stakeholders from commercial team, product, strategy, demand gen, account management, to merchant partners, agencies and publishers to grow the business and retain demand. Delivers business targets and plan a go-to-market across all levers like performance marketing, partnership, media buy, social, content, etc Responsible for cross functional collaborations with internal and external stakeholders from product, demand generation, business, account managers, etc, to grow the business of various payment portfolios (i.e. GrabPay, GrabPay Card, PayLater by Grab) Drive business targets by working with strategic partners like McD, Frasers, etc to drive usage of various payment portfolios ~ Launched GrabMart in 2020 - grew the business, launched multiple campaigns with notable merchant partners like Don Don Donki, M&S, APB, Mothercare, IKEA and many more! ~ Launched GrabSupermarket & GrabGroupBuy in 2021

Heading the Brand Marketing team of Grab Singapore. Brand Management Responsible to build the brand love of Grab Singapore through campaigns, brand partnerships and activations for cross verticals (GrabPay, GrabRewards, GrabFood & GrabTransport) Being the Brand Custodian by ensuring consistency throughout all brand touchpoints Brand Partnerships and Activations Drive country brand partnership initiatives with Disney to drive acquisitions and brand love (Marvel’s Avengers, Disney’s Frozen, etc) Led country consumer brand activations/events like GrabDurian, Grab Merdeka Clinic and many more. Brand Loyalty and Engagement Drove brand loyalty and engagement through various GrabRewards activities, like GrabRewards Christmas Wonderland, GrabRewards Carnival, which managed to drove more than 1M points burn. ~ Brought Grab Singapore back to the top as #1 most positively talked about brand amongst millennials in Singapore (YouGov) post UBER merger in 2019 ~ Kickstarted content and influencers initiatives in Grab to build brand love in 2018 ~ Led and drove OneGrab campaigns for Singapore like GrabFortune/Angbao, GrabDurian, Grabtitude, Grab BetterChristmas, Delivering1965 and many more! ~ Launched Grab Brand Refresh #NeverStop through ATL, paid digital, social, influencers, owned and earned media

Defined the marketing objectives and campaign strategy (online and offline) by data driven approach for Singapore's market resulting in an improved overall brand awareness, consideration, preference and loyalty of foodpanda within the young millennials Drove rebranding campaign by managing stakeholders and collaboratively working with advertising agency (Ogilvy & Mather), media agency (Havas Media), PR agency (W Comms) Strategised & execute brand partnerships that is win-win for the brand & partners Improved acquisitions of email sign-ups, social media followers, and mobile app downloads on every each digital campaigns and activations Managed foodpanda's omni channels marketing by targeting, optimisation and tracking for every single campaign Led partnership strategy with Cathay Pacific, Garena, PepsiCo, Studio M Hotel, Topshop Topman, etc Managed media agency, creative agency, PR agency, influencers and any third parties to define marketing strategy to improve business objectives Being the brand guardian by protecting the visual identity of the brand and ensure consistency across all touch-points Responsible for end of campaign report every month and quarter to track KPIs Led marketing initiatives for big chain restaurants, such as Burger King, Crystal Jade, Paradise Group, Saladstop, Soup Spoon, etc, resulting in average 40% incremental sales Led global rebranding campaign which includes internal branding to reinforce corporate culture and new brand acceptance Key achievements: >> Launched a sub-premium brand -foodpanda finest in Singapore by defining its brand positioning, tone of voice, identity development, marketing strategy. Resulting in expanded business with restaurants sign ups by 30% and 22% increased in average basket size >> PIloted new content partnership with content creator such as Youtiao666, WahBanana & Dee Kosh, resulting in 1M views & 41% engagement rate

Anamics Creative Group is an integrated branding agency in Singapore. Since 2005, have been creating new brand , helping business grow their brands and creating a holistic brand experience. Key clients include Raffles Hotels and Resorts, DOW, Ascott Group, Hilton Group, HERE's Nokia Map, Les Amis Group, and many more.

As one of the subsidiary of a public listed company, Vivere Group.