Shermaine Soo

Managed Fragrance portfolio for 4 key Principals, over 40 brands. Brands (non exhaustive): Anna Sui, Bulgari, Chloe, Gucci, Coach, Kate Spade, Jimmy Choo, Salvatore Ferragamo, Montblanc, Moncler Markets include Singapore, Malaysia, Thailand, Philippines, Indonesia, Hong Kong, Taiwan, Vietnam, Sri Lanka, Cambodia, Myanmar, and Australia

Unit Trust and Wealth Insights

• Spearheaded creative briefs to agencies on new product launches and existing product renovations for the creation of packaging artworks and mock-ups to be shared in India and South Asia countries • Strategically aligned L'Oréal’s branding for skincare and haircare launches and renovations through analysing and monitoring of the competitive landscape to propose new packaging design and key product claims • Conceptualised and developed digital assets that were used in Thailand, Indonesia, Vietnam and Malaysia with L'Oréal digital team and agency • Managed the 2020 restage projects for L'Oréal Paris Skincare and Haircare in India and South Asia countries through cross functional collaboration with five departments

• Developed and presented a competitive analysis on competitors marketing campaigns through the use of social listening tools such as Adqlo and Sysomos to uncover the types of content and digital channels that would resonate with Shiseido’s target audience; followed by recommendations • Created and analyzed regional social listening dashboards to communicate campaign performance for the local and SAPAC team • Worked closely with a diverse team of colleagues from Korea, Taiwan, and Vietnam in gathering Shiseido and competitors’ data • Assisted in project management and information gathering for Shiseido Group brands website development

• Educated and encouraged buy-in from new consumers through product trial using product knowledge which resulted in an increased of 40% trial among new consumers • Proposed insights and ideas to senior management team to generate interest in future events after tracking and consolidating consumer feedbacks and concerns about the product and usage

• Communicated with retailers for the review and submission of their monthly artwork to be feature on the mall media platforms and coordinated with the backend team to ensure a timely upload of the artwork • Conducted marketing and competitor research on 17 malls, compared and analysed each mall campaign mechanics for the entire Retail Marketing team • Managed the Personal Shopping Program at The Shoppes and increased retailers’ sales by 15% through liaising with retailers, the back-end team and VIP shoppers to ensure a smooth curated shopping experience for 40 VIP shoppers. • Improved advertising effectiveness in terms of brand perception and brand personality by evaluating given data and developing a proposal to eliminate 20 ineffective marketing agencies

• Analysed walk-in conversion rates to evaluate the performance of the store • Implemented and updated inventory management list to keep track of inventory stock efficiently • Computed daily and monthly sales report to track sales performance

Leadership: • NUS Bizad Club | Jam 'N' Hop Marketing • NUS Bizad Club | Orientation Group Leader

Activities: • Strictly Dance Zone (SDZ) | Performer at Esplanade Theatre and Kallang Wave Theatre • Strictly Dance Zone (SDZ) | Competed at Super24 (2018) • Singapore Polytechnic Business School Club | Orientation Group Leader