○ WORK HISTORY

From classroom to career

From classroom to career

Feb 2021 - Now
Senior Marketing Executive at Union Noise Group (Hebei Jinbiao, Klar, Union Builders, SRD)

Union Noise Group is a group company of 4 subsidiaries:

  • Klar (formerly Union Acoustic) – Specialises in high-end interior acoustic panels that reduce echoes and enhance sound environments in residential and commercial spaces (B2C and B2B).

  • Hebei Jinbiao – Focuses on outdoor noise control solutions such as sound barriers for highways, construction sites, and industrial applications (B2B).

  • Union Builders – Offers hoarding installation and renovation services.

  • SRD – Provides workplace safety consultancy and trained safety manpower.

Since joining the group, I successfully established the branding for Hebei Jinbiao (jinbiao.com.sg). From 2022 until now, my main focus has been on Klar (klar.com.sg), where I continue to drive marketing strategies and brand growth across both B2B and B2C markets.

  • Conduct in-depth market research using business frameworks like 4Ps, PESTLE and BCG Matrix.

  • Conduct competitor analysis to understand the market landscape.

  • Leverage SEMrush and Facebook Ads Library to identify product opportunities.
  • Develop detailed customer journey maps and segment the audience.
  • Come up with creative names for products and services.

  • Plan, create, and schedule content across TikTok, Facebook, and Instagram to strengthen brand visibility by using Adobe Suite and Capcut.

  • Use Pally for content planning and scheduling, ensuring consistent posting and campaign alignment.

  • Manage and update Google My Business to enhance local SEO and improve the company’s online presence.

  • Analyse the social media sites’ insights to improve the contents’ performance and study the trends.

  • Design marketing materials such as brochures, flyers, name cards, and goodie bags.

  • Professionally use design tools such as Adobe Illustrator, Adobe Photoshop, Canva, and Adobe Lightroom.

  • Create mockups for products and company shirts to visualize concepts before final production.

  • Work closely with printing suppliers to ensure high-quality output and timely delivery of printed materials.

  • Built from scratch and manage Shopee, Lazada and Carousell stores end-to-end from listings, logistics, and customer service to ads.
  • Create product videos using Capcut and Canva.
  • Use Odoo CRM to create and manage orders.
  • Collaborate with an external agency to set up and manage an Amazon US store.

Achieved a 400% revenue increase in the local market from 2023 to 2024.

  • Work with an external agency on offsite SEO.
  • Conduct keyword research using Google Keyword Planner and SEMrush to identify high-potential search terms.
  • Managing onsite SEO for company websites using Yoast SEO and Rank Math.
  • Using SEMrush to analyse SEO performance and take actions like disavow toxic and outdated backlinks.

Help Hebei Jinbiao and Klar website achieve #1 ranking for Noise Barrier keywords and secured first-page rankings for other keywords.

  • Monitor the performance of agency-managed SEM campaigns, analyzing key metrics such as CPC and ROI.

  • Set up and manage Google Ads campaigns, including creating ad groups and writing ad copy.

  • Make changes to the ads’ contents and keywords to improve the campaigns’ effectiveness and reduce ads cost.

Generate up to 20 leads per week for the new brand Klar.

  • Set up and manage automated email flows to nurture leads captured from the website and landing pages.

  • Draft, design, and send out monthly eDMs to engage potential customers and support ongoing campaigns.

  • Analyse data from opening rate and click rate to improve future eDMs’ content.

  • Organise and execute 3 exhibitions — SITCE 2022, SITCE 2024 and BEX Asia 2025— handling everything from logistics to branding.

  • Plan booth layout, select key products for display, design goodie bag items and organise lucky draw activity.

Successfully generated over 500 qualified leads at each event through strategic planning and on-site execution.

  • Maintain and update content across four company websites: jinbiao.com.sg, klar.com.sg, unionbuilders.sg, and srd.com.sg.

  • Register domain and set up hosting for klar.com.sg.
  • Create new web pages and landing pages using WordPress and Elementor page builder.

  • Set up and manage Google Analytics to monitor website performance, track user behaviour and generate marketing insights.

  • Enhance UI/UX on company websites for a better experience.
  • Use SEMrush to analyse and monitor the website’s health.

  • Plan and execute product photography, including setup and styling.

  • Take project photos after installation and retouch.

  • Capture high-quality images for brochures, social media, and other marketing materials using Adobe Photoshop, Adobe Illustrator and Canva.

  • Retouch and edit photos to ensure brand consistency and visual appeal by using Adobe Photoshop and Adobe Lightroom.

  • Lead the marketing team.

  • Recruit, train and mentor junior marketers.

  • Act as liaison with student research teams from NUS and NTU for the marketing projects.

  • Work with printing suppliers and external agencies.

Sept 2018 - Feb 2019
Marketing Executive at Wow Art Creative Centre (Vietnam)

  • Run Facebook Ads and optimise ads to acquire leads when saving cost.

  • Assist in marketing events and exhibitions.

  • Manage the company’s social sites.

  • Send out eDM and texts to converse leads.

Thanks for reading my Work History!

I know it’s a lot. I truly appreciate it.

If you’re interested in collaborating or just want to chat about ideas, feel free to reach out. I’d love to connect!

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