About me

With a foundation in business management from the University of Singapore and New York University, my career in the cosmetics industry has been driven by a passion for the fusion of aesthetics and science. Since 2020, I have been leading market expansion programs in the US with a focus on launching innovative skincare lines. I am passionate about building strategic partnerships to drive our brands into new markets while maintaining our commitment to quality and customer satisfaction.

PostsProjectsExperienceTeam

• Do you think the future of cosmetics lies in personalization, increased technology, or environmentalism?
• What engineering skills are needed for the future of the cosmetics industry?
• Engineers! What tech innovations do you envision shaping the future of the cosmetics industry?

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Projects

• Brand Upgrade and Social Media PromotionThis program was designed to increase the company's visibility, reputation and customer interaction in the target market through brand upgrades and social media promotion strategies to support business growth and goal achievement.

Work history

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Director of CommunicationsGuerlain
Sep 2020Irvine, United StatesFull Time
Took the lead in the U.S. market strategy and realized a 25% increase in market share.
Senior Brand StrategistEstée Lauder Companies
Aug 2018 - Nov 2020New York, United StatesFull Time
Developed and executed market entry strategies for three skincare brands for the U.S. market.

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Skills

• Strategic Communications
• Leadership
• Media Relations
• Crisis Communications
• Adaptability
• Project Management
• Data Analysis
• Brand Management

Education

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PhDNew York University
Sep 2004New York, United States
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Middle SchoolABC Middle School, Singapore
Sep 1998 - Sep 2001Singapore