Elin Wong

Experience

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  Dentsu

  Apr 2007 - Jul 2007

  Account Servicing

  - Efficiently supported both domestic and regional advertising accounts for Canon Singapore with relevant and impactful market research, campaign planning and administrative duties

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  Singapore Management University

  Sept 2008 - Apr 2011

  Research Assistant | Psychology

  - Responsible for running experiments and collating research data on cognition and emotional preferences for Associate Professor Christie Scollon

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  UBS Wealth Management

  Dec 2008 - Dec 2008

  Professional Attachment Programme | APAC Marketing

  - Planned marketing communication, analysed research, coordinated budgeting and expense accrual for high net worth client hospitality events at Volvo Ocean Race title sponsorship platform

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  Sony

  Jul 2011 - Mar 2024

  √ Led a team of 6 product managers to grow the Personal & Home Entertainment businesses, with P&L responsibility exceeding USD 500M revenue (Headphones, Gaming Headsets/Monitors, Professional Audio, Music Players/Recorders, Wireless/Party Speakers, Soundbars/Home Theatre, and Car Audio) √ Developed regional marketing strategy in close collaboration with senior management to align annual activity plans with global objectives, surpassing +10% YoY growth targets and achieving market leadership in key categories such as WH-1000XM5 noise cancelling headphones √ Successfully pioneered 360 marketing initiatives including award-winning and advocacy campaigns with >100 influencers, resulting in strong growth of younger customer base and increased customer retention√ Oversaw multi-million marketing budget, optimizing spending by setting up KPIs for evaluating campaign effectiveness, and strengthened digital marketing and content creation efforts with provision of regional toolkit √ Inculcated data-driven marketing culture and accelerated market, retail, and customer data analytics via Power BI/Tableau, as well as influencer management and social/customer VOC listening tools√ Aligned customer data marketing / CRM activities with HQ and local markets to increase 1st party data registration rate and customer lifetime value √ Supervised competitive analysis and consumer research including qual and quant surveys across AU/IN/PH/VN/ZA, reflected changing market/customer trends and growth opportunities, and actualized mid-range Speakers/HA product development with HQ √ Drove product management activities incl. product/pricing/channel/promotion strategy, line up introduction and feedback, optimizing portfolio efficiency and profit contribution, through cross-functional collaboration with Marcom/Digital/EC, Business/Supply Planning & Control, Product Planning/Design, Service/Quality/Compliance/Legal depts √ Managed goal setting, performance review, and coaching of team members Show less √ Managed a team of 3 product managers to drive the Personal Audio business (Headphones, Music Players/Recorders, Wireless/Party Speakers categories)√ Initiated global media launch event in Hong Kong for flagship Signature Series and high-end audio line up at a renowned trade show, garnering media coverage and sales 3x of investment, as a result of gaining HQ senior management support√ Pioneered regional media launch event in Tokyo with an innovative train experiential activity, achieving USD 1mil worth of media coverage √ Achieved impressive growth in noise cancelling awareness and sales conversion across airport/retail channels, events and roadshows with regional project √ Launched custom-made headphones business and premium headphones line up for unique AP demand after 2 years of in-depth research, interviews, ops planning √ Increased high-end dealer engagement and sales through dealer programme, business partner conference and exclusive factory visit to Kyushu, Japan √ Responsible for regional marketing asset creation for digital/retail incl. ATL video production shoots locally/overseas, integrated media planning, product training events in Singapore, price harmonization, product handling feasibility, retail data/product feedback analysis, enhancing PDCA cycle for continuous improvement √ Strengthened customer insights, improved targeting and product feature development for new businesses such as gaming/truly wireless headphones/premium speakers, through customer VOC such as quant/focus group/ethnography research across AU/IN/SG/TH/VN/HK/KR/TW/UAE Show less √ Full ownership of the Headphones, Music Players/Recorders categories, and led the Wireless/Party Speakers businesses with 1 direct report√ Managed multi-year regional brand partnership and sponsorship execution with Ultra Music Festival with impactful on ground event activations in KR/TW/AU/SG, amplifying brand awareness, engagement and sales for EXTRA BASS line up√ Organized regional media event in Berlin for the inaugural launch of 1000X noise cancelling headphones and Signature Series coinciding with IFA tradeshow, exceeding media coverage/sales targets, through collaboration with HQ/EU teams√ Established exclusive regional Premium Audio Dealer programme, increasing high-end audio specialist retailer engagement and sales Show less √ Responsible for Product Marketing and Area Management for the Headphones, Music Players/Recorders businesses across Asia Pacific amounting to a total of USD 140 mil sales per annum√ Achieved GfK market value share increment of +2% to 17% sustaining Sony’s leadership position in the Headphones category through product management and regional marketing activities √ Successfully organized inaugural AP Regional Partners’ Conference in Cebu and Hong Kong to enhance relationships with key account buyers√ Conducted training events in Turkey, UAE, Philippines and Indonesia, improving product knowledge and sales capability as strategic growth markets Show less Secondment to Sony Corporation HQ for global exposure: √ Overseas job rotation under Sony Fresh Minds Graduate Programme√ Initiated inaugural Sony group digital brand monitoring report in 11 key markets utilizing Radian 6, benchmarking competitors’ share of voice and SNS conversation sentiment, delivering targeted recommendations for spotlighted countries√ Managed Global Brand Dashboard analysis reports for global and 13 focus markets measuring key brand health indicators by aggregating data from multiple sources incl. strategic category media investment, retail expansion and brand perception data√ Designed and commissioned quantitative research study to evaluate awareness and impact of brand messaging on group brand equity across 8 key markets√ Seamlessly delivered 3 projects within budget with regular updates scheduled with internal brand owners based in US and UK, and research agencies in JP and UK Show less

  • Dept Head, Regional Product Management, Video & Sound Asia Pacific

    Apr 2022 - Mar 2024

  • Deputy Dept Head, Regional Product Management

    May 2018 - Mar 2022

  • Team Lead, Regional Product Management

    May 2017 - Apr 2018

  • Assistant Manager, Regional Product Management

    Jul 2015 - Apr 2017

  • Senior Executive, Regional Product Management

    Dec 2012 - Jun 2015

  • Management Trainee, Senior Executive, Group Brand Comm, Global Sales & Marketing

    Sept 2012 - Nov 2012

  • Management Trainee, Executive, Regional Product Management

    Jan 2012 - Aug 2012

  • Management Trainee, Executive, Area Planning & Control, Regional Planning & Governance

    Jul 2011 - Dec 2011
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  Samsung Electronics

  Apr 2024 - now

  Lead, Regional Product Marketing (Samsung Galaxy Ecosystem)

  √ Category Management of Mobile Ecosystem: Computing (Tablets), Wearables, Hearables, and Accessories for Samsung Galaxy Mobile eXperience (MX) Consumer Business across SEAO region.