Dexter Heng

Experience

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  AIA

  Aug 2013 - Apr 2015

  Financial Services Consultant

  Identify clients’ unique coverage needs, tailor insurance solutions to match, and foster lasting relationships through communication and support while consistently achieving sales goals.

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  Resorts World Sentosa

  Apr 2015 - Sept 2016

  Marketing Executive

  Support Marketing Manager to plan and execute integrated campaigns, driving events and promotions for the integrated resort’s Marine Life Park (MLP) portfolio• Brand guardian for S.E.A. Aquarium, Adventure Cove Waterpark and Dolphin Island • Lead cross attractions marketing campaigns between MLP and Universal Studios Singapore• Identify and form strategic partnerships with external organisations for ATL marketing • Implement BTL activities to support MLP’s Park Operations, F&B and Retail team Show less

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  Sony Electronics

  Sept 2016 - Aug 2021

  Manage brand and product strategy for Sony’s audio business in Asia Pacific, Middle East & Africa (AMEA)▪ Wireless Speakers & Audio Systems: Sep16–Feb21▪ Home Theatre: Mar21–Aug21𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 & 𝗠𝗮𝗿𝗸𝗲𝘁 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴• Lead and develop regional brand strategies that incorporate respective market priorities while adhering to global brand guidelines • Provide strategic guidance to cross-functional teams, acting as the brand marketing voice • Engage in routine market visits and research across the region to stay updated on consumer and market trends • Identify opportunity gaps in the market through market data and competitor analysis𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 & 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻• Work alongside Product Planning team in Global HQ to develop future products that meet AMEA market requirements and consumer needs • Develop product mix strategies to maximise business opportunities while avoiding product cannibalisation • Create initial pricing strategy through competitor analysis and simulations to ensure profitability and regional price harmonisation • Conduct annual brand and product training for marketing and sales members across the region • Support country dealer meetings, major launches and media events as a product specialist and advisor𝗖𝗲𝗻𝘁𝗿𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 & 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴 • Oversee regional campaigns and central marketing activities – Key events include Ultra Music Festival regional sponsorship from 2016 to 2018 in Singapore, Philippines, Korea, Taiwan, Australia and India • Prepare shop front sales talk and toolkits for effective product demonstrations • Conceptualise and develop regional marketing assets such as key visuals, social media toolkits, brochures, catalogues, videos and display stands to ensure consistent brand communication across all touchpoints • Efficient management of category A&P budget Show less

  • Assistant Manager, Regional Product Management

    Jul 2020 - Aug 2021

  • Senior Executive, Regional Product Management

    Jul 2018 - Jul 2020

  • Executive, Regional Product Management

    Sept 2016 - Jul 2018
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  Rémy Cointreau

  Sept 2021 - now

  Regional Brand Manager

  Directly leading the development and execution of brand strategies, planning, and activation initiatives for Rémy Martin, Cointreau, and The Botanist across the South & North Asia Pacific zone, spanning 13 markets. Simultaneously overseeing an Associate Brand Manager focused on nurturing emerging brands.• Lead regional brand development and strategies, aligning them with overarching business and financial objectives• Manage brand budget allocations, delivering accuracy in meeting objectives while optimizing resource utilization for maximum impact • Drive improvements in A&P efficiency, POSM effectiveness, and overall ROI to elevate campaign outcomes• Integrate the full marketing mix with global guidelines, tailoring strategies to align with regional and local initiatives, effectively catering to the diverse needs spanning mature, emerging, and dark markets within the zone Show less