CheeHow Chua

Experience

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  Singapore Immigration and Checkpoints Authority

  Jan 1997 - Jan 1998

  Senior Immigration Officer

  • Led a team of Junior Immigration Officers in the management of Singapore's immigration checkpoint and expedition of travellers' lawful and orderly movement in/out of Singapore to ensure border security.• Manage and investigate suspected immigration offence cases referred by junior officers.

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  Beijing Dentsu

  Jan 2003 - Jan 2010

  Senior Account Manager

  • Managed client communication and internal collaboration for new product launch campaign, test drive and roadshow events, new market penetration, CRM and promotion events and launch of new business initiatives.• Acted as project manager in coordinating creative development, event planning and management, media buy (ATL, BTL, digital), digital planning and design, POS tool / collateral / asset production.• Managed a CNY 2.8M sports marketing partnership between Toyota/Lexus and NBA, including intellectual property and athletes’ image rights licensing agreements, brand marketing including co-branded CSR events, in-game branding and leveraging of athletes to boost brand and sales (increase 70% between 2007 and 2010).• Implemented Toyota’s marketing project in 3rd & 4th tier China markets, contributing to a 19% sales growth in 2010.• Successfully planned and project managed the launch of the first made-in-China Toyota Corolla, strategically leveraging on target users’ aspirational needs, celebrity partnership and new media initiatives. Show less

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  DMG

  Jan 2010 - Jan 2011

  Account Director

  • Led and managed team in client communication, cross-functional collaboration, including strategic planning, creative development, content creation, and TV commercial production.• Managed internal collaboration in campaign strategy planning and creative development, liaised with director, producer and oversaw the production of product TV commercial, which won praise from the client.

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  Jinggu Jingrui Marketing Planning

  Jan 2011 - Jan 2013

  Planning Director

  • Led communication with client and planning of campaign and in-store promotions, managed team in CRM / PR event planning and management, creative / content development, POS tool, collateral and novelty design, and after-service social media blog writing.• Led planning & execution of micro-movie premiere (directed by HK director Andrew Lau Wai Keung) for Toyota Reiz (or “Mark II” in other regions), which, together with the design of the VIP souvenir, won high acclamation from senior management among the client. Show less

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  CIG (Creative & Interactive Group)

  Jan 2013 - Jan 2014

  Digital Account Director

  • Led client communication and managed team in digital advertising and communications, including campaign planning, creative development, media buying, press event, and procurement management.• Implemented a digital campaign for “Jinbei” light commercial vehicles, hijacking the buzz on FIFA World Cup (2014) on a shoestring budget.

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  Asatsu Century

  Jan 2014 - Jan 2015

  Executive Account Director

  • Led and managed team in client communication, marketing strategy / research, campaign planning, creative concept / content development, and event planning. Managed media partners and suppliers, giving strategic direction for overall media buying scheme, marketing asset planning and POS tool design.• Coached team members in automobile marketing and relevant industry knowledge from zero.

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  Independent

  Jan 2016 - now

  Consultant

  • Communicated with corporates and SMEs to understand their business or marketing needs and formulated strategic marketing or advertising solutions to address those needs.• Provided consultation and planning for social media strategy and content marketing (including video and copywriting) for a Singapore training institute.• Won bid and client’s trust for HK fashion accessories website SEO project with professional knowhow.• Led a team in producing and delivering product benefit videos for Herbalife Nutrition and journalistic-approach social media videos aimed at a variety of target audiences.• Conducted staff training (store management) for a Beijing-based SE Asian F&B outlet and planned summer promotion that successfully increased revenue by 20% (between summer and autumn).• Planned and penned social media content for “Auto Manager” (WeChat blog) and new product preview for “China New Energy Vehicle” (website) that helped to sustain client loyalty.• Provided consultation, research and planning of a Singapore-Thailand educational tour program for a Wuhan-based children’s outdoor activity start-up. Show less

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  DDB Group Singapore

  Aug 2017 - Sept 2018

  Senior Planner

  • Conducted market research, survey and analysis, strategic planning for marketing campaigns and branding workshops. • Translated briefs into actionable strategy in a cross-functional team setting that led to creative ideation and campaign plans for existing clients or for pitching to new clients.

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  Delphys Hakuhodo International

  Oct 2018 - Mar 2020

  Account Director / Strategic Planner

  • Led team in planning and delivering marketing assets, including text, graphic and video content, and ground activation events for promotion of new products/technologies (eg.., Mobility as a Service) for use by distributors across Southeast and Southwest Asia. • Mentored team in industry knowledge. Managed team in client, supplier and cross-functional team communication, project management, event management, content planning, marketing asset production and budget control.