Kino Biotech is an integrated bio-nutraceutical and cosmeceutical company focused on product conceptualization, development, commercialization, brand marketing, sale and distribution of healthcare, beauty products, and services.<ul><li>Facilitated the overall growth and performance of Kinohimitsu’s online business.</li><li>Supported the e-commerce team in the development and execution of strategic and tactical business plans to drive sales revenue and market share.</li><li>Worked with local platform partners such as Lazada, Qoo10, Shopee, iShopChangi, Amazon, and Shopback to ensure that Kinohimitsu leads in the health and beauty category during mega campaigns and hit sales targets during BAU months.</li><li>Spearheaded Kinohimitsu’s entry into TV Shopping on Channel 8 and Channel U through JML’s Deals For Joy.</li><li>Worked with overseas platform partners such as Blibli (Indonesia) and eBay (global) to expand Kinohimitsu’s sales channels.</li><li>Provided strategic direction to the team for demand generation, digital marketing, and platform optimization.</li><li>Analyzed performance through traffic and sales as well as analysis of competitor landscape.</li><li>Managed budgets and cross-border agency/partner investments.</li><li>Kickstarted regional growth via cross-border sales through trade partners and enablers at the regional level (e.g. Indonesia).</li><li>Oversaw client’s brand portfolio and market entry into Singapore’s local online marketplaces.</li><li>Developed channel plans with brand principal and ensure timely execution of campaign plans.</li><li>Worked closely with internal team to ensure the smooth execution of marketplace store operations, online campaigns, order fulfillment, and delivery of sales targets.</li><li>Achieved a 45% increase in sales revenue year-on-year through stronger platform partnerships, tighter management of costs, and introduction of new products (e.g. bird nests).</li><li>Managed the revamp of Kinohimitsu’s new e-commerce site (WooCommerce) with an overall improvement on-site navigation, checkout funnel, and mobile interface.</li></ul>

E-commerce Manager

A subsidiary of Louken Group, Giraffe Consulting is a brand activation and event management company.<ul><li>Pioneered SuperMom’s o2o platform within a span of 4 months; a revamped website integrating different product price points that are event specific (www.welovesupermom.com); an integrated point-of-sale system that links offline sales to online platform. A multi-channel management tool that allows merchants to centralize and manage different marketplaces (i.e. Lazada/Shopee, etc,) and offline sales channels; a marketplace that includes multiple merchant stores, a rewards program, customer reviews, and more.</li><li>Supported the development of a merchant management tool to manage the following across both online and offline platforms: centralized listing management; centralized inquiry management; centralized order management; inventory synchronization; cross-channel analytics.</li><li>Conceptualized and managed the UI and UX for SuperMom mobile app. Beta launched on 30 August 2019 during SuperMom’s Expo Baby Fair.</li><li>Handled Google AdWords campaign management, bid adjustments, keyword performances, audience targeting, and content creation.</li><li>Improved e-commerce preorder sales by 67% from March 2019 to August 2019.</li><li>Managed and executed paid social strategy with insight into budget allocation, audience targeting, content, and artwork creation with specific KPIs of between 300-400 pax attendance.</li><li>Built the number of participating merchants on e-commerce platform from 0 to 47 from November 2018 to March 2019 and grew it to 79 by August 2019.</li><li>Spearheaded the SuperMom portfolio, which account for 90% of the total corporate sales revenue for the company and consists of baby fairs (average 2x a year with est. 70,000 pax attendance), parenting seminars (average 6x a year with est. 300-1,000 pax attendance), mall events (average 2x a year with est. 600-1,000 pax attendance), clientele lead generation campaigns.</li></ul>

Digital Marketing & Campaign Manager

Gryphon Tea Company is a family-owned tea importer in Singapore.<ul><li>Created and monitored integrated marketing plans for e-commerce, social media (Facebook, YouTube, Instagram), editorial content, newsletter, and other digital partnerships to spur growth and attract new users to the brand.</li><li>Coordinated daily e-commerce activities such as on-site product merchandise, product uploads, product descriptions, site content, creative graphics, customer service, and fulfillment logistics.</li><li>Developed plan for web development including strategy, design, development, testing, and implementation for: Integrations, extensions and custom modules, web design, site content, photo shoots, inventory, and merchandise.</li><li>Enhanced user experience through optimization of design and aesthetics, content, navigation, information architecture, performance, functionality, checkout funnel, and promotional campaigns.</li><li>Demonstrated expertise in competitive analysis through the development of global e-commerce concepts and strategies to expand global web presence, reach, competitive positioning, and awareness.</li><li>Bridged communication and aligned objectives with Singapore government bodies such as Spring and IE Singapore to earn grants for digital marketing and international expansion.&nbsp;</li><li>Promoted within 12 months for recognition of effort, diligence, and professionalism.</li><li>Achieved a 20% increase in sales revenue year-on-year by implementing more focused online marketing campaigns, social media, content and promotional mechanics.</li><li>Conceptualized and managed the complete redesign and rebranding of Gryphon Tea Company’s new e-commerce site using Magento shopping cart platform.</li><li>Piloted a subscription program aimed at expanding the company’s global reach through a redesign of the fulfillment package focusing on reducing shipping costs for both consumers and company.</li><li>Spearheaded the integration of a new Pantry catalog which increased customers’ average order value by 10% through curation of artisanal items including coffee, jam and other condiments to complement the existing orders.</li><li>Reduced payment delays from partners through the implementation of an eCommerce B2B wholesale program with the option of online ordering.</li><li>Implemented a friend referral loyalty program and triggered email marketing program to increase customers’ lifetime value and encourage user engagement.</li></ul>

Conceptualized and managed the complete redesign and rebranding of Gryphon Tea Company’s new e-commerce site using Magento shopping cart platform.

The All New Gryphon Tea

May Cheah

Azteca d'Oro Cold Brew Tea

How to Make: Matcha Latte in a Jar

English (British)

May Cheah is a growth-focused thought leader with expertise spanning across a broad range of marketing functions covering e-commerce, digital marketing, market analysis, strategy development, client relationship management, brand communications, event management, and project management. Through opportunities in both the digital and traditional marketing space, May’s main
career expertise is leading and supporting go-to-market efforts, project launches, and other company initiatives to improve the
income potential of the organization. As a former e-commerce manager at Kino Biotech, she worked with local platform partners such as Lazada, Qoo10, Shopee, iShopChangi, Amazon, and Shopback to ensure that Kinohimitsu leads in the health and beauty category during mega campaigns.

May Cheah

Employment Highlights

Education Highlights

Portfolio

The All New Gryphon Tea

Azteca d'Oro Cold Brew Tea

How to Make: Matcha Latte in a Jar

The All New Gryphon Tea

Azteca d'Oro Cold Brew Tea

How to Make: Matcha Latte in a Jar