• Launched a new e-commerce delivery model that leverages FairPrice network of stores, reducing operating cost and customer wait time. This required a diversification from the centralized order fulfillment model to a decentralized model. To achieve this, Nigel conceptualized the order management system, order fulfillment mobile application, and Tableau performance dashboard.
• Transformed five stores into tech-enabled fulfillment centers, which increased FairPrice delivery capacity by 25%. From MVP through to version release, the system saw an increase of two folds in terms of dispatch throughput. The other measure of productivity is number of orders completed per staff. To achieve higher efficiencies, Nigel designed a performance-based salary scheme that incentivized higher output. Coupled with resource forecasting against anticipated demand, there was greater optimization of headcount which saw an overall reduction in cost per order.
• Headed the marketing strategy to differentiate express delivery as a new service offering. Responsibilities include driving awareness, app download and customer acquisition. The communication strategy leveraged geo-targeted social media campaigns, programmatic displays and on-ground activation.

• Led cross-functional teams to achieve a technologically advance and unified solution that harnesses user experience best practices. Managed C-level and working level stakeholders from pitch to implementation.
• Conceptualized the digital strategy and user experience journey for an API-first asset-sharing platform that enables seamless content, image, and video transfer for Singapore Tourism Board.
• Initiated and implemented the digital strategy and product roadmap for SkillsFuture content portal. This involved working with Work Development Authority as the key client, Ministry of Education as subject matter experts and engaging game development and advertising agency partners for the entire launch.

• Oversaw key client projects in the beauty and FMCG market, planning for scope, resource, billing, and timelines of local and regional campaigns.
• Managed creative team and tech vendor to provide an interactive experience for customers and a 60% lift in sales with Maybelline’s digital-OOH campaign.
• Coordinated and successfully launched an integrated campaign for Nutella that doubled activation target and saw a 12% increase in Facebook fans.

SuperSonic is a Singapore-based advertising agency providing services in the food, education, healthcare, and government sectors.

• Oversaw P&L, business planning, client account management, competitor analysis, and communication strategy for digital and print campaigns.
• Managed and motivated the creative team and downstream vendors to give their best work, which resulted in many client testimonials.
• Provided the creative direction for Oreo’s localization campaign on social media that generated three times more peer-to-peer content sharing.