Summary

  • Sales and marketing professional with proven track record in building brands and revenue for both startups and established multinational corporations

  • Well-rounded business manager with practical knowledge in sales and marketing, operations, customer service and finance. Hands-on experience in Profit & Loss responsibility and budget management

  • Proficient negotiation and communication skills in both written and spoken English and Mandarin

  • Proven ability in leading and managing diverse multi-cultural teams and adapting to different cultural environments (i.e. Singapore, Bangkok, Shanghai, United Kingdom) 

Interest

Travel Writing and Photography

For the past 10 years, Daniel has travelled extensively across Asia, and has developed in-depth business and cultural knowledge of Indochina (Thailand, Vietnam, Cambodia, Myanmar and Laos). For more of his Asia travel experiences and photography works, visit Daniel's website at www.danieltan.net

Work History

Work History
Jan 2010 - Present

Area Director of Marketing

Pan Pacific Hotels Group

Responsible for driving marketing strategies to raise the profile of six hotels and serviced suites in Singapore. Worked closely with the respective General Managers to optimize marketing investment, strengthen media relationships and develop business partnerships that create value for the business units. Reported to the Area Vice President Operations for Singapore and Corporate Senior Vice President Marketing & Sales.

Jul 2009 - Dec 2009

Director, Business Development & Asset Management

The Ascott Group

Responsible for identifying new business opportunities and sourcing new deals to expand Ascott’s business in management contracts. Lead the due diligence and negotiations of the deals, and drive strategic investment decisions in the region. Reported to Vice President Business Development & Asset Management.

Apr 2007 - Jun 2009

Director, Brand & Marketing

The Ascott Group

The Ascott Group is the world's largest international serviced residence owner-operator with 22,000 serviced residences in Asia Pacific, Europe and the Gulf Region. 

Job Responsibilities

  • Supported the achievement of key financial goals (country revenue targets, gross profit margins, market share and brand equity) through branding and marketing initiatives
  • Managed a team of 12 marketing executives across 16 operating serviced residences in 8 cities in China to meet local, regional and global marketing objectives
  • Developed and implemented the annual marketing plan for both the China regional office and individual serviced residences.
  • Planned and implemented regional marketing programs to generate short-stay revenue and strengthen brand awareness among business travellers
  • Leveraged on existing key alliances and partnerships to extend market reach and brand leadership in key target markets
  • Supervised the creation and approval of all new serviced residence pre-opening marketing plans, with expected 2,000 additional units to be launched by 2010  

Accomplishments

Secured unprecedented number of industry awards and accolades for Ascott in China, including :

  • Best Serviced Residence Brand in China’ at Business Traveller China Awards 2008
  • China’s Most Favorite Serviced Residence Brand’ at 5th Golden-Pillow Award of China Hotels 
  • Best Serviced Residence Operator in China’ at inaugural TTG China Awards 
  • Best International Hotel Management Group of China’ at 3rd Starlight Award of China Hotels
Nov 2005 - Apr 2007

Director, Marketing

The Ascott Group

Job Responsibilities

  • Supported the achievement of key financial goals (country revenue targets, gross profit margins, market share and brand equity) through branding and marketing initiatives
  • Developed and implemented the annual marketing plan for all five serviced residences in Thailand
  • Planned and implemented regional marketing programs to generate short-stay revenue and strengthen brand awareness among business travellers 
  • Leveraged on existing key alliances and partnerships to extend market reach and brand leadership in key target markets 
  • Spearheaded the launch of Citadines brand in Thailand focusing on publicity coverage and marketing alliances to build brand acceptance 

Accomplishments

  • Awarded ‘Top Marketing Award’ by The Ascott Group for setting new benchmarks in brand & marketing initiatives for the company 
  • Successfully launched the first Asian Citadines serviced residence in Bangkok in January 2007 
  • Successfully launched first-ever co-branded healthcare privilege card with BNH Hospital
  • Secured the ‘Best Serviced Residence Brand’ award from Lifestyle + Travel magazine
Feb 2004 - Nov 2005

Country Manager, Thailand

Valuair / Jetstar Asia

Valuair is the first budget airline to take off from Singapore Changi Airport. Since Valuair merged with Jetstar Asia in Aug 2005, the airline has gone on to win awards including CAPA ‘Best Low Cost Carrier of the Year’. 

Job Responsibilities

  • Responsible for pricing strategy, revenue contribution, budget-cost analysis and strategic marketing programs to achieve forecast revenue targets 
  • Responsible for day-to-day management of airport operations office overseeing various business units in passenger services including check-in, baggage handling, engineering, in-flight catering 
  • Cultivated relationships with aviation authorities, tourism boards, trade development boards to raise funding support for sales & marketing activities 
  • Directed the sales efforts and established sales strategy and business plans for corporate and leisure business segments
  • Developed and implemented key agency sales programs and provides monthly performance reports for internal and external review 
  • Identified and implemented cooperative sales and promotional programs with codeshare/alliance partners 

Accomplishments

  • Youngest country manager/GM to head an airline in Thailand at age of 28 
  • Key member of pioneer team responsible for making Valuair the first budget airline to take off from Singapore Changi Airport 
  • Successfully launched Valuair’s inaugural flight from Bangkok to Singapore 
  • Improved monthly cargo revenue by 70% to 2.8 million THB in the first 6 months of operations
  • Doubled monthly passenger revenue to 15 million THB in the first 12 months 
  • Successfully conducted the merger of Valuair and JetstarAsia operations in Thailand
Jan 2003 - Jan 2004

Market Controller, Southeast Asia

Singapore Airlines

Singapore Airlines is the world’s most profitable airline and one of the most respected travel brands around the world. 

Job Responsibilities

  • Managed inventory and formulate revenue maximization strategies for business units in Southeast Asia 

  • Acted as a key advocate and champion of revenue management to key internal customers (i.e. General Managers and country sales and reservations heads) 

  • Responsible for conducting key training programs, conducting pre / post training evaluations to bridge gaps within revenue management systems and controls within the group

Accomplishment

  • Successfully launched SQ Fares System, a centralized database and structured fare approval system to enable more accurate revenue management
Jan 2001 - Jan 2003

Reservations Manager

Singapore Airlines

Job Responsibilities

  • Managed day-to-day operations of Singapore Airlines in-house reservations call centre and led a team of 180 customer service representatives providing 24 x 7 support to customers worldwide 

  • Responsible for forecasting volumes of calls and manpower requirements and making necessary changes in staffing and sales promotions 

  • Implemented development plans to ensure call centre meets call volumes and service standards in order to deliver a seamless customer experience 

Accomplishments

  • Implemented a fax-to-email solution for handling travel agent bookings, achieving annual cost savings of 50,000 SGD and better response time

  • Developed an in-house quality assurance team to improve quality of service and facilitate coaching of staff on handling difficult customers

Education

Education
Jul 1996 - Jun 2000

Bachelor of Engineering (Electrical)

http://www.nus.edu.sg

National University of Singapore is Singapore’s flagship university and consistently being ranked as one of the top 10 universities in Asia. 

  • Conferred first class honors degree for excellent academic results and thesis presentation
  • Successfully completed a prestigious 6-month internship with British Telecoms in Ipswich, UK