Poi San Mok

  • Singapore

Marketing Professional

Work History

Work History
Apr 2013 - Present

Marketing Manager ASEAN Export

Gibson Innovations (spin-off from Philips Electronics)

Regional role in the regional sales office, covering responsibilities in Indonesia, Philippines and ASEAN export countries. Taking a 360 degrees approach to cover consumer touch points in the markets collaborating with local distributors and agencies. Initiated and directed efforts in social media that led to increased consumer engagement. Conceptualized and coordinated media and trade launch events.

2011 - 2013

Consumer Marketing Manager 

Philips Electronics Hong Kong

A global role in the headquarters Hong Kong, pioneered the soundbar speaker category. Based on consumer insights, define compelling value propositions while ensuring positive ROI. Instrumental in solving problems at retail and project definition level. Impressive track record of achieving high margins and projects pre-maturely reaching projected sales. Successfully launched the first soundbar speaker global range. Created the first soundbar with detachable speakers, a well-received proposition by consumers across the globe as well and industry experts. Obtained multiple awards for products launched, including the prestigious EISA award, CES award, and Reddot design award.

2009 - 2010

Marketing & Product Manager

TL Jone Asia Pacific

Assuming a new role in a traditional technology company, looking after the product management part of the premium range as well as the marketing for the entire range of products. Set up product management processes. Identified and geared marketing efforts towards important influencers in the purchasing decision. Drove the company’s rebranding exercise. Improved overall company image. Provided end-user insights to define a user-friendly end-user interface.

 

2009 - 2009

Executive Director, Dutch

DUTCH CHAMBER OF COMMERCE SINGAPORE

Providing advocacy and information concerning trade, commerce, industry, finance and investment in Singapore and ASEAN, expand and facilitate trade between the Netherlands and Singapore and to promote Dutch commercial and economic interests through regular dialogue and contact with partners in the Dutch and Singapore governments, Eurocham, other chambers of commerce and relevant organizations. Responsible for the daily operations of the chamber.

2007 - 2008

Consumer Marketing Manager

Philips Consumer Electronics, Singapore

Responsible for new global product launches from creating value propositions to roadmap planning, product specifications and market introduction. Managed the complete portfolio of DVD- and Hard Disk Video recorders with annual sales of over US$300m. Using the ‘Nett Promoter Score’ methodology, improved the user-friendliness of the products, resulting in an increased perceived product brand value by 27 %. Extensively improved and re-designed the product GUI leading to a 10% reduction in Consumer Complaints, i.e. realizing effective savings of US$1.4m.

2005 - 2007

Product Manager

Philips Consumer Electronics, Singapore

Responsible for the definition and GTM of the high-volume and high-edn DVD recorder portfolio for the global market. Defining commercial requirements based on value propositions, voice-of-customer and competitive analyses. Managing the global Market Introduction Process for the Philips branded DVD Recorder business. Managed the complete portfolio of DVD recorders. Responsible for creating and launching the DVD-Recorder that became Europe’s best selling DVD-Recorder for 2 consecutive years. Played a pivotal role in marketing that resulted in a market share increase from 10% to 30% which consolidated the company’s position as market leader for DVD standalone recorders. Designated  “Philips Asia Young Potential”

2004 - 2005

Product Manager

Philips Consumer Electronics, Singapore

Responsible for specifying DVD recorder drives, carry out competitive analysis, creating product marketing material

Education

Education
1996 - 2002

Master of Science

Eindhoven University of Technology

Industrial Engineering and Management Sciene

Subjects include: International Marketing, Project Management, Process Management, Sales Management, Human Resource Management, Organisational Science, Statistics, Logistics, Purchasing Management, Financial Management

Skills

Skills

Product management

Uncover consumer insights, define value proposition, translate proposition into technical specs and messaging, ensure ROI within a defined period of time

Brand management

Understand the branding guidelines and execute marketing materials and activities that are in line with the guidelines.

Social media and e-commerce

Facebook, Lazada

Dealing with suppliers

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Portfolio

Portfolio

Summary

A versatile marketing professional with 9 years’ experience in an MNC dealing with branded consumer goods with exposure to both upstream as well as downstream marketing; from the consumer insight, to the value proposition, product specifications, messaging and finally to the in-country sales. Leaving a proven track record of multiple-award winning products, successful launch events, and increased sales and consumer engagement. A rare combination of a technical as well as marketing expert.