Jiayi L

iSTOX is a fintech start-up and the world’s first fully integrated and regulated platform for issuance, custody and trading of digitised securities. Joined the company as it went from MAS-regulatory fintech sandbox to being fully licensed and operational. Responsible for elevating the company’s brand status and reputation through media articles and social media engagement. Supported the Growth team with acquisition campaigns through events and digital marketing. • Led and executed more than 8 B2B and B2C offline and online events to gain more brand exposure and increase acquisition, including collaborating with ecosystem partners such as CFA and FWA -Planned an educational seminar at SGX that was attended by 1,800 industry professionals -Held more than 6 weekly webinars on various topics from blockchain to sustainability to real estate during COVID-19 period (June 2020 onwards) • Secured media coverage from notable media to elevate the company’s brand and value, such as Bloomberg, Channel News Asia, The Straits Times, Business Times, Nikkei, Nasdaq Talk, Cointelegraph, Coindesk, Money FM, The Block, TechCrunch etc • Built and managed all the corporate social media presence, including driving content for each channel, community management and increasing the number of followers. • Launched the inaugural digital marketing campaigns on Facebook for lead acquisition • Strategised and executed the internal and external communications including sending of monthly newsletters • Contributed to the content creation strategy campaigns and execution

Speared-headed the overseas marketing and PR for Huobi Group, one of the leading global crypto companies in the world since 2013, including over 10 business units under its ecosystem eg Huobi Cloud, Huobi Global, Huobi DM, Huobi Pool. Responsible for offline and online strategies for its campaigns, from supporting events to product launches, handling media relations and securing interviews, to overseeing the social media channels and public touchpoints. Achievements include: -Nominated for Best Performer in the department in 2018, and was one of the candidates out of over 1,000 employees selected to win the top 10 Best Performer awards. -Gained global exposure through Huobi’s international expansion in Japan, Korea, US, UK, Middle East and Russia. Able to communicate well in Chinese with my China colleagues. -Good relations and secured interviews with key mainstream and crypto media eg Coindesk, Cointelegraph, CCN, Cryptobriefing, Forbes, Wall Street Journal, Bloomberg -Built relationships with community Key Opinion Leaders, Venture Capitals, ICOs, Crypto community and Media eg secured interviews with Youtube KOLs -Secured media interviews for Huobi Spokesperson -Led PR activities such as media pitching, brand positioning, media training and advisory, news and trends monitoring -Planned overseas events in Russia, press conference in New York, and supported global branding exposure in conferences and meet ups in Russia, UK, HK, USA, and Singapore. -Evaluate the local market, business and customer needs, and share business contacts and propose user growth solutions in eg Russia and USA. About Huobi: Consisting of ten upstream and downstream enterprises, Huobi Group is the world’s leading blockchain company. Established in 2013, Huobi Group's accumulative turnover exceeds US $1 trillion. It proudly serves millions of users in 130+ countries. www.hbg.com

Part of the Retail Banking Marketing team overseeing marketing for Deposits, Preferred Banking, Wealth Management, Consumer Loans, Islamic banking and CIMB Securities. Manage multichannel ATL and BTL marketing efforts across online and offline customer touch points, with hands-on involvement in development of marketing communications content. Interface with business, legal and compliance teams as well as creative agencies and event vendors. • Ensure commercial focus and alignment of campaigns by working closely with business owners in product proposition, P&L of promotion mechanics, premiums and distribution channels. Campaign highlights: - Rejuvenated business growth for core savings account with CIMB Million Dollar Draw acquisition campaign contest; hit KPI of 88,888 CIMB StarSaver accounts in 2017, launched marketing campaigns with TVC content in partnership with Starhub. - Planned and executed campaigns for CIMB FastSaver Travel Draw to achieve 100K sign-ups in 2 years; worked with SPH’s Stirr and SGAG to develop millenial-centric video content, engaged influencers, and managed partnership with Chan Brothers for the “Round the World” draw. - Launched a 6-month brand campaign “The Small Bank Theory” with print, OOH advertising and digital components including an innovative “Instagram branch” concept; worked with agencies in crafting messaging, visuals and “kopitiam-themed” roadshows garnering significant buzz on Marketing Interactive, The Asian Banker and The Business Times. • Manage and track multimillion-dollar retail banking marketing budget targeting various market segments • Ensure adherence to campaign management best practices through efficient management of roadshows / events including CIMB Golf Classics, The Colour Run and other customer appreciation events and seminars. • Drive seamless, integrated online user experience; manage website data content, edms, and support product enhancements on e-forms.

• Planned, developed and executed integrated marketing campaigns for more than 100 arts shows, festivals, programmes, workshops and community activities over 4 years. Spearheaded and executed marketing activities for specific festivals targeting at the youth and seniors segment. Managed branding and marketing strategy (direct and digital), content production, advertising and promotion, PR and media relations, and stakeholder engagement to drive market awareness and ticketing sales. • Consistently drew capacity crowds for ticketed and non-ticketed events via targeted marketing strategies and publicity efforts in collaboration with various stakeholders including corporate and government partners, schools, community groups, welfare and grassroot organisations. • Developed festival-specific microsites; led content planning and publishing, working closely with web designers and creative agencies for photoshoots and artiste interviews. • Surpassed attendance KPIs for large-scale key events: - Led marketing, publicity and event planning for Marina Bay Singapore Countdown 2012 & 2013; executed complex logistics management involving 100 volunteers, 20 stations islandwide, and a KPI of 25,000 wishing spheres to collect and install in the Marina Bay. Developed media-rich audience engagement strategies. - Spearheaded end-to-end marketing campaign and budget for SG50 National Day Celebrations Festival 2015 attracting 360K visitors over 5 days; conceptualized celebratory theme “Home” with external agency bearing strong commemorative and creative value. • Optimised media buys by leveraging customer database management, research and data analytics tools. • Pitched and won press coverage from online influencers, local and international media outlets including The Straits Times, Business Times, Channel News Asia and radio stations.