RACHEL VALERIE FERNANDEZ

Led marketing and branding campaigns to launch new initiatives. Built-up awareness and community outreach results show a 45% increase in donations and more than 100% following on LinkedIn for social service agency. Achieved a 30% increase in lead generation using effective through-the-line activities such as print advertisements, social and digital media platforms (LinkedIn and Facebook) and email marketing for private education institutions. 

A strategic, innovative and open-minded individual, majoring in Marketing with a can-do spirit, works well with key stakeholders, superiors and colleagues to drive results and performance. Adept to working in multicultural environments with regional exposure, like Taiwan, Hong Kong, Malaysia, Switzerland, and China, including living 6 months in Chengdu to set up a Singapore Representative Office.

Work Experience

Club Rainbow (Singapore) | Social Service Agency/Non-profit organisation                                                                             May 2019 – Present

Executive, Community Partnership & Marketing

  • Managed social media accounts – Facebook, LinkedIn and Instagram

  • Increase community awareness through quality content creation and development

  • Managed individual fundraisers and donor engagement (previous portfolio)

Achievements

1. One-time donors in 2020 increased by 45% from 2019. Total individual donations in 2020 increased by 6% (~$110k).

2. Built-up community followers for LinkedIn page by more than 100% in 2020.

3. Created the first group of ambassadors and executed the first initiative in 2020, raised $10k through an online campaign.

F&B Event Tabloid                                                                                                                                                            January 2017 – April 2017

Contract Sales & Marketing and HR/Administration                   

Achievements

1. Achieved 100k sales from September 2017 to date for an F&B event tabloid. 

2. Onboard and trained new contracted employees.

3. Organised and managed admin operations.

Singapore Management University | Higher Education Institution                                                          January 2015 – December 2015

Institute of Innovation & Entrepreneurship            

Manager, Marketing Analyst                             

  • Developed Go-To-Market strategies (online and offline platforms) for startups to acquire customers and expand to the next growth stage.

  • Helped startups gain access to large enterprises.

  • Promoted the Market Access Programme to help startups expand outside of Singapore.

  • Managed Alumni database and activities.

Achievements

1. Organised the SMU Innovation Fair for 19 Startups who participated as exhibitors and benefitted from it.

2. Created Go-To-Market strategies for 4 start-ups. Homplify, Eventory, LawCanvas, MadeReal.

3. Build partnerships with industry associations. SCCCI, Indian Chamber, International Chamber, ASME.

Reason for Leaving: Due to personal reasons and commitments.

Management Development Institute of Singapore | Private Education Institution                                                        June 2012 – June 2014 
Assistant Manager, Product Marketing and Management            

  • Strategic development and execution of marketing and branding campaigns for Post Graduate and Engineering Programmes. 

  • Managed marketing budgets and financial review reports for both portfolios.

  • Responsible for through-the-line activities such as print advertisements, social and digital media platforms (LinkedIn and Facebook), web updates and monthly / contracted email marketing. 

  • Strategic prospecting, lead generation and re-marketing leads using CRM. Working together with inside sales and programme consultants to meet the organisation's overall targets.

  • Organised promotional events such as roadshows, corporate functions and exhibitions.

Achievements

  1. Launched and managed postgraduate/undergraduate programmes, successfully commenced pioneer classes.

  2. Launched 2 microsites for tracking of respective marketing campaigns.

  3. Increased lead generation by 30% through various marketing activities. 

Reason for Leaving: I was ready to move on to a new challenge but there wasn’t room for growth in the current team.

Retail Asia Publishing Pte Ltd | Trade Publication                                                                                                   September 2009 – June 2012

Marketing Services Executive                        

  • Executed above-the-line marketing activities (e.g. email marketing, content marketing). 

  • Explored new partnership opportunities and managed existing partner relationships.

  • Worked closely with Ad Sales to prepare media kits and other related marketing collateral. 

  • Coordinated participation in events such as roadshows, corporate functions and exhibitions.

  • Maintained and grew a subscriber base and led a team of data entry assistants. 

Achievements

  1. Trained and guided contract staff for a database project. 

  2. Revamped and grew the database by 25K / 80%.

Reason: Interested in a role to gain further exposure in the field of marketing.

Schurter (S) Pte Ltd | Electrical and electronic components manufacturer                                                            September 2002 – March 2009 Senior Inside Sales                                

  • Team Lead for Greater China (with 2 other team members).

  • Strategic Account Coordinator (Alcatel, HP, Foxconn, SCI Sanmina, etc).

  • Acquired and maintained new global accounts (Avnet, Arrow, Farnell-Inone, RS Components).

  • Prospect potential distributor, handled business developments and negotiations with the use of SAP.

  • Organized Sales & Product training for local and global distributors/strategic partners.

  • Travelled regionally for business purposes.

Achievements

  1. Promoted to a senior role managing key accounts. 

  2. Improved ties with local and overseas distributors as well as strategic partners.

Reason: Received my degree and utilized my educational background to pursue a marketing role.

Schurter (S) Pte Ltd | Electrical and electronic components manufacturer                                                                           April 1999 – January 2001

Office Administrator                                

  • Purchasing and Sales Support 

  • Logistics – Inventory Management

  • Personal Assistant to Managing Director

  • Monthly reporting & Petty Cash

Education

University of Bradford

BSc Business and Management Studies (Marketing) - 2006

Proficiencies, Skills and Interests

  • Fluent proficiency in English and Mandarin
  • Proficient skills: Salesforce, SAP, Microsoft Dynamics (CRM), Microsoft Office (Teams, Word, Excel, Powerpoint,Outlook) Zoom, Canva, Social Zoho
  • Interests: Walkathon, Swimming, Badminton, Volunteering
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