Nicole Goh

Singapore Airlines

Senior Loyalty Marketing Executive

• Product Owner of KrisPay - the world’s first blockchain based airline loyalty digital wallet
• Digital innovation and product management of the KrisPay app
• Building and championing KrisPay’s product vision and strategy
• Develop and maintain KrisPay’s product roadmap
• UI/UX design conceptualisation
• Close working relationship with development teams to ensure that the product built satisfies stakeholders’ needs
• Experience working in a lean and agile environment, adopting Scrum methodology in mobile app development
• Prioritisation of marketing initiatives and promotional campaigns
• Drive growth and adoption of a loyalty based mobile app
• UAT product testing

2018-10 -

Facebook

Business Integrity Analyst

• Resolve advertising complications faced by clients in order to increase client's ROI
• Advise on advertiser monetization strategies using data-driven insights
• Consult on Facebook lead ads for advertisers integrating leads to CRM solutions
• Optimize online operations and enforce new process flows to rectify problems identified through data pool
• Drive UI/UX improvements by conducting product testing experiments
• Manage advertiser experience standards on Facebook and Instagram ad platforms
• Analyze issues surrounding user satisfaction levels of Facebook ad products
• To define the black, white and grey areas of advertising content
• Make informed advertising policy changes through analysis of Facebook's ad data
• Identify seller-behavioral trends on Facebook Marketplace, subsequently implement new commerce policies for our e-commerce platform
• Investigate issues relating to fraud, policy, and quality as it pertains to Facebook's
online assets

2016-11 - 2018-10

Dream Worker Comunications (Shanghai)

Acount & PR Intern

• Involvement in nationwide campaigns for global FMCG brands
• Provide strategic insights into clients' brands and products
• Advise businesses with new creative strategies
• Deep dive into market research, consumer insights, and purchase data

2015-05 - 2015-08

President - SMU Marketing Networking Night

• Conducted a panel discussion between global creative agencies and brands, which acted as an annual networking event for SMU's undergraduates
• Corresponded extensively with external parties such as TBWA, F&N, Unilever and Banyan Tree

2015-1 - 2015-4

Singapore Management University

Bachelor of Business Management (B.B.M) / Strategic Management

• Captain, SMU Tennis
• President, SMU Marketing Networking Night
• Member of SMU Marketing Club
• Head of Education/Curriculum of Overseas Community Service Project, Project Heritage, to Indonesia

Achievements: Captain (Tennis), 2014 Singapore National Inter-Uni Games (SUniG) Team Bronze, 2013 SUniG Team Silver, 2013 SUniG Individual Bronze

2016-07

Hwa Chong Institution

Singapore - Cambridge GCE Advance Level

• Captain of HCI Tennis Team (Competitive).
• Leader/Founder of Overseas Community Service Project, Boundless Out-Reach, to Hainan Island, China

Achievements: Captain (Tennis), 2012 National Inter-School Championship Silver, 2011 National Inter-School Championship Bronze, Colors Award 2012, Colors Award 2011, Leader (Boundless Out-Reach, overseas community service)

2011-12

Meals on Wheels

Meals on Wheels - Food Delivery
TOUCH Community Services

Meals-on-Wheels is a meal delivery programme to meet the daily needs of the home-bound elderly of Singapore. The elderlies, who usually live alone, depend on volunteers from TOUCH Home Care's Meals-on-Wheels to deliver their daily lunch and dinner on a daily basis.

2016-1 - 2018-1

Project Heritage

Head of Curriculum

Overseas community service program in university with the goal to transition students from the classroom to the business world. I was tasked to develop the English and Marketing curriculum to guide students towards entrepreneurship, leading creative minds with business models.

2013-1 - 2013-12

Boundless Out-Reach

Founder

Founder of Boundless Out-Reach, a community service program that raised $10,000 SGD in funds that went into the refurbishment of a rural school in China, as well as the provision of clothes and food for the local students for a year. We also designed an English curriculum and administered English lessons. The service project was broadcasted in local news channels due to its success.

2011-1 - 2011-12

English

Native

Mandarin

Native

Chinese

Native

Professional Scrum Product Owner - PSPO I

2019-2