Joanne Wong

A dynamic marketing Leader with over 20 years of experience, specializing in brand conceptualization, go-to-market strategies, and P&L management. Proven track record in scaling local heritage brands and launching international concepts (Michelin-Bib Gourmand) from Singapore to China, as well as the management of chained F&B brands. Marketing is no longer just about "visibility"—it's about business resilience and innovation, P&L ownership, and the ability to pivot when the market shifts.

With a career built on bridging the gap between creative brand strategy and corporate operational reality, I have balanced "art" with "science" to engineer F&B growth and business sustainability.

Marketing Director - The Coffee Bean & Tea Leaf Singapore Pte Ltd

(2026-07)

• Lead and implement marketing strategies to create strong brand awareness, customer engagement, and revenue growth across CBTL SG
• Align and implement global brand marketing campaigns for synergies

Lead, Business Development - FairPrice Group (Heavenly Wang under Shiok Retail Concepts; Lau Pa Sat)

(2023-12)

Business Leadership - Managing P&L, Marketing and Operations, Franchising (Indo) and part of Leadership Team under Food Services Business. Exceeds same store sales growth by close to 6% and an all-time high employee engagement score.

• Menu Optimization – Brought about a 7% increase in revenue
• Improved overall Same Store Sales growth by more than 1%
• Conceptualization – Spearheaded a refreshed Heavenly Wang branding at Thomson Plaza (now with more than 35% sales increment)
• Created 2 new F&B brands
• Lead and won airport outlet tender – Heavenly Wang's highest volume outlet

Senior Marketing Manager - Cray Ventures (PlayMade)

(2023-01 - 2023-11)

• Institute SOPs for expansion – Developed SOPs within a local set up to facilitate its expansion plans overseas (eg: Malaysia)
• CRM App – Developed and build CRM app
• Brand design refresh

Senior Marketing Manager - Aspial Lifestyle (Goldheart / Lee Hwa Jewellery)

(2022-08 - 2023-10)

• Strategic Leadership: Headhunted to lead the retail marketing function, managing a diverse team of 13.
• Operational Excellence: Orchestrated the annual marketing calendar, encompassing large-scale event activations, influencer management and tactical campaigns while maintaining strict budget controls and contract negotiations.
• Team Transformation: Focused on upskilling a team of mostly new joiners, aligning their capabilities with the fast-paced demands of the luxury retail sector.

Head, Creative & Digital Marketing Services - SPRG (Public Relations & Digital Agency)

(2022-02 - 2022-07)

• Business Turnaround: Partnered with the General Manager to revitalize the creative and digital departments, successfully returning the business unit to profitability within six months.
• Service Expansion: Re-engineered the agency's social and digital service offerings to better meet evolving client demands.

Head, Brand & Marketing - ECON Healthcare (Asia) Limited

(2021-04 - 2021-12)

• IPO & Corporate Affairs: Led group communications during the company's SGX listing, managing annual reports, C-suite media strategy, and corporate press releases.
• Revenue Generation: Established the marketing department's framework, implementing lead-generation processes that directly drove revenue across multiple business units.
• Award-Winning Branding: Authored the successful submission for the SPBA Heritage Brand Award 2020/21.
• Crisis Leadership: Acted as the team lead for COVID-19 crisis communications and internal engagement (e.g., the organization's first virtual Nurses' Day).

Group Brand Director | Group Corporate Affairs & Communications - BreadTalk Group Pte Ltd

(2019-04 - 2021-03)

• Multi-Brand Management: Oversaw the BreadTalk, Wu Pao Chun, and The Icing Room brands, while simultaneously serving as the primary Group Spokesperson.
• Market Growth: Achieved the highest sales targets for BreadTalk in 2019 and successfully launched the Wu Pao Chun flagship in Singapore.
• Digital Pivot: Led the brand through the pandemic by launching the BreadTalk E-store, "Flosssmobile" initiatives, and specialized CSR projects.
• Executive Support: Developed keynotes and press assets for the C-suite and managed high-stakes crisis issues across Singapore and Southeast Asia.
• Go-To-Market International Launch: Developed the go-to-market strategy for Song Fa Bak Kut Teh in Shanghai, achieving a 6x PR ROI (double the industry standard).
• Strategic Growth: Business Lead/GM for joint-venture brands (TaiGai and Nayuki), achieving up to 20% sales growth and delivering consistent PATMI.
• Operational Lean-In: Controlled initial business costs by single-handedly managing launch logistics and manpower planning for the China market.

Account Director - Various Ad Agencies (Ace Daytons, Germs Digital, Batey Ads, Grey Global Group)

Flight attendant

Diploma - Mass Communications - Ngee Ann Polytechnic