Hi, I’m SHI MIN
wongshimin@gmail.com
WeChat: minzy2x
Singaporean based in Shanghai since 2017. Effectively trilingual. Open to friendly hellos and opportunities in Singapore, Bangkok, Vietnam and Shanghai. Still working hard on my witty comeback.
Experience
Ele.me 饿了么，Alibaba Local Services
Senior Brand Marketing Expert (Creative) | November 2021 – Present
Lead and manage creative design team of 8, driving creative direction and vision for campaigns. Responsible for ensuring creative excellence and brand compliance across all marketing output, implementing and elevating the design standards across key cities across China, and driving the team’s processes, OKR growth and development.
As part of a cross-functional team collaboration, with little to no budget, led the creative implementation of the phenomenally successful "免单答题“ summer campaign in 2022, generating over 4500W+ exposure on Weibo, creating an memorable IP that is forever associated with Ele.me.
CASE STUDIES
Summer Campaign / 免单答题
https://www.digitaling.com/projects/220968.html
https://socialbeta.com/c/11985
https://www.pingwest.com/a/266540
Seasonal Campaign / 时令
霜降：https://www.digitaling.com/projects/269093.html
冬至：https://www.digitaling.com/projects/274364.html
立春：https://www.digitaling.com/projects/278333.html
雨水：https://www.digitaling.com/projects/279082.html
惊蛰：https://www.digitaling.com/projects/280391.html
春分：https://www.digitaling.com/projects/282365.html
Shanghai City Campaign
https://www.digitaling.com/projects/197350.html
https://www.digitaling.com/projects/197742.html
Saatchi & Saatchi Shanghai
Creative Group Head | September 2018 – October 2021
Senior Art Director | January 2017 – August 2018
As Creative Group Head, my task is to elevate the H&S brand through ideation, strategy and art direction. Launched rebranding campaigns and new product launches throughout China, tailoring our approach based on target market, ranging from super first-tier cities like Shanghai to lower-tier cities.
In 2020, successfully implemented and launched a global category first for anti-dandruff products, opening up a new market, educating and introducing the idea of getting tailor-made haircare for different dandruff severity.• Promoted to Creative Group Head and was tasked to work on Head & Shoulders, leading a small team to social activations to rejuvenate the brand across ABCD cities.
Conceptualised and created brand campaigns including TVCs, social activation and OOH for Rejoice to modernise the brand to appeal to the millennial consumer.
Mirum Agency Singapore
Art Director / Design Lead | May 2015 – December 2016
Led a team of creatives to conceptualise and create digital work for brands including MasterCard, PHG, IHG and Singapore Tourism Board.
Creative lead on HSBC, led and won the the account within first week of joining the team. Worked closely with UX, content strategists, PMs and developers to conceptualise and create a range of business transformation digital projects for HSBC.
JWT Singapore
Art Director | February 2013 – July 2014
Conceptualise and create brand campaigns and activation for India, Middle East and China market as part of Unilever’s Lux Global team.
Awarded at Young Creatives Competition and represented Singapore in Cannes Young Lions Competition 2014.
Freelance
Art Director | July 2011 – May 2015
Concept, strategy and social media content creation for various agencies including, TBWA, DAN, Ogilvy, iris Worldwide, Jack Morton and AdPlanet.
Job scope included ideation, decks and roll-out of ATL, digital and social campaigns for a range of clients in airlines, beauty, car, financial institutions, hospitality, property developers, retail and tourism.
TMP Worldwide
Jr. Art Director | January 2010 – June 2010
Conceptualised and created work for recruitment advertising and employee activation campaigns for DSTA and Abbott.
AGI Communications
Jr. Art Director | August 2007 – November 2009
Honours
2014 – Cannes Young Lions: Winner – Print
2014 – Creative Circle Awards: Grand Prix
2014 – Creative Circle Awards: Best of Category – Cause Branding
2013 – Ad Stars Busan: Bronze – PR
2013 – Ad Stars Busan: Silver – Innovation
2013 – Ad Stars Busan: Silver – Outdoors
2013 – Cannes Direct Lions: Shortlist
2012 – Cannes Future Lions: Finalist
2012 – Crowbar Awards: Finalist – Posters
2012 – Crowbar Awards: Bronze – Advertising Photography
2012 – Crowbar Awards: Bronze – Art Direction
Educa tion
LASALLE College of the Arts | 2010 – 2012
BA (Hons) in Design Communication (Advertising)
Singapore Polytechnic | 2004 – 2007
Diploma in Creative Media Design