Building a strong brand with a meaningful purpose is a journey, not a destination.
Advisor, Brand & Marketing Innovation
Yvonne has more than 25 years of experience in driving advertising and marketing for multi-national companies, which span industries from consumer financial services to retail to fast moving consumer goods (FMCG).
Yvonne began her career at leading advertising agencies McCann Erickson and DDB. At the latter where she spent nearly a decade, she made Managing Partner and was concurrently Brand and Business Director overseeing major accounts such as Courts Singapore and McDonald’s. As Chief Talent Officer, Yvonne worked with her HR team to launch Singapore DDBUniversity, a programme to equip the agency’s talents with the right skill sets and retain rising stars.
From DDB, she joined Courts Asia as its Regional Marketing Director where she developed and directed Courts’ marketing strategy for Singapore and Malaysia. She spearheaded the implementation of the Courts e-Shop and improved the ROI for its customer relationship management programmes. She set up Courts’ in-house design creative agency of 15 personnel, and launched the Courts Finest range of higher-price furniture.
As McDonald’s Senior Director, Marketing, Menu & Digital Innovation, Yvonne conceptualised and rolled out iconic local product and promotional offerings such as the wildly successful SG50 Love Local and Hello Kitty promotion (2015) and the McDonald's Surprise Alarm App (2014). She oversaw the marketing of McDonald’s flagship East Coast Park outlet in July 2016 that became a testbed for McDonald’s new products. Yvonne’s achievements helped her win the Marketer of the Year at the 2016 Singapore Media Awards, and McDonald’s to win more than 50 creative and media awards during her five-year stint.
As OCBC Bank’s Chief Marketing Officer (Group Marketing, Global Consumer Financial Services) from 2019 to 2020, Yvonne led and launched the bank’s digital transformation brand campaign “Digital Unstoppable” for its consumer financial services segment. Since June 2021, Yvonne has been contracted by Indonesia’s largest retail operator, PT Matahari Department Store Tbk, to provide executive coaching and consultancy to its marketing, CRM, digital and creative heads. The go-getter kickstarted her entrepreneurial journey in November 2021 by setting up Band of Sisters, which designs and produces resistance bands to advocate female fitness through resistance band training.
Yvonne graduated from the National University of Singapore with a Bachelor of Arts, Economics & Statistics. A mother of two daughters, aged 12 and 14, she is also a certified personal fitness trainer, and naturally enjoys what else, working out with her Band of Sisters resistance bands.