Hi, I’m Lorraine Tan, a global strategic digital marketing leader with a passion for digital transformation, business growth and impact for multinationals, start-ups, and public agencies.
From launching Singapore’s first national health app to driving growth for Amazon brands and scaling global teams, I thrive on building connections between people, technology, and impact. I’ve advised business leaders, driven digital transformation, transformed campaigns, and shaped executive branding, championing people-centric solutions that deliver measurable results and inspire innovation.
Marketing Consultant
Independent Contractor / 2019 – Present
Advised corporations and start-ups, including Tupperware Brands and Accel Club, to shape digital and communication strategies for diverse market needs and digital trends
Produced thought leadership content on complex topics such as AI and e-commerce for executive audiences as a ghost writer, published in outlets such as Forbes.com
Co-owned an apparel brand, overseeing branding, customer engagement, and digital marketing to drive sales on Amazon US
(Digital | Communications & Business Strategy)
Head of Marketing
Accel Club / Feb – Dec 2022
(E-commerce | Consumer Goods | Digital Marketing | Branding)
Led product marketing and digital teams to achieve double-digit digital engagement and multi-million dollar revenue, applying consumer insights and data analytics
Elevated founders’ executive branding as tech disruptors and Accel Club as a tech-powered, VC-backed global e-commerce start-up via effective PR and corporate branding, securing high-profile coverage on international media, e.g,. Sky News, and conferences, e.g,. Web Summit
(Transitioned to consultant role in 2023)
Global Marketing Communications Manager
DSM / Jan 2021 – Feb 2022
Developed a global digital marketing strategy for a €300M business (Dyneema®) and led a multinational team across APAC, EMEA, and the US to achieve double-digit brand engagement among the B2B audience, leveraging data analytics and consumer insights
Spearheaded digital lead-nurturing programs and campaign optimization, and aligned global strategies with regional implementation
(Technology | B2B | Digital Marketing | Branding)
E-commerce & Digital Marketing Lead
Tupperware Brands / Nov 2016 – Aug 2020
(E-commerce | Consumer Goods | Digital Marketing | MarTech)
2019 - 2020: Doubled conversion rates and delivered $19M online transactions in North America by enhancing the e-commerce platform and 7x ROAS on digital ad via performance marketing
2016 - 2019: Scaled digital performance across 10 diverse APAC markets and led regional teams in the launch of technology-driven projects such as e-commerce, analytics, and mobile app development
Advised senior leadership on market readiness and actionable insights that improved digital campaign effectiveness and transformation
Senior Manager Digital Marketing
Health Promotion Board. / Apr 2014 – Nov 2016
(Healthcare | Public Sector | Digital Marketing | MarTech)
Accelerated nationwide digital transformation and directed campaigns that influenced healthy behaviour across the country, amplifying public engagement through omnichannel platforms and data-driven tactics
Developed a digital strategy and governance framework that strengthened organizational commitment to tech adoption and digital best practices, securing ministerial buy-in
Directed the user experience and successful launch of Singapore’s national health app (Healthhub.sg), achieving high user acquisition and engagement rates
Senior Manager Digital Marketing
ESG Endurance Sport / Oct 2012 – May 2013
(Events | Campaigns | Digital Marketing | Customer Experience)
Led cross-functional teams in delivering sport events, e.g., Cold Storage Kids Run, with over $1M revenue and omnichannel campaigns (digital, social, OOH, print, customer experience)
Early Career Roles, 2004–2012
Assistant Vice President, Cards Marketing, UOB Singapore, May 2011–Sep 2012
Drove card usage and top-of-mind recall via innovative digital initiatives and strategic partnerships with major brands such as Marina Bay Sands and Millennium
Manager, Tourism Shopping and Dining, Singapore Tourism Board, Jan 2007–Apr 2011
Elevated Singapore’s retail tourism and spearheaded placemaking strategies of Orchard Road and the retail sector via alliances with government agencies and global brands
Assistant Centre Manager, Shaw Towers Realty Pte Ltd, Aug 2004–Jan 2007
Achieved 95% office leasing through effective commercial property marketing, tenant engagement, and loyalty programmes
Education
Master of Mass Communication, Nanyang Technological University, Singapore (2008 – 2010) | GPA: 4.1 out of 5.0
Bachelor of Business Studies (Marketing), Nanyang Technological University, Singapore (1999 – 2002)