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Resume

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Hi, I’m Silas.

I’m a dynamic and versatile professional with a passion for exploring diverse fields, with experience in all 3-sides food and beverage industry (Restaurant, Delivery Platform and Rider).

Leveraging a unique skillset, I bring a comprehensive background in data analytics, restaurant operations and F&B e-commerce. Known for adaptability, innovation and a data-driven approach, I excel in navigating the intersections of these dynamic industries and inter-department within each role.

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LinkedIn⁠

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silaskhua@gmail.com⁠

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+65 9756 3809⁠

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Experience

Foodsta Kitchens, Singapore

e-Commerce Manager / Jan 2023 – July 2024

Being a digital-first F&B company with multi-brand and multi-geography operations, Foodsta Kitchens Singapore holds ALT Pizza, Fat Mario Pastas, Green Monster Salads, Artisan Boulangerie Co, CJ Fried Chicken, Bloom Café and Wine Bar, NOW Pizza within its portfolio.

As an e-Commerce Manager, I focused on growing our total sales, through third party aggregators and direct sales, by 5% over the past year with a minimal growth of A&P spend of 2% in a challenging environment with limited manpower and tight budgets, supported by data-driven insights on a weekly cadence.

I am also responsible for ensuring quality of food served from our Holland Village outlet, photography of menu items, customer service, tech-stack management and restaurant operations.

Deliveroo, Singapore

Account Manager / June 2021 - July 2022

Deliveroo operates a hyperlocal three-sided marketplace, connecting local consumers, restaurants and grocers, and riders to fulfill a mission critical, emotional purchase in under 45 minutes.

I managed a pool of local Restaurant Partner brands and grew GMV by 20% half-year on half-year, which accounted for 11% of Deliveroo’s GMV.

Developed and executed in partnership with Restaurant Partners an Operational Excellence Plan, to reduce Bad Experience Orders based on internal metrics, and successfully stabilised 95% of accounts managed at above benchmark levels.

Developed a successful Business Case as Singapore Project Lead for Integrations (POS and Menu APIs) to drive Integrations with Tech Partners for Restaurant Partners, resulting in higher Restaurant Satisfaction and higher Operational Excellence

Led the Translation Project as a Reviewer to further increase the reach and engagement of Deliveroo’s written communications with Mandarin-speaking Restaurant Partners

Led the training and onboarding process for new Account Managers for internal Salesforce, Looker, Integrations and became the go-to person whenever there were questions on processes and technical aspects of the role.

Charles & Keith, Singapore

Global CRM Manager / Sep 2020 - Mar 2021

Charles & Keith is a Singapore brand known for its women's footwear and accessories and was established in 1996 by brothers Charles and Keith Wong.

As the Global CRM Manager, I doubled the Open Rate and Click-Through Rate of emailers by adding personalised data based on the shopping habits of the customer.

Drove an incremental 5% of revenue quarter on quarter in Singapore through the use of Salesforce’s SMS function.

Developed and actioned on a year plan by placing more focus on customer’s interactions, purchase and order history on Charles and Keith website.

Managed a team of 6, providing guidance and best practices, resulting in higher team morale and fulfilment.

Grab, Singapore

Regional GrabRewards Business Development Lead / Jun 2014–Apr 2016

Grab is Southeast Asia's first decacorn, and the biggest technology startup in the region. It became publicly-traded on NASDAQ in 2021 following the largest SPAC merger at the time. GrabRewards is the largest loyalty programme in Southeast Asia that rewards users for everyday transactions with Grab

Conceptualised, built a business case and launched the GrabRewards Aspirational Rewards/Limited Edition Rewards across 8 markets in 3 months.

Onboarded several regional Merchant Partners by understanding their business objectives to further drive brand love for GrabRewards.

Volunteered to assist the Head of GrabRewards in the absence of the Regional Head of BD to drive regional acquisition, renewal, data analysis, which resulted in most markets achieving their targets for H1 2019.

Increased cost savings for GrabRewards vertical by reducing inventory breakage by 77% through close communication with local market teams and Merchant Partners to adopt more favourable payment terms.

Increased Merchant Partners satisfaction in working with GrabRewards by reducing payment turnaround times by 51%

Drove the Regional Rewards BD team as a centre of excellence by documenting knowledge and process in a Rewards Playbook.

Grab, Singapore

GrabRewards Partnerships Associate / Jun 2014–Apr 2016

Generated 142 leads, pitched to 120 prospects and closed 25 partners quarterly

Consistently overachieved sales targets

Achieved more than 90% close-won with co-funding for Rewards Merchant Partners

Identified, qualified and close-won 2 Merchant Partners for the integration of Rewards with other loyalty programmes within a month.

Created and implemented a CRM system to track sales process and prevent deals from going cold on Google Sheets.

Mountain Teak, Singapore

Sales and Marketing Manager / Jun 2014–Apr 2016

Mountain Teak is Singapore’s leading supplier of environmentally-friendly solid wood furniture and teak wood furniture.

Matched walk-in customers to the appropriate furniture by listening to their requirements, preferences and budget.

Resolved customer feedback both online and in-store.

Kept the company’s e-commerce store updated along with inventory movements monthly

Managed and created social media pages, generating continued interest with weekly postings

Developed business plans with interior designers, providing them discounts when using the company’s products in projects

Provided graphic design, copywriting and layout for print advertisements in local lifestyle magazines relevant to expats.

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Education

Bachelor of Information Technology, Computer Security and Networking Administration and Design

Edith Cowan University

2009 - 2011, Singapore

Food Safety and Hygiene Certificate Level 1

Microsoft Certified Professional and Microsoft Certified Systems Administrator

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Skills

e-Commerce

Etsy, Carousell, Shopee, Lazada, GrabFood, Deliveroo, Foodpanda

ATLAS POS and ATLAS Restaurant Operating System

Data Visualisation

Google Looker Studio, Looker, Tableau

SaaS

Coda, Notion, Airtable, Jira, Trello

Salesforce, Mailchimp, Zendesk, Momos

Zapier, Make.com

Photography/Videography/Design

Photoshop, Lightroom

Canva, Adobe Express

Gallery

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