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SHERRY XUE YING YING

+65 8613 1723 24 Chapel Close, 429579, Singapore yyxue.2017@pbs.smu.edu.sg

Summary

Customer Experience and Digital Evangelist with 9 years of experience in multiple countries driving product innovation and

service excellence through ideating, implementing, and marketing of Award-winning digital service designs. Experienced in

integrated digital marketing, customer-focused design, and corporate culture cultivation. Distinction and academic award

receiver for M.Sc. and B.A. study. Passionate to progress to a behavioral marketing researcher to impact the way marketing is

done around the world.

Education

Aug 2017 – Present PhD in Business (Marketing)

Singapore Management University, Singapore

Research Interest: Consumer Behavior, Digital Marketing, Word of Mouth, Viral Marketing,

Jul 2014 – Sep 2015 Master of Science in Marketing (Distinction by AACSB, GPA 3.92 / 4).

The City University of New York, Baruch College, New York, USA

Main Coursework in Marketing Research, Consumer Behavior, Marketing Strategy, Digital Marketing.

Jan 2012 – Aug 2012 Graduate Diploma in Social Psychology and Counseling

Aventis School of Management, Singapore

Coursework in Social Psychology, Developmental Psychology, and Counseling

Sep 2002 – Jul 2006 Bachelor of Arts in Business English (Academic Excellence Scholarship, Excellent Leader Award)

Shanghai Jiaotong University, Shanghai, China

Main Coursework in Advanced English, Literature, Japanese, Marketing, and Economics.

Professional History

Feb 2015 – Jul 2015 Business Partner Paxifi Co. Limited (Startup)

▪ Worked on business opportunity analysis, mobile app development, and service launch planning.

▪ Paxifi http://home.paxifi.com is the world’s 1st mobile commerce solution for taxi rides. The service

was launched in U.S. and U.K. in spring 2015 in Android and IOS versions.

Oct 2011 – Jan 2015 Global Digital Banking Programme Manager Standard Chartered Bank, Group (Singapore)

▪ Drove service culture cultivation to create 30k digital savvy frontline service team through

gamified eLearning and themed service campaigns. Programme was nominated for 2013 FIIA.

▪ Conceived Next Generation Service Model employing digital service agent powered by Artificial

Intelligence. Designed an AI brain to improve email service standard and reduce manpower.

▪ Created the innovative organic referral solution to enrich friend engagement and transform 50k

staff and customers into brand evangelists. Led the design and development of Breeze Invite app.

Apr 2010 – Sep 2011 Country Product Manager Standard Chartered Bank, China Remote Banking (Shanghai, China)

▪ Conducted market research and tests to develop targeted collaterals and enable the desired

innovation leader positioning. Gathered market intelligence from Social Media & Search Engine.

▪ Managed all aspects of marketing for Breeze Living (Award Winning Augmented Reality App),

including app development and initial launch, product branding, and full lifecycle marketing.

▪ Developed digital marketing strategy and pioneered inbound marketing philosophy. Pulled 25k+

fans through Viral Marketing, Social Media, and SEO/SEM, combined with traditional marketing.

Apr 2009 – Mar 2010 Communication Manager Standard Chartered Bank, CIO Office (Shanghai, China)

▪ Managed internal and external communication for CIO Office. Drove broadcast publication,

Townhall staff meetings, and CIO presentation preparation, and corporate PR and press releases.

▪ Designed corporate social responsibility projects, and led the planting of 20k trees in China.

▪ Drove talent recruitment and training for Tech & Ops Management Trainee Programme

Aug 2006 – Mar 2009 Prior Experiences Standard Chartered Bank (Shanghai, China)

Process and Product Delivery Manager, Wholesale Banking Services (2007 – 2009)

Country Management Trainee, Group Technology and Operations (2006 – 2007)

Other Information

Qualification: GMAT 760 - 99%, PMP Project Management, Six Sigma Process Management

Language: English (Fluent), Chinese (Native)