RESUME OF

SHAUN LOW
PROFILE
Singaporean strategist with a love for all things branding,
advertising and marketing.
Passion for working in collaborative, creative-thinking environments to
develop best practice strategies.
Music festival junkie, 8mm filmmaker, antique junk collector,
with a geeky obsession for strategy card games.

EDUCATION

COMPETENCIES

RMIT, Melbourne
Bachelor of Business
(Marketing)
Top student with distinctions
across all final year modules
including MarComms and
Strategic Marketing

Customer Journey Mapping

Communications &
Touchpoint Auditing
Market Analysis & Customer
Segmentation
Competitor Analysis
Market Trend Analysis
Brand Platform Development
Brand Portfolio Strategy
Brand Architecture
Concept Development
Positioning Strategy
Messaging Strategy
Brand Guidelines Development
Internal Brand Engagement

Ngee Ann Polytechnic,

Singapore
Diploma in Internetworking
and Communications

CONTACT

Cell: (+65) 91515707

shaunlowfx@gmail.com
55 Lucky View
Singapore 467484
www.linkedin.com/pub/
shaun-low/69/66/957

CAREER
EXPERIENCE
BRAND STRATEGY CONSULTANT
FutureBrand Southeast Asia 2014 (11 months)
Leading and managing teams of diverse individuals through to the delivery of brand strategy modules
for key clients in Singapore and the Philippines. Managing research partners on qual and quant
analysis projects. Building relationships with major MNC clients in Singapore and Malaysia.
Conducting workshops to develop target audience profiles, in-depth messaging and brand strategies.
Collaborating with designers and supervising the development of brand guidelines.
Conducting internal brand engagement for clients, their employees and other third party agencies.
Pursuing potential new business opportunities regionally for the agency.

JUNIOR STRATEGY CONSULTANT

FutureBrand Southeast Asia 2012 2013 (1 year 3 months)
Focused on the creation of brands in the energy, nation security and property development sectors.
Took ownership of a variety of research and analysis responsibilities including auditing of
competitors, industry trends, communications, messaging, target audiences, customer journeys and
touchpoints. Developed and distilled insights and key findings for brand and business implications.
Co-created with clients to construct implications that built brand strategies of some of the biggest
brands in Southeast Asia.

ACCOUNT EXECUTIVE
McCann Erickson Singapore 2012 (1 year)
Managed relationships of clients in the hospitality, communication and technology sectors. Developed
communication strategies and creative concepts. Closely collaborated with media agencies to deliver
optimal marketing effectiveness. Supervised photo and video productions, events, and activation.
Implementation on digital and social media platforms.

EVENTS COORDINATOR
Eureka Campaign Singapore; Zenitant Singapore 2010 2011 (1 year)
Advertising and marketing events, award shows, company events.
Events planning and execution. Manpower resource management. Casting and talent training
management. Design and production of logistics.
Photography and videography shooting, editing and printing.
Facilitation of student camps and excursions for Primary and Secondary schools.

BRAND STRATEGY
BACKGROUND
SINGAPORE POLICE FORCE
Nation Security - Singapore
Managed and facilitated a digital forum for over 300 chosen local police officers to engage in employee
feedback discussions. At the same time, conducted public focus groups and developed best practice
case studies of benchmark police forces around the globe. Data gathering, analysis and insight
development, led up to the creation of the Singapore Police Force Brand Strategy. Developed the
messaging strategy and guide for the police force across their internal, recruitment and crime
prevention communications.

SINGAPORE ARMED FORCES

Military - Singapore
Development of the Singapore Armed Forces brand included extensive audits of brand touchpoints and
qual research. Definined the purpose, positioning, values, personality and the tone-of-voice of the
brand. Developed the campaign idea for its 50 th anniversary, which included the development of the
tagline, campaign strategy and roll-out strategy.

ASIA BREWERY
Beverage - Phillippines
Directed a competitive audit for the clients beer and alcomix portfolio. Analysed brand and
communication strategies of up to 10 competitor beer brands; including its messaging, visual and social
media strategies.
Compiled an in-depth trend report on the Future of the Beer Category. Developed an identity that
completely transformed our clients leading beer brand, Colt 45, and worked with designers to
develop its brand guidelines.
Led product and marketing innovation workshops with the clients and their partners. Through
immersion and creative thinking, the workshop co-created over 300 innovative brand and product
development ideas, which will potentially propel our client ahead in the market.

BRAND STRATEGY
BACKGROUND
PETRONAS
Energy - Malaysia
A 2 yearlong client relationship that consisted of several B2B and B2C sub-projects. Involved in several
research-heavy phases that led to the development of the corporate parent brand, implementation and
alignment of the brand across downstream business units. Strategic market positioning and brand
creation of several automobile fuel products, lubricant products and B2B services.

LEND LEASE
Real Estate Development - Singapore
Planned and facilitated co-creation workshops with the client to generate insights and findings.
Developed sales tools and pitch presentations for their products. Translated a global brand strategy
into a localised brand strategy and messaging guidelines based on local market realities and local target
audience profiling.

MAJOR LOCAL BANK

Banking - Singapore
Designed a comprehensive customer journey and analysed touchpoints across the brand. Developed the
strategy and creative brief for brands credit card portfolio. Audited the credit card designs of banks
across world and wrote up a credit card design trend report. Collaborated with the local design team
to design and implement the brands entire credit card portfolio.

FUTURE BRAND CREATION

Part of the team that developed FutureBrands Brand Creation Playbook a global FutureBrand IP, a
step-by-step guide for the creation of brands. This involved writing detailed guidelines for several
branding modules including Target Audience Profiling, Competitor Audit, and Trend Analysis.

ACHIEVMENTS
& MORE ABOUT MYSELF
C A R E E R
Conducted presentations and workshops with the CEOs and C-level individuals of our biggest regional clients.
Conducted internal knowledge sharing sessions on strategic thinking and customer segmentation.
An avid contributor to FutureBrands ThemeBank a tool that tracks and identifies emerging trends and
themes around the world.
Played a big part in the creation of the Singapore Police Force brand, which became featured as a best practice
case study in the forth edition of Alina Wheelers Designing Brand Identity.
Part of the FutureBrand team which picked up Silver in the Brand Consultancy category at
Singapores Agency Of The Year Awards 2014

E N T R E P R E N E U R I A L
Interior and environmental branding design consultant for some of Singapores hottest retail start-ups.
Started up an online business retailing in self-handcrafted leather goods and antiquities.

E X T R A C U R R I C U L A R
A student leader and ambassador in university.
Represented the school in the intervarsity wakeboard competition.

L I F E S T Y L E
Road tripped from South to North Australia.
Whitewater rafted, hiked the Grampians, jumped out of a plane and dived the Great Barrier Reef, all in a week.
Played guitars in a heavy metal band that performed at some of Singapores biggest live show venues.
Attended over 150 live concerts by music artistes including The Rolling Stones, Metallica and Coldplay.

C O M P E T I T I O N S
Directed, produced and edited a short film which won 1 st place at a local film competition.
Attained 1 st runner-up position at a strategy card gaming competition.

O T H E R S
Served in the Coast Guard of the Singapore Police Force for 2 years.
Attained the rank of sergeant, a powerboat license and a lot of stories to tell.