402 Marketing Collective
My first marketing role — founder's first hire at a creative-strategy agency, launching Salt-Water Sandals across Southeast Asia from a standing start and tightening a Katong boutique's paid-to-revenue link.
402 Marketing Collective is a Singapore-based agency working in creative strategy and digital marketing for consumer brands — across advertising, social, influencer, and creative campaigns. When I joined in 2020, it was newly founded and growing out of the founder's freelance work.
My role
This was my first role in marketing. I came on as the founder's first hire, and for that stretch the agency was essentially just the two of us. I worked closely alongside her across most of the client roster — social and paid media, creative, influencer coordination, email, and reporting — for consumer and e-commerce brands across F&B, fashion, and wellness, including Pop Up Wine, The Farmer's Market, eBoutiques Fair (a 54-brand online fashion fair), and the two below.
Two standout launches from a wide roster.
Pick a brand to see the challenge and the work — from a heritage footwear label entering a new region to a boutique tightening the link between ad spend and revenue.
Salt-Water Sandals
Launched the brand's Southeast Asia presence from a standing start — no audience, no list, modest budget.
Read moreShopping at Tiffany's
Grew a Katong boutique's e-commerce and tightened the link between paid spend and actual revenue.
Read moreWhat this role taught me
It was my first marketing role — real client work with real budgets, for brands figuring out e-commerce in real time during a global pandemic. I learned how to set something up from nothing, track whether it was actually working, and adjust quickly — and how much of good marketing is steady, honest execution week after week, not just one big idea.
Salt-Water Sandals
Heritage footwear · Southeast Asia launch
The challenge. Launching the brand's Southeast Asia presence from a standing start — no regional Instagram audience, no email list, and a modest budget. It needed to build a following and drive sales simultaneously, effectively starting from zero.
The work
I built the SEA launch alongside the founder — setting up the regional Instagram from scratch, running the day-to-day (Story Highlights, community engagement, giveaway mechanics), tracking performance week over week through Instagram Insights and Google Analytics, and building KOL outreach and tracking across Singapore, Malaysia, and the UAE. We anchored the launch on a Mother's Day giveaway paired with a small KOL push.
The results
- 0 → ~1,500IG followers + 1,300 email subs in 10 days
- ~10xreturn on a ~$2,000 launch budget
- ~$13,700Mother's Day launch-week revenue on ~$407 spend
- 14.72peak ROAS in July (~$19,490 revenue)
Shopping at Tiffany's
Fashion boutique · Katong, Singapore
The challenge. A Singapore fashion boutique leaning harder into e-commerce as foot traffic dropped during COVID. The goal was to grow online sales efficiently and tighten the link between paid spend and actual revenue.
The work
I ran the paid social program with the founder — testing continuously across lookalike audiences, retargeting, and geotargeting around the Katong store — reviewed Shopify performance, and built lifecycle emails in Klaviyo, including a Style Points loyalty flow and a "Try Before You Buy" re-engagement email.
The results
- 1.2x → ~5.4xROAS lift through continuous testing
- +320%May–July Shopify sales (~$11,700)
- +450%orders (82); sessions +200%