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Meet Celeste Cornelia Lau: Senior Influencer Marketing Executive, Singapore

Celeste shares with us what its like working in the influencer marketing team in Singapore

1) Please share with us your background before joining AnyMind Group
Prior to entering the marketing industry, I was a culinary graduate and worked as a chef for about a year. After which, I was a Brand Engagement Exec at a local design studio. Since it was a small company, I was wearing many hats, from social media planning, content creation and public relations matters, which all helped to build up my knowledge and help value add to my current role in AnyMind.

2) Explain like I’m five: What do you do in your role, and how does it fit into the wider range of AnyMind Group’s business?
As part of the influencer marketing team in Singapore, it is crucial for us to research relevant influencers and curate them and add them to AnyTag. This involves reaching out to influencers to establish partnerships and negotiate deals, including signing them up on AnyCreator. We also help clients to develop influencer marketing strategies and execute them. Lastly, before we end campaigns, we will leverage on AnyTag to track and analyze the effectiveness of these campaigns and provide recommendations to clients for improvements to be made. On top of all that, we also ensure to keep up with trends and changes in the industry to stay competitive and provide clients with the best possible solutions. I believe it allows us to advise other teams accordingly should the client want to explore influencer marketing as part of their wider marketing or business efforts (Eg: mobile marketing, can also be extended through influencer marketing for a more holistic and personalized campaign).

3) How has your time been at AnyMind so far? What are the things that stand out to you about the company?
It has been surprisingly good and one of the best workplaces I’ve worked at, and I’ve worked at many places over the past six years so this is really saying a lot! I think what stands out the most is how close-knitted the Singapore team is! We even meet outside of office hours and on weekends. At the end of the day, we are always able to separate work and personal life.

4) How is it like working as part of your local team and also as part of the wider regional unit?
The experience working with the local and regional teams is very different. With the local team, we are well aware of what works in our market and who the influencers are. However, when working with the regional team, it is usually very insightful because you’ll see that even though we are marketing the same products, the strategy may be completely different and we definitely have to thank our regional team for supporting us in regional campaigns and helping us to broaden our knowledge of influencer marketing in other regions.

5) What are some key traits that you feel people in your role should have, and why?
I think it’s good to be an extrovert, but of course, I don’t think it’s necessary. It’ll be helpful, especially when meeting clients or influencers in real life or on video calls. It’s also good to be a calculated risk-taker, not be afraid to experiment, and to be original in the social media space. In addition, it’s good to have a network! With influencer marketing, it’s always good to have a strong network so there can be possible collaborations.

6) What is an often misunderstood aspect of your role?
I think not many people understand the effort it takes to do up a whole influencer marketing strategy proposal, and people think that it’s very simple because it’s just “shortlisting influencers.” With the aid of influencer marketing technology such as AnyTag, the experience we have allows us to add value to clients by ensuring that we narrow down tens of thousands of influencers to just a few for their selection. This is only possible with hours of research for relevant influencers and daily effort to ensure we are up-to-date with the latest trends.

7) What is one AnyMind platform that you cannot do without, and why?
I have to say AnyCreator and AnyTag! Without these two platforms, I do foresee our work being a lot more manual. Shoutout to the product team for being so open to hearing our suggestions and working together with us to ensure that the UI and UX are as seamless as possible.

8) What is that one favorite local food that you would like to introduce to readers?
Wow, this is really tough to narrow down, and I originally had three options, but this one might be lesser known in other parts of the world: Muah Chee. More specifically, Hougang Muah Chee. Muah Chee is the Chinese version of mochi, and is a glutinous rice snack that is covered in toppings (more commonly peanuts or sesame seeds).

Photo credit: Miss Tam Chiak

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