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From starting up a department to helping Singapore’s top influencer launch her brand

Meet Sandra Lee, Influencer Marketing Manager, Singapore, AnyMind Group

Started up a department in Singapore? Check. Worked with Singapore’s top content creator to launch her own brand? Check. The list of achievements for Sandra Lee continues to grow!

Behind (or in front of, depending on how you look at it) the array of technology on offer from AnyMind are the people who work with our customers to maximize the use of this technology when needed.

As Influencer Marketing Manager, Sandra and her team help customers get the most out of AnyMind’s influencer marketing platform, AnyTag. This includes guiding clients with strategic consultation and troubleshooting their influencer marketing campaigns.

“It was actually a ‘right time, right place’ kind of opportunity,” Sandra shared with us when asked why she wanted to join AnyMind in the first place.

Prior to joining the company, she worked in influencer marketing for a “tryvertising platform,” as Sandra shared: “In my previous company, I focused more on local and smaller-scale campaigns, and eventually my growth came to a standstill.”

She continued: “Don’t get me wrong, I enjoyed my work a lot, especially when it comes to creative strategy planning. However, I felt like I could do more.”

When she got to know about AnyMind, she read about the company and was enthralled by the company’s growth and achievements within such a short period of time. “The team also looked really young and fun,” she added.

Excelling in ambiguity
In fact, she has come a long way since joining the company in 2019. She first joined AnyMind in a hybrid role, handling both the Creator Growth (then CastingAsia Creators Network) and Influencer Marketing departments for the company’s Singapore operations.

Sandra shared with us: “I took on the challenge to kickstart the departments with support from the management, and they gave me a lot of freedom in terms of how I wanted the work structure to be like. This gave me the confidence and space to get creative.”

Working on both sides of the equation helped her build a more holistic view of the influencer marketing and creator ecosystems.

In 2021, Sandra took another step.

As part of a wide array of offerings, AnyMind provides influencers and content creators with the ability to create and launch their own brands and products, through platforms such as AnyFactory for manufacturing and AnyLogi for logistics.

She shared: “I also had the chance to jumpstart the D2C for Influencer offering in Singapore and worked with Singapore’s top influencer, Naomi Neo, to launch her own brand, NNCHANTED. Both collections received a great response, and products from both collections were all sold out in less than one month from launch.”

“What excites me the most is the company’s vision and foresight”
As a company that continues to evolve and innovate across the business supply chain, AnyMind looks to drive the future of commerce in Asia and the world with the purpose to “Make it exciting for everyone to do business.”

This was similarly echoed by Sandra, as she said: “I have been with AnyMind for 2.5 years, and what excites me the most is the company’s vision and foresight. The management’s ability to spot trends and take action quickly is unparalleled.”

“One thing I love about my job is that it is ever-changing; be it social media trends or discovering up-and-coming content creators. This keeps my day-to-day tasks really exciting and interesting, allowing me to learn new things constantly,” said Sandra.

Having evolved and grown as a professional during her time in the company, Sandra ended our interview with some thoughts for new joiners and potential candidates: “Always challenge yourself to try new things that scare you. By stepping out of your comfort zone, you will get to know your strengths and weaknesses better and become a better version of yourself.”

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