Industry: Creative Workshops / Pottery
Platform: Wix → Squarespace
Timeline: 2 months
Scope: Website redesign & migration, SEO foundations, GA4 setup, marketing strategy
URL:https://www.uppottery.com.sg/

Urth&Phire, an artisanal ceramic studio founded by ceramic artist Alvin Leow, was ready to enhance its digital presence with a clearer website structure, stronger SEO foundations, and a more seamless booking experience for students.

The goal was to migrate the website to Squarespace, implement a solid data and SEO foundation, and integrate the studio’s 3rd-party booking system to support a smoother class discovery and sign-up flow.

My Role
• Led the migration from Wix to Squarespace, improving structure, layout, and user flow
• Integrated SimplyBook as the 3rd-party booking system, optimizing pathways to reduce drop-offs
• Implemented SEO foundations across key class pages and location keywords
• Set up a clean GA4 environment, including events, conversions, and channel groupings
• Developed a full Marketing Strategy & Action Plan for long-term growth

✅ Outcome
• 217% YoY growth in overall website traffic after the Squarespace migration and SEO enhancements
• Higher-quality engagement, with users exploring more pages and interacting more consistently across key actions
• 57% increase in bookings for the 2-month period post–go-live compared to the same period last year

Industry: Retail Activation / Lifestyle Event
Focus: Event marketing & digital campaign strategy
Timeline: 3 months
URL: https://fareastfloramarket.com/

A 60th-anniversary floral celebration transformed into a 4-day experiential event combining flower showcases, workshops, a curated marketplace, and multi-platform digital amplification.

My Role:

• Led full event marketing strategy across social, KOL, content, and paid media
• Curated & managed a 25-brand marketplace featuring local, home-grown vendors
• Planned & executed KOL gifting campaign with 28 lifestyle creators
• Developed and managed paid social advertising (Meta)
• Coordinated PR visibility across lifestyle media & content creators
• Provided on-site support and post-event campaign analysis

✅ Outcome:

• Strong uplift in social reach & visibility (organic + paid)
• Significant increase in profile visits, engagement & audience growth
• High KOL response rate with strong content amplification
• High weekend footfall with strong Sunday peak
• Positive brand sentiment & strengthened positioning for future seasonal events

Industry: E-commerce / Gifting
Platform: Magento → Shopify
Timeline: 9 months
Scope: E-commerce migration, ERP integration, conversion strategy
URL: https://www.fareastflora.com/

Singapore’s top online florist needed a modern e-commerce experience capable of supporting high-volume orders, seasonal peaks, and both B2C/B2B needs.

My Role:

• Led end-to-end migration from Magento to Shopify
• Collaborated with UI/UX teams to match premium brand expectations
• Integrated Microsoft Dynamics NAV (ERP) for order, inventory, and fulfillment flow
• Prioritized checkout UX, stability, and conversion scalability

✅ Outcome:
• Fully integrated, enterprise-grade Shopify site
• Stable during peak traffic spikes
• Streamlined ops across web + ERP systems

Industry: Retail Activation / Wholesale Floristry
Focus: Event campaign strategy
Timeline: 2 months
URL: https://fareastfloramarket.com/

Rebranding a wholesale outlet into a lifestyle event hub for “The Flower Show 2024” — targeting both trade and public audiences with just 8 weeks to go.

My Role:

• Designed and executed full digital campaign (social, email, PR, influencers)
• 8 KOL partnerships for audience amplification
• Secured brand sponsorships and oversaw event content & on-site execution

✅ Outcome:
• 110%+ workshop registration (all sessions fully booked)
• 8 creator partnerships expanded reach
• Significant uplift in foot traffic and social engagement

Industry: E-commerce / Subscriptions
Platform: Magento → Shopify
Timeline: 2 weeks
Scope: Website design overhaul, E-commerce migration, ERP integration, conversion strategy
URL: https://www.freshblooms.co/

A weekly flower subscription service needed a fast, seamless move off Magento 1.9 to a scalable, secure Shopify platform.

My Role:

• Built and launched new Shopify store in 2 weeks
• Integrated Microsoft Dynamics NAV ERP for real-time order/inventory sync
• Designed clean subscription checkout flow + mobile-first UI

✅ Outcome:
• Zero downtime migration
• Major backend efficiency gains
• Launch of a conversion-optimized store that reflects brand tone

Industry: E-commerce / Gifting
Platform: Magento → Shopify
Timeline: 2 weeks
Scope: Website design overhaul, E-commerce migration, ERP integration, conversion strategy
URL: https://www.wonderfulflora.com/

Known for its quirky, joyful brand — Wonderful Flora needed a fast, fun rebuild that worked with their operational backend.

My Role:

• Built Shopify store from scratch
• Integrated with Microsoft Dynamics NAV ERP
• Simplified to core e-commerce features + optimized UX

✅ Outcome:
• Launched in 2 weeks
• Back-end synced with ERP
• New site matched tone + improved ease of management

Industry: Retail / Gardening
Focus: SEM + Paid Social
Timeline: 3 months
URL: https://fareastfloragarden.com/

Far East Flora Garden is one of Singapore’s leading nurseries and retail destinations for gardening enthusiasts. During peak festive seasons, the team needed to quickly drive awareness, footfall, and online engagement — without long campaign lead times.

My Role:

• Launched hyper-targeted SEM campaigns focused on buyer intent
• Executed paid ads across Facebook and Instagram with seasonal creatives
• Optimized for traffic and engagement in short, agile sprints

✅ Outcome:
• SEM campaign delivered a 9.25% CTR — triple the industry average
• Facebook views rose by 2,100%, interactions by 378%
• Instagram engagement up 102%, views up 220%