DFI Retail Group promotes Kelly Lim to SG marketing head for health and beauty

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DFI Retail Group has promoted Kelly Lim (pictured) to head of marketing, health and beauty, Singapore. She was formerly head of eCommerce trade marketing, health and beauty, Southeast Asia for over two years. Prior to that, she was head of health and beauty, private label, SEA for close to five years. DFI Retail Group declined to comment on Lim's promotion.

During her time as head of eCommerce trade marketing, health and beauty at Southeast Asia, Lim was tasked with developing online brand strategies and marketing channels to optimise and achieve key performance matrixes for the Group, according to her LinkedIn. She was also responsible for setting principles for banners, products, and UIUX guidelines, as well as gathering insights, optimising reach and increasing conversion rates.

According to Lim's LinkedIn, her responsibilities as head of health and beauty included developing brand strategy and marketing plans that were in line with the brand's targets and budget management. At the same time she also worked closely with operations, business units, internal marketing, and Group functions to ensure that marketing campaigns were effectively rolled out.

Prior to joining DFI Retail Group, Lim was a regional assistant brand manager at Unilever Asia, where she was involved in 360 brand development work; as stated on her LinkedIn. Her duties included working with Southeast Asia counterparts to ensure ATL and BTL effectiveness of marketing activities that were rolled out in the region, budget management and evaluating business cases to determine if a launch or revamp was justified.

She has also previously worked as a brand manager in Mandom Corp Singapore, where she was tasked with planning and executing ATL and BTL activations, her LinkedIn. Additionally, Lim was also responsible for developing and executing point of pale materials in a timely manner, and managing the yearly marketing plan and budget.

Separately, DFI Retail Group underwent a brand refresh in August this year, when it renamed itself from Dairy Farm Group. It also unveiled a new logo with a navy blue background and the text "DFI Retail Group" on it.

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