Top 25 eCommerce leaders 2022: Png Yuxin

Png Yuxin (pictured) is the director of digital marketing at Far East Hospitality Management, one of Singapore’s leading hospitality chains.

She is highly regarded among her peers for her innovation, leadership, and problem-solving skills.

Her ventures in Far East Hospitality started in 2013 through a management associate programme before she became the senior marketing executive where she launched the group’s first integrated marketing campaign.

She dived into Far East Hospitality Management in 2016 as an assistant manager, which gave her the opportunity to explore the company’s prospects in the eCommerce space. From there, the accumulation of her achievements, such as revamping and launching the flagship brand website, led her to attain the role of director of digital marketing.

In her current role, she is responsible for driving digital campaigns and the eCommerce performance for 10 brands and over 25 hotels and serviced apartments in Asia. Far East Insiders, the company’s membership programme, was created and is run by her as well.

Furthermore, she has been heavily involved in developing seven new websites for Far East Hospitality, as well as establishing eCommerce platforms for multiple new brands in the market, including the award-winning The Barracks Hotel Singapore.

For the initiatives, she said that capitalising on Far East’s portfolio strength, and strategising full-funnel advertising campaigns, were crucial in reaching out to the staycation market and properties located in the Sentosa Island precinct. The outreach tactics employed showcased her comprehension of Far East’s market where she released a variety of videos, articles, and other assets that were curated to appeal to its target audience.

Not one to lay low during the pandemic, Png and her team built insights gained from the campaigns to maintain a solid customer base to re-target and re-engage, thus giving Far East the upper hand over other hospitality chains that were limited by the restrictions on inbound travel.

The team also introduced a new digital wallet concept for hotel vouchers. This grew its membership by 50% in its target markets of Southeast Asia, and has laid the groundwork for greater success in the future, especially with travel reopening.