Graduated with a Diploma in Business Studies, specialising in Marketing, from Ngee Ann Polytechnic, Eileen brings over 23 years of marketing experience in the retail fashion and footwear sector.
She joined Skechers Singapore as Marketing Manager in 2015, and over the past decade has played an instrumental role in the evolution and success of the brand’s campaigns, marketing initiatives, and cross-collaborations.
In her current role as Regional Marketing Director, Eileen oversees the full spectrum of Skechers’ marketing strategy and implementation across Southeast Asia, specifically Singapore, Malaysia, Thailand, and Vietnam. Her responsibilities span brand communications, public relations, digital marketing, visual merchandising, and graphic design across all communication channels. She also skilfully manages the regional marketing budget and has a knack for tailoring broad global campaigns – adding just the right local touch to resonate with each unique market.
A key milestone in her tenure is the launch of the Skechers Friendship Walk in 2018 across Singapore, Malaysia, Thailand, and Vietnam. The annual event rapidly gained traction with strong turnouts in all markets and transitioned smoothly to an online format for two years during the COVID-19 pandemic. Since returning to an offline format in 2023, the Friendship Walk continues to attract thousands of participants each year, strengthening community engagement and brand affinity across the region.
Eileen has also driven numerous high-impact collaborations with popular IPs such as One Piece, Hello Kitty, Pokémon, Transformers, Demon Slayer, Spy x Family, Jujutsu Kaisen, Super Mario, Kuromi, and many more. These collections, spanning footwear, apparel, and accessories, have played a significant role in positioning Skechers as a leading lifestyle brand in Southeast Asia.
She has leveraged her perceptiveness, motivational leadership, and strategic acumen to secure an impressive roster of brand ambassadors – including EXO, Wu Chun, Mew Suppasit, Apo Nattawin, Park Seo Jun, and the current ambassador Cha Eun-woo. These strategic appointments have effectively broadened the brand’s appeal across key demographics.
In 2024, Eileen played a pivotal role in two landmark retail launches: the grand opening of Skechers’ first experiential store at The Exchange TRX in Kuala Lumpur and the launch of its new retail concept at CentralWorld in Bangkok. Both events were graced by Regional Brand Ambassador Cha Eun-woo, which drew massive crowds and delivered strong impact both on-ground and online. Building on this momentum, the grand re-opening of Skechers Bugis Junction in Singapore this year also featured another K-pop sensation, MINNIE from i-dle, who added star power to the official unveiling of the refreshed store.
Off the clock, Eileen lives by YOLO (You Only Live Once). She stays energised with Zumba and Reformer Pilates, fuels her curiosity through travel, and unwinds with shopping, and quality time with family and friends – always embracing the moment.
