Stock text for CV

Contact Information

Name: Chooi Tan

Location: London, England, United Kingdom

Personal Statement

A highly creative and passionate garden designer with a strong background in marketing and communications, I am dedicated to creating and promoting engaging experiences in the world of gardens and landscapes. With a unique blend of expertise in spatial design, horticulture, and audience development, I have successfully founded and directed Locorum& for the past eight years, leading marketing initiatives and driving growth. I am now eager to contribute my skills and passion to the Garden Museum as a Marketing Officer, focusing on developing local and family audiences for Arts Council-funded initiatives. My deep understanding of the industry and a keen eye for detail will enable me to effectively promote the museum’s exhibitions, events, and learning programs, while my proven track record in marketing and branding will ensure a positive impact on both the museum’s profile and income generation.

Work Experience

Director and Founder, Locorum& (2015-present)

  • Established and developed a successful garden design and consultancy business, leveraging marketing, branding, and audience engagement strategies to drive consistent growth and expand clientele.
  • Designed and implemented comprehensive marketing campaigns across multiple channels, including social media, email marketing, and print media, resulting in increased brand visibility and engagement.
  • Collaborated with clients to create bespoke garden designs and landscapes, ensuring a coherent narrative and strong emotional connection with the target audience, fostering long-lasting relationships.
  • Utilised data-driven insights to identify and capitalise on market trends, adjusting marketing strategies to target local and family audiences, significantly increasing customer base and revenue.
  • Managed public relations and press coverage, securing features in both local and national media outlets, further enhancing brand reputation and awareness.
  • Developed and maintained strategic partnerships with local businesses, community organisations, and suppliers to create cross-promotional opportunities and enhance overall brand exposure.
  • Oversaw the planning and execution of events, workshops, and educational programs, attracting diverse audiences and promoting the company’s commitment to community engagement and environmental responsibility.
  • Monitored marketing budgets and resource allocation, ensuring cost-effective and high-impact campaigns, while continually assessing performance metrics and adjusting strategies accordingly.

Education

MA in Industrial Design, University of the Arts London (2007-2009)

  • Developed a strong foundation in design principles, product development, and creative problem-solving, honing skills that have been instrumental in crafting effective marketing and branding strategies.

Diploma in Garden and Landscape Design, Pickard School of Garden Design (2013-2014)

  • Gained in-depth knowledge of garden and landscape design principles, planting, and materials, further enhancing my ability to create cohesive and emotionally resonant spaces that engage diverse audiences.

BA in Sociology, Duke University (1996-2000)

  • Acquired a solid understanding of social structures, group dynamics, and cultural patterns, which has informed my approach to audience development, community engagement, and marketing strategies tailored to diverse demographics.

Skills

  • Digital Marketing: Proficient in creating and executing integrated online marketing campaigns, leveraging platforms such as Google Ads, Facebook, Instagram, and Twitter to drive brand visibility and engagement.
  • Branding: Demonstrated ability to develop and maintain a strong brand identity, utilising consistent visual and messaging elements across all marketing materials and touchpoints.
  • Social Media Management: Skilled in planning, creating, and scheduling engaging content for various social media channels, utilising analytics to track performance and optimise strategies.
  • Audience Development: Experienced in identifying, targeting, and engaging diverse audience segments, with a focus on local and family demographics for enhanced community outreach and program participation.
  • Public Relations: Adept at managing media relations, crafting press releases, and securing coverage in both local and national publications to boost brand awareness and reputation.
  • Event Planning & Promotion: Proficient in organising and promoting events, workshops, and educational programs, attracting diverse audiences and fostering community engagement.
  • Graphic Design: Competent in using Adobe Creative Suite (Photoshop, Illustrator, InDesign) to create visually appealing marketing materials, both digital and print.
  • Project Management: Skilled in overseeing and coordinating cross-functional teams, managing budgets, and delivering projects on time and within scope.
  • CRM & Email Marketing: Experienced in using customer relationship management (CRM) systems and email marketing platforms, such as Mailchimp, to manage and segment customer data, develop targeted campaigns, and track results.
  • Analytical Thinking: Strong ability to gather, interpret, and utilise data-driven insights to inform marketing strategies, identify trends, and optimize performance.

Certifications & Achievements

  • D&AD Highly Commended (Jan 2009): Awarded by the prestigious D&AD organisation, this commendation recognises exceptional design and creative skills, showcasing my dedication to excellence in both industrial design and marketing.
  • Silver Gilt from the Friends of the Earth Bleinheim Flower Show (2014): This accolade highlights my commitment to environmentally responsible garden design and my ability to create beautiful, sustainable spaces that resonate with audiences and inspire appreciation for the natural world.

Hobbies and Interests

  • Gardening and Horticulture: My passion for creating beautiful and sustainable gardens extends beyond my professional life, as I enjoy cultivating my own garden, experimenting with new plant combinations, and visiting renowned gardens for inspiration and relaxation.
  • Photography: As an avid photographer, I appreciate the power of visual storytelling and often use my photography skills to capture and promote my garden design projects, enhancing both my marketing materials and social media presence.
  • Environmental Advocacy: I actively participate in environmental conservation initiatives and volunteer for local community projects, reflecting my commitment to sustainability and eco-friendly practices in both my personal and professional life.
  • Travel: Exploring new cultures and landscapes broadens my horizons and fuels my creativity, providing me with fresh ideas and perspectives that I can incorporate into my garden designs and marketing strategies.
  • Art and Design: A keen interest in various forms of art and design, including sculpture, painting, and architecture, enables me to draw inspiration from diverse sources and incorporate unique elements into my marketing campaigns and garden design projects.

Referees

References are available upon request.