SME Centre@SICCI, Taproot and e2i has partnered together in this workshop to equip SMEs in professional services with practical knowledge and actionable strategies to leverage influencer marketing as a powerful business growth tool.
Key Learning Points:
- Understand how influencer marketing applies beyond retail and F&B, and why it is increasingly relevant for service-based industries.
- Learn how to identify and engage the right influencers; from thought leaders to niche industry experts to enhance brand credibility and attract clients.
- Gain practical tips, campaign frameworks, and real case studies tailored to professional services.
- Discover available funding support to help offset the cost of implementing marketing initiatives.
- Leave with a starter toolkit and action plan to begin exploring influencer marketing for their business.
Programme:
| Time | Agenda |
|---|---|
| 1.30pm – 2pm | Registration |
| 2pm – 2.30pm | Influence in Action – How SMEs in Professional Services Can Win with Influencer Marketing Ms Michell Ling Senior Manager, Business Advisory SME Centre@SICCI |
| 2.30pm – 3.30pm | From Clicks to Clients – Why Digital Marketing Matters for Professional Services Ms Laine Tan Partner, Taproot Ms Dawn Sim Influencer & Entrepreneur |
| 3.30pm – 4pm | Funding Your Marketing Initiatives – How e2i Can Support Your Business Growth Ms Cassandra Cheng Principal Specialist e2i |
| 4pm – 5pm | Light Refreshments & Networking Session |
Speakers’ Profiles:
Ms Laine Tan
Partner
Taproot
Laine is a well-versed marketing strategist with over 15 years of regional marketing experience in the private and public sectors.
She has held management roles in marketing strategy, business development, and public relations with a track record in:
- Integrating B2C marketing plans across 5 markets in Southeast Asia and launched over 200 marketing campaigns
- Re-designing marketing process and organisation workflow and increased festive campaign sales by 100% and annual sales by 20%
- Identified and developed new profitable B2B business markets and brought in $1.2 million of corporate sales for a F&B business;
- Fronted media crisis and daily media queries
Managed over 300 influencers in Taproot and ran over 100 data-driven influencer marketing campaign planning for F&B, FMCG, retail, and consumer electronics clients such as ANEXT Bank, Sharp, Crowne Plaza Changi Airport, Cedele, Dr. Hauschka, Kaplan, Popmart, LACTOFIT, and Waterpik.
Ms Dawn Sim
Influencer & Entrepreneur
Being a devoted Mom of Four, Dawn Sim has seamlessly blended her love for family with her passion for wellness and fitness. Dawn began teaching in 1999 and has also been a health coach for over 25 years now. She has guided countless individuals towards healthier lifestyles, emphasising the holistic connection between mind, body, and spirit.
Her unique perspective as both a wellness enthusiast and a mother paved her online journey and into the person she is today — A Lifestyle & Fitness Influencer, Health Coach, Host and Livestreamer. Driven by her unwavering passion for wellness, fitness, and parenting, Dawn continues to inspire and empower others to lead happier and healthier lives.
Ms Cassandra Cheng
Principal Specialist
e2i
Cassandra oversees accounts in the banking, finance, insurance, investment, and legal sectors, with a focus on supporting companies in workforce planning. She brings expertise in helping businesses leverage NTUC’s initiatives and maximise government support for manpower and staffing needs. In addition, Cassandra facilitates the creation of strategic platforms that foster collaboration, knowledge sharing, and growth opportunities for companies across these industries.
Ms Michell Ling
Senior Manager, Business Advisory
SME Centre@SICCI
Michell Ling is a business advisor with SME Centre@SICCI. She has over 15 years of experience working in the private and public sector. She is very passionate about assisting SMEs to transform and improve their business management capabilities.
The fulfilment of a business advisor comes from witnessing SMEs’ growth over the years and being glad that she has added value to their businesses.
Academically, Michell holds a Bachelor Degree in Computer Engineering from Nanyang Technological University.