Brand and Communications Manager May 2022 - Apr 2024

Reported to Head of Brand Communications, I served as the brand custodian for FWD Singapore and led the public relations (PR) and content strategy across key campaigns and communication platforms such as website, EDMs, social media and OOH advertisements. I also served as the primary counsel for C-suites on PR and crisis communications

Achievements:

• Led the PR and communications planning and execution across both D2C and B2B channels and secured over 20 T1 media coverage between June 2022 to March 2023. 

• Led the content strategy for key product launches, including establishing positioning messages, target segments, media strategy, PR as well as KOL and key content partnerships.

• Served as Singapore Community Care Lead, launched FWD’s first international CSR programme with JA Worldwide and impacted 1,000 students on financial literacy in 2022, and extended to 1,500 students in 2023.

• Worked with senior leaders and functional teams to revamp FWD website, including reviewing website architecture, user interface and experience, and contents for brand consistency.

Regional Brand and Communications Manager Dec 2020 - Mar 2022

Reported to Group Director, Brand Comms, I handled all aspects of branding, public relations (PR) and B2B marketing for our buy now pay later payment brand, Atome, and worked with cross functional teams across Asia (Singapore, Malaysia, Hong Kong, mainland China and Indonesia) to deliver highly effective PR, online and offline communication campaigns.

Achievements:

• Collaborated with functional teams and PR agencies across Asia to secure over 130 T1 media coverage between January to November 2021, including PR launch for Malaysia, Thailand, Taiwan and the Philippines.

• Led the PR effort for major regional marketing campaigns and secured over 60 T1 media coverage for Atome’s Own The Extraordinary campaign with popular KPOP group ASTRO and Atome’s Get It Week campaign.

• Led the content strategy for Atome LinkedIn page and initiated post targeting to followers across Asia. Grew LinkedIn followers from 15,000 to 62,000 within 11 months, with an average engagement rate of 5%.

• Revamped Atome merchant email campaign on Hubspot, worked with functional teams to introduce regional content and improved design/user experience for the monthly newsletters. Significantly improved the CTR from 0.8% to 2.9% and open rate from 29% to 36% within 2 months.

• Conducted daily media monitoring and reporting of earned media and market intelligence for Advance Intelligence Group, one of the largest independent technology startups based in Singapore. The Group has presence across South and Southeast Asia, Greater China and Latin America and is backed by top tier investors.

Manager, Communications Events (Local and International) Oct 2019 - Dec 2020

Reported to the Dean of Admissions, I led the formation of the Communications Events team and developed communications strategies and framework to support the Admissions Counsellors (BD) in their outreach efforts to recruit the best class of students across Asia (Singapore, Malaysia, India and Indonesia). 

Achievements:

• Supervised the content creation team for Colleges Instagram and YouTube platform, managed the advertising budget and provided strategic inputs on content strategies, post engagements, and growing follower base.

• Worked with creative agency to initiate integrated advertising campaigns, utilising traditional mediums, social media as well as Google SEO, to drive leads and successfully recruited a full class of 250 students amid Covid-19.

• Led the analysis and implementation of email drip campaigns on Slate - a Customer Lifecycle Management platform - to target prospective students representing 32 nationalities at different admission stages.

Assistant Manager (Promoted) Jul 2018 - Oct 2019

Reported to the Assistant Chief Operating Officer, I supervised a team of 2 members and led the budget and strategic planning of overall marketing plan for each financial year, including establishing key performance indicators to position NUHCS as the leading national heart centre in Singapore.

Achievements:

• Developed and produced marketing collaterals including corporate magazine (biannual), patient education videos 

(4 over the span of 2 years), EDMs, corporate video, presentation slides and patient brochures (14 titles).

• Led the launch of the NUHCS Facebook page and grew the Facebook community to 10,000 followers within 2 years of launch through organic and paid Facebook advertisements.

• Initiated a fundraising campaign which helped to raise $60,000 for needy patients over a span of 2 years through all communication platforms, including digital and traditional mediums.

Senior Executive Jun 2016 - Jul 2018

• Advised and supported communications efforts to clinical, nursing, allied health and admin departments within NUHCS such as editorial oversight for publications, advertisements etc

• Reviewed the existing corporate website contents and to propose on how to improve it so as to increase website traffic and reduce bounce rate through studying of measurable statistics from Google Analytics.

• Strategized and launched the NUHCS Facebook page, with key objectives set to achieve long term success in promoting heart health among the general public. 

• Organized corporate and public events and activities to raise profile and enhance image of NUHCS. This includes executing partnerships with other institutions to generate awareness and improving participant turnouts for the events.

Brand Manager Aug 2014 - Jun 2016

Reported to the Business Unit Head, I provided brand-related consultancy services for clients and supervised the execution process for the marketing campaigns. Pitched and won the Great Singapore Food Gifts Award for best design packaging under the food category.

Achievements:

• Prepared branding proposals and provided brand-related consultancy services for clients.

• Communicated with clients and played a key role in the execution process for the marketing campaigns.

• Maintained close relationship with existing clients and actively developed relationship with new clients.

• Liaised with various government institutions to process grant applications for consultancy services.

• Managed in-house and external Facebook pages for corporate clients, and actively published content that will engage the followers.

Bachelor of Business (Marketing) Jan 2012 - Jul 2014

• Specialising in Marketing and Second Specialising in Human Resource Consulting
  
• President of the 7th Management Committee for the NBS MarkeTHINK Club
• Student Orientation Camp Leader and Facilitator

GCE 'A' Level (Chemistry) Jan 2007 - Dec 2009