NATIONAL VOLUNTEER & PHILANTHROPHY CENTRE – ASSISTANT DIRECTOR (MARKETING & COMMUNICATIONS)
AUG 2016 - PRESENT 

RESPONSIBILITIES
- Involved in the full marketing and communications process from strategy, market segmentation, planning, execution to event and partnerships
- Tasked with managing the team in most day-to-day operations
- Pushed for branding alignment across all giving initiatives
- Spearhead content strategy, creating and curating dedicated content specific to stakeholders. By working closely with the knowledge and advocacy team, work to repurpose content that resonate with various audiences  
- Ensuring branding consistency and collateral development for various initiatives
- Work closely with teammates supporting various units and managing the allocation and quality of work
- Tasked to rebrand and update of corporate website
- Co-opted into CEO-O team

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THE BOUTIQUE AGENCY – CREATIVE HEAD

DEC 2008 - JUL 2016

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RESPONSIBILITIES
- Copy-based creative head leading the creative team
- Create buzz for brands while finding solutions to marketing problem
- Involve in the full marketing process from getting the brief, research, conceptualizing, planning, sourcing, presentation, allocation of budget, execution and monitoring
- Spearhead creative BD in the agency, looking for new client opportunities through creative methods
- Work closely with account servicing team, clients & suppliers
- Manage the quality of work in the agency
- Creating compelling releases and pitching ideas to media
- Versatile and adaptable. Work across the full spectrum of marketing from activation, guerrilla campaigns, experiential marketing, TVC, OOH, print, digital, social media management
 

KEY PROJECTS
Pfizer Prevenar 13 Initially a pure Media Relations & Public Outreach project, which eventually progressed into a multi-prong year-long campaign that included OOH, Ambient, TVC, Guerilla Activation, digital and social media marketing. It achieved close to $800,000 in media value and achieved 10,767 likes on the campaign’s FaceBook Page.

Philips Air Fryer Islandwide activation by having a food-truck ply the streets to visit key locations near outlets where the product retailed. Worked with a renowned chef to create new recipes for social media sharing. The campaign was immensely successful and exceeded the client’s expectations and also gave the brand an opportunity for consumer engagement.

 

 

MARKETING MAGAZINE
(LIGHTHOUSE INDEPENDENT MEDIA) – SENIOR REPORTER

JUL 2007 - Dec 2008

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RESPONSIBILITIES

- Write daily news articles on current marketing related affairs such as merger and acquisitions, account shifts, industry outlook, identify key trends, research updates, job movements, campaign stories etc.
- Write feature pieces focusing on trends and regional outlook on marketing, branding, as well as career and educational issues facing the industry, profile pieces on C-level executives, and analyse research findings.
- Interview magazine editors, online editors, radio personalities to find out more about their titles, target audience, USP and their preferred PR approach

- Constantly approach industry opinion leaders to pen their thoughts on what’s new, brilliant and lukewarm in their sector as well as thought-pieces on the industry (Adwatch, Webwatch, PR Technique, Brand HealthCheck, DM Case Study )

- Be on the look out on the movements in the industry (Job Shuffle)

- Analyze Media Citations of selected CEOs of key brands and relating them to current news (Brand Influence League)

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TIMMERMANN & TAN ADVERTISING
ACCOUNTS EXECUTIVE
​JUL 2006 - JUL 2007

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RESPONSIBILITIES

- Managed retainer clients such as Guardian, Star Cruises, Marks and Spencer, John Little, River Island

- Handled Strategic and Tactical ATL, BTL and Digital campaigns as well as coordinate photo-shoots

- Take briefs, propose and present campaign ideas

- Liaising with client, traffic, suppliers and creative team

2009 (7 months)
Senior Copywriter with Timmermann & Tan
Worked on Unilever, NTUC, Singapore Zoo, Star Cruises, Hong Fok, SC Global, eBay, Starhub, Marks & Spencer, Robinsons

- Conceptualise campaigns for brands across various categories from retail, FMCG, travel and telecommunications to property and e-commerce

- Write compelling copy across various platforms

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