Experience

Archetype

• United States
• Marketing Services
• 500 - 600 Employee

• Account Director (Senior Consultant)

  • Feb 2018 - Present



Singapore Economic Development Board (EDB)

• Singapore
• Government Administration
• 700 & Above Employee

• Assistant Head

  • Dec 2015 - Feb 2017

  1. Manage and develop communications strategies and plans for EDB and its divisions – Electronics, Transport Engineering (Aerospace, Marine & Offshore Engineering and Automotives) and Human Resources. 2. Work closely with EDB’s external clients and marketing agencies as well as other government agencies on events, campaigns and key industry announcements. 3. Provide counsel to junior M&C officers on issues management, media relations, event management, messaging and content creation.



Contact Singapore

• Area Director, North America (East Coast)

  • Jan 2013 - Nov 2015

  1. Managed the North American (East Coast) operations of Contact Singapore in New York, including budgets, audit and finance with two reporting staff.2. Developed understanding of the US talent landscape to attract international talent and overseas Singaporeans to work in Singapore’s key growth and emerging sectors. 3. Managed and presented at recruitment and networking events with Singapore-based employers like the Singapore University of Technology and Design, The National Dental Centre Singapore, the Genome Institute of Singapore and Deutsche Bank.4. Collaborated with university career offices, student associations, trade associations and other Singapore government agencies to identify and shortlist quality talent for Singapore-based employers.

• Assistant Head, Marcom & Industry Workforce

  • Aug 2010 - Jan 2013

  1. Led the marketing and communications strategies for Contact Singapore’s Industry Workforce sectors – Electronics, Financial Services, Research and Academia, Cleantech and International Non-Profit Organisations – and offices in the UK and Europe.2. Managed the PR agency for the UK and Europe – developed bylines with external clients, facilitated media cultivation for the Regional Director in the UK, and organised media visits to Singapore companies in the Interactive & Digital Media and Biomedical Sciences sectors.3. Developed outreach tools (eDMs, ads, event microsites, factsheets, etc.) for markets and industry sectors, and provided counsel on possible collaborations with trade associations. Also handled advocate management – database management, appreciation events, industry updates, success stories on website and YouTube channel.Key Projects:• Led and managed the career pavilion at the April 2012 Singapore Day event in New York with 16 employers.• Led and managed the Careers@Home recruitment fair for overseas Singaporeans in January 2013 with 17 employers.



Ruder Finn

• United States
• Public Relations and Communications Services
• 400 - 500 Employee

• Senior Consultant

  • Jan 2008 - Jul 2010

  1. Managed and developed communications programmes for clients such as L’Oréal Singapore, Microsoft Health, and advocates of ICT in education, SMART Technologies. Also, handled media relations for the Institute of Electrical and Electronics Engineers (IEEE) in the India market out of Singapore, and managed coordination of global activity with affiliates in Korea and Japan.2. Leading semiconductor company, Marvell Technology: Managed regional coordination with Ruder Finn’s San Francisco, Shanghai and Hong Kong offices to organise media briefings for co-founders visiting Shanghai and Hong Kong.3. Managed regional (Asia Pacific) communications for Sun Microsystems from January 2008 – July 2009. This included public relations and analyst relations activities for its APAC HQ in Singapore as well as coordination among its six APAC markets.4. Handled media relations programme for the Singapore Economic Development Board for its participation at the BIO 2008 and BIO 2009 conventions in the US. Coordinated media pitching and outreach among Ruder Finn’s New York and LA offices to key US trade and business press. Facilitated nine one-on-one interviews on-site at BIO 2008.



Fulford Public Relations

• Singapore
• Public Relations and Communications Services
• 1 - 100 Employee

• Freelance Senior Account Manager

  • Jul 2007 - Dec 2007

  1. Managed corporate clients including BBC Global Channels Asia-Pacific, AXA Life Insurance, Electrolux and new conference portal – Conference Bay. Role involved media relations, liaison with third-party agencies, developing PR plans and strategies.Key Project: • Launch of BBC Global Channels Asia-Pacific in Singapore – Setting up media interviews and managing BBC UK talent during the launch event and interviews. 1. Managed corporate clients including BBC Global Channels Asia-Pacific, AXA Life Insurance, Electrolux and new conference portal – Conference Bay. Role involved media relations, liaison with third-party agencies, developing PR plans and strategies.Key Project: • Launch of BBC Global Channels Asia-Pacific in Singapore – Setting up media interviews and managing BBC UK talent during the launch event and interviews.



Franklin Rae PR

• United Kingdom
• Public Relations and Communications Services
• 1 - 100 Employee

• Junior Account Manager

  • Sep 2005 - Jun 2007

  1. Managed leading new media and technology clients within the UK broadcasting industry such as Magic Lantern Productions, Narrowstep Inc, Pioneer Online and Que Pasa; Scottish ISP provider IFB; and, household appliances brand Hoover Candy. 2. Identified speaking opportunities and facilitated journalist meetings for spokesperson branding at world-renowned events like MIPCOM, MIPDOC, MIPTV, MIP Junior, Edinburgh International TV Festival, IBC, Broadcast Live!, World Congress of Science and Factual Producers, etc.3. Worked alongside Account Directors on ad-hoc media pitching for corporate clients including media and entertainment law firm Sheridans, Prospect’s Saturday Cooks on ITV, IFTA – Funeral Directors Conference, distributor Contender Entertainment (Bratz and Winx Club DVDs), and Advanstar Communications for Licensing 2006 International.



Gabrielle Shaw Communications

• United Kingdom
• Public Relations and Communications Services
• 1 - 100 Employee

• Account Manager

  • Jun 2004 - Apr 2005

  1. Managed Peroni Nastro Azzurro account and assisted on accounts including Harrods Made in Italy promotion, FIOR brands (Campari and SKYY Vodka) and Glo – ready-to-eat global food concept store.Key Projects:• Rebranding strategy for Peroni Nastro Azzurro in the UK.• Managed launch of Peroni Nastro Azzurro consumer event and Emporio Peroni shop 1. Managed Peroni Nastro Azzurro account and assisted on accounts including Harrods Made in Italy promotion, FIOR brands (Campari and SKYY Vodka) and Glo – ready-to-eat global food concept store.Key Projects:• Rebranding strategy for Peroni Nastro Azzurro in the UK.• Managed launch of Peroni Nastro Azzurro consumer event and Emporio Peroni shop



stopPRess PR Pte Ltd

• PR Manager

  • Sep 2003 - Jan 2004

  1. Managed the PR department with two staff members. Key clients included Parkway Parade shopping mall, SAAB, watch retailers The Hour Glass and Yafriro, telco distributor Telepoint, Roomba – automatic floor vacuum cleaner, tittot – Chinese glass crystals and Charoen Pokphand Foods.2. Role included providing strategic consultation on brand and image building to clients; coordinating and managing overseas media trips and local media events; conceptualising and executing effective PR programmes for clients; and pitching for new businesses.Key Projects:• Opening of the new Yafriro boutique in Kuala Lumpur, Malaysia.• Three-day press trip to Bangkok, Thailand on behalf of Charoen Pokphand Foods.• Launch of two exclusive watch brands and the announcement of the extension of the Yafriro boutique in Singapore.



Grayling

• United Kingdom
• Public Relations and Communications Services
• 400 - 500 Employee

• Account Manager

  • Jan 2001 - Sep 2003

  1. Managed major accounts including British Airways, Rolls-Royce plc, Pedigree, Whiskas, Cesar, M&M's, Dove, Maersk, DaimlerChrysler and Singapore Cricket Club. 2. Job scope included press conference and event management, local and regional media engagement, stakeholder mapping for partnerships/collaborations, content creation for internal publications, newsletters and trade publications, development of press material and drawing up new business proposals. 1. Managed major accounts including British Airways, Rolls-Royce plc, Pedigree, Whiskas, Cesar, M&M's, Dove, Maersk, DaimlerChrysler and Singapore Cricket Club. 2. Job scope included press conference and event management, local and regional media engagement, stakeholder mapping for partnerships/collaborations, content creation for internal publications, newsletters and trade publications, development of press material and drawing up new business proposals.