Experience

WE Red Bridge

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

• Head Of Digital & Creative Strategy

  • May 2018 - Present

  Specialties: - Client's digital marketing or communications transformation - Digital marketing, communications and messaging, and digital ecosystem & assets architecture - Creating effective and purposeful digital experiences to inspire action on impressionable social audiences. - Applying the most direct strategies to understanding digital user insights, managing platforms, developing content, influencers and amplification approaches. - Digital Activation: Social & Virtual, Ecommerce, Mobile, Webinars and Livestreams Show less



Ketchum

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Vice President, Head of Digital Strategy & Creative

  • Apr 2017 - May 2018

  Expanded role to develop more integration for clients across platforms, particularly with creative programs and initiatives, in Greater China.

• Vice President, Digital Strategy (Greater China)

  • Aug 2013 - May 2018

  Digital & social strategies planning and execution in China and Hong Kong.Team Wins: Sabre Award 2014 (American Eagle Outfitters), Sabre Award 2015 (Gillette)Clients include:Brand Practice: FMCG, Grooming, MediaCorp: Airline/Aviation, Hotels, F&B, Consumer Tech, EducationOthers: Issues & Crisis, Social & Digital Workshops- Oversee digital, social, audience growth strategies and experiences via organic, paid, CRM, SEO, Influencer (PESO), eCommerce/mCommerce- Transform brand & communications releases, fact sheets and data into engaging digital content and experiences across channels- Creation/Implementation of Idea-Content Processes (Quality control), measurements/KPIs & digital assets creation- Training, templates & tool kits: Platform knowledge sharing, channel amplification, digital marketing trends & target audience insights- Facilitate & support PR, brand and marketing teams to define objectives and brainstorm solutions- Work with digital team & partners/vendors to create innovation new solutions & breakthrough approaches- Implement or improve crisis and issues-prevention processes via a strong digital communication approach. Show less



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Tide (Secondment)

  • Aug 2016 - Mar 2017

  WOW What an experience! Thanks to Tide Brand & PR colleagues for making this one of the most amazing, challenging yet eye-opening secondment! WOW What an experience! Thanks to Tide Brand & PR colleagues for making this one of the most amazing, challenging yet eye-opening secondment!



CROWD Pte Ltd

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

• Agency Director, Co-Partner

  • Jan 2012 - Dec 2012

  Clients: Lifestyle Fashion & F&B brands (int'l), Sports Brands and Sporting Events, Tourist and Tourism, Airlines. - Developed and pitched for new business opportunities - Conceptualised integrated PR, Social Media & Brand strategies - Partnered with key Directors and oversaw agency in Client servicing, tactic development, project execution, and media liaison. - Orchestrated efforts on social media and public engagement campaigns via team, external digital & events collaborators - Managed company P&L, client budgets, ROI reporting - Sponsorship, Sports & Lifestyle Events - Assisted Chairman on Special Projects, i.e. Crisis Management Brands include: Air France/KLM, Nespresso, Pandora, New Balance, Li Ning, AmorePacific (Laneige, Sulwhasoo) Show less



Vroom Media Singapore

• Singapore

• Consultant, Account Director (initiatives)

  • Apr 2008 - Jan 2012



Vroom Media Group

• Manhattan, NYC

• Principal Consultant

  • Jan 2005 - Sep 2011

  Luxury goods; Fine Jewellery; Beauty & Wellness, Food & Beverage. - Communications Navigation: Customising client’s strategies and communications to adapt to local media and consumers. - Customized & coordinated strategic implementations of communication and marketing initiatives - Consulted clients on brand reputation & growth: Managed clients’ budgets, media partnerships, contract/agreement development and workflow execution - Created & managed online identities and social media communities for clients - Reached out to potential new businesses, including development of new Vroom business programs to attract and maintain high client retention rate. Brands & Clients include: Palladium Alliance International, Fischler Diamonds, Enterprise Ireland, JAMU Asian Spa Rituals, Pratima Ayurvedic Spa, Sakae Sushi, and more. Show less



Trent & Company

• Manhattan, NYC

• Account Manager

  • Oct 1999 - Jun 2004

  Key clientele in lifestyle, luxury, health & beauty, and trade conferences. Specialized in pitching TV broadcast exposure for top execs, with prime placements on major USA media including: ABC’s 20/20, CBS’ The Early Show, NBC’s The Today Show, ABC’s Good Morning America. Managed celebrity appearances, industry experts’ & media roundtables, and educational seminars. Proposed the “RED CARPET TOUR” for Jewelry trade event client, which helped many exhibitors and designers garnered interests and gained Hollywood exposure from many celebrities and their stylists. Show less