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Work Background
Holiday Inn Singapore Orchard City CentreMarketing Director
Aug. 2023Singapore• Head of Marketing and Communications, leading all aspects of marketing strategy, including print, events, social media, digital, loyalty programs, partnerships, PR, and media outreach.
• Manage two hotel websites, driving 1.3M+ annual views.
• Drive follower growth and content output through strategic social media initiatives with 20% increase last year.
• Create press releases and newsletters reaching 97,000 subscribers with a 25% open rate.
• Optimise database marketing and corporate partnerships, identifying new collaboration opportunities.
• Develop and execute digital strategies (search campaigns, display ads, programmatic marketing) achieving an average monthly ROI of 23%.
• Oversee reputation management and act as brand custodian across platforms and media.
• Manage marketing budgets, forecast trends, and analyze sales and performance metrics. I oversee all aspects of marketing strategy, including print, events, social media, digital, loyalty programs, partnerships, public relations, and media outreach.
Holiday Inn Singapore Orchard City CentreSenior Digital Marketing & Communications Manager
Jan. 2022 - Aug. 2023Orchard, Singapore
Boehringer IngelheimCommunications & CSR Manager
Mar. 2021 - Dec. 2021Singapore• Reported directly to the Head of Communications for the Regional Operating Unit in Southeast Asia and South Korea. • Managed internal communication campaigns, oversaw creative content production, collaborated with various departments on key employee initiatives, and supported the team’s CSR pilot program. • Led the launch of multiple communication campaigns and coordinated internal town hall meetings and virtual events for employees across Southeast Asia and South Korea. • Developed articles and content for the employees' news portal, covering regional and global updates. • Distributed daily media alerts to relevant colleagues and sent targeted communications to employees. • Created monthly LinkedIn posts for various management accounts.
InterContinental Maldives Maamunagau ResortCluster Director of Marketing & Public Relations
May. 2019 - Apr. 2020Maldives• Led the Marketing Department during the pre-opening phase, building significant awareness for the launch of InterContinental Maldives Maamunagau Resort. • Held a dual role, overseeing marketing strategies for the InterContinental Maldives luxury brand while also providing support to Holiday Inn Resort Kandooma Maldives. • Managed and executed a diverse range of marketing strategies, including global public relations, operations, e-commerce, digital and social media marketing, and CSR branding, while adhering to budget constraints. • Led outreach efforts for brand partnerships, enhancing database programs through e-newsletter campaigns, third-party media platforms, and social media influencer collaborations. • Cultivated relationships with media partners, editors, and journalists, ensuring accurate messaging and strong brand positioning across all publications. • Achieved prominent PR recognition, including ranking Top 4 for the World's New Luxury Resort by Luxury Travel Intelligence and Top 20 Asia Pacific Luxury Hotels for 2020 by CNN Travel.
Fitness First SingaporeMarketing Manager
Mar. 2016 - Dec. 2018Singapore• Led the Marketing Department, managing marketing strategies, annual budgets, and execution plans for all activities, including print advertising, events, and both online and offline campaigns for internal and external audiences. • Oversaw content creation, press releases, and consumer engagement across social media platforms and community management tools. • Promoted Fitness First's brand merchandise through e-commerce, social media, and retail channels, refreshing seasonal designs and coordinating KOL sponsorships to boost brand visibility. • Developed acquisition campaigns for the loyalty program, conducted research surveys to enhance communication strategies, and managed e-newsletter promotions to drive traffic and engagement. • Strengthened existing media partnerships while securing new ones, ensuring consistent messaging and brand alignment across all media outlets. • Led the marketing campaign during the company’s merger and rebranding, managing press releases, operational updates for members, and social media community engagement. • Restructured the marketing team and laid the foundation for digital marketing initiatives to support the launch of the company’s e-commerce strategies.
InterContinental Danang Sun Peninsula ResortDirector PR & Communications
Mar. 2015 - Dec. 2015Danang, Vietnam• Led all aspects of marketing and communication strategies, including research, planning, development, and execution of internal and external campaigns to align with the Resort’s and stakeholders' business objectives. • Served as the brand guardian, managing the creation and positioning of the Resort’s image and content across online and offline platforms, ensuring alignment with corporate brand guidelines. • Ensured the public relations program aligned with the hotel's business goals, acting as an official spokesperson when necessary. • Maintained the media contact database, setting media relations and brand positioning standards for all publications. • Managed targeted digital search campaigns, optimization efforts, and the Resort’s reputation on social media and other emerging platforms. • Established goals and oversaw e-commerce performance, content management, and the optimization of hotel websites, OTAs, social media, and partner hotel listings.
HPL Hotels & ResortsDirector of Interactive Marketing
Jun. 2008 - Feb. 201550 Cuscaden Road, #05-02 HPL House, Singapore 249724• Regional role covering 12 locations across 5 countries, leading unified marketing strategies to boost brand recognition and meet annual KPIs. Manage online marketing and plan the annual budget for all HPL Hotels & Resorts properties.
• Oversee and train online marketing teams at each hotel, implementing strategies for affiliate marketing, SEM, online sales, and joint promotions, while liaising with stakeholders and ownership.
• Directed the design, launch, and optimisation of property websites and e-commerce platforms, ensuring brand compliance.
• Achieved double promotion from Marketing Executive to Interactive Marketing Director in 2011.
• Managed OTA partnerships for all properties, ensuring rate parity and maximising visibility.
• Forecasted trends, developed sales and marketing strategies, and analysed sales performance, online traffic, and click-through rates.
• Implemented Social Media Marketing strategies, including SEM/SEO campaigns and platform synchronisation, to maximise online visibility.
PurpleClick MediaAccount Executive
Mar. 2008 - May. 2008Singapore• Managed a set of key client accounts for their entire online media plan and implemented Social Media and advertising campaign. • Conceptualized and launched Search Engine Marketing campaigns, including keywords and ad copies creation, media planning, project timeline, and budgeting. • Manage clients’ sales records, accounts ledger, and all other clients’ data & accounts upkeeping and ensure I meet personal and team's sales targets.
MediaCorp Pte LtdSenior Accounts Executive
Jul. 2005 - Mar. 2007Singapore• Managed key client accounts under MediaCorp News, Radio, and Prints for their advertising needs and timely execution of media strategies. • Conceptualized and launched clients' advertising campaigns and budgets, ensuring that the execution aligned with their marketing objective. • Promoted to Senior Accounts Executive in October 2006. • Reporting sales records, accounts ledger, and all other clients' data & accounts up-keepings. • Project leader supervised the creative production, advertisers' accounts, and critical events of MediaCorp Publishing's first Malay magazine, Manja Magazine. • Management of team's revenue progress report, projections, and accounts listings. • To ensure personal and team's sales targets are met.
AIA SingaporeCustomer Service Executive
Sep. 2003 - Jun. 2005Singapore• Attended to customers’ needs and documentation process such as policy loans, policy surrenders, endorsements, investment policies and claims for Life Insurance policies. • Manage feedback and complaints from customers/internal customers and Insurance agents.
• Manage clients’ records/database and have full authorization to sensitive data, customer service software and attending to special services requests. • Launched marketing campaigns and executing promotional tools e.g. flyers, banners, copywriting for newspaper and radio advertisements and other above/below the line advertisements targeting at upgrading customer services. • Additional duties such as office stock-taking, managing cheque collection counter and logistical maintenance of the entire Customer Service Centre.
Keppel Insurance Pte LtdCustomer Service Executive, Business Development Center
Sep. 1996 - Mar. 2002Singapore• Attended client’s inquiries, insurance policy underwriting, quotations, complaints, and special requests services on all platforms, both offline and online.
• Managed administrative duties, policy processing, and documentation. Head of Training for new hires, product knowledge, sales, and overall servicing technicalities.
• Promoted to Officer Class II and transferred to Business Development Dept in Jun 1999.
• Promoted to Officer Class III in Jun 2000 and Senior Officer Class in Jun 2001.
• Supervisory role, manage corporate servicing partnership for internal customers and affiliated companies. Appointed official Company representative for Insurance Sales & Customer Counter in SIA Airline House.
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