Available to hire
Hi, I’m Nina Nirmawaty, a marketing and communications leader with 17 years of regional experience. I’ve built award-winning campaigns that boost audience engagement, strengthen brand consistency, and drive multi-market conversations across print, digital, social, PR, and partnerships. I’ve led cross-functional teams to deliver omnichannel strategies that grow brand visibility and revenue while maintaining a customer-centric mindset.
From growing social followers by 20% to achieving 23% ROI on digital campaigns and shaping direct digital booking strategies, I turn data into compelling stories and forge valuable partnerships. I’m passionate about mentoring teams, optimizing budgets, and delivering measurable business results through innovative, human-centered communications.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Malay
Advanced
Work Experience
Marketing Director at Holiday Inn Singapore Orchard City Centre
May 1, 2025 - October 25, 2025Head 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 with 1.3M+ annual views; drive follower growth and content output with a 20% increase; create press releases and newsletters reaching 97,000 subscribers with a 25% open rate. Optimize loyalty through database marketing and corporate partnerships, exploring new collaborations with high net-worth travellers. Develop and execute digital strategies (search campaigns, display, programmatic) achieving an average monthly ROI of 23%. Oversee reputation management and act as brand custodian. Manage budgets and forecast trends.
Internal Communications Manager at Boehringer Ingelheim
December 31, 2021 - October 25, 2025Managed and executed internal communication campaigns, enhancing engagement by 80%; led launches of campaigns and virtual events, improving efficiency and attendance across Southeast Asia and South Korea. Developed articles for the employees' news portal, increasing readership by 30%, and crafted targeted communications and LinkedIn posts for senior management.
Cluster Director of PR & Marketing at InterContinental Maldives Maamunagau Resort
April 30, 2020 - October 25, 2025Spearheaded pre-opening marketing for a five-star luxury resort; dual role overseeing marketing for InterContinental Maldives and supporting Holiday Inn Resort Kandooma Maldives. Managed PR, digital, e-commerce, CSR branding, and influencer collaborations within budget. Built and maintained media partnerships and informed brand positioning across publications. Achievements include Top 4 World's New Luxury Resort (Luxury Travel Intelligence) and Top 20 Asia Pacific Luxury Hotels (CNN Travel).
Marketing Manager at Fitness First Singapore
December 31, 2018 - October 25, 2025Led the Marketing Department, including budgets and execution of print, events, and both online and offline campaigns. Directed content creation, press releases, and consumer engagement across social media. Managed brand merchandise via e-commerce and retail, refreshed seasonal designs, and coordinated sponsorships. Developed loyalty program acquisitions, conducted surveys, and managed newsletters. Strengthened media partnerships, led a merger and rebranding communications, and restructured the team to lay foundations for digital initiatives.
Director of PR & Communications at InterContinental Danang Sun Peninsula Resort
December 31, 2015 - October 25, 2025Led all marketing and communications, aligning campaigns with business objectives. Served as brand guardian and spokesperson; maintained media databases and partnerships; managed digital search campaigns and online reputation. Oversaw e-commerce performance, content management, and optimization of websites, OTAs, social media, and partner listings.
Interactive Marketing Director at HPL Hotels & Resorts
March 31, 2015 - October 25, 2025Regional role across 12 properties in 5 countries; unified marketing strategies, online marketing management, and annual budgeting. Trained in-market online marketing teams, managed affiliate marketing, SEM, and OTA partnerships; oversaw website and e-commerce initiatives with brand compliance. Led CRM campaigns and digital marketing across properties, achieving a 28% database open-rate and improved visibility for luxury brands.
Marketing Director at Holiday Inn Singapore Orchard City Centre
May 31, 2025 - October 25, 2025Head of Marketing and Communications, leading all aspects of the property's marketing strategy, including print, events, social media, digital campaigns, loyalty programs, partnerships, PR and media outreach. Managed two hotel websites with 1.3M+ annual views; drove social follower growth (+20%) and consistent content output, and produced press releases and newsletters reaching 97,000 subscribers with a 25% open rate. Optimised database marketing and corporate partnerships to grow loyalty; developed digital strategies including search, display and programmatic advertising with an average monthly ROI of 23%; oversaw reputation management and acted as brand custodian across platforms. Managed budgets, forecasting and performance analytics.
Internal Communications Manager at Boehringer Ingelheim
December 31, 2021 - October 25, 2025Managed and executed internal communications campaigns, boosting engagement by 80% through cross-functional collaboration on employee initiatives and CSR pilots. Launched communications programmes, coordinated town halls and virtual events, improving efficiency and attendance; authored articles for the employee news portal increasing readership by 30% and crafted management LinkedIn posts.
Cluster Director of PR & Marketing at InterContinental Maldives Maamunagau Resort
April 30, 2020 - October 25, 2025Led pre-opening marketing activities to establish a strong brand presence for a five-star luxury resort. Dual responsibility for the InterContinental Maldives and supporting Holiday Inn Resort Kandooma Maldives; managed global PR, e-commerce, digital and social media marketing, partnerships, CSR branding and influencer collaborations within budget. Built relationships with media partners and editors to secure prominent coverage; achieved recognitions such as World’s New Luxury Resort ranking by Luxury Travel Intelligence and CNN Travel acknowledgments.
Marketing Manager at Fitness First Singapore
December 31, 2018 - October 25, 2025Led the Marketing Department, overseeing budgets, campaigns, print, events, and online/offline programs for internal and external audiences. Directed content creation, press releases, social media engagement and merchandise promotions; developed acquisition campaigns for the loyalty program and managed e-newsletter promotions. Strengthened media partnerships, steered the merger/rebranding communications, and laid the foundation for digital marketing initiatives to support e-commerce launch.
Director of PR & Communications at InterContinental Danang Sun Peninsula Resort
December 31, 2015 - October 25, 2025Led all marketing and communications strategies, including research, planning and execution of internal/external campaigns aligned with business objectives. Served as brand guardian and spokesperson, managed media relationships, and oversaw digital search campaigns, reputation on social media and partnerships. Focused on e-commerce performance, content management and optimization of hotel websites, OTAs, social media and partner listings.
Interactive Marketing Director at HPL Hotels & Resorts
March 31, 2015 - October 25, 2025Regional role across 12 properties in five countries, leading unified marketing strategies to boost brand recognition and hit KPIs. Managed online marketing, websites and e-commerce, OTA partnerships and cross-property promotions. Built and mentored in-market marketing teams, coordinated budgets and performance analytics, and directed digital touchpoints (SEM/SEO, content, CRM) to maximise online visibility and loyalty campaigns.
Marketing Director at Holiday Inn Singapore Orchard City Centre
January 1, 2022 - May 1, 2025Led cross-functional team to develop omnichannel marketing and communications strategies across print, digital, social media, PR, events, partnerships, and loyalty programmes, driving brand visibility and revenue growth in both B2B and B2C markets. Managed hotel websites generating over 1.3M annual views and strengthened direct online engagement through targeted content. Drove acquisition and achieved 20% growth in social media followers with comprehensive social media reporting and influencer campaigns, and achieved 23% ROI on digital campaigns through strategic SEO, SEM, and paid media initiatives. Created and distributed newsletters to 97,000 subscribers, increasing open rate to 25%. Optimised database marketing, managed partnerships and collaborations focused on brand positioning and high-value traveller acquisition. Oversaw budgets and performance analytics to optimise ROI; served as brand custodian aligning with global standards with internal and external agencies. Promoted from
Internal Communications Manager at Boehringer Ingelheim Singapore
March 1, 2021 - December 1, 2021Executed internal communication campaigns that improved employee engagement by 80%, overseeing creative content production and cross-department collaboration on key initiatives and CSR programmes. Coordinated events like town halls, virtual meetings, and regional campaigns across Southeast Asia and South Korea, doubling employee participation and improving communication efficiency. Produced and distributed employee news articles and leadership content, using creative tools like Canva, Adobe and AI platforms increasing intranet readership by 30% and strengthening executives’ social media visibility. Demonstrated strong regional leadership and project management, delivering 100% attendance and engagement across internal events. Built and managed integrated communication strategies across diverse cultures and markets, driving consistent messaging and brand alignment.
Cluster Director of PR & Marketing at InterContinental Maldives Maamunagau Resort
May 1, 2019 - April 1, 2020Spearheaded pre-opening marketing initiatives for a five-star luxury resort, establishing a strong global brand presence among ultra-luxury travellers. Directed full marketing strategies for InterContinental Maldives while supporting Holiday Inn Resort Kandooma Maldives, ensuring cohesive brand positioning and partnerships. Managed integrated marketing, PR, e-commerce, and digital campaigns, including global media outreach, influencer collaborations, and CSR branding, within allocated budgets. Built strong relationships with international media and luxury publications, achieving top-tier placements and consistent brand messaging. Led high-stakes launches, driving awareness, engagement, and reputation for luxury brands targeting affluent travellers. Global awards recognition included Top 4 World’s New Luxury Resort by Luxury Travel Intelligence and Top 20 Asia Pacific Luxury Hotels 2020 by CNN Travel.
Marketing Manager at Fitness First Singapore
March 1, 2016 - December 1, 2018Directed the cross-functioning Marketing Department, overseeing strategy, budgeting and execution across print, digital, events and integrated campaigns for internal and external audiences. Managed content creation, media relations, and social engagement, ensuring brand consistency across press releases, social media and community platforms. Drove e-commerce merchandise, influencer collaborations, increasing brand visibility and campaign performance by 35%. Developed data-driven acquisition and loyalty campaigns, leveraging member research to optimise communications and grow e-newsletter subscriptions. Strengthened media partnerships and led merger and rebranding communications to maintain brand trust during organisational changes. Restructured the marketing team and laid the foundation for digital transformation and e-commerce initiatives.
Interactive Marketing Director at HPL Hotels & Resorts Singapore
June 1, 2008 - March 1, 2015Led regional marketing operations across 12 locations in 5 countries, unifying brand strategies to strengthen recognition and achieve KPIs for both business and luxury segments. Directed digital marketing, e-commerce and online sales initiatives, including SEM, SEO, affiliate marketing, and OTA partnerships. Built and optimised property websites for full brand compliance and increased direct engagement, with measurable increases in brand visibility among affluent audiences. Managed regional budgets, trend forecasting and performance analytics to optimise ROI. Built and mentored in-market marketing teams, delivering unified messaging and CRM campaigns with strong database engagement. Achieved a double promotion to Interactive Marketing Director in 2011 and drove strong cross-market collaboration.
Interactive Marketing Director at HPL Hotels & Resorts
June 1, 2008 - March 1, 2015Led regional marketing operations across 12 locations, unifying brand strategies to strengthen recognition and achieve KPIs for business and luxury hotel segments. Directed digital marketing, e-commerce, and OTA partnerships, achieving 15% ROI YoY and maintaining rate parity. Managed website and digital touchpoints, increasing direct bookings and brand visibility; built regional marketing teams and delivered CRM campaigns with a 28% database open rate.
Education
Bachelor Degree in Communications - Mass Communication at Edith Cowan University, Australia
January 1, 2002 - August 6, 2004Advanced Diploma in Mass Communication at Management Development Institute of Singapore (MDIS)
January 1, 1999 - March 23, 2002Diploma in Computer Studies at Informatics Computer School
January 1, 1995 - April 30, 1996Bachelor Degree in Communications at Edith Cowan University, Australia
January 1, 2002 - August 6, 2004Advanced Diploma in Mass Communication at Management Development Institute of Singapore (MDIS)
January 1, 1999 - March 23, 2002Diploma in Computer Studies at Informatics Computer School
January 1, 1995 - April 30, 1996Bachelor Degree, Communications - Mass Communication at Edith Cowan University
March 1, 2002 - August 1, 2004Advanced Diploma, Mass Communication at Management Development Institute of Singapore (MDIS)
January 1, 1999 - March 1, 2002Diploma, Computer Studies at Informatics Computer School Singapore
January 1, 1995 - April 1, 1996Bachelor Degree, Communications - Mass Communication at Edith Cowan University
March 1, 2002 - August 1, 2004Advanced Diploma, Mass Communication at Management Development Institute of Singapore (MDIS)
January 1, 1999 - March 1, 2002Diploma, Computer Studies at Informatics Computer School Singapore
January 1, 1995 - April 1, 1996Qualifications
Google Shopping Ads Certified – AI-Powered Shopping ads Certification
January 1, 2025 - October 25, 2025Google Analytics Certification – Google Analytics Platform Principles
January 1, 2014 - October 25, 2025Google Adwords Certification – Search Engine Marketing, Google
January 1, 2008 - October 25, 2025Certificate in General Insurance – Singapore College of Insurance
January 1, 2001 - October 25, 2025Google Shopping Ads Certified – AI-Powered Shopping ads Certification
January 1, 2025 - October 25, 2025Google Analytics Certification – Google Analytics Platform Principles
January 1, 2014 - October 25, 2025Google Adwords Certification – Search Engine Marketing
January 1, 2008 - October 25, 2025Certificate in General Insurance – Singapore College of Insurance
January 1, 2001 - October 25, 20252D Animation - AI Video Generation
January 1, 2025 - November 30, 2025Google Shopping Ads Certified – AI-Powered Shopping ads Certification
January 1, 2025 - November 30, 2025Google Analytics Certification – Google Analytics Platform Principles
January 1, 2014 - November 30, 2025Google Adwords Certification – Search Engine Marketing
January 1, 2008 - November 30, 2025Certificate in General Insurance
January 1, 2001 - November 30, 20252D Animation - AI Video Generation
January 1, 2025 - November 30, 2025Google Shopping Ads Certified – AI-Powered Shopping ads Certification
January 1, 2025 - November 30, 2025Google Analytics Certification – Google Analytics Platform Principles
January 1, 2014 - November 30, 2025Google Adwords Certification – Search Engine Marketing
January 1, 2008 - November 30, 2025Certificate in General Insurance
January 1, 2001 - November 30, 2025Industry Experience
Travel & Hospitality, Media & Entertainment, Professional Services, Other
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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