Shilin Tan

Managed the brand transition of The Robertson House property ensuring alignment with the luxury Crest Collection brand. Led pre-opening efforts resulting in SGD 2.5M media coverage. Conceptualised and executed first F&B brand direction for the group, driving organic social media follower growth of 3% MOM. Filed for and secured multiple awards for the hotel and its F&B outlets. Developed collaborations with brands and influencers to enhance brand positioning. Oversaw timely budget submissions and managed allocated budgets.

Led the brand transformation for The Robertson House, ensuring alignment with its luxury parent brand and smooth integration of systems such as property website. Drove successful pre-opening media outreach achieving SGD2.5M coverage and created the group's first F&B brand concept. Managed content creation and campaigns for social media, achieving an average organic follower growth of 3% month-on-month. Secured multiple awards including Gold and Silver in Expat Living Readers Choice and Rising Star in The Ravel Excellence Awards 2024. Collaborated with partners and influencers to elevate brand positioning and maintained budget control.

Planned and implemented market-specific brand activations for new properties achieving significant brand uplift. Executed global brand campaigns generating SGD 2.2M revenue with extensive impressions and engagement across four key markets. Supported new property openings with brand awareness and marketing plan consultation. Managed brand custodianship including corporate and design guideline updates. Developed partnerships with schools for brand-aligned programs and managed year-round budgets of SGD 1M.