Section Manager, Brand and Social Media at Scoot

Oversee global social media strategy and content planning for 14 markets; manage in-house and agency teams; hands-on in planning, art direction, copywriting, acting, filming and editing; grew Scoot's @FlyScoot Instagram following; collaborated with external partners; evaluated media plans and post-campaign reports; monitored trends and adjusted content; restructured 2020-2023 to build brand identity and promotional campaigns aligned with business goals, navigating border and government regulations.

Communications Specialist at HEINEKEN Asia Pacific

Led internal communications and employee engagement across the regional office; produced a quarterly magazine; organized events; created content; served as key media contact; planned and crafted press stories; managed regional PR for Tiger Beer; supported corporate identity changeover APB to HEINEKEN; contributed to integration communications during organizational changes; launched APB Foundation website; produced the last APB Annual Report in 2012.

Senior Account Executive / Account Executive at FleishmanHillard Singapore

Organised press conferences, media launches, blogger/influencer outreach events; delivered pitches and press materials for Nokia and Philips; built relationships with media and key influencers; drove social media strategy, editorial calendar planning and reporting; achieved significant audience growth and engagement for client campaigns.

Customer Experience Executive at DBS Bank

Managed feedback and outputs across the Consumer Banking Group; completed regional customer correspondence revamp; reviewed and copyedited customer-facing materials to ensure branding consistency.

Section Manager, Brand and Social Media / Assistant Manager, Social Media at Scoot

Oversees the global social media strategy, planning and coordination for the brand across 14 markets, ensuring quality and engaging brand narrative and consumer interaction. Manages in-house and agency teams to produce relevant content; involved in planning, art direction, copywriting, acting, filming and editing. Grew the Scoot social presence, notably @FlyScoot Instagram, by defining content pillars and narrative. Collaborated with external partners to expand reach and engagement; evaluated media plans and post-campaign reports to amplify content and brief creative assets for different media types. Role evolved 2020-2023 to strengthen brand identity and narrative, align with business ambitions, and roll out campaigns under regulatory constraints.

Communications Specialist at HEINEKEN Asia Pacific

Led internal communications and employee engagement activities at the regional office, produced a quarterly magazine, organized events and created content (awarded Gold in Best Internal Communications at PR Awards SEA 2015). Served as key regional media contact, coordinating with agencies on media/crisis communications training, and planning and crafting press stories which led to features in outlets like Channel NewsAsia and The Edge. Managed regional PR for Tiger Beer, conducted media trips and interviews, and developed campaign press materials. Oversaw corporate identity changes and integration communications, supported APB Foundation, and contributed to the last APB Annual Report in 2012.

Senior Account Executive at FleishmanHillard Singapore

Organised press conferences, media launches and influencer outreach programs; built long-term relationships with media, bloggers and influencers; delivered pitches and messages for brand objectives (notably for Philips and Nokia). Drove impactful social media strategy, editorial calendar planning and reporting, achieving significant fan growth (e.g., Nokia SG Facebook page). Supported B2B corporate accounts with targeted communications and campaigns.

Account Executive Intern at FleishmanHillard Singapore

Assisted with press activities, media pitches and influencer outreach; supported campaigns and events; contributed to relationship building with key media and partners.

Customer Experience Executive at DBS Bank

Managed feedback and outputs from multiple departments for a regional customer correspondence revamp; reviewed and copyedited customer-facing communications to ensure consistency with corporate branding.

Section Manager, Brand and Social Media / Assistant Manager, Social Media at Scoot

Led global social media strategy, planning and coordination across Facebook, Instagram, Twitter, YouTube, WeChat, Weibo, and more for 14 markets. Managed in-house and agency teams to produce engaging content, and was hands-on in planning, art direction, copywriting, acting, filming and editing. Grew the @FlyScoot Instagram following and engagement by shaping content pillars, visuals and copy; collaborated with external partners to expand reach; evaluated media plans and campaigns, briefing creative assets for various media. Role evolved 2020-2023 to emphasize brand identity and narrative pillars, translating these into social media plans while navigating border and government regulations. Increased IG page following by ~80% (pre-Covid).

Communications Specialist at HEINEKEN Asia Pacific

Led internal communications and employee engagement at the regional office; produced a quarterly magazine, organized events and created content. Won Gold in Best Internal Communications at PR Awards SEA 2015 for a regional ‘Enjoy Responsibly’ activation. Served as regional media contact, aligned with global and local offices, trained agencies in media/crisis communications, and crafted press stories resulting in features in outlets such as Channel NewsAsia and The Edge. Managed regional PR for Tiger Beer, planned media trips and interviews, and oversaw the corporate identity changeover from APB to HEINEKEN in 2013. Acted as Asia Pacific corporate brand guardian, supported integration communications, and launched the APB Foundation website in 2014; produced the last APB Annual Report in 2012.

Senior Account Executive at FleishmanHillard Singapore

Organised press conferences, media launches and influencer outreach; delivered pitches and press materials; built strong media relationships; drove editorial calendars and social media strategy with notable engagement results, including significant fan growth for Nokia SG’s Facebook page (490% in one year). Supported B2B and other accounts with messaging aligned to brand objectives.

Account Executive Intern at FleishmanHillard Singapore

Internship involving press activities for Nokia and Philips accounts; assisted with media outreach, press materials and events.