CORPORATE COMMUNICATIONS – ADVERTISING LEAD
Emirates Group / Dubai, United Arab Emirates / 2014–2015
Managed advertising services and strategies for Greater China (People’s Republicof China, Hong Kong and Republic of China – Taiwan).
Executed key Taiwan digital campaign in partnership with regional influencers, increasing fan base by 35% in a month, surge in membership sign-ups (188% more than projected), 12,000+ Facebook shares and generated USD 81,000+ in booking revenue in two weeks.
Developed and oversaw quality of content in English, Simplified and Traditional Chinese across all markets, ensuring appropriate localization while maintaining coherency of corporate messaging and branding.
Managed relationships with internal digital, social media, public relations teams and external partners including media and creative agencies across multiple countries.
PUBLIC RELATIONS CONSULTANT
Edelman / Dubai, United Arab Emirates / 2014
Developed, executed and managed public relations strategies for brands: Nike Middle East, The Ritz-Carlton Hotels (Oman, Qatar, Bahrain, Saudi Arabia) and Dubai Department of Tourism and Commerce Marketing.
Individually headed public relations services for The Ritz-Carlton Hotels, including outreach for regional events, press conferences and international interviews.
Oversaw the inaugural Dubai Food Festival pop-up – secured and supervised the production of a TV feature in partnership with regional influencers, in addition to top-tier multi-platform national coverage, which transformed the pop-up festival to an annual event.
Initiated and secured a partnership between Dubai Calendar (the lifestyle portfolio of Dubai Tourism) and Yahoo! Maktoob, ensuring consistent coverage of key content.
SENIOR MARKETING EXECUTIVE
Global EduTech Management Group / Suzhou, China / 2009–2012
Co-managed the marketing function for the startup group – focusing on offline content creation, press material, and government and media relations.
Led international outreach to increase student intake and generate awareness of the education group and region.
Headed events for visiting MBA and EMBA exchange students, and guest speakers from corporations including Microsoft, AMD and Oracle.
CREATIVE SERVICES EXECUTIVE
M&C Saatchi / Singapore / 2007–2008
Brands: The Fullerton Hotel Singapore, Pan Pacific Hotel & Serviced Suites, Volkswagen Singapore, Tourism Australia and Singapore Institute of Management.
Supervised overall workflow within the agency – allocating resource and monitoring progress of creative and client servicing teams.
Managed multi-platform project timelines, budget and production of collaterals from inception through completion.
Fostered cross-departmental relationships to improve collaboration and performance of creative and client servicing teams.
Motorola / Singapore / 2006
Implemented standardized marketing designs for Asia Pacific in collaboration with Motorola offices and creative agencies worldwide.