Adeline Tan Email & Phone Number

Singapore

• Spearheaded group brand governance and activation, overseeing the development and implementation of brand strategy to ensure consistent and impactful representation across all touchpoints.• Translated the corporate vision into actionable strategies through integrated internal and external communications, delivering high-impact campaigns that resonate with diverse audiences.• Led the Employee Value Proposition (EVP) refresh, driving internal activation initiatives to elevate talent engagement and strengthen organizational culture.• Successfully launched the EVP, earning prestigious accolades, including “Employee Engagement of the Year” and “Team of the Year” at the Singapore Business Review Management Excellence Awards 2024.

Singapore

• Led a regional brand transformation, redefining the brand’s visual and verbal identity, repositioning its market presence, realigning brand architecture, and operationalizing the new strategy across markets, touchpoints, and product lines.• Achieved significant recognition for the transformation, winning Gold for “Best Brand Evolution”, Silver for “Best Rebrand of a Digital Property”, and Bronze for “Best Visual Identity” at the Transform Awards 2023.• Drove regional brand campaigns to establish new brand associations, enhance consumer consideration, and strengthen brand preference.• Monitored brand perception and activation performance metrics, leveraging insights to drive continuous innovation and improvements across the Group and its sub-brands.

Singapore

• Led global brand marketing and strategy, developing and executing comprehensive initiatives that enhanced brand presence and strengthened market positioning on a global scale.• Built and managed strategic partnerships with tourism boards, airports, and influential content creators, driving increased brand visibility and deeper consumer engagement.• Partnered with HR teams to design and implement impactful internal employee engagement programs, fostering a cohesive workplace culture aligned with the brand's values and mission.

Singapore

• Led the execution of targeted campaigns, strategic partnerships, and engagement initiatives across diverse markets, including Singapore, Australia, Europe, Indonesia, Japan, and Thailand.• Spearheaded conversion-driven network and regional campaigns, delivering measurable impact and driving significant commercial growth.• Recognized with the prestigious Hall of Fame 2017 “Young Talent of the Year Merit Award” for outstanding contributions and performance.

• Analyzed and harnessed customer insights to develop targeted retention, upsell, and cross-sell strategies that increased customer value and strengthened brand loyalty.

Singapore

• Managed an exclusive loyalty programme (Singtel Prestige) for high-value customers, including reward schemes, targeted campaigns, and exclusive member events.• Spearheaded launch, user acquisition and usage drive of Singtel’s digital rewards platform - Singtel mWallet, to increase usage and customer retention.

• Drove integrated media advertising sales across print, radio, digital, TV, and out-of-home platforms, managing key accounts across diverse sectors, including Office Equipment, Consumer Electronics, Retail, Toys, Food, and Education.• Spearheaded a recurring inter-department initiative to inspire employee engagement and crowdsource innovative ideas for business development opportunities.• Recognized with the Best Win-Back Award at the MediaCorp Group Sales & Marketing Conference 2012 for the successful “Dell XPS13 Ultrabook with Bobby Tonelli Integrated Campaign.”

• Serviced and managed key account – Citibank, with regards to their marketing needs.• Managed collaborations with multinational agencies like TBWA and Publicis.• Conceptualized ideas for pitch, crafted campaign plans and worked with art directors and copywriters to execute creative deliverables.• Managed timelines, executed and presented proposals to clients.