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.
• 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.
• 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.