I successfully scored an intern-to-temp-staff-to-perm-staff conversion, while studying full-time in university.I am responsible for planning and executing public-facing and internal marketing and communication initiatives for the Board, in the area of marketing campaigns. My responsibilities include campaign research, ATL, BTL, internal communications, digital marketing, and paid media. I work with appointed agencies and in-house teams to conceptualise and develop relevant publicity content. The breadth of campaigns I have worked on are varied in natures and KPIs: the annual retirement planning campaign drives improvements in retirement adequacy and encourages CPF top-ups; a product marketing campaign in the form of CPF LIFE, to drive awareness of the scheme; and employer branding, to drive talent acquisition.The team's efforts have paid off: the 2023 retirement planning campaign achieved highest metrics in brand awareness, impressions, satisfaction since inception in 2015. Within the tracking period, the campaign also saw a 20% increase in the number of CPF top-ups. Meanwhile, the employer branding efforts boosted applications to CPFB’s management associate programme by more than 150% compared to the previous year. CPFB also placed on key employment surveys, and web traffic to CPFB’s Careers page increased by 300% compared to previous year.The retirement planning campaign also garnered awards such as the Gold for Excellence in Digital Marketing and two Silvers for Excellence in Brand Awareness, Public Sector/Non-Profit Marketing at the Marketing Excellence Awards 2022, and the 2023 MCI Comms Excellence Award.When my work allows me to, I host episodes of the Let's Talk CPF podcast, and occasionally appear on CPFB's TikToks. Now, I give back my experience by guiding new interns in the world of government communications.

I continued to hone my content production skills here. During my tenure, I launched the Board's brand book to produce videos using Canva. I was given the opportunity to manage production houses and conduct internal staff workshops to upskill their capabilities. I also continued to helm the production of the Let's Talk CPF podcast.The Let's Talk CPF podcast team was awarded the 2023 MCI Comms Excellence Award.

As as intern of the content production team, I supported the team by producing audio-visual content for the Board's social media platforms and various external and internal communication channels, such as the Board's intranet, Facebook, Instagram, YouTube, and Spotify.

This was a barter trade agreement with CEO Chin Nian Kang. I overhauled and launched the Lifelong Training University brand and website, as well as its flagship products, the Applied Nutrition & Training in Singapore corporate & public courses. In 3 years, my efforts towards the company's courses contributed to the company’s revenue growth from inception to 6-digits.

Clients include· Personal Trainer @dinokang (https://www.dinokang.com), where I'm currently a webmaster;· CentoVentures, a venture capitalist firm, where I produced a video that helped the client secure funds from the Korean government;· Transmex Systems International, where I produced 2 product videos — 1) an all-in-one facial and temperature recognition system, and 2) compound security system;· Various professors from Nanyang Technological University, where I designed and launched 4 websites (Hong Kong Research Hub, User Experience Lab, Asian Cinema Research Lab & Korean Studies Lab) and overhauled the existing Wee Kim Wee School website;· 65Drones, where I did a year-long graphic design retainer;· AI Singapore, where I did a motion-graphics conference opener video; and· Richtrees Marketing (M&G Aesthetics Beauty Care & AuNude), where I did posters and web-design on an ad-hoc basis

I worked in the Wee Kim Wee School of Communication & Information’s Chair Office, under the Publicity & Events team. During my time here, I overhauled the Wee Kim Wee School of Communication & Information website (the design of which is still live!), where I condensed over 300 existing pages to 80 pages, in turn streamlining the user experience. It was through this experienced I learnt the Sitefinity CMS system. I also worked on producing other corporate collaterals such as presentation decks, posters, gift sets, eDMs for events to support the School's 2021 Open House.

· Designed, developed and launch internal intranet Electronic Direct Mailers· Designed a in-house poster series of 11 posters on eye diseases and eye care for consultation rooms in the Singapore National Eye Centre, overhauling all existing 300+ posters at the Centre, to standardise and establish brand identity· Other ad hoc design work

· Developed copy for social media posts, on Facebook, Twitter and Instagram· In house graphic designer – designed marketing collaterals such as EDMs and one sheets· Curated, developed and launched The Linch Agency website and monthly newsletters· Music Coordinator for Singaporeans local acts such as Lingkai, The Summer State and Take Two· Event Coordinator for Music Matters 2016 Festival· Backstage runner for Gentle Bones' historic debut concerts in June 2016

· Head of Radio Heatwave management team of 4 people, as well as 33 DJs· Host of 2 weekly radio shows, "The Unmarried Couple Show" and "Heatwave Hits"· Emcee for internal and external events, such as *SCAPE The Invasion, Ngee Ann Polytechnic's Red Camp & Light Up A Life event (in conjunction with Singapore Bone Marrow Foundation)· Editor and writer of website content, www.radioheatwave.com· Social media manager; grew overall social media audience by 30% in 6 months· Website manager; grew overall web audience by 2000%· Liaised with external advertisers and vendors; garnered unit's highest sponsorship entitlement of six figures· Developed brand strategy and statistic systems for website and social media· In house graphic designerMy biggest achievement in this role was working with Universal Music Singapore to bring international bands, The Vamps and The Tide, to Ngee Ann Polytechnic, where we organised a press conference and radio interviews with the bands. The event was a complete success, with social media collaterals garnering 75,500 likes on Instagram, and a global reach of 203,000.

Provided ad hoc voice-over for listening comprehensions and videos