Cheryl Ng Email & Phone Number

Singapore

IHG: InterContinental Hotels Group (Nov 2018- Jan 2024) | Senior Field Marketing Manager, SEA & South KoreaResponsibilities (Headhunted from previous role as Country & Hotel Director of Marketing)o Spearheaded the build, launch and management of a new marketing-for-hire service in SEA, Korea, Japan, Australasia and Greater China for IHG hotels to engage corporate in-house marketing expertise to drive results;o Regional marketing strategy to support commercial targets… Show more IHG: InterContinental Hotels Group (Nov 2018- Jan 2024) | Senior Field Marketing Manager, SEA & South KoreaResponsibilities (Headhunted from previous role as Country & Hotel Director of Marketing)o Spearheaded the build, launch and management of a new marketing-for-hire service in SEA, Korea, Japan, Australasia and Greater China for IHG hotels to engage corporate in-house marketing expertise to drive results;o Regional marketing strategy to support commercial targets pertaining to loyalty, rooms, meetings and restaurants & bars;o Campaign activation and budget management delivering leads generation and boosting commercial performance for hotels using digital paid media, social media, PR and owned channels tapping into key feeders from other regions;o Key contributor in new hotels’ launches, delivering marketing strategy, plans and campaigns to deliver successful openings;o Drove post-COVID-19 recovery efforts through domestic campaigns and partners like Vietnam Airlines, Korean Airlines and True Telecommunications (Thailand) to bolster hotels’ commercial performance;o Led senior stakeholder management efforts through a robust communications framework and monthly updates;o Uplifted hotel marketing performance through establishing new initiatives - website audits, implementing SEO for hotels’ website content, bi-monthly Marketing Academy sessions with invited external speakers and a virtual marketing clinic to engage and help teams troubleshoot marketing issues. Show less

Singapore

Responsibilitieso Led country marketing strategy and deployment supporting 9 IHG properties in Singapore, including campaigns: ▪ rooms campaign delivering an uplift of 15% in bookings;▪ weddings virtual game campaign delivering 10% increase in wedding leads and 12% increase in bookings YoY;▪ dining social media campaign delivering an uplift in dining spend of 5%.o Spearheaded country dining loyalty program, executing a marketing communications strategy to members… Show more Responsibilitieso Led country marketing strategy and deployment supporting 9 IHG properties in Singapore, including campaigns: ▪ rooms campaign delivering an uplift of 15% in bookings;▪ weddings virtual game campaign delivering 10% increase in wedding leads and 12% increase in bookings YoY;▪ dining social media campaign delivering an uplift in dining spend of 5%.o Spearheaded country dining loyalty program, executing a marketing communications strategy to members to promote hotels’ dining activities and grow dining revenues; o Established InterContinental Singapore’s digital marketing presence to drive transient direct bookings via microsite and social media channels, growing followers by 30% and resulting in 15% increase in organic traffic and 30% growth in e-store purchases YoY. Show less

Singapore

o Led marketing strategy and execution encompassing digital marketing, public and media relations, internal and external communications and social media;o Conceptualised and launched The Orchid Greenhouse facility via a microsite and media coverage to achieve PR targets set, resulting in 5% increase in staycation packages;o Drove a partnership strategy towards with leading industry partners like Singapore Airlines and AMEX towards establishing the hotel’s positioning… Show more o Led marketing strategy and execution encompassing digital marketing, public and media relations, internal and external communications and social media;o Conceptualised and launched The Orchid Greenhouse facility via a microsite and media coverage to achieve PR targets set, resulting in 5% increase in staycation packages;o Drove a partnership strategy towards with leading industry partners like Singapore Airlines and AMEX towards establishing the hotel’s positioning. Secured co-hosted media fam groups with SIA, delivering international PR coverage 20% more YoY. Show less

Singapore

Responsibilitieso Led flagship property’s brand awareness strategy after S$80million renovation, creating a new marketing tactics mix and refresh of marketing assets for a successful relaunch, garnering multiple industry awards and achieving high PR targets;o Successfully launched The Edge restaurant with a dynamic digital marketing and PR plan to achieve commercial targets.

Singapore

Responsibilities (Promoted in 2012)o Directed the marketing communications and PR strategy, successfully conceptualising the branding and launch of a renovated Club Lounge, leading marketing promotions for luxury dining event “Superbrunch”, driving strategic partnerships and events like the Singapore Grand Prix Podium Lounge event; o Established annual fund-raising event with Smile Asia, and supporting event growth to a Asia Pacific Ritz-Carlton event with 24 properties… Show more Responsibilities (Promoted in 2012)o Directed the marketing communications and PR strategy, successfully conceptualising the branding and launch of a renovated Club Lounge, leading marketing promotions for luxury dining event “Superbrunch”, driving strategic partnerships and events like the Singapore Grand Prix Podium Lounge event; o Established annual fund-raising event with Smile Asia, and supporting event growth to a Asia Pacific Ritz-Carlton event with 24 properties participating. Show less

Responsibilitieso Led marketing and public relations strategy at the hotels, successfully launching Fullerton Bay Hotel in 2010, driving international media engagement and familiarisation stays to attain high PR coverage targets set;o Developed and launched brand and positioning strategy leveraging on luxury marketing partnerships with luxury fashion brands like Chanel and A-list media travel titles like Conde Nast Traveler.

Responsibilitieso Drove public relations strategy and execution, engaging domestic and international media to reach PR targets set;o Led promotions and partnerships to amplify hotel’s presence with partners like Singapore Airlines, Redbull and Singapore Grand Prix to co-host international media and launch a joint CSR contest for tertiary students to build replica F1 cars with recycled materials, leveraging on Singapore’s F1 event to boost media exposure;

Singapore

Responsibilitieso Supported building media relations, hosting international media to drive PR coverage and contributing to the media launch of The Edge restaurant, assisting with the photography and press materials;o Marketing communications support, collaborating with in-house graphic designers to create collateral needed for promotions.

Responsibilitieso Provided marketing support through copywriting, website content management and menu creation;o Planned and executed events for wine tastings and dinners with wine makers, engaging media, partners and clients.

Responsibilitieso Provided editorial content covering lifestyle, luxury fashion, automobiles and horology.o Initiated, planned and secured airline and hotel sponsorships to travel to New York, Paris and Milan for autumn shows to create a fashion supplement in the magazine.Key Achievements o Fashion supplement covering NYC, Paris, Milan in 2003

Marketing/Marketing Management,, N/A/

Activities and Societies: N/A Attended the Tuck Executive Education course: "Building the Bridge Between Brand and Reputation".

Arts, English, Economics