Colin Foo Email & Phone Number

Singapore

• Own and develop APD Communications strategy to inspire, motivate and empower division employees to meet enterprise goals and targets• Partner with division Senior Vice President and leadership team to develop compelling and effective executive communications to convey Caterpillar and division strategy• Plan, curate and manage content development to ensure awareness and understanding of enterprise messages and strategy • Manage digital information channels to effectively engage audience and leverage data to determine effectiveness and improve content delivery - (Grew Yammer engagement by more than 130% in first year)• Plan division-wide employee townhalls to bring across APD-wide culture and mentality across wide and diverse geographic locations• Work with global teams to bring understanding of work done by APD and amplify how it contributes to the larger enterprise

• Develop and lead marketing communications strategy programmes and initiatives across Asia region• Engagement with cross functional internal stakeholders to gain insights for development of marketing communications plans and initiatives to meet business objectives• Research and data analysis of customers to understand profiles for development of engagement strategies• Establish and manage digital strategy including web presence, social media strategy, content marketing, email and SEM• Lead content development strategy for usage on social media, web and print• Develop brand presence and content messaging when participating in major tradeshows and events around the region – China, India, Indonesia• Plan and execute major internal region conferences• Lead and support in-market teams to provide marketing and communications counsel, manage issues and develop talent• Grow in-market team competence to manage events, campaigns and digital marketing• Interface and contribute to global marketing communications campaigns through global team forums• Manage overall Asia marketing budget

• Lead corporate communications plans for seven brands across various verticals in SEA• Managed four B2B and two B2C brands channel marketing and implementation strategies• Establish relationships with local trade partners and hardware stores to develop supporting sell-out strategies • Develop regional channel programmes to support sales initiatives and product campaigns• Support local sales and marketing team with through-the-line marketing activities through strategic insights and branding knowledge• Conceptualise and develop regional product literature and marketing material • Plan and manage events and tradeshows (eg. Singapore Airshow) to maximize product visibility, brand awareness and lead generation• Manage agency relationships to provide deliverables within matrix environment working with product managers • Manage SEA marketing team with two direct reports

• Manage marketing plan for markets in East Asia region• Create concepts and guidelines for product positioning• Develop and implement marketing strategies for all product segments in the region• Work with partners and distributors to align implementation plans • Analyse pricing to identify competitor benchmarks and viable price points for key markets• Liaise with advertising and media companies for ad developments and placement• Development of product catalogues, publications and other Point-of-Sale material in the local language (eg. Chinese) • Plan and maintain marketing budgets for 10 markets within region• Plan and organize regional media events to raise awareness of the Pirelli brand and products • Organise and manage press conferences for F1 including local messaging and key profile management• Function as conduit for local media enquiries for HQ initiatives, eg. F1 news, Pirelli Calendar news

• Led formulation of media plan for new product launches and execution of media buys through media agency and direct contact with media owners• Conceptualise advertising creatives with agency for development of ATL, BTL and online campaigns• Lead development of press materials for new collections• Establish key relationships with editors of leading female lifestyle magazines• Management of media relations to ensure effective communications with target media• Conceptualise and manage events to launch new product suites and showcase company capabilities• Conceptualise online campaigns to grow awareness and sales in international markets• Rebranding of web site and online shop development

As the PR person supporting the various pillars of products within Sony, I had the privilege of examining every gem that came my way and crafting the press release to go with it. The highlight of this time was the momentous launch of the first HD camcorder to the market, managing this press conference in Tokyo was a glorious experience.Also a source of great pride was the managing the publicity of Sony's corporate ambassador, a charming robot called QRIO. After having understood the genius behind its engineering and the affable team that worked with it, I was proud to have planned its regional publicity programme and been their regional spokesperson. If only Facebook and the Social Network had taken off by then, QRIO may still be around today...I also worked on cross-category advertising projects that included the fledgling version of a HD concept that everyone gets by now. It was a feat of strength that required canvassing and getting support from the various divisions within Sony and that's just to begin with. The work also involved managing ad creation along with the collaterals that would go with each campaign.

• Developed strategies and implemented tactics for MasterCard with effective public relations counsel, media relations strategy and events management support• Led communications activities for Equant (subsidiary of French Telecom) with development of strategic news angles, management of media relations strategy and overall communications support for regional markets of Hong Kong and Japan• Led communications activities for global Shell Services through content generation, development of case studies and regional co-ordination of communication materials between Australia, South Africa and Thailand• Managed diverse portfolio of technology clients on ad-hoc projects

• Managed daily media relations and pricing issues for Caltex • Led events management and media relations efforts for Caltex Masters Singapore• Executed global logistics of communications materials for merger of Chevron and Texaco (Caltex) • Led HP Singapore account with public relations counsel, events management support and cultivation of media relations • Managed international press conference at unveiling of Government of Singapore Investment Corporation (GIC) • Developed bi-monthly internal newsletter of Audi

Master Of Science (M.Sc.), Communications Management, Distinction

Business, Management, Marketing, And Related Support Services

Business, Management, Marketing, And Related Support Services

Bachelor Of Business Administration (Bba), Communications

Diploma In Business Administration, Pr And Advertising

Activities and Societies: Singapore Polytechnic Student's Union President