As Head of Meetings & Events (M.I.C.E), I am responsible for reviewing the overall team revenue achievements vs. forecasted budgets. Additionally, I drive the concept development and event execution for all programs under my charge. I am also involved in leading and pitching for Request for Proposals (RFPs). I would often align the ‘software’ and ‘hardware’ of Singapore’s unique attractiveness as a destination and define strategies that meet the demands of international meeting planners to deliver an authentic audience engagement experience.

As a Senior Account Executive, my responsibilities included understanding the clients’ core campaign objectives and strategizing dynamic marketing communication concepts, crafted to align with the goals set. In a competitive advertising landscape, where consumers face constant marketing messages from various brands, it was important to break through the advertising clutter and present the right communication concept to deliver a compelling brand story that resonated well with the audience. Together with the creative team, I led campaigns that positively reinforced aspirational brand connection, which fostered a strong emotional connection with the consumers through festive retail campaigns executed for the clients’ brand.

As a Senior Account Executive, I was responsible for supporting effective and successful marketing and communication strategies for clients’ brands. I handled market situational analysis and customer engagement exercises to provide relevant, localized, and effective communication tactics for the brands I handled. To expand brand reach beyond the existing consumer profile, crucial localization strategies remain important to deliver locally relatable communication plans, especially for global brands.One such brand I handled was Chivas Regal, a blended Scotch whisky label that launched the Chivas Live campaign, a music platform. Music has always been a platform leveraged by many brands as a tool to connect with consumers. Especially for alcohol brands, music forms an integral part of its consumption occasions. With existing music-related campaigns, the challenge was to calibrate and position Chivas as the music authority to appeal to a youthful and sophisticated set of the target audience. The campaign involved a spectrum of through-the-line communication and I was responsible for conceptualizing, marketing and launching 2 large scale experiential consumer parties – Chivas Live at Cavenagh Bridge & Chivas Live at RVP (1700 pax and 7000 pax turnout respectively), as well as 6 satellite parties across Singapore’s popular nightspots, Zouk and The Butter Factory.The campaign successfully resulted in a wider audience reach and stronger brand recall amongst the targeted consumers. It propelled the brand’s image within the local industry as an aspirational whisky brand and repositioned Chivas Regal as a cool, trendy premium whisky label that resonated well amongst the sophisticated, affluent and younger target audience in Singapore.