The short version is that I lead the Singapore office, and I'm responsible for making sure it's a successful part of the Penta Asia team.The slightly longer version is that as the Managing Director of Singapore, I look after the growth of the business in country, but it's also an opportunity for me to tap into the global Penta network to deliver all kinds of innovative and creative solutions for clients here. This includes doing traditional media relations work, issues management but also lobbying and government affairs. So much to do, and so much fun while doing it!

It's all about the storytelling - getting people to understand the stories that my clients want to tell. I currently manage regional accounts across varied industries. No day is ever the same and it's always fascinating to learn about the stories that companies have to tell.

As the Global Communications Manager for the Classic and Established Products (CEP) in GSK, I help the teams communicate all their campaigns and objectives as and when they need to.This also covers handling internal and external communications, issues management, stakeholder relationships, and social media. I've also been tasked to be the communications support for the Global Pharma Marketing Operations (GPMO), handling their communications strategies - essentially I'm making sure that everyone else knows about the great work that GPMO is doing.

With a company the size of Cargill, communications is an important aspect of employee engagement and brand awareness. Here I handle external communications, ensuring that the media know about Cargill and what it does, and also internal communications, finding the right platforms and messages to engage with all my colleagues. Why did I join Cargill? The company is all about food. Food Safety, Food Sustainability and Food Technology. I love food, and I want to make sure there's plenty of it around for a long time to come.

Moving up from being one of the Account Managers doesn't involve a lot of change to the job scope - I still led the consumer and technology accounts for the agency, and added as much value as I can to the growth of the agency as part of the management team. Some of the accounts I helped to form strategic communications for include AsiaMalls Management, iFly Singapore, IKEA Singapore, Kia Motors, Sentosa Development Corporation and Singapore Management University Institute of Service Excellence.

Working in an agency means you have to become a master at multi-tasking, especially when you're handling a broad range of accounts. I did also bring in my skills in the consumer sector which led to the Agency expanding its portfolio to include a wider range of clients. That's how I came to lead clients such as Opera Software, Brother, Singapore Precious Metals Exchange, GoBear, WWF, LEGOLAND Malaysia Resort, KAYAK, IKEA Singapore and AsiaMalls Management. As an Account Manager I was also part of the Agency's management team, which helped to shape the culture and the people there. In a nutshell, this is what I did: • Provided strategic counsel to clients, working hand in hand with them to formulate their PR strategies.• Created meaningful content that encapsulates the brand messages for each client.• Liaised with the media to ensure that interviews and key messages are on-brand. • Handled the day to day running of each of the accounts, ensuring that requests and deliverables are met.• Handled crisis communication situations. • Conceptualised new business proposal, presenting them to prospective clients at pitches. In an even smaller nutshell - I make companies look good to the media and consumers through many different strategies. Usually in as creative a way as possible.

Provided Editorial support for internal communications, external and corporate communications and strategised and produced content for bi-annual AMEA Leaders’ Meeting Conference newsletter. Key Accomplishments:• Conceptualised, strategised and produced content for a daily newsletter during the 3-day AMEA Leaders’ Meeting Conference. We produced five newsletters in total. • Provided Editorial support for the GM Briefing Pack – a new initiative for Internal Communications.• Created and update Industry Statements for IHG, with regards to issues happening around the AMEA region.• Strategised and produced content for the AMEA Communications Department intranet page. Overhauling the current content and revitalising it with tools and essential information vital to the team’s functions.

Strategised and conceptualised digital solutions for Yahoo clients, seeing the project through from pitch stage, through to execution and post-reports. Key accomplishments:• Conceptualised key campaigns for major clients across the lifestyle and news section of the website, including ones worth SGD$200,000 and more. • Executed and project managed concurrent campaigns across major channels and regions. • Act as the single point of contact for all Singapore projects and campaigns.• Conceptualising out-of-the-box solutions to provide more customisations for campaigns.• Ensure budget and production costs are in-line with campaign value.• Ensure all aspects of campaigns, including ad placements, are in place and correct at the start of each project.• Curate content with client objectives in mind, for relevant channels during campaign duration. • Project manage each campaign, including sending out progress reports and page view updates, keeping in mind target goals set and adjusting strategies to ensure they are met.

Manage and oversee two food-related websites, including handling all new web developments or any digital-related business developments that involve either website. Key accomplishments:• Project managed the development of AsiaTatlerDining iPhone App, including preparing request for proposal, hiring of vendor and liaising with clients to ensure all specifications were met. App was successfully launched in December 2011.• Revamped the website for Appetite Asia with an external vendor, including redesigning and conceptualizing new spaces for editorial use and ads, resulting in increased sales for the website. Implementation of SEO keywords for articles enhanced Google search results leading to a four-fold increase in visitorship. • Select, create and upload content for use on either website through separate content management systems. Content includes feature articles, interviews, restaurant reviews and promotion snippets, along with recipes and event details.• Compile weekly e-newsletter for each website, curating editorial content and ensuring that all banner ads specifications were fulfilled. • Track website statistics for both Appetite Asia and Asia Tatler Dining with Google Analytics and provide a monthly analysis of statistics. • Maintain and update AppetiteAsia and AsiaTatlerDining’s Facebook page. Also in charge of AppetiteAsia’s Twitter account (@AppetiteAsia).

Part of the content team in charge of specific channels across the portal, taking charge of development and planning of each channel, and overseeing the content and direction that would serve the audience.Key accomplishments:• Conceptualised features and guides for the channels, working (and negotiating) with content providers and freelancers to fulfil the editorial standard and vision of two major channels – Things to Do and Entertainment. • Successfully conceptualised and launched the Movies channel.• Strategised editorial features for special events – Chinese New Year, Formula One, National Day, Youth Olympic Games, etc. • Worked closely with marketing in order to support their campaigns with appropriate editorial support, suggesting alternative (and unconventional) story ideas. Sought out new partners for marketing department to work with for giveaways and promotions.• Liaised with PR agencies and Corporate Communication departments to gather essential information and materials to be used for inSing – including contacts for other channels such as Food & Drink and Shopping.• Worked with clients on special projects and advertorial – ensuring that all editorial support was sufficiently met.

As the inaugural Web Editor for leading lifestyle magazine CLEO, the digital platform served as an extension of the magazine and reached out to an even wider audience. Key Accomplishments:• Conceptualised and revamped askCLEO.com for public launch.• Liaised with clients on several successful web-based special projects and microsite campaigns, including CLEO’s Most Eligible Bachelors campaign. • Managed all content and interactive elements of the website.• Worked with marketing and sales department to create opportunities for clients to use the website as an added platform for their campaigns.• Worked with editorial team to ensure substantial cross-referencing between website and magazine.• Contributed to the print magazine by managing and writing monthly pages (three) in the magazine while also created content for monthly special features in the magazine. Liaised with clients for advertorials in the magazine.• Second-sub in editing and proof-reading process, including checking colour-proofs and ozalids.• Wrote monthly interview pointers for radio slots on Power98.• Managed CLEO’s Facebook group.

Experiencing the corporate side of communications through public relations, with accounts covering a broad range of industries. Key Accomplishments:• Successfully running and launching the National Museum’s re-opening, garnering the team an award – the Merit Winner of the Best Public Service Campaigns in the Public Sector at the PRISM Awards 2007 for The Reopening of the National Museum of Singapore.• Account servicing for corporate consumer clients.• Development of client material for use with media, including press releases and media kits.• Media liaison and pitched for media coverage, and facilitated media queries and photoshoots. • Organisation of media events.• New business development.• Day-to-day client contact and account management.• Client list: National Museum of Singapore, True Group, Volvo, Dr Hauschka, T32, Subaru.

It takes special skill to only work on special projects from clients, and this requires project management skills in balancing the needs of editorial and the clients. • Conceptualised Special Projects (editorial) for the magazine • Project managed each special project• Attended briefs with clients to conceptualise for special client-driven projects• Co-ordinated and liaised with clients to work on booklets and creative buys for the magazine.• Wrote and researched for all articles • Worked with the sales team to pitch projects to potential clients• Wrote marketing collaterals for the sales team to use in selling future creative buys• Liaised with art department to ensure all special projects pages were correct and to client’s specifications

As my first job, I took the opportunity to learn as much as possible in as many ways as possible. This meant supporting the section editors with their features and stories across a wide range of topics - I wrote on everything from beauty products, to fashion, travel, events, new products, entertainment news, to reviews and interior decorating. I also interviewed celebrities and wrote feature stories.On a day to day basis, I had to: • Ensured that we had all the necessary items for stories - including working with affiliated offices in New York, London and Australia, and photo agencies, to arrange buying of pictures and articles that we could use. • That also meant coordinating with photographers and personalities for features, and then conducting interviews and writing the article. • Worked on the budget for each issue of the magazine to make sure the accounts all tallied at the end of the month. • Attended briefs with clients and coordinated photoshoots to complete and handle advertorials and collaterals for the magazine.• Attended events on behalf of the magazine.• Handled reader queries through email or telephone.