Diane Fermin Roeder Email & Phone Number

Dubai, Ae

Dubai, United Arab Emirates

Singapore

Singapore

Nurasa was established by Temasek as Asia’s Sustainable Foods Platform in late 2021 in Singapore. From being embedded as its Corporate Communications Consultant in September 2022, I transitioned to fully committing to the team as Corporate Communications Lead beginning in January 2023, championing the branding and corporate narrative at Nurasa and driving communications advisory for ScaleUp Bio.

Singapore

Singapore

Stelliers, the leading hotelier awards platform, is the only accolade in Asia that honours the dedicated professionals of the hotel industry. The annual rendezvous is an overdue recognition bestowed upon those individuals, who are the best in their field across geographical regions covering Southeast Asia, India, Sri Lanka, the Maldives, South Korea, Japan, Taiwan, Hong Kong, Macau and China. Our mission is not only to recognise the most talented hoteliers, but also to inspire the younger generations to pursue a career in hospitality.

Singapore

Strategic communications, media relations & PR, content creation for luxury hospitality, branded residences and real estate verticals in Singapore, Indonesia, Philippines, Malaysia, Vietnam, Sri Lanka and the Maldives.

Dubai, United Arab Emirates

chief storyteller for Hotelier Express Middle East and Hotelier Qatar. contributing storyteller to ITP Media Business portfolio of other hospitality titles: Hotelier Middle East (print & digital), Caterer Middle East. www.hoteliermiddleeast.com

Guangzhou, China

Middleton Manning & Co. is a boutique agency specializing in media relations for a bijou collection of luxury hotel, resort and travel industry clientele in Asia. Clients include Alila Hotels and Resorts, Four Seasons Resorts in Bali, Shangri-La Hotels and Resorts, Hotel Indigo Hong Kong Island, Karma Resorts and Karma Royal Group, Trisara Resort Phuket, The Farm at San Benito, NUO Hotels and Orion Expedition Cruises.

Guangzhou, China

fresh and stylish. Paper is a monthly English-language lifestyle magazine that indulges readers with a rich blend of features in travel, food, nightlife, fashion, design, technology, arts, entertainment and the latest trends and happenings throughout south China.

Simultaneously managed all communications activities during hotel pre-opening and opening while managing the launch of Kerry Hotels, a new five-star hotel brand for Shangri-La Hotels and Resorts.

China World Summit Wing, Beijing

While concurrently serving as Director of Communications for China World Hotel, Beijing, assisted in pre-opening activities for China World Summit Wing, Beijing as of January 2009. Assumed a dual Director of Communications role for both properties as of June 2009 onwards.

China World Hotel Beijing

Served as Director of Communications for China World Hotel, Beijing starting in 2004. As of January 2009, assisted in pre-opening China World Summit Wing, Beijing. Assumed joint Director of Communications responsibilities for both properties from June 2009 onwards.Developed and implemented hotel’s communications plan and aligned with overall strategic marketing plan.Generated an average of US$ 75,000 in monthly publicity value forthe hotel and restaurants from relationships with nearly 300+ media in China and 200+ overseas.Responsible for planning and monitoring of hotel image and food & beverage advertising average annual spend and liaising with advertising agency in ensuring corporate branding compliance.Contributed to hotel’s incremental revenue with communications initiatives: MICE e-newsletter, dining website, social media marketing.Pro-actively worked with select international media partners in raising hotel brand awareness via winning awards in readers’ polls.Edited all text and supervised design, photography and production ofall marketing collaterals and channels, including permission email marketing, online hotel bookers’ and food & beverage loyalty programmes, to support sales’ efforts in client acquisition and retention.Successfully organized hotel’s special projects: pre-opening, grand opening and sustaining campaign for renovated Chinese restaurant, annual golf tournament, charity fundraising drive and coordinated strategic marketing programmes with credit card partners, airlines and selected sister hotels.Meticulously developed career plans for Communications team, identified high potential management candidates, provided customized skills, management and leadership training and, based on performance reviews, championed their promotions.

Worked as the communications strategist in an 8-person consulting team serving AmEx business units, with responsibilities for East Asia (Hong Kong, Taiwan, PRC), Southeast Asia (Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam), Japan-Korea and Australia-New Zealand.Completed business process review for sales team productivity in Hong Kong and Taiwan: assisting in analysis and re-design of organisational and compensation structure and performance metrics, as well as comprehensive change management training and communications plan, a project which generated US$200,000 in annualised savings.Managed strategic communications plan for regional president and business unit: writing and creating pitches for press interviews, editing for crisis management bulletins, key account pitches, speaking engagements in trade conventions, updates to other business units.Served as lead project manager in establishment and standardisation of merchant client communication channels (e.g. editing of local-language market newsletters and merchants’ intranet site) for 13 markets in Asia-Pacific.Actively served on committee organising regional management conference in Thailand for 600 people: overall conceptualisation, coordination with third-party vendors for seamless execution of multi-media business presentations and themed social events, post-events evaluation.

Promoted to Asia-Pacific regional marketing communications position in 1994.Led integrated marketing communications operations on regional scale, including pre-opening launches, for 22 properties in Asia, with strategic and tactical responsibilities in public relations and corporate communications, branding, advertising and below-the-line marketing activities, e.g. direct marketing, loyalty programmes, promotional events management.Pro-actively managed regional press relations portfolio by cultivating solid press contacts, identifying story opportunities, writing and editing of all press releases and organising media conferences for individual properties.Supervised 5 strategic media affiliations and 13 vendors, controlled US$1 million regional advertising budget to produce integrated branding campaign which included web development and marketing, resulting in 127% increase in hotel group brand awareness.Established a manual of corporate communication policies and guidelines and supervised standardised rollout and enforcement at all properties.Managed investor relations campaign during company’s merger with Lai Sun Hotels International and consequent public offering in the Hong Kong Stock Exchange, liaising with business/finance media, preparing analysts’ kits for road shows. Coordinated conceptualisation and organisation of group's annual regional marketing and sales conferences as well as international tradeshow booth participation in Europe and Asia.

Established hotel’s premier reputation by creating profitable society events, ensuring high-profile media attention and solid business relationships in the community.Produced quality marketing services collateral for rooms and food & beverage divisions in compliance with regional corporate branding guidelines.

Established hotel’s premier reputation by creating profitable society events, ensuring high-profile media attention and solid business relationships in the community.Produced quality marketing services collateral for rooms and food & beverage divisions in compliance with corporate branding guidelines.Created market segmentation models for restaurant outlets, based on product profitability analysis. Generated average of US$350,000 in monthly revenues for a single outlet, one of most successful in the Philippines during this period.

Mba, Management Strategy

Activities and Societies: Summer Intern– americanexpress.com, Interactive Enterprise Division (IED), New York City,USA: Managed consumer.

Certificate, Marketing Management

Ba, Communication Arts

Master Of Business Administration - Mba