Establish and lead a new incubator unit to chart the course for pipeline visitor source markets in Indochina, Africa and Bangladesh. Expand the Board's business networks in the markets, and ramp up direct customer engagements through PR. Drive the reappraisal of Singapore amongst target audience.

• Develop and implement brand strategy at corporate and product (hotel/resort brands) levels. • Bring the hotel brands to life in the areas of resort operations, guest touchpoints as well as innovative technology. Curate unique and authentic experiences and programmes for each of RHI’s brands/ properties that reflect its brand values and heighten brand equity. Plan a brand advocacy and evangelism strategy for internal customers.• Chart the course for external communications and public relations of RHI brands through paid, earned and owned media channels.• Develop RHI’s corporate social responsibility strategy and partnership model in tandem with corporate brand priorities.

• Lead the integrated marketing campaigns across P R China in the key cities of Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou and Shenzhen, with a focus on branded content and digital activation. Ensure effective campaign strategy and execution, underscored by strong local knowledge of consumer preferences, business models and priorities of channel partners. • Review and be responsible for the annual PR and Digital Strategy for P R China to grow the “earned” media value for Destination Singapore. Assist Regional Director to review the digital and social marketing strategy. Overall, monitor the continued employment of social marketing and explore mobile devices as experience enhancers for visitors in Singapore.• Lead trade and market development for Chinese cities including Beijing, Tianjin, Shenyang and Dalian. Key performance indicators include traveler acquisition through partner marketing, market growth and visitor spend.• Overall team development.

• Brand custodian to manage application of Corporate and Destination Brand as well as creative assets in accordance with brand guidelines. Steer brand review agency and incumbent global creative, media and digital agencies to drive Brand Health research in key markets internationally. • Guide the ongoing development of creative assets in support of the evolved brand strategy. • Work alongside regional directors to develop and launch a new Destination Brand (2010) across key markets in P R China, Indonesia, Malaysia, UK, India and Australia. Concurrently, drive domestic brand evangelism locally.• Team developmentAwards: for Singapore destination brand- Campaign of the Year (Advertising Hall of Fame 2010)- Magazine Campaign of the Year (Advertising Hall of Fame 2010)- Finalist, President’s Design Award for Design of the Year

• Map PR strategy for STB projects, in close consultation with the Board’s leisure business units. .• Develop and execute Communications Plans for high-profile Singapore tourism initiatives, including the Singapore F1 night race, as well as annual lifestyle and entertainment events, Manage issues/ crises, where appropriate, develop creative communications strategy.

• Conceptualize publicity strategies, media conferences/ announcements and train senior management spokespersons. • Design Sentosa’s Crisis Communications Response Plan and Crisis Communications Centre. Manage daily media issues and potential media crises including incidents pertaining to lost of lives and infrastructure safety. • Plan and administer marketing plans and advertising campaigns. Work with Product, Property and Sales Departments to identify target audience and media mix. • Engage local and regional media to maintain Sentosa’s high visibility in positive situations and responsiveness under negative circumstances. • Monitor the media landscape in key Asian Mandarin-speaking markets including Hong Kong, China and Malaysia. Provide marketing support and advice to regional Sales teams.

• Execute all day-to-day department functions in the area of advertising and marketing planning. Includes working with Agency for creative briefs, production and campaign execution.• Website review and management.• Review of advertising firms servicing all SIA accounts internationally.