Fiona Smith Email & Phone Number

Singapore

Singapore, Sg

Part of the pioneer team for Singapore's inaugural Formula 1 night race, I have been overseeing the communications strategy from the ground up. I manage a lean in-house team to provide media relations for the event globally, in addition to producing a variety of outreach initiatives under the organisation's community engagement programme that has successfully engaged locals since 2012. In 2016, I also stepped up to take on additional duties of Regional Marketing Manager to cover for a colleague who was on maternity leave.In addition, I develop the social media content strategy and provide community management for Singapore GP’s social media platforms (@F1nightrace). As National Press Officer, I manage the Media Centre which accommodates approximately 500 journalists and photographers from all over the world. This includes overseeing the logistical operations, manpower and contractors to run the media centre in accordance with the motorsport governing body's guidelines. I also co-developed a comprehensive crisis communications plan for the Event.I've also provided consultation services on marketing communications and social media marketing strategy for several major lifestyle events under the Group’s portfolio, including Christmas Wonderland at Gardens by the Bay as well as Savour Singapore.

Singapore, Sg

In the second half of the year, I double up as Project Director for Singapore GP’s sister company, Blue Sky Events Pte Ltd which organises Christmas Wonderland at Gardens by the Bay. The annual fair is Singapore’s biggest festive event, attracting over 4.2 million visitors since its debut in 2014, and has become an iconic attraction in the Republic’s year-end calendar. I started out providing consultancy services for public relations for the event, but my role was expanded from 2019 to manage the advertising and promotions to promote ticket sales for the yuletide festival locally and abroad. I conceptualised the overall look for the advertising as well as signage on site as well as the content of the event. My team drove a 6.4% increase in ticket sales, as well as a 4% increase in media value for 2019. For 2020, due to nationwide restrictions brought about by the COVID-19 pandemic, Christmas Wonderland 2020 was revamped with a slew of fresh offerings, including a brand new virtual gaming platform, as well as a pared down version of the event to complement the online content.

Singapore, Sg

Part of the rebranding committee to launch Furama RiverFront Singapore which had been taken over by the property’s owner, I worked closely with an in-house team of designers and web developers to develop a new corporate identity for the property as well as its food and beverage establishments. On top of copywriting and designing a range of marketing collaterals and launching a website, we also produced a full range of premiums, amenities and stationery for the hotel. I also organised a campaign to increase brand awareness amongst stakeholders, media and customers in the database. I was also consulted by the Owners to help develop the brand guidelines for the newly launched parent company Furama Hotels International as well as to produce the marketing collaterals for a newly acquired hotel in Bali, Indonesia (Furama Villas & Spa).

Reporting to the General Manager and ACCOR Hotel's Regional PR Director, I developed and managed the public relations and marketing strategy for the hotel as well as its three dining establishments and banquet facilities. I managed an in-house designer and wrote the copy for all marketing collaterals – from restaurant promotion table tent cards, to banquet sales brochures, to print ads, ensuring they met ACCOR’s brand guidelines and within budget. I also organised various campaigns to generate publicity for the hotel and increase brand loyalty amongst key clients. The property's owner eventually took over the management of the hotel and continued to hire me under the new management.

Sg

A stint at the front desk to fully understand various aspects of the business led to a better understanding of the needs of the company and its customers. In order to ensure safety protocols are properly adhered to and to minimise miscommunication by frontline staff, I scripted and produced a safety briefing video that passengers must watch prior to boarding the vehicle. To ensure consistency, I developed a script for the tour which was used to train future 'DUCKtainers'. Other than marketing the tours to tourists and locals, I also planned customised tours for private charters as well as helped to develop creative packages for corporate clients.