Inez Yang Email & Phone Number

Singapore

Singapore

Drives STB's efforts in positioning Singapore as a world-class F&B destination

Singapore

• Led team in branding Singapore as a desirable business destination, through global brand campaigns, media partnerships and annual brand health study• Refreshed EDB's corporate visual identity in 2021 including roll-out of comprehensive suite of brand assets• Drove marketing efforts for Japan with a fully-localised demand generation strategy

Greater New York City Area

• Key member of the STB Americas' leadership team responsible for driving record tourism performance, with highest growth in Visitor Arrivals (+13%) and Tourism Receipts (+21%) to Singapore amongst global source markets in 2019, despite USA being Singapore's longest-haul market• Responsible for STB's PR and digital marketing in the Americas • Drove brand partnerships with popular US consumer & lifestyle brands to build destination awareness and reinforce positive associations with Singapore. Successful partnerships include creative activations with industry-leading brands Lyft, Pandora, James Beard Foundation, FabFitFun and Bumble. Led STB's partnership with Warner Bros. on a global Crazy Rich Asians promotional campaign in 2018• Oversaw STB Americas' leisure marketing efforts with airlines, tour operators and travel consortia, with regional emphasis on Western USA

• Spearheaded the international marketing strategy & campaigns for key tourism industries such as Sports (including the Women's Tennis Association Finals 2014-2015 & Singapore Rugby Sevens 2016) and projects including Singapore: Inside Out, a showcase of Singapore's contemporary creative talents which travelled to Beijing, London and New York in 2015

• Developed a Business Travellers & MICE marketing strategy and plan executed across various markets via pan-regional media partnerships and based on robust consumer research• Drove marketing activities to support STB's business and industry development efforts in the Americas region

• Managed Singapore International Culinary Exchange (SPICE), a tri-government agency project to profile Singapore cuisine, culinary talents and food products globally, and drive business opportunities for Singapore chefs and companies• Designed and delivered the 2011 Quarter 1 destination marketing campaign which spanned print and digital asset creation and distribution

Business Management, Corporate Communications & Marketing, Magna Cum Laude

Activities and Societies: President of SMU Initiatives for Social Enterprise (2007-2009), Vice-President of SMU Bowling Club (2007-2008).

International Student Exchange Programme, Member Of Dean’S List For Fall 2009 Semester

Gained international exposure as part of a semester student exchange programme, where completed courses included Global Marketing.

Gce A Level

Activities and Societies: Member of 29th ACJC Students Council Executive Committee (CCA Sub-committee Head), Captain of ACJC Bowling Team.