Collaborator . Co-Creator . Innovator

Reported to the Vice President, Office of Corporate Communications and Marketing. Directly responsible for building, staffing, management, leading and motivating the Corporate Marketing division focused on delivering positive public awareness of SMU and its unique value proposition in the Higher Education sphere through engaging and relevant communication channels.Key strategist, implementer and guardian of budget spend and value generation that are result-oriented. Responsible for the design, delivery and impact assessment of branding and marketing strategies across all media platforms inclusive of Corporate, Undergraduate (UG), Postgraduate Professional Programmes (PGPP), and Institutes, Centres, Labs, & Initiative (ICLI) campaigns (overarching and individually).Consolidated, planned and administered multi-marketing budget (Corporate, UG, PGPP & ICLI) with proper allocation of funds for greater efficiency and productivity, managing and delivering KPIs within an allocated budget.Beyond managing the formal structural organization leadership of Corporate Marketing team, the scope extends to an informal structure of leadership demonstrated in the following examples: o Led and managed staff from the PGPP, six Schools and Institutes, ICLIs, and various departments, such as Office of Undergraduate Admissions and external agencies such as advertising agencies, media houses and various freelancers o Managed the expectations and complex dynamics of all the university-wide stakeholders for NextWeb project (working name for University web revamp)Reporting staff: 1 Digital Editor (Assistant Director), 1 Content Producer (Assistant Director), 1 Assistant Director - Marketing, 1 Senior Brand Manager, 2 Marketing Managers, 1 Digital Manager, 2 Retail Managers, 1 Designer, 2 Administrative Managers

Set-up new Corporate Marketing division. Reported to the Director, Office of Corporate Communications and Marketing and takes full responsibility for the design, delivery and marketing strategies for SMU across all media platforms. Focused on delivering positive public awareness of SMU and its unique position in the sphere of Higher Education system with Undergraduate Admissions as key focus. Assumed the leadership role from then Special Projects Director who was facing difficulty getting the NextWeb project (working name for University web revamp project) started. Other projects managed include, but were not limited to, developing new Provost Office microsite, rolling out award-winning Undergraduate Admissions campaign, other recruitment campaigns like the first Executive Master of Business Administration campaign in SMU, Master of Science in Quantitative Finance, Juris Doctor Law, PhD in General Management, and Master of Business Administration, and online and offline collaterals for ICLIs like Sim Kee Boon Institute and Case Writing @ SMU.Built on the momentum from previous years, successfully rolled out the newly revamped SMU Corporate site consisting more than 20,000 web pages. Spearheaded, launched and operated new initiative, The SMU Shop, that broke-even within its first year in operation. Consolidated all 19 Postgraduate Professional Programmes' marketing budget that used to be individually managed by each programme to be under Corporate Marketing's care. Developed standard operating guides for all functions within the Corporate Marketing division. Formed new digital team within Corporate Marketing.Reporting staff: 1 Senior Brand Manager, 2 Marketing Managers, 1 Digital Manager, 2 Retail Managers, 1 Designer

Reported to the Director of Admissions, assisting with all aspects of the admissions and recruitment process. Responsible for the internal department development and management of admissions print publications, advertising, and marketing plan with the purpose of promoting the University’s core value propositions, visibility and general recruitment efforts. Specific responsibilities include, but were not limited to, meeting enrollment goals, traveling to India, China and Indonesia on behalf of the University for outreach activities, and speaking publicly to individuals, groups on and off campus while maintaining close working relationships with head of departments.Reporting staff: 2 Admissions Managers

Responsible for overall management of an account team assigned to specific clients. Served as the brand steward on determining the client’s strategic brand objectives by leading the client, reassessing the brand position, and managing the internal team resources to best service the overall client account. Had oversight on day-to-day team performance and agency/client relationships of assigned accounts. Clients include local accounts like OCBC Bank, M1, and Singapore Management University, and regional LG Electronics account.Reporting staff: 2 Account Executives, 1 Account Manager

With restructure, Ads 24:7 was subsumed under Ace Daytons Communications to better tap on Ace's inhouse creative team separate from the group's central resource for improved efficiency and productivity.Mitsubishi Mobile, Panasonic, LG Electronics and LG Mobile continues to be our clients with the adition of Shop & Safe Supermarket and HDB.Reporting staff: 1 Account Executive

Kept overheads low by leveraging on Ad Planet's existing infrastructure while ensuring the highest possible quality of work generated by the team. Clients handled includes Mitsubishi Mobile, Panasonic, LG Electronics and LG Mobile.Reporting staff: 1 Account Executive

Responsible for the overall leadership of business including the development of strategic plans, overseeing the creative execution of plans and program elements, and financial management. Together with the other founding partner, operated Ad Infinitum Advertising for six years with clients from multinational corporations like LG, Manulife, and Canon.Reporting staff: 2 Account Managers, 4 Account Executives, 2 Senior Designers, 4 Designers, 1 Accounts Executive, 1 Administrative Executive