Champion and drive programs and strategies to promote skills mastery and the culture of lifelong learning in Singapore, including national learning events like SkillsFuture Festival, a nation-wide month long learning festivalFormulate and execute place making strategies to build a vibrant learning ecosystem at Lifelong Learning Institute, including tenant curation, driving learning programmes, events and thematic exhibitions.Oversee the day-to-day ops of running a building, including the formulation and execution of policies to drive revenue and utilization of spaces.Drive strategic partnerships with a myriad of stakeholders, including tenants, training providers, grassroots organizations, unions and enterprises, so as to build lifelong learning advocates and partners.Key accomplishments:Pioneered the national SkillsFuture Festival, an annual, island-wide learning festival held over 5 weeks at more than 90 locations and attracting footfall of more than 250,000.Pioneered the setting up and spearheaded the strategy development of LLI’s Skills and Training Advisory services, which offers personalized one-on-one skills and training consultations.

Led the Corporate Communications team in WDA to develop and drive strategies and campaigns to promote WDA’s corporate branding and marketing communications messages.Established and drove the SkillsFuture stakeholder engagement strategy through efforts like public seminars, dialogues and roadshows to drive awareness and buy-in.Responsible for brand development and communications efforts, including setting up brand identities and framework, developing brand collaterals and leveraging strategic sponsorships to promote key brand messages for brands like SkillsFuture movement, SkillsFuture Singapore and Workforce SingaporeDevised and implemented systems and processes to efficiently manage WDA’s website. Responsibilities also included overseeing the customer service portfolio, which includes spearheading service excellence initiatives, managing and reviewing the performance of our call center, handling customer feedback and complaints, and overseeing measures to monitor and track customer satisfaction.Instituted effective measures and customer engagement strategies that led to a improvement in customer service KPIs and a significant reduction of backlog cases.

Country head for Singapore and Malaysia, overseeing all aspects of trade and consumer marketing initiatives.Devised market strategies and led marketing efforts to increase visitor arrivals to Western Australia from Singapore and Malaysia, including forging partnerships with key stakeholders like media, airline partners, hoteliers, tour operators and travel agents.Key accomplishments:Reversed the decline of arrival figures from Singapore into Perth and instead, increased arrivals by 20%. Increased the visitors spend of Malaysians into Western Australia by 71% in 5 years, compared to the industry average of only 53%.Instrumental in driving innovative initiatives like promoting wedding photography in Perth, marketing to kids through an educational yet fun scrapbook and running a 3 minute long radio-drama ad campaign with Chan Brothers to promote romantic holidays in Margaret River.Spearheaded the hosting of familiarization trips for opinion leaders like lifestyle bloggers that cater to the high end, affluent crowd. Developed and executed online campaigns for Tourism Western Australia. Initiatives include banner advertising, search marketing and online contest.

Lifted brand preference through brand positioning, thematic advertising, promotional activities and effective media usage.Implemented structures, processes and systems to ensure campaigns deliver maximum results including but not limited to effective management of advertising agencies, review of campaign effectiveness, internal communications and assisting in drawing up marketing plans.Maintained brand presence at branches through skillful branch design and merchandising.Key accomplishments:Drove the execution of the Life is Beautiful campaign, which positioned the bank as progressive and fresh and completely swept away decades of entrenched perception of the bank while not alienating long service staff. Brand preference shot up by 20%.Conceptualized and directed the execution of a customized Wheel of Fortune session for internal and external stakeholders by leveraging on DBS Bank’s sponsorship of the TV telecast of the Wheel of Fortune game show.Spearheaded a series of workshops and seminars through partnering with Singapore Investors Association of Singapore (SIAS) to promote financial planning to the public, responsibilities included preparing presentation materials, briefing speakers and financial planners, setting up booths and conducting response surveys.Developed systems and processes to maintain brand consistency e.g. publishing brand manuals and setting up a visual library to define brand personality.

Headed the Marketing department, responsibilities include formulating Mediacorp Radio’ strategic marketing plans & managing the corporate and marketing communications programmes for all 11 stations under the Mediacorp Radio’ s network across diverse channels like TV, radio and print etc.Key accomplishments:Revamped the look and format of Mediacorp Radio’s annual media presentation (attendance of more than 1000) and language specific media presentations.Spearheaded efforts to re-brand the stuffy Radio One into the quality music station Gold 90.5FM targeting the older and more affluent PMEB’s.

Headed the Promotions department, a department that conceptualizes and implements theme promotions for cruise passengers. Responsibilities also spearheading and supervising the promotional efforts of regional offices.Key accomplishments:Revolutionized the concept of cruising with the introduction of innovative onboard activities like makeovers, ballet and computer classes for kids. Instrumental in introducing international acts like Star Wars and Sesame Street characters to cruise passengers on Star Cruises’ fleet of ships. Conceptualized and supervised the execution of the entire promotion, synergizing diverse aspects like activities, food & beverage, entertainment and ship décor.Secured a tie-up between Star Cruises and the Panama embassy, which led to a month long Panama festival on board the cruise liners.

Product Manager for 10 product lines (accessories, telco & audio products).Responsibilities cover all aspects of brand management and product marketing e.g., strategic planning, product development, procurement/pricing, advertising & promotions.Regional responsibilities include organizing regional exhibitions, developing new distribution channels, conducting sales training and producing marketing materials.Key accomplishments:Spearheaded development of strategic new products, which garnered substantial market share. E.g. a lighter size radio which secured a 40% market share. Devised strategies and led marketing efforts in generating $12 million worth of sales turnover for 10 Sony audio product lines.Developed a systematic method in costing product features, thus simplifying and standardizing the pricing system of Sony telephones.Spearheaded PR efforts in launching SONY MiniDisc recorder which resulted in favorable coverage in press, radio and print magazines.Facilitated the partnership between Sony and Telecom Equipment, resulting in an additional distribution channel for Sony telephones. Lobbied for, planned & executed the entire product development cycle, includes product design refinement, market needs analysis, testing, manufacturing and launch process of a two-in-one product comprising of a radio & pager.Planned, conceptualized and executed a cross media launch of the new SONY MiniDisc Recorder. Campaign doubled sales of the product over launch period of 8 months and won an award in the Sony Global Marketing Awards.