Responsible for full spectrum of brand communication, PR, sponsorships, internal communications and CRM initiatives across Asia Pacific; managing an in-house team of over 20 marketing communications staff and a network of multiple agencies across the Asia Pacific counties.Leveraged extensively on CRM software and data to monitor usage trends and identify opportunities for growth; focusing initiatives on 3 key fronts: Conversion of non-UPS customers, Penetration for share of wallet and Retention of existing customer pool.Identified opportunities for business growth through innovative program concepts and execution, effective allocation of resources, scouting and negotiating for suitable sponsorship assets, and leveraging social media for wider audience engagement.

Led the negotiations & engagement with the Beijing Olympics Organizing Committee (BOCOG) from 2004 – 2005.Relocated to Beijing in 2005 and led marketing team to manage UPS’s engagement with the Beijing Olympics. Planned/executed marketing and branding engagement initiatives - including first time (in UPS) use of experiential marketing through travelling Olympic road shows in key China cities, flash mobs, games portal, creative use of sports celebrities in PR programs. Managed a full spectrum of marketing duties including all communications with games committee, sports marketing, sponsorship activation, customer hospitality engagement, brand communications & marketing activities associated with the sponsorship

Spearheaded the launch of UPS’s global re-branding initiative in Asia in 2003; recognized as one of the most significant and largest corporate identity transformations ever. Project included distinct change marketing, brand communications strategy and planning for the physical re-branding of all UPS assets in over 40 countries and territories across Asia Pacific.Designed and launched strategic brand communication projects for potentially hostile buyouts of UPS’s JV partners in Korea (2000) and China (2005); tactfully navigated complex internal and external communications; designated media spokesperson for the Region office.Co-created and launched UPS Asia Business Monitor (ABM) Program: a research based PR program designed at accurately understanding the sentiments of SMEs in APAC through regular engagement; the program won several Marketing and PR awards throughout the years – including “Business-to-Business Campaign of the Year” at the Asia Pacific PR Awards in 2005.

Last post in Ministry’s Mission Management Unit (MMU) which oversees manpower planning, administration, compensation & benefits and overall operations for Singapore embassies worldwideStationed for 3 years in Taipei as Assistant Trade Representative at the Singapore Trade Representative’s Office (Singapore’s de-facto embassy in Taiwan); planned and organized a wide range of trade missions and ministerial visits to promote bilateral trade and political discussions, consular and PR matters.