Ree Kee Phua Email & Phone Number

Singapore

Singapore

Singapore

Singapore

Key achievements:• Supported local and regional public relations efforts by the Singapore Institute of Management (SIM) Group as part of its corporate rebranding campaign to position the Group as an empowering institute that enables individuals and enterprises to learn and thrive at every life stage.• Wrote and reviewed English and Chinese communication materials in relation to SIM’s local and overseas brand refresh campaigns, including press releases, speeches, briefing documents, factsheets, key messages, FAQs, talking points, executive biographies, social media posts, post-event articles for corporate website, Lianhe Zaobao advertorials and thought leadership commentaries.• Composed and refined speeches, key messages, talking points, social media posts and website editorial stories for high-level corporate events and initiatives, such as SIM Future of Work Series forum, SkillsFuture Queen Bee project with HP Singapore, and SIM-UOB Corporate University.• Sourced and procured a selection of corporate gifts that aligned with the refreshed branding and image of the SIM Group.

Singapore

Devised and implemented communications and public relations strategies to boost the profile of the SIM Group, including formerly known SIM University or UniSIM (now called Singapore University of Social Sciences or SUSS).Key achievements:• Formulated media and public relations plan with key messages to convey the new corporate brand positioning and identity of SIM.• Enhanced the organisation’s image as a lifelong learning and management training institute through a holistic communications campaign commemorating the Group’s 50th anniversary, which encompassed press advertorials, media tour and publicity for the official opening of SIM’s extended campus and heritage gallery, commemorative book, microsite editorials, social media posts, and combined media luncheon event. • Collaborated closely with internal departments and external partners to pinpoint strategic news angles and roll out close to 80 publicity and communications initiatives to promote new centres, schools, programmes, events and festivals, bringing about 465 editorial reports across print, broadcast and online media.• Profiled internal experts and academics with diverse areas of expertise to different beats of reporters, achieving over 100 media hits annually featuring their expert comments and opinion pieces.• Developed and edited content and stories for owned and shared platforms, including website, Intranet and LinkedIn, to showcase SIM’s thought leadership in lifelong learning and management trends, with efforts on the corporate LinkedIn account yielding 5,000 new followers and average engagement rate of over 2% in a year. • Finetuned brand positioning, ensured accuracy and consistency of information and messaging, and reinforced the SIM’s brand image through impactful copy, photos and/or videos across corporate platforms, literature and assets.• Safeguarded corporate reputation during issues and crises by providing communication support for internal and external stakeholders.

Singapore, Singapore

Highlighted NLB and its public libraries as social learning spaces that spark imagination, creativity and limitless possibilities by leveraging integrated marketing communications and public relations activities, leading to 375 positive media coverages for 15 key library events, initiatives and awards. Key achievements:• Conceived and launched multi-channel publicity campaigns to garner immense community support and participation in consumer-facing nationwide library events, such as Library Book Sale, Book Exchange, and official opening of Yishun, Serangoon and Clementi public libraries, via media engagement, media preview tours, email and other direct marketing, and out-of-home advertising banners and posters.• Managed public relations agency and worked with project team to determine compelling story angles and organise media events, including press conferences, to draw public attention to READ! Singapore, a national reading campaign, from 2008 to 2010; the 2009 edition, which reached out to 29,000 participants, received the PRISM (Public Relations In the Service of Mankind) Excellence Award from the Institute of Public Relations for securing over 50 media hits worth more than $954,000 in advertising value.• Attained media exposure for library events and awards, including the celebration of 40th anniversary of Queenstown Public Library, the Japan Creation Award (Overseas Division) 2009 for Verging All Teens section at Jurong Regional Library, and the first public seminar on deaf culture organised by NLB.• Stepped up on short notice to supervise newly formed marketing communications team to advise internal stakeholders on the application of corporate identities; oversee centralised media buying and advertising; take charge of design and copy of corporate and marketing collaterals, and library signages; appoint corporate graphic design agencies and photographer; manage corporate image assets; and procure corporate gifts for organisational use.

Singapore, Singapore

Designed and activated integrated publicity solutions to bolster the appeal of SAFRA and its clubs as one-stop comprehensive lifestyle centres for recreational, sports, adventure, entertainment, educational and family activities, obtaining close to 50 pre- and post-event news stories and editorial mentions for four significant initiatives.Key achievements:• Contributed to the growth in participation from 6,000 to 7,000 attendees for National Runway Cycling, a mass cycling-cum-skating event at Paya Lebar Air Base, through employing an integrated marketing communications campaign involving media publicity, direct marketing, relationship building with cycling and skating shops and enthusiasts, and advertising via print, broadcast and out-of-home platforms. • Generated excitement for SAFRA by publicising the groundbreaking ceremony of SAFRA Jurong clubhouse and the future developments of SAFRA as announced at the 33rd SAFRA Annual General Meeting.• Increased awareness of SAFRA Mount Faber's entertainment events via email marketing, inhouse marketing within the clubhouse, and radio commercials.• Elevated the branding of the association through a series of print and digital marketing materials, publications and exhibition panels, such as annual report, Hype newsletters, SAFRA 35th anniversary multimedia clip, SAFRA Sports Hall of Fame exhibition panels at SAFRA Tampines, and SAFRA panels at the ‘40 Years of National Service’ exhibition at Ngee Ann City Civic Plaza.

Singapore

Enhanced the global and corporate image of Singapore Customs as a world-class agency responsible for trade facilitation and revenue enforcement through international and public relations strategies.Key achievements:• Worked with creative agencies to produce Annual Reports, newsletters, corporate video and posters for public education, and corporate collaterals to strengthen staff engagement.• Revamped the corporate website with IT department to provide better user experience.• Organised International Customs Day, workplan seminars, soft and official launches of Singapore Customs, and World Customs Organisation seminars to build up internal staff bonding.• Raised awareness of customs offences and cases through the media. • Participated in regional meetings, such as APEC Customs Meetings, and negotiations on free trade agreements, such as Trans-Pacific Strategic Economic Partnership, to reinforce Singapore’s trade position, and acted as liaison officer for high-level meetings organised by Singapore Customs. • Oversaw the conducting of trade and public satisfaction surveys commissioned by Singapore Customs.

Bachelor Of Arts With Honours, Theatre Studies And English Literature, Second Class Honours (Lower Division)

Activities and Societies: NUS Harmonica Band, NUS Dance Ensemble

Graduate Diploma In Marketing Communications, Gold Medal

'A' Level

Activities and Societies: NJC Interact Club, NJC Art Club

'O' Level

Activities and Societies: Choir, AVA Club

Psle