Shirley Eng Email & Phone Number

China, Shanghai

Shanghai City, China

Bridge+ is a community space to connect people, needs and solutions to create value for entrepreneurs, enterprises, start-ups, and the doers and makers of the world. We aim to activate the workplace community via future-ready workplace solution, plugging into CapitaLand portfolio and unlocking its network effect. We are a platform, more than just a desk and internet access. We connect you with a space you can call home, and community you can lean on.Our mission is simple: to build meaningful communities within spaces that inspire you. Because we believe that we are at our best when we work together.

Shanghai City, China

Business Strategy, General Management- Tasked to analyse current company’s assets and properties, revamped the current business model and build business sustainability. - Transformed the traditional businesses and create synergizes amongst assets and properties - Developed 3 years business plan, strategize and implement its operations Marketing and Communications - Developed brand identity and visual identification, message house, target audience segmentation and ensured visual communications is on brand on all platforms- Spearheaded the marketing and branding of Makers and other sub-brands - Conceptualized digital ecosystem and developed digital marketing assets (Website, Makers Members Mini-program, Wechat Official Account, CRM System, E-Commerce) - Oversee and develop Mini-Program UX and UI, ensuring seamless user experience O2O integration. Sales and Operation- Formed strategic partnership and alliances with Brokers and agents (B to B) - Ensure day to day operations Product Development, digitalization and innovations - Conceptualised, scout and test-bed technology applications in medical (nursing home), wearables (nursing home), hospitality (hotel) and IOT (hotel, workspace and home-living) industry to improve workspace productivity and enhance members’ experience. Delivered technology demonstrations and new concepts.- Responsible for growing digital and technology solution expertise within the workspace and assets (hotels, nursing homes, co-living), so that each of the properties is better able to shift and adapt to trends. - Scout for relatable start-up for investment, future business sustainability and asset development purposes. - Keep abreast of and research on market development and insights for asset development purposes.

Beijing City, China

PLUS Communications is an above-the-line engagement marketing agency, under the Pico Group, specialising in highly effective brand and communication strategies, public relations, digital and retail marketing.Business Strategy, General Management- Worked with senior management to derive and development overall business plan and directions to ensure the business is generating revenue. - Office management, projected sales budgeting and P&L responsibilities. - Worked on pitching decks to acquire new clientele - Developed marketing assets to ensure Plus Communications is rightfully represented- Ensure brand visibility by ensuring senior management participates in public engagements, Talks, panel discussions Capabilities, Resource Development, Strategic Partnerships - Forged strategic business partnerships (online and offline platforms) to grow company’s strengths, offerings and resources. - Ensure team is equipped with the appropriate go to client communication skills, strategic thinking, account and project management skillsClient Management - Translates and executes a brand vision into a coherent digital marketing strategy for clients. Her clients includes Norway Tourism Board, Switzerland Tourism Board, Autoliv, Audi E-tron, Star Alliance, Betadine, AirBnb, Genting Group and Bloomberg LLC.- Develops and executes integrated online campaigns to meet client’s wider company marketing plans and business objectives. - Helps client to increase brand’s visibility and traffic using various online and offline tactics like PPC, SEO, email/digital/brand campaigns, blogs, forums, and other social media influencers to generate leads and brand awareness. - Developed insights presentation decks for clients to keep them informed of the market’s latest trends

Beijing

TBA Creative Network, under the Pico Group, delivers a wide array of services, ranging from traditional design for signage and exhibition booths, to marketing and sponsorship for sports, exhibitions and events, brand consultancy, conference delivery, operations management and digital marketing – which spans online PR and new media platforms to social media technology. Capabilities Building, Business Development - Led and managed a marketing team - Forges strategic business partnerships (SASS companies, event related platforms) as well to grow company’s strengths, offerings and resources Marketing and Communications - Develops and spearheads marketing strategies for TBA Creative Network including campaigns, events, digital marketing, and PR. - Works closely with the company’s sales team; enabling them to meet their commercial objectives by providing them with appropriate tools, materials and presentations for sales pitches. - Ensure completed projects are well presented in all marketing channels - Oversee the day to day activities of the marketing team and ensures that the marketing objectives are implemented by the marketing team. - Directs initiatives to improve social media reputation and company’s recognition on professional social platforms - Develops and delivering marketing and communications strategies for the organization

Singapore

Digital Sherpa Spearheads strategic digital partnerships with global technology companies and data-driven initiatives for the YourSingapore brand and built key partnerships with travel aggregators, travel review websites/companies and telecommunication companies.Responsible also for growing digital and technology solution expertise within the organization so that the organization is better able to shift and adapt to awareness of travel distribution and eCommerce trends and mobile technology solutions for tourism.Responsible for driving and forging regional business collaborations with channel partners, inclusive of payment networks, banks, telecommunications companies and companies in the travel business. Establish China task force across a complex matrix of regional offices and business/product units and lead the execution in Singapore

Beijing City, China

A) Digital StrategyDeveloped, managed and executed a digital strategy for China to ensure define created content is distributed, aggregated, measured and optimized across all relevant/prioritized channels Enhance and deepen visitors’ experience in precincts by driving visibility of leisure offerings across devices/platforms, especially on Mobile Put forward curated experiences within precinct through location based content to Chinese consumers when they are in Singapore Assist Chinese consumers when they are in Singapore by working on a solution that provides mobile online services eg. Navigation within Singapore, Ticketing, Taxi, Self Help Information, Audio Guide, Payment B) Scaling & Optimization, Capability BuildingDrove adoption of digital marketing best practices within the organization, work with internal teams to formulate and implement innovative digital strategies and solutions. (Wechat) Educated Singapore stakeholders on the uniqueness of the China Digital Landscape, facilitated and supported stakeholders in their entry to China digital landscape.C) Developed Strategic PartnershipsDeveloped Strategic Partnerships with China Digital Players (Baidu, Mafengwo, Alibaba Group, Dianping, Ctrip) to ensure that the YourSingapore brand is highly visible in the China digital landscapeD) Business Development Memorandum of Understanding was signed between STB and China Partners (Mafengwo, Alitrip, Dianping, Ctrip, Tiuniu) Collaborated with China Digital Partners to support a diverse pipeline of projects to improve destination awareness, enhanced in destination experience and quality engagement for digital touch points (weibo, wechat) E) Analytics Tracking & Measurement:Ensure all digital touch points have clear defined metrics to evaluate success. Led the development of analytics, profiling, segmentation, user persona development, and other analytically techniques to derive significant data around Chinese consumers

Singapore

Lead Social Media StrategistLed strategic social media initiatives and managed regional digital marketing campaigns at the Singapore Tourism Board (STB). Major responsibilities and achievements included:A) Social Media Strategy:Defined the role social media plays in relation and context to the board’s larger digital strategy, ensured that the role of social complements and integrates with all of the digital touch points. Ensures the YourSingapore brand is highly visible in the social media space, with a primary focus on engagement and interaction with potential and past travellers. B) Social Media Content Development: Managed content and assets development in the social media space to ensure that the destination brandC) Scaling & Optimization:Transplanted the global social media strategy to key regional markets, including (ID, MY, IN, PH, TH, VN, EU, CN, HK, US), adapted the umbrella strategy to key focus verticals, like dining & education, engaged the tourism industry to ensure sustainability in the social space. Played a lead role in providing direction and strategic counsel, manage and lead HQ Digital Agency team and all regional in-market agencies (ID, MY, IN, PH, TH, VN, EU, CN, HK, US) in ensuring strategic alignment and smooth day to day operation D) Regional digital marketing campaigns:Developed, planned and executed integrated 360-degree marketing campaigns in key markets (ID, MY, IN, PH, TH, VN, EU, CN, HK, US)E) Education and Capabilities Building Developed social media best practices, guidelines and social media crisis communication SOP Conducted digital workshops to build digital and social media capabilities F) Analytics tracking & measurement:Derived, proposed and monitor key social media metrics to track and measure return on digital efforts in order to maximize return on marketing investment, and advised regional offices on effort tracking and conversion analysis.

Producer• Plans and coordinates various aspects of video production project• Coordinates various aspects of production, such as audio work, scenes, music, timing, camera work, and script writing • Gives instructions to schedule broadcast and to develop and coordinate details to obtain desired production• Reviews production to ensure objectives are attained. • Represent and protect company’s interest in liaising with clients Editor (video/audio)• Develop a creative sequence to suit client’s requirement, editing and producing

Bachelor Of Digital Marketing And The Media, Digital Communication And Media/Multimedia

Diploma New Media, New Media