Sonia Chen Email & Phone Number

Singapore, Singapore

• Leadership and management: Successfully recruited, trained and mentored an inaugural team of researchers for APAC region.
• Teamwork and collaboration: Foster collaborative research efforts between different research departments globally and within APAC teams to enhance organizational performance.
• Proactively research on new resources to contribute to the growth of an accurate and complete database of hospitality inventory.
• Formulate and execute strategies to enhance research capabilities.
• Ensure good governance and management of research projects.

• Strategic Consultancy: Support properties on day-to-day basis by deep diving into their performance and provide strategic recommendations to help meet and/or exceed budgets.
• Rate Audit & Business Reviews: Conduct monthly and quarter reviews to identify gaps and/or opportunities and put forth recommendations to optimize revenue, as well as to ensure rates are visible, bookable with parity.
• OTA Management: Quarterly reviews with OTA Market Managers to identify latest market trends, opportunities and explore avenues to optimize visibility.
• Strategic Partnerships & Account Management: Champion entire process of forming strategic partnerships with external hospitality solutions companies including conducting extensive market research, negotiating chain.
• Marketing Campaigns: Works in tandem with Corporate Distribution & Marketing to conceptualize and roll out Corporate Global / Regional Campaigns.
• Onboarding for Pre-Opening Properties: Support end-to-end revenue & distribution process for pre-opening properties.

Singapore

• Manages a portfolio of properties across Australia, China, Japan, Korea and India
• Works closely with Property General Managers, Directors of Sales and Revenue Manager to steer the revenue management activities to ensure best mix of business and pricing strategies
• Created and implemented a set of critical Standard Operating Procedures for all Oakwood properties globally
• Developed Competitive Set Pre-Selection and Analytical Tool for all Oakwood properties to ensure a standard set of metrics and methodology in identifying true competitive set
• Successfully sourced and negotiated a chain agreement with OTA Insight for their rate shopping tool, and convinced buy-in from all short-stay focused properties to ensure better control of rate competitiveness and parity
• Conceptualized and implemented rate audit and business reviews for all Oakwood properties to ensure best practices as well as optimal pricing and inventory strategies are in place

Singapore

• Oversees revenue management and distribution strategy of the hotel and manages day to day yield operations
• Performs competitive benchmark studies and follow market trends
• Manages and oversees strategy for all 3rd party distribution
• Responsible for assessing, analyzing and pricing group business strategies
• Ensures all related systems are configured correctly, validated and working to full capacity
• Conducts weekly revenue meetings to provide dynamic forecast of expected results, variances and budget comparisons

Singapore

• Managed an existing portfolio of hotels within the Asia Pacific region, ensuring good business flows via Worldhotels, and overall performance results on a monthly basis, and forward strategies on a rolling quarterly.
• Primary responsibility included ensuring affiliate hotels maximise all revenue and profit opportunities available to them through the vast array of Worldhotels services, technologies and resources. This was.
• Developed business activity plans and business reviews and coordinate the execution with affiliate hotels to increase revenue via Worldhotels distribution channels
• Conducted online and onsite trainings within the Asia Pacific region on all Worldhotels programs and systems on yearly basis
• Efficient and effective integration of a new affiliate property joining Worldhotels and working with Head Office to ensure flawless execution

• Work with the Loyalty Team at Head Office on all aspects with the launch of loyalty programme and implementation including communication, marketing initiatives, integration via on-site trainings and webinars
• Manages all newsletters and marketing initiatives, promotional campaigns and more as required for the Asia Pacific region
• Work in close co-operation with the Loyalty Programme Team and Marketing Team on key aspects to drive awareness of the programme to corporate clients and consumers through specific or joint campaigns with strategic.
• Liaison with the hotels in relation to queries on global and exclusive campaigns, dedicated mailings, claims, awards and data
• Work with the Loyalty Team in developing and evaluating plans to maximize revenue and growth potential from the loyalty programme
• Designs and reviews marketing collaterals and necessitate translation where required for language specific markets

• Handles above-the-line / below-the-line marketing campaigns
• Writes press releases, prepares press kits and garner press support
• Liaises with in-house advertising & graphic department in co-ordinating all matters pertaining to marketing advertisements
• Prepares write-ups for media advertising, review finished art works and ensure timely advertising
• In-charged of regular updates on social media platform
• Supports sales team in standard / customized marketing collaterals

• Conducted guided tours for both local and international guests
• Successfully led themed tours for teachers from various schools as part of their retreats
• Implemented training programs for 6 trainees and prepared them for assessments within 3 weeks
• Engaged in intensive research to ensure quality content for upcoming exhibitions within the scheduled timeframe

Singapore

• Coordinated daily operations of Korea Plaza and prepared monthly reports for the activities held
• Managed public enquiries from various communication channels as well as updated the Customer Relationship Management system promptly, accurately and professionally
• Rendered marketing, research and administrative support to the management team, which increased the overall work efficiency
• Assisted in organizing various seminars and trade fairs for over 100 travel partners, as well as taking on the roles of emcee and presenter for these events
• Spearheaded the project of WAH Korea Club, planned and executed its official launch, which successfully attracted more than 2,000 members within 3 months

China

• Performed job responsibilities from the entry-level positions to managerial positions based on job rotation between different departments
• Effectively resolved guests’ complaints when taking on the positions as a Duty Manager and Executive-on-Duty
• Planned and conducted elementary English classes for 50 security personnel from the resort
• Analyzed and presented to the Directors a consolidated report on various ways to improve the level of customer service as well as the effectiveness and efficiency of the resort’s operations

Bachelor Of Business (Management), Marketing, Pass With Distinction

Diploma (With Merit), Hospitality & Tourism Management