Lead and manage the Marketing Communications Team for the National Youth Council (NYC), spearheading communications strategies for its flagship programmes, including Outward Bound Singapore (OBS) and Youth Corps Singapore. Drove efforts to elevate brand visibility through marketing campaigns, targeted outreach, and multi-channel communications. Tailored marketing assets to resonate with diverse youth demographics and stakeholders, utilising digital platforms, social media, and… Show more Lead and manage the Marketing Communications Team for the National Youth Council (NYC), spearheading communications strategies for its flagship programmes, including Outward Bound Singapore (OBS) and Youth Corps Singapore. Drove efforts to elevate brand visibility through marketing campaigns, targeted outreach, and multi-channel communications. Tailored marketing assets to resonate with diverse youth demographics and stakeholders, utilising digital platforms, social media, and traditional media. Key Highlight: Conceptualised and led the successful brand relaunch of Youthopia, a digital platform dedicated to youth-oriented topics, events, and initiatives. Collaborated with Mighty Jaxx, an award-winning integrated future culture platform that designs and produces collectibles, on the development and launch of the Youthopia Icon, to increase brand recognition and deepen engagement with Singapore’s youth audience. Show less

Lead and manage the Marketing Communications Team for NYC, spearheading communications strategies for its flagship programmes, including OBS and Youth Corps. Key Highlight: Conceptualised and successfully delivered the year-long Outward Bound Singapore’s 50th Anniversary campaign in-house. Shortlisted as one of the finalist for the “Best Government Sector PR Campaign” category at the annual PR Awards in 2018.

Deliver 360 communications campaigns for NYC and its Signature Programmes, OBS and Youth Corps.Developed branding and marketing strategies that effectively positioned the organisation within the youth community and the youth sector. Managed the in-house social media presence to ensure cohesive and engaging brand messaging across all platforms.Key Highlight: Led the rebranding and campaign development for NYC's SHINE Festival in 2015, transforming it into a vibrant platform that… Show more Deliver 360 communications campaigns for NYC and its Signature Programmes, OBS and Youth Corps.Developed branding and marketing strategies that effectively positioned the organisation within the youth community and the youth sector. Managed the in-house social media presence to ensure cohesive and engaging brand messaging across all platforms.Key Highlight: Led the rebranding and campaign development for NYC's SHINE Festival in 2015, transforming it into a vibrant platform that empowered youth to showcase their talents and engage with their community. Developed an integrated marketing strategy that enhanced visibility and participation, spotlighting diverse activities such as performances, workshops, and interactive sessions tailored to youth interests. Conferred the Silver Award for the “Best Event – Branding” category at The Marketing Events Awards in 2016. Also conferred the Gold Award for both “Best Event - Digital Integration” and “Best Event - Multi-Channel” categories. Show less

Manage digital communications for NYC's signature programmes and oversaw in-house social media presence, ensuring a cohesive brand narrative across all platforms.Developed comprehensive digital engagement plans for NYC and its signature programmes that aligned with the organisation's holistic communication strategy. Ensured consistent representation of the NYC brand both online and offline by creating a suite of design templates and editorial guidelines.Key Highlight: Revamped… Show more Manage digital communications for NYC's signature programmes and oversaw in-house social media presence, ensuring a cohesive brand narrative across all platforms.Developed comprehensive digital engagement plans for NYC and its signature programmes that aligned with the organisation's holistic communication strategy. Ensured consistent representation of the NYC brand both online and offline by creating a suite of design templates and editorial guidelines.Key Highlight: Revamped the NYC website during its transition to an autonomous agency in late 2014, enhancing its design and functionality to better reflect the organisation's vibrancy and commitment to youth engagement for its launch on 1 January 2025. Show less

Lead the reorganisation of the Marketing Team at *SCAPE, aligning its efforts with the broader Somerset Belt Masterplan. Worked closely with senior leadership to restructure roles, optimise resources and workflows, and ensure strategic alignment between *SCAPE's marketing initiatives and the long-term vision for youth engagement and community development in the Somerset Belt.Key highlight: Led the marketing and programme development for Nightflix Somerset, an innovative outdoor… Show more Lead the reorganisation of the Marketing Team at *SCAPE, aligning its efforts with the broader Somerset Belt Masterplan. Worked closely with senior leadership to restructure roles, optimise resources and workflows, and ensure strategic alignment between *SCAPE's marketing initiatives and the long-term vision for youth engagement and community development in the Somerset Belt.Key highlight: Led the marketing and programme development for Nightflix Somerset, an innovative outdoor cinema experience designed to engage the community and showcase youth talents. Positioned Nightflix Somerset as a key monthly entertainment offering in the belt, reinforcing SCAPE's commitment to youth engagement and cultural vibrancy. Show less

Lead the development of new media engagement strategy and marketing communications efforts for the Singapore Silver Pages (SSP).Spearheaded the development of content and partnership strategy SSP v2.0 Portal and related below-the-line caregiver resources. Guided the development of the Eldercare locator mobile application for SSP.Key Highlight: Developed social media strategy and guidelines for its Caregiving Facebook Community (Carers SG) and achieved more than 3,000 followers… Show more Lead the development of new media engagement strategy and marketing communications efforts for the Singapore Silver Pages (SSP).Spearheaded the development of content and partnership strategy SSP v2.0 Portal and related below-the-line caregiver resources. Guided the development of the Eldercare locator mobile application for SSP.Key Highlight: Developed social media strategy and guidelines for its Caregiving Facebook Community (Carers SG) and achieved more than 3,000 followers within 2 months from launch date. Show less

Serve as a new media strategist for the Health Promotion Board (HPB), leading social media engagement for nationwide health promotion programmes.Actively contributed to through-the-line communications planning, development, and execution for the annual National Smoking Control Campaign in 2009, 2010, and 2011, focusing on integrated strategies that effectively communicated the campaign's message. Also managed the annual digital creative budget worth more than SGD$500,000 for Youth… Show more Serve as a new media strategist for the Health Promotion Board (HPB), leading social media engagement for nationwide health promotion programmes.Actively contributed to through-the-line communications planning, development, and execution for the annual National Smoking Control Campaign in 2009, 2010, and 2011, focusing on integrated strategies that effectively communicated the campaign's message. Also managed the annual digital creative budget worth more than SGD$500,000 for Youth Health Promotion.Key highlight: Led the digital engagement and community building for the I Quit campaign. Developed and implemented digital strategies that fostered a supportive community for individuals seeking to quit smoking. Show less

Responsible for supporting marketing communications for nation-wide national education programmes. Actively involved in the Through-The-Line communications planning, development and execution for the annual Total Defence Campaign in 2006, 2007 and 2008, as well as co-developed outreach programmes, such as the Total Defence Tours for the MINDEF/SAF units and Total Defence Badge Programme for the Uniformed Groups, to augment the annual campaign efforts.Key Highlight:… Show more Responsible for supporting marketing communications for nation-wide national education programmes. Actively involved in the Through-The-Line communications planning, development and execution for the annual Total Defence Campaign in 2006, 2007 and 2008, as well as co-developed outreach programmes, such as the Total Defence Tours for the MINDEF/SAF units and Total Defence Badge Programme for the Uniformed Groups, to augment the annual campaign efforts.Key Highlight: Conceptualised and developed high profile “N.E.mation! - Total Defence Animation Competition” public education campaign concept in 2006. Show less