Wendy Tay Email & Phone Number

Singapore

Singapore

1) Lead, strategise and implement new growth areas for Parent Engagement - ranging from offline programmes and strategic partnerships to online digital marketing and content development, with the aim to achieve healthier living for children and youth through their parents and caregivers. (Supported by three direct report)2) Conceptualise always-on marketing and outreach efforts (such as HPB’s inaugural Role Modelling Campaign) to accelerate the awareness of Parent Hub and its relevant contentNotable Achievements:. Won the Silver Award (Best Consumer Event: Health / Wellness / Fitness) in the Marketing Events Awards 2024 for “You Are Your Child First Influencer”

1) Sectoral lead for Food Services,Beverage and Spa & Beauty overseeing the tender, grant and account managing of key IHLs and CET training partners to develop sectoral capabilities 2) Partnered with strategic industry partners to identify and support sectoral manpower development needs that are aligned with the industry transformation maps3) Conducted market analysis to identify best-in-class partners and enterprises to develop capabilities in priority and emerging skills areas4) Worked with external stakeholders (e.g. industry associations, unions, training providers) and government agencies to implement strategies to support transformation efforts 5) Performed contract management activities such as negotiating scope of partnership with training partners, preparing grant budget proposals and contractual agreements

Strategic Partnerships and Marketing (specialising in Commercial and Content collaborations)1) Key lead for on-boarding and managing key revenue-generating commercial partnerships as part of Mediacorp Partner Network (MPN) - (supported by two direct reports) 2) Single point of contact for the 8 strategic media partners (eg: ESPN, 99co, theAsianparents, Mothership etc) under the MPN vertical and work closely with management to build a strong brand across key stakeholder groups3) Conceptualised and executed media launches, marketing and creative assets (such as TVC creation, scripting and monthly MPN playbook) to raise awareness of the digital & partner network4) Managed overall P&L by liaising with Digital Sales, Commercial Sales & Ops & Product teams and strategising the go-to-market plans. 5) Led monthly partner business reporting, planning, client solutioning and growth mapping, in addition to marketing campaign reporting, revenue recognition & reconciliation and media support6) Led negotiations for the partnerships, managed contractual relationships and obligations with Legal, Finance & Ad Tech, and organising product trainings across internal and external stakeholders. Notable Project & Achievements:. Awarded the Best Newcomer (2020) in recognition for on-boarded three new digital partners (theAsianparent, Mothership and Popcorn)

Singapore

1) Drove brand equity across platforms (online and offline) and amplify key messages to various activations for different target audiences (supported by two direct report)2) Spearheaded 360 integrated marketing campaigns, execution and optimisation across media channels through consumer insights. 3) Led and managed day-to-day operations related to marketing and branding, ensuring that thematic campaigns or ads by other divisions are consistent and aligned with PA’s mission, master brand logo and key messages.Notable projects: - Pay It Easy (Smart Nation) Campaign- Launch of new Residents’ Network branding

Marketing and Communications 1) Helmed yearly 360 integrated marketing campaigns for nationwide events (ie: SEA Games & ASEAN Para Games, Olympic & Paralympic Games) - to build brand awareness of Team Singapore (supported by two direct report)2) Led and strategised through-the-line marketing messaging, managed cross-functional communications to ensure effective implementation of the campaigns and achieved deliverables across online & offline platforms (eg: #OneTeamSG). 3) Worked closely with research unit to achieve evidence-based planning and ensure all KPIs are met (eg: sports index for national pride and participation). Digital and Social Media Content Management 1) Content curation and developed content pillars for Team Singapore website and social platforms such as Facebook and Instagram to increase fan base and engagements (achieved an increase from 20k to 90k).2) Conceptualised and implemented digital campaigns to achieve higher engagements across all Team Singapore digital platforms (eg: increase web visitors, reduce bounce rate and generate leads for fan base).Events and Partnerships1) Established strategic partnerships with National Day committee, ministries, corporates, schools and communities to profile the brand and athletes effectively through community activations and programming. (Other notable partners: MediaCorp, Singtel and CapitaMalls) 2) Collaborated with local fashion labels such as dENiZEN and Giordano Singapore for the yearly launch of Singapore Jersey (through Fashion Runway) and organised media event and pop-up stores (achieved a high sell-through rate of 85-90%)Notable Achievements:- Won the Bronze Award (Government Sector) in the PR Award 2014 for Team Singapore “Together We Are Stronger” Campaign- Won the Gold Award (Outstanding PR and communications for Sports and Lifestyle category) in the Asia-Pacific Excellence Awards 2015 for Team Singapore Brand Campaign “Your Voice Changes the Game”(#OneTeamSG movement)

1) Account servicing for MediaCorp's Entertainment and Lifestyle magazines (8 Days, i-weekly & FHM), hitting 150% target each quarter. 2) Proposed effective marketing & advertising solutions to key clients such as Shopping Malls, Fashion Retail, Online Gaming (eg: Wisma Food Guide, Kia Fashion Shoot, AmK Hub Fashion Catalog)

1) Organised and implemented marketing campaigns for TV12 programmes.2) Developed marketing sponsorship and bundled packages.3) Sourced and liaised with vendors on marketing collaterals.4) Assisted Vizpro Entertainment on the execution of concerts.5) Conducted market research and analysis for Suria Channel