History

Crisis Communications Experience:

• Singapore 2006 (Annual Meetings of the IMF and World Bank Group Boards of Governors) – handling media queries on issues related to the accommodation needs of S2006 delegates; security (civil society organizations and demonstrations), and the impact of S2006 on the availability of MICE space and facilities.
  

• Singapore Education brand – handling media queries and strategizing/drafting external communications (press statements) on private school closures in Vietnam and Singapore, and the closure of the University of New South Wales (UNSW), and conceptualizing crisis communications SOPs to facilitate inter-governmental response to private school closures.
  

• Integrated Resorts – Coordinating and synchronizing whole-of-government issues management and comms efforts across multiple agencies and ministries; Deputy chair of the Integrated Resorts Steering Committee Publicity and Comms Taskforce.
  

Arts (Lifestyle & Events)

• As Head (Assistant Director) of the Arts Department, I was in charge of managing a team of managers and senior officers, evaluating local and international sponsorship proposals and opportunities, disbursing funds and tax incentive schemes, facilitating and fine-tuning regulatory policies, cultivating international media relations and organizing media familiarization visits, as well as providing creative conceptualization, project implementation, and sponsorship, media, marketing and communications support to event organizers who stage high-profile visual and performing arts events in Singapore such as the annual world music festival, WOMAD Singapore (August); Cirque Du Soleil’s Quidam (September 2005); blockbuster musicals like MAMMA MIA! (September – November 2004) and art exhibitions eg Botero in Singapore (Dec 2004 to Feb 2005).
  

• I was also responsible for garnering International Media Value through media familiarization visits which I strategized and organized. Examples of overseas media from which I have extracted significant media coverage include International Herald Tribune, CCTV (China), Newsweek, New York Times and BBC. 
  

• Concurrently, I led a team dedicated to the retrofitting of Capitol Theatre into a world-class performing arts venue. This involved commissioning feasibility studies from theatre consultants and real estate developers such as Knight Frank, and soliciting and engaging potential private international and local investors, and JV partners eg CapitaLand.
  

Leisure Marketing & Event Management

• In my appointment as Assistant Director (Leisure Marketing & Event Management), from 1 September 2005 to 1 March 2006, I was responsible for international A & P (above-the-line and below-the-line) campaigns and initiatives, as well as pre-and post-arrival marketing strategies of the Leisure Group, STB.
  

The key marketing campaigns and programmes which I conceptualized and executed:

• Premium Plus Season – A conglomeration of high-calibre events which appeal to a coveted customer segment dubbed the Premium Plus visitors or high net worth individuals. 
  
• Retail, F & B and Attractions deals and promotions customized for the delegates of the 2006 Annual Meetings of the IMF and World Bank Group 
  
• Oversee the production of key collaterals such as the first-ever Muslim Visitors Guide, the Highly Mobile Individuals guide, Wine & Dine guide and the Shopping Guide, etc.
  
• Supervise the smooth implementation and daily operational functions of the first-of-its-kind Visa-Free Transit Passenger programme at Changi Airport.