Nov 2018 – Oct 2022 · 3 yrs 11 mos · Singapore

• “We are what we repeatedly do. Excellence then, is not an act, but a habit” - Aristotle
• I drive consistent media outreach through integrated communication and marketing plans to help both businesses and consumers adopt technology, upscale to 5G seamlessly and benefit from the full value of connectivity - Technology for Good.

Jan 2018 – Aug 2018 · 7 mos · Singapore

• "Culture eats Strategy for Breakfast" - Peter Drucker.
• I support change management by establishing a localised communications strategy with a structured plan and simplified processes, leveraging traditional and online platforms to drive employee engagement to adapt to digital disruption.

Sep 2015 – Dec 2017 · 2 yrs 3 mos · Singapore

• "Our life is frittered away by detail. Simplify, Simplify" - Henry David Thoreau
• I break down complex jargon into meaningful tech stories that are localised for different media and cultural landscapes in Asia Pacific, with news angles to support the global and regional business strategy.
• Reuse, Repurpose, Recycle: I repackage PR content for multiple external and internal channels ranging from marketing EDMs, customer testimonials, leader blogs, social media platforms to internal employee engagement emailers.

Jun 2013 – Aug 2015 · 2 yrs 2 mos · Singapore

• "The only thing that is constant is Change" - Heraclitus
• I implemented a proactive media approach worldwide for traditional aircraft Maintenance, Repair & Overhaul activity for the commercial and military sector, as well as a new range of businesses (pilot training, wireless in-flight entertainment systems, business jet charter etc).
• Digitisation - the fourth industrial revolution: I revamped the daily news monitoring system from a manual compilation process to an online solution, increasing productivity and efficiency for the communications team.

Jan 2010 – Dec 2012 · 2 yrs 11 mos · Beijing, China

• "Think local, act global" - Intercultural Marketing
• I created a department from scratch by customising Airbus Helicopter's global communications plan for the Chinese business and cultural context (with a localised advertising campaign as well as bilingual PR content, marketing collaterals and digital platforms).
• Connecting the dots: I was tasked to create an integrated brand name for Airbus Group and to enhance visibility for the helicopter, satellite and communications network sectors in addition to the commercial plane business.

Jul 2007 – Dec 2009 · 2 yrs 5 mos

• "Think global, act local" - Patrick Geddes
• I was posted to Airbus Helicopter's head office in France to expand the geographical expertise of the media relations team for APAC. I worked with executives across all levels and functions to execute a strategic media plan and created a network of PR agencies to optimise coverage for the different markets.
• Damage control: I was part of a task force to establish crisis communication guidelines for over 20 scenarios of media crises ranging from factory accidents, helicopter crashes, mis-managed military tenders to commercial corruption cases.

Mar 2004 – Jul 2007 · 3 yrs 4 mos

• Starting from ground zero: I pioneered the corporate communications portfolio in the Singaporean subsidiary, by creating company collaterals, corporate website and intranet as well as by organising internal and external events (airshows, technical seminars, helicopter deliveries, MOU signatures with academic institutions) that were compliant to global corporate protocol in France.