Celine Asril
Content Strategist

Celine Asril

Outstanding content writer for AMEX & Singapore Airlines.
Work with Celine Work with a Content Strategist

About

An award-winning content strategist, editor, and writer, Celine Asril has over ten years of experience in both the digital and print media. She has led and innovated across titles and projects such as Time Out Singapore and HungryGoWhere (Singtel). As a content strategist, she has produced branded and social media content for companies like The Working Capitol, American Express, Singapore Tourism Board, Standard Chartered Bank, and Singapore Airlines. Her published works can be found on Forbes Travel Guide, Esquire Singapore, Thomson-Reuters, SC Luxury, Epicure, Wine & Dine, and Singapore Airlines’ Priority Magazine. Celine won the 'Rising Star of the Year - Strategic Planner' title at the 2018 Hall of Fame Awards.

Employment

4 roles
Aug 2016 - Present 9 years 9 months
Content Strategist
TBWA Group Singapore
  • Developed data-driven brand, content, and social strategies for clients like Hilton, Singapore Tourism Board, Standard Chartered, and Singapore Airlines.
  • Created Hilton’s content strategy out of Singapore/APAC.
  • Influenced Singapore Tourism Board’s global network of 26 business leaders to implement their ‘Passion Made Possible’ content strategy. Worked as the strategic lead for creating localized ‘Passion Made Possible’ content for Singapore Tourism Board’s markets, globally.
  • Planned content partnerships globally for websites like VisitSingapore.com and Discover.Hilton.com.
  • Established robust but simple-to-execute content frameworks to ensure content planning and creation is of quality and utmost efficiency regardless of geographical location.
  • Spearheaded a newsroom model for monitoring and acting on to-the-minute trends. Led a team of nine in “war-room” setups.
  • Facilitated workshops and consultations for clients and potential client.
  • Formed an influencer profiling methodology for TBWA that was the basis for Singapore Tourism Board’s Passion Ambassadors campaign.
  • Spearheaded and created an e-commerce site to further sell strategic services to existing and potential clients.
  • Led the revamp of TBWA Singapore’s social channels.
Aug 2015 - Aug 2016 1 year
Writer, Editor & Content Strategist
Independent
  • Worked as a content strategist for The Working Capitol and as a social media manager for Thomson-Reuters’ clients.
  • Conceptualized, coordinated, and created American Express’ branded content for their dining program.
  • Provided editorial writing for titles like Forbes Travel Guide, CNNgo, Esquire Singapore, The Peak Magazine, Epicure Asia, and various in-flight magazines like Priority Magazine (SIA) and Scoot.
  • Acted as a social media consultant for individuals, and small- to medium-sized companies.
May 2012 - Aug 2015 3 years 3 months
Editor
HungryGoWhere

HungryGoWhere is a food and drink portal in Singapore, published and operated by Singtel.

  • Built HungryGoWhere’s editorial team and content from scratch.
  • Planned editorial calendar and commissioned freelancers; managed section editors and contract staff of ten; also forged content partnerships.
  • Worked across departments in Singtel, from sales and product to tech and marketing, to launch apps and web products.
  • Increased HungryGoWhere’s page views by almost three times in three years to 7.4 million per month; doubled unique users; and grew pages per session by 30%.
  • Managed and grew official social media accounts such as Facebook page followers increased organically by five folds, Twitter increased by four times, and founded the Instagram account in October 2012 and grew it organically to 17,000 followers in less than two years.
  • Handled ‘HungryGoWhere Awards: Eat-lections 2015’ campaign (budget $450,000); strategized content and report of Singtel’s Hawker Heroes vs Gordon Ramsay campaign in 2013.
Dec 2009 - May 2012 2 years 5 months
Sections Editor
Time Out Singapore

Time Out is a Singapore's guide to restaurants, bars, theater, movies, shopping, events, activities, things to do, music, clubs, dance, and nightlife.

  • Conceptualized, created story schedules, and published content for the monthly print magazine and website.
  • Created the editorial style guide. 

Education

Bachelor of Arts, English
University of British Columbia
Postgraduate Diploma, Journalism
London School of Journalism

Portfolio

10 items