<ul><li>Developed data-driven brand, content, and social strategies for clients like Hilton, Singapore Tourism Board, Standard Chartered, and Singapore Airlines.</li><li>Created Hilton’s content strategy out of Singapore/APAC.</li><li>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.</li><li>Planned content partnerships globally for websites like VisitSingapore.com and Discover.Hilton.com.</li><li>Established robust but simple-to-execute content frameworks to ensure content planning and creation is of quality and utmost efficiency regardless of geographical location.</li><li>Spearheaded a newsroom model for monitoring and acting on to-the-minute trends. Led a team of nine in “war-room” setups.</li><li>Facilitated workshops and consultations for clients and potential client.</li><li>Formed an influencer profiling methodology for TBWA that was the basis for Singapore Tourism Board’s Passion Ambassadors campaign.</li><li>Spearheaded and created an e-commerce site to further sell strategic services to existing and potential clients.</li><li>Led the revamp of TBWA Singapore’s social channels.</li></ul>

Content Strategist

<ul><li>Worked as a content strategist for The Working Capitol and as a social media manager for Thomson-Reuters’ clients.</li><li>Conceptualized, coordinated, and created American Express’ branded content for their dining program.</li><li>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.</li><li>Acted as a social media consultant for individuals, and small- to medium-sized companies.</li></ul>

Writer, Editor & Content Strategist

HungryGoWhere is a food and drink portal in Singapore, published and operated by Singtel.<ul><li>Built HungryGoWhere’s editorial team and content from scratch.</li><li>Planned editorial calendar and commissioned freelancers; managed section editors and contract staff of ten; also forged content partnerships.</li><li>Worked across departments in Singtel, from sales and product to tech and marketing, to launch apps and web products.</li><li>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%.</li><li>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.</li><li>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.</li></ul>

Editor

Time Out is a Singapore's&nbsp;guide to restaurants, bars, theater, movies, shopping, events, activities, things to do, music, clubs, dance, and nightlife.<ul><li>Conceptualized, created story schedules, and published content for the monthly print magazine and website.</li><li>Created the editorial style guide.&nbsp;</li></ul>

Sections Editor

Created a food review of Meng Kee Satay Bee Hoon.

Meng Kee Satay Bee Hoon

Celine Asril

Developed social writing for various brands.

Branded and Social Media Content

Implemented qualitative and content gap analysis that helped win the pitch for Hilton.

Content Recommendations for Discover.Hilton.com

Developed content strategy for Standard Chartered such as the affluent audience.

Standard Chartered’s Affluent Audience

Strategized content and report of Singtel’s Hawker Heroes vs Gordon Ramsay campaign in 2013.

Gordon Ramsay vs Singapore's Hawker Heroes

Won the 'Rising Star of the Year - Strategic Planner' title at Hall of Fame Awards 2018.

Hall of Fame 2018 Winners

Conceptualized the campaign, and managed internal parties, external vendors, and budgets for HungryGoWhere's first awards campaign. Responsible for article and social media coverage on HungryGoWhere, and external media management for the campaign.

HungryGoWhere Voter's Choice Awards 2016

8 Stunning Presidential Suites in Singapore

Published an article on Forbes Travel Guide featuring hotels with 19th-century influences, Palladian structures, and black-and-white bungalows.

Why Singapore's Colonial Past Is a Big Tourism Pull Today

Created a portfolio highlighting various projects for several clients.

Portfolio

English (British)

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.

Celine Asril

Employment Highlights

Education Highlights

Portfolio

Meng Kee Satay Bee Hoon

Branded and Social Media Content

Content Recommendations for Discover.Hilton.com

Standard Chartered’s Affluent Audience

Gordon Ramsay vs Singapore's Hawker Heroes

Hall of Fame 2018 Winners

Meng Kee Satay Bee Hoon

Branded and Social Media Content

Content Recommendations for Discover.Hilton.com

Standard Chartered’s Affluent Audience

Gordon Ramsay vs Singapore's Hawker Heroes

Hall of Fame 2018 Winners