Coleen Tan
Public Relations Specialist

Coleen Tan

Past clients include Marc Jacobs, AirAsia, KOHLER, & foodpanda.
Work with Coleen Work with a Public Relations Specialist

About

Coleen Tan is a PR and communications specialist with experience developing campaigns and content for brands across various industries, including beauty, travel and hospitality, luxury, lifestyle, fashion, entertainment, and F&B. At W Communications, she planned and executed the award-winning ‘AirAsia Holiday Quickies Campaign’, which won the 2019 Asia-Pacific Gold SABRE Award. Her past clients include Marc Jacobs Beauty (SEA), Banyan Tree Essentials, Estée Lauder TR, Air France-KLM, AirAsia, Bawah Reserve, KOHLER, foodpanda, Etude House, Krispy Kreme, and more global brands.

Employment

5 roles
Oct 2016 - Oct 2019 3 years
Senior Account Director
W Communications

W Communications is an award-winning PR and creative agency based in Singapore.

  • Led and nurtured a team of five as part of my role as senior account director across multiple accounts.
  • Served as consumer practice lead on account, including planning, implementation, and execution of strategic PR and social media initiatives and campaigns (local and regional).
  • Provided client support, including issues management, media training, engagement of multiple stakeholders.
  • Developed communications materials, including press releases, fact sheets, executive and emcee speeches, interview briefing documents, boilerplates, and social media content calendars.
  • Created and implemented Casillero Del Diablo’s social media strategy, including community management and paid social media and influencer campaigns. Also oversaw planning and budget management to meet target KPIs.
  • Provided team management, including hiring, mentoring, and reviewing performance of team, capacity planning
  • Handled other responsibilities including business development, agency credentials deck development, and monthly agency newsletter updates.
  • Clients: Marc Jacobs Beauty (SEA), Alcheme Skincare, Banyan Tree Essentials, Bio-essence, mi the salon, Estée Lauder TR (Origins, Glamglow, Aveda), Air France-KLM, AirAsia, Bawah Reserve (covering SEA, AU, UK), Banyan Tree Holdings Ltd (Banyan Tree, Angsana, Cassia, Dhawa properties), Club Med, Genting Cruise Lines, Park Hotel Farrer Park, The Dalmore, KOHLER, Princess Yachts SEA, Casillero del Diablo, Downtown East, FaMA, foodpanda, happn, Le Noir MBS, Merci Marcel, OnTheList, and VisionBody.
Mar 2014 - Oct 2016 2 years 7 months
Account Manager
Touch & PR Events

Touch & PR Events is a consumer lifestyle PR agency in Singapore.

  • Developed, managed, and executed PR campaigns for clients in the beauty and lifestyle space.
  • Crafted press releases, media pitches, social media content calenders, executive speeches, and boilerplates.
  • Organized and coordinated overseas press junkets, as well as managed itinerary and media interviews for local and international spokespersons.
  • Client: Bella K-Beauty House, BRANCHÉ Hair & Nail, Crème Simon, Dermacare Medispa, Etude House, Imedeen, Jelly Bunny, Jermyn Street, Mary Kay, Sally Hansen, Spa Club, Sulwhasoo, Watsons, Za Cosmetics, DANONE (evian, Volvic, Badoit), Henri Charpentier, Krispy Kreme, POKKA, POMPOMPURIN Café, Riverside Grilled Fish, BOUNCE Singapore, Hello! Japan, Love & Co, and Pororo Park. 
Jan 2013 - Dec 2013 11 months
Contributing Writer
Asian Consumer Intelligence (Five by Fifty)

Asian Consumer Intelligence is the a trends platform based in AP focused on high growth Asian markets.

  • Contributed articles on innovative product launches and trends focused around Japan, Taiwan, China, and Korea.
  • Consolidated beauty and F&B trend reports for clients such as Esteé Lauder, Takasago, and Asahi.
Oct 2011 - Nov 2012 1 year 1 month
Web Content Editor
Five by Fifty

Five by Fifty, now Asian Consumer Intelligence, is a trend forecasting, research and innovation consultancy focused on the Asia-Pacific region.

  • Identified consumer trends and opportunities focused on the APAC region for clients such as Estée Lauder, Takasago, Asahi, Anheuser-Busch InBev, Pernod Ricard, Imperial Tobacco, and British American Tobacco.
  • Served as main content writer on the 5by50 website, where she managed and liaised with regional correspondents to ensure timely article submissions, in addition to proofreading/editing their articles.
  • Facilitated consumer immersion and trend safaris for clients, including Tokyo immersion trips that outline the state of Japanese consumer behavior and key trends that could impact the client’s industry.
Aug 2009 - Oct 2011 2 years 2 months
Senior Account Executive
Dunbar Jones & Associates

Dunbar Jones & Associates is an independent public relations firm that has been helping clients achieve business growth through strategic communications.

  • Drafted press releases, thought leadership articles, pitched news stories, press interviews, client servicing, reporting and media monitoring.
  • Assisted in copywriting and proofreading of content for Shunji Matsuo’s website.
  • Developed and executed Shunji Matsuo’s first bloggers campaign, and kickstarted the PR launch of BBC.com’s new travel website in Singapore through digital PR and bloggers engagement.
  • Clients: BBC World News (consumer and trade PR), BBC.com, Shunji Matsuo, Johnson & Johnson (Neutrogena, The Nicorette Quitters Run 2010), Element Art Space, fill-your-walls, Capitol Optical, Shinagawa LASIK Centre, Parkway Eye at Gleneagles, and I.Dental Surgeons.

Education

Sep 2006 - Jun 2009 2 years 9 months
Bachelor of Media, Media Studies & Journalism
Murdoch University
Sep 2002 - Jun 2005 2 years 9 months
Diploma in Business, Marketing & Corporate Communications
Temasek Polytechnic