<ul><li>Provided services in digital PR, social media marketing and management, marketing copywriting, web and SEO copywriting, influencer campaigns and management, and content creation (basic design and video).</li><li>Crafted narratives for web, social media, and PR in diverse industries including recruitment, financial services, consumer goods, sports, and fitness.</li><li>Managed and monitored social media channels for Singapore Ministry of Manpower (MOM), reporting to MOM marketing team and agency.</li><li>Produced effective resumes, cover letters, and LinkedIn profiles; helped job seekers define career narratives, untangle complicated work histories, and bring out their best strengths.</li><li>Wrote commentary for 2020 and 2019 Kelly Services Salary Guides for Hong Kong, Indonesia, Singapore, and Thailand. Conducted research on employment landscape, trends, and developments for ten industry sectors per market.</li><li>Awarded content marketing contract for ResumeWriter Singapore. Exceeded performance expectations within two months, and conferred expanded scope to direct marketing for Malaysia and Hong Kong, spanning social media (organic and paid), search engine marketing, and email marketing.</li><li>Clients: Kelly Services, Prudential, Beam Suntory, Singapore Ministry of Manpower, ResumeWriter Asia, and The Moving Body Group, among others.</li></ul>

Digital PR Consultant, Digital Marketer, & Copywriter

ResumeWriter is a regional resume writing company with operations in Singapore, Hong Kong, and Malaysia. The firm also provides outplacement services and job search support.<ul><li>Led marketing strategy for ResumeWriter Asia (SG, HK, and MY), driving content marketing and social media marketing, and reporting directly to CEO.</li><li>Set content direction, directed and implemented SEO strategy, conducted keyword research, and managed freelance writers. Reviewed, edited, and wrote articles for content hub.</li><li>Analyzed marketing channel performance and research industry trends to ensure content, social media, and email marketing strategies are constantly optimized.</li><li>Increased overall Singapore site traffic by 86% within one month (April to May 2020), growing organic traffic by 73%.</li><li>Initiated blog redesign, slashing bounce rate from 17% to 1% (March to May 2020), and increasing average session duration by 36%.</li></ul>

Marketing Manager

Current Global is the integrated marketing arm of global communications agency Weber Shandwick.&nbsp;<ul><li>Managed adidas Singapore’s integrated marketing campaigns for running, women’s training and lifestyle categories, working closely with 5-member team and adidas’ head of marketing.</li><li>Conceptualized and planned adidas brand activations spanning consumer (over 300 pax) lifestyle and running events, in-store activations, and influencer campaigns, overseeing up to SGD100,000 campaign budgets. Coordinated with event and social media agencies, adidas’ internal stakeholders and partners, and vendors.</li><li>Maintained relationships with over 70 adidas brand ambassadors and influencers, handled contract negotiations.</li><li>Supported Aviva Singapore’s integrated PR and social media program; pitched and secured media stories, crafted press materials and briefing notes, built relationships with key media, developed social media content, ran social media ads, prepared creative briefs, and liaised with design team.</li><li>Handled global multi-market coordination for Temasek Holdings across more than ten agencies.</li><li>Delivered high-impact marketing campaigns enabling adidas to eclipse top competitor in local Net Promoter Score (NPS) rankings – historic first for brand in Singapore. [NPS measures customer loyalty].</li><li>Attained three marketing and PR industry awards with adidas Singapore, as part of core agency team.</li><li>Clients: adidas Singapore, Aviva, Temasek, and J&amp;J (DCL and Labo Labo).</li></ul>

Senior Associate

<ul><li>Managed teams of two to three driving PR and social media strategy for key regional and local accounts across B2B technology, consumer goods, corporate, government, and sports industries.</li><li>Oversaw PR program for SES Satellite across APAC and EMEA, managing over six network agencies, and handling multi-market coordination and briefings. Developed SES’s global and market-specific communications messaging, following organizational restructuring.</li><li>Spearheaded always-on PR program for Republic Polytechnic, cultivated and maintained relationships with key local media, and leveraged student and faculty profiles to drive compelling media stories.</li><li>Authored commentaries for Procter &amp; Gamble’s Asia-Pacific C-suite executives. Supported executive profiling and corporate media relations programs. Completed three-month secondment with Procter &amp; Gamble’s regional communications team, facilitating internal and external communications and events.</li><li>Developed social media (Facebook and LinkedIn) content for Singapore Ministry of Manpower (MOM), wrote creative briefs, conducted MOM interviews at more than 50 industry and MOM events, and coordinated with influencers, content partners, internal and external stakeholders.</li><li>Led social media content creation for ASICS, ASICSTIGER, and Onitsuka Tiger across Facebook and Instagram. Localized global assets and wrote social copy for Singapore and SEA markets. Worked closely with ASICS’ digital marketing team.</li><li>Drove MOM's Facebook follower growth by 93% to 230,000 and LinkedIn audience by 35% over 1.5 years, by creating effective content that resonated with core audiences.</li><li>Secured annual PR retainer renewal (valued up to SGD220,000) for key accounts, SES Satellite and Republic Polytechnic. Grew business from SES Satellite, expanding scope from APAC to include new projects in EMEA.</li><li>Increased Republic Polytechnic’s media share of voice YOY versus competitors. Attained over 90% media hit rate for institution’s milestone events over two years.</li></ul>

Designed blog feature image and wrote copy for ResumeWriter's blog.

ResumeWriter Blog Image CV Samples

Chloe Chen

Created feature image and wrote copy for Cover Letter Templates blog.

ResumeWriter Blog Feature Image Cover Letter Samples

Wrote copy and designed another blog feature image for ResumeWriter's Hong Kong Salary Guide blog.

ResumeWriter Blog Feature Image HK Salary Guide

Designed and wrote copy for an in-store poster promoting an adidas event at Suntec City.

adidas In-store Poster

Produced a commentary on LinkedIn for the executive vice president of global sales at SES Video.

A Satellite Perspective on the Launch of #NetflixEverywhere

Ghostwrote a commentary on LinkedIn for a P&G executive.

Connecting with Asian Consumers: Today, Tomorrow, and Beyond

Wrote and designed an email newsletter informing customers about adidas Singapore's Run for the Oceans event.

adidas Email Newsletter

Created another press release on 'Day vs Night' themed adidas Originals pop-up event.

adidas Originals Illuminates Creators of the Night at Nite Jogger: Its Never Too Late

Wrote a media release for adidas on its first-ever night run event, which was also the official launch of the brand’s latest running innovation, Pulseboost HD.

The Night Mile Pulseboost HD

Planned and created social copy and calendar for adidas Singapore's Run for the Oceans campaign.

adidas RFTO

Wrote copy and oversaw visual direction for adidas Singapore social media marketing campaign.

adidas Night Mile

Conceptualized and designed a social post for adidas promoting its Run for the Oceans event.

adidas Social Post

Developed copies and graphics for ResumeWriter's social ad campaigns.

ResumeWriter Social Ads

ResumeWriter Social Ad

Crafted a pull-up banner for Procter & Gamble.

P&G Pull-up Banner

Produced web copy for The Moving Body Group.

TMBG Website Copy

Conceptualized and designed the LinkedIn cover page for ResumeWriter.SG.

ResumeWriter LinkedIn Cover Image

Developed an all-in-one guide to the latest Singapore salaries, hiring trends, hottest jobs, and must-have skills across industries.

Ultimate Singapore Salary Guide | 2020 Edition

Wrote a step-by-step guide on how to write a cover letter with detailed examples, cover letter samples, and free downloadable cover letter templates.

How to Write a Cover Letter in 2020 | Your Ultimate Cover Letter Guide

Created a step-by-step guide on how to write a resume with detailed resume examples, resume samples, and free downloadable resume templates.

How to Write a Winning Resume in 2020 | Your Ultimate CV Guide

English (British)

Chloe Chen is a social media marketer, digital marketer, and copywriter with over five years of experience driving integrated marketing and communications strategy for brands across APAC. She was an associate consultant at MSLGroup, where she drove PR strategy for regional and local accounts across B2B tech, consumer goods, corporate, government, and sports industries. At Weber Shandwick, she planned and executed social media campaigns for large clients such as adidas Singapore, Aviva, Temasek, and J&J (DCL and Labo Labo). Her technical skills include Google Analytics, Google Ads, social media analytics (Facebook and LinkedIn), Ahrefs, Sprout Social, and Adobe Creative Suite.

Chloe Chen

Employment Highlights

Education Highlights

Portfolio

ResumeWriter Blog Image CV Samples

ResumeWriter Blog Feature Image Cover Letter Samples

ResumeWriter Blog Feature Image HK Salary Guide

adidas In-store Poster

A Satellite Perspective on the Launch of #NetflixEverywhere

Connecting with Asian Consumers: Today, Tomorrow, and Beyond

ResumeWriter Blog Image CV Samples

ResumeWriter Blog Feature Image Cover Letter Samples

ResumeWriter Blog Feature Image HK Salary Guide

adidas In-store Poster

A Satellite Perspective on the Launch of #NetflixEverywhere

Connecting with Asian Consumers: Today, Tomorrow, and Beyond