Chloe Chen

• 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).
• Crafted narratives for web, social media, and PR in diverse industries including recruitment, financial services, consumer goods, sports, and fitness.
• Managed and monitored social media channels for Singapore Ministry of Manpower (MOM), reporting to MOM marketing team and agency.
• Produced effective resumes, cover letters, and LinkedIn profiles; helped job seekers define career narratives, untangle complicated work histories, and bring out their best strengths.
• 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.
• 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.
• Clients: Kelly Services, Prudential, Beam Suntory, Singapore Ministry of Manpower, ResumeWriter Asia, and The Moving Body Group, among others.

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.

• Led marketing strategy for ResumeWriter Asia (SG, HK, and MY), driving content marketing and social media marketing, and reporting directly to CEO.
• Set content direction, directed and implemented SEO strategy, conducted keyword research, and managed freelance writers. Reviewed, edited, and wrote articles for content hub.
• Analyzed marketing channel performance and research industry trends to ensure content, social media, and email marketing strategies are constantly optimized.
• Increased overall Singapore site traffic by 86% within one month (April to May 2020), growing organic traffic by 73%.
• Initiated blog redesign, slashing bounce rate from 17% to 1% (March to May 2020), and increasing average session duration by 36%.

Current Global is the integrated marketing arm of global communications agency Weber Shandwick. 

• 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.
• 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.
• Maintained relationships with over 70 adidas brand ambassadors and influencers, handled contract negotiations.
• 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.
• Handled global multi-market coordination for Temasek Holdings across more than ten agencies.
• 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].
• Attained three marketing and PR industry awards with adidas Singapore, as part of core agency team.
• Clients: adidas Singapore, Aviva, Temasek, and J&J (DCL and Labo Labo).

• 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.
• 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.
• 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.
• Authored commentaries for Procter & Gamble’s Asia-Pacific C-suite executives. Supported executive profiling and corporate media relations programs. Completed three-month secondment with Procter & Gamble’s regional communications team, facilitating internal and external communications and events.
• 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.
• 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.
• 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.
• 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.
• 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.