Sheena Chen

Experience

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  UOB Kay Hian

  Jan 2007 - Jan 2009

  Business Development Executive

  - Sold SGD 20 mil retail equity-linked notes in 3 months - Introduced and generated HNW accounts - Co-headed team of 20+ client service staff in compliance and best practices for portfolios affected by Lehman Brother's credit-linked structured product.

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  REGENT MEDIA LIMITED

  Jan 2009 - Jan 2011

  Journalist

  Content strategist, writer and advertorial planner for food&travel magazine

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  Self-Employed

  Jan 2011 - Jan 2014

  Content Strategist

  [ CONTRACTED CONTENT STRATEGIST ]Developed marketing and PR strategy and toolkits for STRIP Hong Kong and Shanghai (award-winning hair removal specialist with ventures in 9 countries), as well as digital content for Comwerks and Wunderman Singapore (WPP companies) on retainer contracts.[ FREELANCE JOURNALIST & EDITOR ]Wrote, edited and published feature stories, interviews, snips and advertorials for food, travel and fashion beats across major publications.Published in (off- and online) channels such as Lonely Planet (Asia), food&travel, Esquire Singapore, Time Out Singapore, escape! and Wheels Asia. Show less

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  Wunderman

  Sept 2014 - Dec 2015

  Digital Content Strategist

  Developed digital asset and targeted social media content strategy for Global Blue Chips to expand across APAC and ANZ. Clients include: adidas, Microsoft, P&G (Pantene, SKII), Unilever (Pond's), GSK (Physiogel, Sensodyne), Treasury Wine Estates, CPF board, RHB Bank

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  Shine Communications Group Shanghai

  Dec 2015 - Dec 2023

  Strategic planner for Global Blue Chips to penetrate and increase market share in China's Tier 1 & 2 cities through Brand building campaigns, Omnichannel activations and Experiential marketing.As lead Strategic Planner, I wrote proposals, pitched and won the following portfolio of clients:[ MOET HENNESSY DIAGEO CHINA ] Moët & Chandon - O2O activation for Rolex Masters SponsorshipHennessy VSOP (Two-year retention pitch win)- Omnichannel activation campaign for 2017 SKUHennessy Paradis Imperial & Hennessy XO (two-year retention pitch win)- Experiential activation in new dining channelGlenmorangie - Experiential marketing for Whisky L 2016Ardbeg - Brand PR launch for Whisky L 2016Krug & Dom Pérignon - Experiential marketing in new dining channelVeuve Clicquot - Brand building in new dining channel [ TREASURY WINE ESTATE ]Wolf Blass Yellow Label - Omnichannel Brand PR campaign[ OTHER CLIENTS ]- Perrier, Heineken, P&G, Lily, Carlsberg Group Show less

  • Director, Business & Strategy

    Sept 2017 - Dec 2023

  • Senior O2O Strategic Planner

    Dec 2015 - Dec 2023
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  Cheil Singapore RHQ

  Sept 2022 - now

  Director, Strategic Planning