Amanda Tan

Experience

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  Cheers Connect International

  Aug 2008 - Jun 2011

  Senior Facilitator

  I was a trained senior facilitator with Cheers Connect International, during which I facilitated in many team-building and self-improvement workshops for both schools and corporate sectors.Throughout my three years with the company, I've worked with a great number of groups on challenge courses for team-building exercise that are designed to foster relationships. I also guided groups on matters relating to leadership, problem solving and communications.

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  Hill & Knowlton Strategies

  Jun 2011 - Dec 2011

  Intern

  During my internship at Hill+Knowlton Strategies, I supported both the Technology and Digital teams. My daily responsibility includes tracking and analysing media coverage to ensure that a clear, positive and accurate message of my clients' products and services is portrayed. I worked together with my team to develop press kits, contact reports， and activity reports for high profile campaigns such as the MNet Asia Music Award 2011, and the LG Optimus 3D Launch, which resulted in more than 4 million dollars worth of PR value generated for the latter. Show less

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  Eden Strategy Institute, LLP.

  Jul 2013 - Jul 2015

  Strategy Analyst

  I was a Strategy Analyst at Eden Strategy Institute. I monitored and anticipated industry trends through in-depth market research, interviews, and translated areas of untapped market potential into specific strategy and tactical initiative for multinationals. I worked extensively with key clients in the Healthcare, Education, Non-profit, and Public Service space across the Asia Pacific region. • Developed market entry strategies for Covidien's lung cancer diagnostic device in China, Taiwan, and Korea• Assessed the impact and effectiveness of the ICV programme for SPRING Singapore, to identify feasible recommendations for review in the programme policies, processes, communications to stakeholders, scope and coverage of services, as well as existing expertise and quality of projects• Conceptualised a rebranding strategy for First Media Design School through gap identification, local and global competitive analysis, as well as in-depth interviews with its various stakeholders• Designed and conducted a co-creation workshop for some 50 public officers from multiple agencies to improve the public transport experience of elders and families with children• Planned and facilitated strategy development workshops and Design Thinking conferences for multilateral organizations and government agencies Show less

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  Resorts World Sentosa

  Oct 2015 - Oct 2018

  Senior Executive, Resort Marketing

  I was a Senior Executive at Resorts World Sentosa. As part of the Regional Marketing Team, I took care of the resort's branding and marketing efforts across various key markets such as Indonesia, Thailand, Vietnam, and India, Prior to this, I managed the Post Arrival Segment and MasterCard Regional Partnership. During my three years with Resorts World Sentosa, • I analysed market trends through primary and secondary research and translated consumer travelling insights into strategic decisions for tactical campaigns, with the objective of driving awareness, interests, footfall, web traffic, and sales conversions • Devised and executed innovative marketing campaigns and promotions with airline, banking, and media partners to attract free independent travelers to visit the resort. Example of past successful campaigns include - Jetstar Post Arrival Halloween Campaign (exceeded sales target by 150%) - Indonesia Michelin Trail Media Campaign (achieved PR value of $163k, ROI 11.2) - Mastercard 2016 Joint Campaign (exceeded sales target by 156%) - Ronan Keating Regional Campaign (exceeded day target by 168%)• Worked closely with both internal business units and external partners to develop marketing collateral (including in-market branded content) that are in line with Resorts World Sentosa's brand guidelines and licensed intellectual properties Show less

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  Health Promotion Board

  Nov 2018 - Feb 2022

  Manager, Marketing for Healthy Lifestyle

  I was a Marketing Manager at Health Promotion Board. As part of the Corporate Marketing Division - Healthy Lifestyle Team, I took care of all nationwide marketing campaigns related to physical activity and weight management.Some of the campaigns that I have previously managed includeNational Steps Challenge Season 4 & 5• Spearheaded the strategic planning & creative conceptualisation, website UI & UX development, through-the-line marketing execution, and community management for the campaign• Consistently exceeded the targeted sign-up numbers with double digit annual growth in participation• Received awards & recognition for effective planning & execution of media buy MARKies (Most Effective Use Out-of-Home, Bronze) AMEC Award (Most effective planning, Research & Evaluation, Bronze) LumiHealth• Part of the core marketing team for LumiHealth, a national health initiative between Singapore & Apple. HPB is the appointed driver for this project, and the team was handpicked from various departments to support this project• Played an integral role in the 360-marketing execution for this campaign, from development of go-to-market strategy, creation of film and visual, planning of activations, and execution of through-the-line media buy• Fronted all discussion & coordination for this campaign - with internal upper management (up to CEO's level), and with external stakeholders such as Apple, media & creative agency• Received award & recognition for effective planning & execution of media buy in the MARKies Award 2021(Most Effective Use Government Sector/ Non-profit marketing, Silver)Live Healthy SG• This was a collaboration with Fitbit, in support of HPB's strategic move towards precision public health• Played a pivotal role in managing all marketing-related matters of Live Healthy SG & collaboration with Fitbit Show less

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  Changi Airport Group

  Feb 2022 - now

  Manager, Corporate & Marketing Communications

  I am currently with the Corporate and Marketing Communications Division.I take care of 360-marketing communications for the China and Vietnam markets.