Annabelle M.

Directed a team of two, strategically overseeing marketing communications for nine properties across five brands, ensuring impactful and consistent brand messaging. Led all pre-opening marketing communications for Quincy House Singapore (opened Oct 2024), developing and executing the comprehensive launch strategy. Secured over 150 media placements (online, social, broadcast) within three months of opening Quincy House, generating over $1.2 million in PR value. Spearheaded the Quincy House opening event, managing all aspects from concept to execution for 30+ media attendees, resulting in strong positive coverage. Managed 74 media and KOL stays around the opening, strategically combining organic and paid efforts to ensure sustained positive media coverage. Managed and optimized ten A&P budgets (one cluster, nine individual property budgets), ensuring effective resource allocation and maximising ROAS.

Spearheaded all pre-opening marketing communications strategies for the hotel, opened Oct 2023. Played a pivotal role in the development of comprehensive launch materials, establishing the brand identity and market positioning, including the 3 F&B outlets that each has their own identity. Directed media relations - press releases, media pitches and 30 media FAM trips to generate positive publicity. Securing more than 350 coverages across print, online and social platforms with a total PR Reach of more than 160 mil and more than S$5.2 mil PR Value. Served as primary contact point for local media. Managed social media platforms and grew the hotel's (inc F&B) online presence, resulting in a 50% increase in followers and engagement. Designed and executed content marketing strategies resulting in a notable 30% surge in website traffic within a span of just 5 months. Collaborated with cross-functional teams to create and deliver persuasive marketing collateral, leading to a 25% increase in covers and 20% increase in sales lead generation. Led the team in marketing channel expansion and secured key partnerships.

Formulate the marketing strategies for 8 properties across 4 different brands. Supervises and mentors a team of two, a Marcom executive and an intern. Leading the marcom aspect for the pre-opening of two properties opening in 2024 and 2026. Actively garnered industry awards such as Travel Weekly Asia Readers’ Choice, TTG Travel Awards, Expat Living Readers’ Choice, World Travel Awards, TripAdvisor Travelers’ Choice. Maximised the advertising and promotion budget for the whole cluster to achieve visibility and results through paid advertising: Search Engine Marketing, Advertorials, Social media marketing, and organic advertising: Informative blogs / write-ups on websites. Established and maintained strong industry contacts with media, vendors and agencies. Effectively executed multiple concurrent projects - advertising, property photoshoot, video shoots, formulating stay package campaigns, collateral.

Lead the entire marketing communications initiatives for the rebranding of Adina Serviced Apartments Singapore Orchard in 2022, including spearheading the successful launch event. Organised FAM stays for 18 media and KOLs and secured almost $420,000 in PR Value and almost 54,000,000 in PR Reach. Coordinated targeted PR outreach and secured coverages with leading media titles through direct communication. Developed key partnerships with 27 local businesses in the surrounding community to promote guest engagement in line with brand pillars. Responsible for sourcing practical and innovative corporate gifts, which generated positive feedback from sales clients.

Assisted in pre-opening marketing activities leading up to the launch of 4 new properties in 2019 and worked very closely with external agencies. Responsible for marketing activities of 10 properties. Developed creative visuals including edms and sales collaterals. Pre-opening member for Connect@Changi, the world’s first quarantine-free business accommodation during COVID-19. Responsibilities include: curating IPTV content, collateral designs and coordinating PR efforts for the launch ceremony. Co-organised Fashion Experience campaign at Ascott Orchard - a series of workshop activation across 6 months. Responsible for hosting 15 regional and local media and KOLs, planning the workshop itinerary and supporting the launch event.

Assisted in managing and developing corporate accounts through sales calls and site inspections. Took charge to develop certain geographic markets by rolling out a point system which resulted in an increase in booking by 15%. Designed materials for communication and promotional activities.