Carolina Ng

Marketing, Brand & Digital Transformation: - Leading the charge on SBF’s brand repositioning, through development of a refreshed narrative architecture, visual identity, and cross-channel messaging strategy to reflect SBF’s evolving role as Singapore’s apex business chamber. - Oversee the overhaul of SBF’s digital shopfront, consisting of the eDM system, website to drive data-driven marketing decisions through automation and analytics. Engagement & Growth Strategy: - Lead organisation-wide member engagement strategy, including segmentation, KYC enrichment, and lead generation. Building cross-division marketing alignment and data-driven performance tracking. Stakeholder & Media Leadership: - Manage all external communications, including media relations, PR strategy, and issues management. Drive thought leadership positioning for SBF’s leadership across traditional and digital channels.

Responsible for asset and project marketing and communications across retail and commercial assets in Singapore and Malaysia—spanning 313@somerset, Jem, Parkway Parade, PLQ, Paya Lebar Green, Shaw Tower, the upcoming Singtel Comcentre redevelopment, as well as TRX and Setia City Mall in Malaysia. - Led integrated marketing efforts and retail campaign, partnering centre management, development and leasing teams to drive revenue, footfall, brand visibility, leasing interest and community activation across the retail and commercial assets. - Oversaw the Lendlease Plus loyalty programme and development of the PLQ App, creating a seamless user experience through app UX enhancements, CRM integration, automation, and targeted campaigns. - Accountable for delivering on KPIs including membership acquisition, casual leasing income, product branding, and leads generation through B2B marketing and strategic partnerships.

Part of the Singapore Country Leadership Team, leading Lendlease Singapore’s marketing and corporate affairs functions. Responsible for strategic and operational marketing leadership, corporate reputation and issues management, and brand governance across all business lines and projects in Singapore. - Led a cross-functional department of 16 spanning marketing, communications, and stakeholder engagement across the retail, commercial, and workplace portfolios. - Managed the full communications strategy—internal, external, media, crisis, and issues—with direct accountability to the Country Managing Director. - Built and executed stakeholder engagement and placemaking programmes to foster community goodwill, support business development, and align with ESG objectives. - Oversaw marketing planning, place branding, and cross-channel campaign delivery across diverse asset types and mixed-use developments. - Served as principal advisor to the leadership team on emerging reputation risks and alignment of brand values across business and project communications.

- Led the department's task force for Holland Village mixed-use development, comprising residences, serviced residences, offices and retail. Led the launch campaign development and media buys. - Brand guardian, PR, social and issues management for the corporate brand. - PR, governance and issues management for the Sales & Leasing Group. - Company-wide social media framework, guidelines and SOPs.

- Spearheaded integrating digital campaign efforts with traditional media buys, online-to-offline strategies. - Key lead for Property Sales (local and regional) and Retail Business media planning and buying. - Headed up the graphics team, a shared service for all business units in Far East Organization. - Headed up the Holland Village mixed-development taskforce: a. Led precinct and product naming and branding strategies b. Responsible for B2B and B2C community engagement strategy and road-mapping c. Led brand assets creation:- Logos, brand hierarchy, product positioning, campaign, newsletters, social media channel strategy and related content strategy + paid media efforts d. Led in website build e. Led in development budget planning

- Headed up the integrated team in Corporate Affairs responsible for advertising and marketing communications for: a. Property Sales Business Group (including the Australian sector) b. Corporate Leasing Business Group c. Retail Business (B2B and B2C segments) comprising 13 key malls - Led in campaign planning, comprising through-the-line branding and tactical campaigns, partnerships and events. - Launched digital campaigns as part of 360 campaigns, and microsites. Directly responsible for campaign KPIs such as leads generation and dashboard reporting to management.

- Brand guardian for the Far East Organization corporate brand, and the differentiated SOHO and Inessence property brands. - Custodian for guidelines and campaigns, and brand assets - Responsible for sharing of good practices and cross-unit campaign/partnership collaboration for the different business units under the Far East Organization group: a. Property Sales b. Corporate Leasing c. Food & Beverage d. Hospitality e. Retail

- Company's spokesperson for marketing & comms-related matters. - Responsible for generating interest and demand for products through tactical implementation and integrated communications. - Worked directly with Apple for results tracking and budgeting, corporate sales, and demand-generation and launch activities. - Partnered with banks such as UOB, DBS and Maybank for cross-branding, IT shows and corporate sales. - Spearheaded the company’s digital transformation: Launched EpiCentre iPhone app featuring QR code in-app shopping, integrated with Paypal, POS, and warehouse system. - Responsible for media launches of the Epicentre app in partnership with Enterprise Singapore. - Responsible for launch of EpiLife brand and store launches. - Brand conceptualisation and oversight of production of all external and internal communications materials, across all territories. - Joint responsibility with Operations and Buying, for promotional bundles to drive sales and footfall. - Oversaw the Group’s PR communications and investor relations in Singapore, Malaysia and China; providing counsel to senior management on messaging and media relations, crisis communications management; hosting media interviews & press conferences. - Oversaw all corporate social responsibility activities, solicitation for sponsorships and donations; organised the company’s Corporate Charity Run, with Children Cancer Foundation as the beneficiary.

- Led regional campaigns and creative teams, for Samsung and global clients, blending brand storytelling with go-to-market strategy across retail, tech and FMCG sectors. - Partnered directly with client marketing teams to translate business objectives into creative concepts, campaign executions, and omnichannel rollout. - Award-winning work spanned above-the-line and below-the-line marketing, CRM campaigns, and emerging digital formats.