Adrina Hoi
Singapore
Summary
Public relations professional with extensive experience in managing communications strategies and media relations. Known for fostering collaborative environments and driving impactful campaigns. Reliable in dynamic settings, with focus on strategic planning and crisis management.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Assistant PR Manager for Penfolds Southeast Asia and North Asia
Treasury Wine Estates
03.2022 - Current
- Led integrated PR and communications campaigns across Southeast Asia and North Asia, aligning with brand and commercial objectives to enhance Penfolds’ luxury positioning.
- Identified untapped storytelling territories, seasonal moments, and brand adjacencies to engage new consumer segments and drive relevance in key markets.
- Directed media relations, influencer marketing, and premium event activations, ensuring message consistency and high-impact earned media coverage.
- Collaborated cross-functionally with Commercial, Trade, and Brand Marketing teams to ensure campaigns were timely, locally relevant, and globally aligned.
- Managed PR agencies and oversaw budget tracking, campaign execution, and performance reporting, ensuring accountability and ROI.
- Built and maintained strategic relationships with top-tier media, journalists, KOLs, and content creators to secure organic, high-quality brand visibility.
- Localised global content for regional markets to drive engagement, consumer recruitment, and cultural relevance.
- Developed and refined press materials, media alerts, and pitches that reflect luxury tone and brand storytelling.
- Led PR planning, reporting and strategic insights, providing stakeholders with regular updates, coverage highlights, and market trends.
- Supported risk management with contingency messaging and internal communication alignment across global and regional teams.
Business Development Specialist
Pass It On Sustainable Urban Lifestyle
01.2022 - 03.2022
- Drove business growth through strategic partnerships and networking initiatives.
- Developed and executed marketing strategies that increased brand visibility and engagement.
- Conducted market research to identify trends and opportunities for sustainable products.
- Collaborated with cross-functional teams to enhance product offerings and customer satisfaction.
- Analyzed performance metrics to refine marketing approaches and achieve targets.
Senior Associate
Access Communications
06.2018 - 12.2021
- Led PR strategies to enhance brand visibility.
- Developed and executed offline campaigns targeting key demographics.
- Collaborated with cross-functional teams to optimize promotional events.
- Analyzed market trends to inform product positioning and messaging.
- Managed vendor relationships to ensure effective execution of marketing initiatives.
Junior Consultant
Archetype
04.2016 - 06.2018
- Provided full-range communications service & support including media monitoring, media pitching, messaging strategy, content development, influencer engagement, and crisis communication.
- Arranged interviews, speaking engagements and other media opportunities.
- Supported in the execution of award-winning PR campaigns including CJ WOW SHOP's 'Setahun Bersama WOW' first year anniversary campaign and Lipton's 'Hanya Kaw Untukku' campaign.
- Helped decrease public sentiments from highly negative to positive and neutral through 9 highly effective public engagement sessions for the Taman Tugu Project.
- Secured quality media placement in national print and online publications, including The Straits Times, The Edge, Business Times, CNA for multiple clients.
- Established and nurtured relationships with media reps across all major news outlets.
Digital Writer
Hype Malaysia
06.2014 - 01.2016
- Produced lifestyle and entertainment content catered to Malaysian audiences.
- Managed the platform's social media platforms including Facebook, Twitter, and Instagram.
Education
Diploma - Mass Communications
KDU University College
12.2013
Skills
- Event Management
- Copywriting
- Project Management
- Business Development
Certification
- Certified Tea Master, Australia Tea Masters Association June 2023 — October 2023
- WSET Level 2 Awards in Wine, Wine & Spirit Education Trust October 2022
- Marketing Week Mini MBA in Brand Management, Marketing Week - Centaur Media July 2024
ADDITIONAL INFORMATION
Languages: English, Mandarin, Malay
Timeline
Assistant PR Manager for Penfolds Southeast Asia and North Asia
Treasury Wine Estates
03.2022 - Current
Business Development Specialist
Pass It On Sustainable Urban Lifestyle
01.2022 - 03.2022
Senior Associate
Access Communications
06.2018 - 12.2021
Junior Consultant
Archetype
04.2016 - 06.2018
Digital Writer
Hype Malaysia
06.2014 - 01.2016
Diploma - Mass Communications
KDU University College