Anna Yong
Singapore
Summary
A strategic and results-oriented executive with solid experience engaging with C-Suite clients through content driven initiatives which drive business results across Asia Pacific. A trusted partner who works closely with senior leadership in shaping overall strategies to drive growth & innovation, client relations and brand reputation. Develop and manage budgets, high performing teams and multidimensional projects. Manage and direct third-party vendors and partners such as PR, creative, digital and research agencies. Experience covers all industry sectors like Technology, Professional Services, Industrial and Biosciences. Thrive in a dynamic, fast paced, growth-oriented environment where People. Client. Knowledge needs to be well connected to bring sustainable value
Overview
26
26
years of professional experience
Work History
Director of Marketing & Communications
NUS, School of Computing
01.2023 - 11.2024
- Responsible for strategic branding, integrated marketing and corporate communications
- Key areas include positioning, messaging, media relations, publicity, executive profiling, stakeholder outreach through content driven initiatives across traditional & social media channels
- Also includes reputation management, issue and crisis communications
- Collaborate with leadership team and faculty on research-based featured interviews, articles, newsbytes, success stories, student competitions, innovation programs, etc
- Ensure that our consistent efforts in engaging with various stakeholders make a sustainable difference
- Key objective is to position the School as a Top Choice in Technology Education through showcasing cutting-edge research insights and tangible impact on communities and the world
MarCom Director of Digital Solutions Division
SILVERLAKE AXIS GROUP
01.2021 - 01.2023
- Company Overview: Fintech and SaaS
- Responsible for Brand, MarCom, Thought Leadership, Client Communications, Publications, Media Relations, Reputation Management, External Relations (Events, PR, Speeches, Content, etc) and Knowledge Management
- Fintech and SaaS
Corporate and Marketing Communications Director
DSM CHINA
01.2018 - 01.2019
- Company Overview: Biosciences/Health and Nutrition
- Drive and execute the communications strategy and plan in China
- Build and safeguard the brand and reputation
- Cover internal communications, external communications, executive profiling, digital channels, stakeholder engagement, content development and management, issue and crisis communications
- Enhance social media channels and public relations outreach
- Support global projects like Brand Reputation Study, Sustainability Report and Communications Campaigns
- Direct and manage multiple suppliers in China while ensuring use of global frameworks, toolkits and guidelines
- Provide strategic counsel to leadership team
- Biosciences/Health and Nutrition
Corporate Communications Director
STORA ENSO CHINA
01.2016 - 01.2017
- Company Overview: Natural Resources/Forestry
- Champion change management programs to enhance stakeholder relations internally
- Drive employee engagement through creative online and face to face channels
- Oversee content development and strengthen media/public relations externally
- Organize seminars, speeches and special events to enhance brand awareness
- Proactively drive media campaigns to generate positive media coverage
- Support global projects like 'State of Art' Plant Opening, CSR Study, Global Guest Visit and Employee Engagement Survey
- Provide strategic counsel to senior leaders
- Natural Resources/Forestry
Head of Corporate and Marketing Communications
Linde Greater China
03.2012 - 01.2015
- Company Overview: Industrial, Engineering, R&D
- Report to China CEO as a member of Greater China Leadership Team
- Lead integrated strategies & plans of China Operations including brand management, internal & external communications, marketing communications, digital channels, issue management and crisis communications to safeguard reputation
- Manage executive communications to enhance employee engagement and garner support for business objectives
- Drive external visibility and investor relations initiatives to showcase the firm’s positioning and boost recognition
- Elevate the firm’s position as a responsible corporate citizen through stakeholder engagement initiatives
- Act as a company spokesperson & provide strategic counsel to the leadership team
- Partner with colleagues regionally and globally on key priorities to ensure overall alignment
- Drive & support change management and issue communications
- Manage PR agencies and budgets
- Key achievements: Impact revenue growth and reputation through creative programs and outreach, Global Top 10% in High Performing Organization (HPO) for process excellence
- Industrial, Engineering, R&D
Director
Sunbeam Consulting Pte Ltd
03.2010 - 12.2011
- Help clients with areas related to brand positioning, integrated marketing and communications, media relations
- Propose speaking engagement, content development, CRM, CSR programs to strengthen stakeholder engagement
- Shape speeches, research, PR, digital to ensure firm-wide leverage
Chief Marketing Officer, Asia Pacific
Heidrick & Struggles International
03.2004 - 01.2010
- Report to Regional Managing Partner as a member of the APac Management Committee
- Manage C-Suite focused strategies and programs which contribute to client engagement, revenue growth and brand reputation
- Collaborate effectively firm wide to deliver organizational imperatives through global, regional and local level, from branding, marketing communications, content curation, digital channels, speeches, events, media relations, public relations to research, publications, strategic alliances, etc
- Proactively building relations with industry bodies, business associations, media outlets and other key stakeholders to change perception, drive engagement and position the company as an industry leader
- Cultivate new ideas, share best practices and enhance firm wide engagement
- Facilitate cross-border resource sharing and promote people excellence
- Manage the agency network in the Asia Pacific markets
- Cover key industries like Consumer, Financial Services, Industrial, Life Sciences and Technology
- Key Achievements: Raise the bar in thought leadership strategy and C-Suite client engagement, Capture market share, strengthen client relations and enhance brand reputation, Innovation Award Recipient for building Marketing as a Global Centre of Excellence
Marketing Head
KPMG China
01.2003 - 01.2004
Marketing & Communications Director, Asia Pacific
Korn/Ferry International
01.2000 - 01.2003
Marketing Communications Director, Asia
Mercer Management Consulting
01.1999 - 01.2000
Education
Bachelor’s Degree - International Business
State University of New York At Buffalo
United StatesSkills
- Marketing & Communications
- Content & Thought Leadership
- Stakeholder Engagement
- PR
- Social Media
- Events
Languages
English
Mandarin
Cantonese
Bahasa Malaysia
References
Available Upon Request
Hobbies and Interests
- Current Affairs
- Health & Wellbeing
- Reading
- Gardening
Associations
- Founding Member, APac Marketing & Communications Council (The Conference Board)
- Participant, Next Generation Leadership Council (Hong Kong)
- Guest Speaker, MBA Alumni Dinner (Shanghai)
Timeline
Director of Marketing & Communications
NUS, School of Computing
01.2023 - 11.2024
MarCom Director of Digital Solutions Division
SILVERLAKE AXIS GROUP
01.2021 - 01.2023
Corporate and Marketing Communications Director
DSM CHINA
01.2018 - 01.2019
Corporate Communications Director
STORA ENSO CHINA
01.2016 - 01.2017
Head of Corporate and Marketing Communications
Linde Greater China
03.2012 - 01.2015
Director
Sunbeam Consulting Pte Ltd
03.2010 - 12.2011
Chief Marketing Officer, Asia Pacific
Heidrick & Struggles International
03.2004 - 01.2010
Marketing Head
KPMG China
01.2003 - 01.2004
Marketing & Communications Director, Asia Pacific
Korn/Ferry International
01.2000 - 01.2003
Marketing Communications Director, Asia
Mercer Management Consulting
01.1999 - 01.2000
Bachelor’s Degree - International Business
State University of New York At Buffalo
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