Genevieve Jiang
Summary
Innovative and results-driven content strategist with over 16 years of editorial experience. Proficient in content creation with a background in journalism. Leadership experience managing and motivating teams of content specialists and marketing professionals. Solutions-focused, strategic-thinking individual experienced in achieving maximum results with minimal resourcing in the non-profit sector.
Personal mantra: Stay cool under pressure, focus on the solution, and do good with the skills you're blessed with.
Overview
25
25
years of professional experience
Work History
Director, Marketing and Communications
The Nature Conservancy, Asia Pacific
01.2023 - Current
- Provide strategic direction to marketing teams in 9 markets across Asia Pacific, helping build brand awareness among key target audiences to drive TNC's conservation and development goals.
- Recruited and trained initial personnel to kickstart the marketing and communications function, set up systems, outline scope of work and set goals for the regional team based in Singapore.
- Launched the organization's regional social media channels, achieving a reach of more than 1,500 followers and 43,000 impressions organically on LinkedIn in less than 7 months.
- Achieved more than 417.8 million impressions over close to 240 pieces of media coverage in less than a year since the launch of TNC in Singapore, positioning TNC among the top 2 conservation NGOs in the market in terms of Share of Voice.
- Positioned TNC's management as subject matter experts and thought leaders through strategic media engagements, executive profiling on LinkedIn, and speaking opportunities at key events.
Director, Marketing and Communications
Special Olympics Asia Pacific
07.2018 - 12.2023
- Led content strategy, brand awareness efforts, capacity building and training in the marketing and communications space across 35 countries in Asia Pacific region.
- Grew the organization's social media reach five-fold from 400,000 in 2018 to 21.1 million in 2021, with minimal resourcing.
- Stewarded the launch, maintenance and growth of Special Olympics Asia Pacific's first content hub, Humanrace.asia, a storytelling platform that gives a voice to athletes with intellectual disabilities and the community around them.
- The content that was marketed via social media achieved unique reach of 21.1 million, 57.4 million impressions, and 4.8 million engagements in 2021.
- Conceptualized and ran the organization's 2021 awareness campaign, #WalkforInclusion, achieving 8 million in reach, 37.2 million impressions, and 21.3 million engagements, with a budget of $10,000.
- The campaign aimed to foster understanding and acceptance of children with intellectual disabilities, to create a more inclusive society.
- Strategized and executed the organization's regional awareness campaign, #MyNormal, in 2020 at the height of the Covid-19 pandemic, achieving 3.8 million in reach with a budget of less than $5,000.
- The campaign aimed to foster positive attitudes towards people with intellectual disabilities, showcasing their achievements and abilities.
- Created documentation outlining research findings in collaboration with Kantar in 2020 for use by country project managers and other marketing staff across 7 key markets in Asia Pacific to make accurate decisions about future plans.
- Planned the content calendar and maintained the organization's social media platforms, which included Facebook, Instagram, LinkedIn, YouTube and Twitter.
- Oversaw the production of all assets and collaterals including monthly e-newsletters and annual reports.
- Oversaw media outreach efforts across the region, including securing interviews on Singapore's top English (FM98.7 and FM93.8) and vernacular (FM95.8) Radio stations, health features on ABS-CBN in the Philippines, regional marketing and biz-tech publications Marketech Asia and Biztech Asia – achieving a reach of 20.9 million and a PR value of $3.4 million in the second half of 2021.
- Provided media outreach support to 35 Asia Pacific countries that took part in the 2019 Special Olympics World Summer Games in Abu Dhabi, securing coverage in key global media outlets including ChannelNewsAsia, Times of India, and Kompas.
Deputy Director, Marketing and Communications
National Volunteer and Philanthropy Centre
06.2017 - 07.2018
- Led operations and provided strategic direction to a team of 10 marcomms professionals who amplified NVPC's key messages through earned, owned and paid media across Singapore.
- Achieved more than $15 million in media coverage for NVPC programmes in FY2017/8.
- This included earned media coverage for key initiatives such as Company of Good, national online volunteer and donation portal Giving.sg, Giving Week, the President's Volunteerism and Philanthropy Awards, Champions of Good, film project 15 Shorts, and national movement SG Cares.
- In charge of the event organization and marketing of the annual President's Volunteerism and Philanthropy Awards, which celebrates the best of giving in Singapore. The awards garnered more than $560,000 in PR value in 2017.
- Provided strategic direction and oversaw the execution and marketing of Giving Week, a national movement that galvanizes individuals, corporates, and community groups to give back. The Giving Week 2017 campaign, which saw the successful engagement of 30,000 individuals, 180 corporates and non-profit organizations, achieved more than $1.23m in PR value and $12m raised through festival activities and online donations channeled towards Giving.sg.
- Oversaw the editorial direction and content for NVPC's online platforms and monthly newsletters, which reached close to 140,000 individuals across Singapore.
- In charge of the brand strategy, direction and corporate identity guidelines for NVPC and all its sub- brands.
- Planned the department's budgets and marcomms strategy for FY2018/9.
Senior Manager, Communications and Development
Special Olympics Asia Pacific
06.2016 - 05.2017
- Provided guidance and consultation regarding all PR and communications-related matters to 28 countries across the Asia Pacific region.
- Developed capacity by providing training to communications staff across Asia Pacific – curated content for and conducted a two-day workshop in January 2017 for communications staff from 11 countries, covering topics ranging from photography and media engagement to social media trends.
- Part of the team that organized and presented at the Special Olympics Asia Pacific 2017 Regional Leadership Conference, which brought together close to 100 leaders from across the region to exchange ideas and best practices to promote inclusion for people with intellectual disabilities.
- In charge of editorial content for the organization's social media platforms, which include Facebook, Instagram, YouTube and Twitter.
- In charge of editorial content covering 28 countries across the Asia Pacific region for the organization's monthly e-newsletter which goes out to both internal and external stakeholders.
- Provided PR support for the organization's events. This included securing media coverage in top local publications and broadcast channels for the launch of the Coach Development Program in partnership with Tottenham Hotspur Foundation, as well as Special Olympics Asia Pacific's collaboration with the Singapore Red Cross to launch the nation's first inclusive Youth Club.
- Ran Special Olympics Asia Pacific's first online awareness and fundraising campaign, in partnership with multiple pro-bono partners and stakeholders including digital agency VML, Coca-Cola, and Facebook.
- Provided PR support to 10 Asia Pacific countries that took part in the 2017 World Winter Games in Austria, securing coverage in key global media outlets including ESPN, ChannelNewsAsia, The Straits Times, The Hindu, and Antara News.
Managing Editor
Prestige Singapore, Hubert Burda Media Singapore
03.2015 - 04.2016
- Oversaw publication of digital and print products, aligning multi-media content strategies to maintain cohesive brand identity.
- Drove editorial operations and provided strategic direction to a team of 10 writers, editors and graphic designers to produce engaging content for print and online/social media platforms, catering to the interests of the ultra-affluent in Singapore.
- These include in-depth interviews with movers and shakers in the business world, thought leaders and trailblazers in various fields such as the arts, architecture, volunteerism and philanthropy, as well as topics ranging from fashion, beauty, watches and jewellery, to food, design and travel.
- Edited Prestige's spin-off supplements and publications such as Wealth (which offers authoritative insights on business, investing, real estate, and the lifestyles of the ultra-affluent), Weddings, Adore (an annual on luxury watches and high jewellery), and Living (which showcases design talents, architecture, art, interiors, and culture) – all of which were produced by the same team.
- Client relations management of both advertising sales (luxury brands) as well as events and marketing (database of high net-worth readers) to ensure a healthy investment in the magazine, and to cultivate and grow the database.
- Worked directly with advertising clients to conceptualize, pitch and deliver quality native advertising content and other creative ideas across different feature sections and platforms.
- Regional role of coordinating with editors of the title's editions in Malaysia, Thailand, Hong Kong, Indonesia and Taiwan to create synergies and share resources across both print and online platforms, for content monetization opportunities across the region.
- Led the magazine through its very first Beauty Awards (April 2016 issue)
- Worked closely with Burda's digital strategist to lead the editorial team through the revamp of the Prestige website in December 2015, from a site targeting mainly a Singapore-based audience to a regional one.
- Led the team through the magazine's 15th anniversary bumper issue (Sept 2015 issue).
- Oversaw compliance with style guide, editorial guidelines and brand identity throughout entire publication portfolio.
Assistant Director, Corporate Communications
Singapore International Foundation
06.2014 - 03.2015
- Led a team of 10 communications professionals who amplified the organization's key messages and events through various traditional and online media channels – in Singapore and across Asia.
- In charge of the Singapore Magazine (Sgmag), a quarterly SIF publication that is distributed to the international community in Singapore, as well as to influential Singaporeans overseas.
- The content focuses on the little-known and softer aspects of Singapore, such as our arts and culture, our social enterprise scene, and our volunteers.
- Led the team through the magazine's revamp (2nd quarter, 2015), for a fresher, more modern look and feel.
- Worked with the team and external vendors to oversee and execute a marketing campaign centred around SIF's citizen ambassadors.
- The 360-degree campaign involved a TV series with Mediacorp (“On the Red Dot”) showcasing the work of SIF's young social entrepreneurs, a television commercial, print collaterals that ran for up to four months at MRT stations islandwide, and a digital campaign that ran on SIF's website and social media platforms.
- Supported media outreach efforts for SIF events including DiverseCity 2014 (an arts showcase at the National Museum of Singapore), the 10th anniversary of SIF's Young Business Ambassadors programme, and the closing ceremony of the Young Social Entrepreneurs programme.
- Oversaw the team that worked with in-market agencies in Asia to garner media interest in SIF's programmes, such as in Indonesia, India, China, and Singapore.
- Guided the team to organize three Journalist Visit Programmes for media professionals from China, India, and Indonesia, resulting in more than 40 positive articles for SIF and Singapore in leading titles such as The Hindu, Global Times, and Jakarta Globe.
- Involved in planning the department's budgets and communications strategy for FY2015.
Editor
Her World, SPH Magazines
01.2013 - 06.2014
- Led a team of more than 20 writers, section editors, sub-editors and graphic designers to come up with inspiring and engaging reads every month catering to the female achiever.
- Assigned stories, led content development meetings and reviewed completed stories to guide execution of concepts and tone.
- Determined readiness of about 200 pages worth of written pieces every month, made changes and approved final versions for publication.
- Guided and motivated staff to achieve demanding targets under tight deadlines.
- Devised attention-grabbing headlines and summaries for articles.
- Prepared, rewrote and edited pieces to improve readability and impact of Her World's spin-off annual fitness publication, Her World Fit & Fab.
- Conceptualized and delivered creative native advertising content across various feature sections, and engaged with clients to ensure a healthy investment in the magazine.
- Involved in conceptualizing events such as the annual Her World Beauty Awards, Her World Woman of The Year Awards, the inaugural Her World Young Woman Achiever Forum 2014, Her World Golf Challenge, and the Her World Regional Conference 2013.
- Led Her World to win several awards such as the MPAS Women's Media of the Year 2014, and Marketing Magazine's Women's Magazine of the Year (1st) 2013.
Senior Deputy Editor
Her World, SPH Magazines
07.2012 - 12.2012
- Led the team through the magazine's revamp (October 2012 issue)
- The refreshed Her World had new editorial content, as well as a fresher, more modern look and feel.
Deputy Editor
Her World, SPH Magazines
12.2010 - 06.2012
- Supervised the features and lifestyle teams and stood in for the editor in her absence
- Coordinated and edited the magazine's forum pages.
- Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
- Communicated directly with reporters to assess stories and improve quality of work.
Copyeditor
The New Paper, Singapore Press Holdings
05.2009 - 11.2010
- Worked under tight daily deadline pressures and edited an average of eight to ten articles a night, on top of editing the newspaper's forum pages and summarizing the day's news into short, easy-to-read snippets.
- Spearheaded and coordinated The New Paper's community outreach project – Project Helping Hands – an initiative by TNP, Lions Befrienders, and Ngee Ann Polytechnic to install wireless sensor systems in the homes of 1,000 elderly who lived alone.
- The project launched in Oct 2010, and aimed to raise S$1 million.
Correspondent
The New Paper, Singapore Press Holdings
02.2004 - 04.2009
- Reported on issues concerning the non-profit and social service sector with reliable interpretations of events and industry knowledge.
- Developed reliable contacts in the beat, including social workers, voluntary welfare organizations, and staff in the then Ministry of Community Development, Youth and Sports to find out the latest news, policies and trends that affected the man in the street.
- Developed award-winning pieces that highlighted the plight of the less privileged in Singapore, issues affecting local non-profits, to high level policies announced in Parliament.
Journalist
The New Paper, Singapore Press Holdings
07.1999 - 01.2004
- Produced up to 5 articles weekly, interviewed subjects to gather details.
- Performed research and checked facts to maintain high standard of journalistic integrity.
- Covered a range of beats, from health and education, to crime, transport, community and welfare.
- Worked under tight deadline pressures to deliver engaging reads every day.
Education
Bachelor of Communication Studies (Honours) - Journalism
Nanyang Technological University
Singapore1999
A Levels -
Temasek Junior College
1994
O Levels - undefined
Tanjong Katong Girls' School
1992
Skills
- Content strategy and development
- Media engagement
- Branding
- Strategic communications
- Editorial
- Journalism
- Publications
- Social media communications
- Supervisory skills
- Team budget management
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Intermediate (B1)
Timeline
Director, Marketing and Communications
The Nature Conservancy, Asia Pacific
01.2023 - Current
Director, Marketing and Communications
Special Olympics Asia Pacific
07.2018 - 12.2023
Deputy Director, Marketing and Communications
National Volunteer and Philanthropy Centre
06.2017 - 07.2018
Senior Manager, Communications and Development
Special Olympics Asia Pacific
06.2016 - 05.2017
Managing Editor
Prestige Singapore, Hubert Burda Media Singapore
03.2015 - 04.2016
Assistant Director, Corporate Communications
Singapore International Foundation
06.2014 - 03.2015
Editor
Her World, SPH Magazines
01.2013 - 06.2014
Senior Deputy Editor
Her World, SPH Magazines
07.2012 - 12.2012
Deputy Editor
Her World, SPH Magazines
12.2010 - 06.2012
Copyeditor
The New Paper, Singapore Press Holdings
05.2009 - 11.2010
Correspondent
The New Paper, Singapore Press Holdings
02.2004 - 04.2009
Journalist
The New Paper, Singapore Press Holdings
07.1999 - 01.2004
Bachelor of Communication Studies (Honours) - Journalism
Nanyang Technological University
A Levels -
Temasek Junior College
O Levels - undefined
Tanjong Katong Girls' School
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