Summary
Overview
Work History
Education
Skills
Interests
Timeline
Generic
HUI SAN TAN

HUI SAN TAN

Communications Specialist
Singapore

Summary

Communications specialist with a background in sociological research on social and policy issues. 5 years of work experience in Communications, Public Relations and Fundraising in both corporate, consumer as well as non-profit organisations.

Overview

8
8
years of professional experience
5
5
years of post-secondary education
2
2
Languages

Work History

Associate Account Manager

W Communications Singapore
02.2025 - Current
  • Own and lead integrated PR campaigns across lifestyle, F&B, hospitality and corporate accounts including LAC, Tsuburaya, Deliveroo, Capella Singapore, Suntec City, Owndays, 1664.
  • Serve as primary client liaison, providing counsel, managing expectations, and ensuring timely delivery of quality outputs across multiple workstreams.
  • Oversee and direct media and influencer strategies, balancing paid and earned tactics to maximise reach and relevance; negotiate and manage influencer partnerships end-to-end.
  • Manage internal teams, delegating tasks, reviewing deliverables (press releases, pitches, briefing docs, social copy) and deadlines.
  • Lead the planning and execution of media events and launches, from concept development to media/influencer outreach, on-site hosting, and coverage conversion tracking.
  • Play an active role in new business development, supporting on creative proposals and strategic insights for prospective clients.

Senior Account Executive

W Communications
08.2023 - Current
  • Managed and executed integrated PR campaigns across Corporate and Consumer brands, including CQ @ Clarke Quay, Deliveroo, Epi Dermatology, PS.Gourmet, Suntec City, VivoCity, and others.
  • Successfully strategised and executed media events including CQ @ Clarke Quay's relaunch, Big Wine Freaks' launch, Jypsy Parkland Green's launch.
  • Facilitated media liaisons and interviews at events and other engagements.
  • Daily client management and preparation of weekly/monthly reports as necessary.
  • Managed paid media strategies while integrating earned media opportunities, leveraging relationships with media outlets and influencers to maximise campaign reach and engagement.
  • Reviewed copies, from press release drafts to media pitches, media briefing documents and social media copies.
  • Supported with new business acquisition pitching and creative brainstorming.

Public Relations Specialist

FINN Partners
12.2021 - 05.2022
  • Conceptualised and executed strategic PR campaigns for corporate clients, including Nutanix, Denodo, Commvault, Energy Market Authority, Sodexo, Pine Labs, and more, generating increased brand awareness and quality media coverage.
  • Drafted press releases, compelling media pitches, and thought leadership content, strategically pitching them to secure interviews and article placements, effectively positioning clients as industry thought leaders.
  • Facilitated media liaisons during events and other engagements.
  • Conducted daily media monitoring and proactive news jacking to secure commentary opportunities for spokespeople.
  • Conducted media briefings for spokespeople in preparation for media interviews and events.
  • Daily client management and preparation of weekly/monthly reports as necessary.
  • Pitched and supported with new business opportunities.

Public Relations Coordinator

FINN Partners
03.2020 - 12.2021
  • Assisted in the development of PR strategies and brand messaging for corporate accounts.
  • Drafted press materials, thought leadership articles and media pitches to generate coverage and drive thought leadership.
  • Conceptualised and executed media events and PR planning for the launch of Smart Office Technologies R&D Center and SIEW 2020/2021, achieving extensive coverage in prominent regional and local media outlets. Facilitated media liaisons at these events to secure quality interview opportunities and coverage.
  • Liaised with clients on day-to-day account deliverables.
  • Conducted media monitoring and analysis to track brand mentions and industry trends.
  • Prepared account reports on a weekly, daily, or monthly basis as needed.
  • Steering committee of The Purpose Project, a pilot programme offering pro bono consultations to Singapore-based non-profit organisations.

Manager

Singapore After-Care Association
01.2017 - 04.2019
  • Pitched and secured media coverage for newly launched programmes/clients and volunteer features across key dailies - CNA, Lianhe Zaobao, The Straits Times, TODAY.
  • Strategised and executed fundraising and outreach projects with partnered stakeholders, including flagship annual charity film screening that raised an average of S$80,000.
  • Successfully launched new initiatives targeted at families of offenders in 2018 (the family-connect @ State Courts and RISE series of guidebooks), culminating in interview opportunities and multiple media coverage.
  • Managed and updating of donor database.

Education

Bachelor of Social Sciences - Sociology

National University of Singapore
01.2012 - 01.2016

GCE 'A' Levels - undefined

Anglo-Chinese Junior College
01.2010 - 01.2011

Skills

  • Time Management
  • Decision Making
  • Ability to Work Under Pressure
  • Fast Learner
  • Adaptability
  • Ability to Multitask
  • Ability to Work in a Team
  • Project Management
  • Copywriting
  • Communication Skills

Interests

Books & Films

Film Photography

Hiking & Travel

Pottery

Timeline

Associate Account Manager

W Communications Singapore
02.2025 - Current

Senior Account Executive

W Communications
08.2023 - Current

Public Relations Specialist

FINN Partners
12.2021 - 05.2022

Public Relations Coordinator

FINN Partners
03.2020 - 12.2021

Manager

Singapore After-Care Association
01.2017 - 04.2019

Bachelor of Social Sciences - Sociology

National University of Singapore
01.2012 - 01.2016

GCE 'A' Levels - undefined

Anglo-Chinese Junior College
01.2010 - 01.2011

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HUI SAN TANCommunications Specialist