JiaJia SONG
Vice President, Branding & MarCom
Singapore
Summary
Brand lead and award-winning bilingual journalist with 15 years’ experience shaping lifestyle, luxury, and corporate brands across China and Southeast Asia. Recognised for translating intangible brand ethos—design, culture, service philosophy—into actionable playbooks executed by multi-market teams. Brings journalistic rigor, investment/owner-centric acumen, and strong cross-cultural fluency. Skilled in matrix navigation, regionalisation of global brands, and experiential digital storytelling.
Overview
15
15
years of professional experience
4
4
Certifications
Work History
VP, Corporate Communications / Brand Strategy Lead
Shanghai Pudong Development Bank (SPDB)
08.2018 - Current
- Lead regional Brand, Marketing and Corporate Communication strategy, while aligning global positioning with APAC cultural expectations.
- Translate financials into narratives: Bilingual writer/editor of financial/sustainability reports, investor, marketing and branding collateral.
- Design experiential activations and lifestyle events for wealth clients.
- Create marketing playbooks, Brand guidelines, and digital content / ESG frameworks for multi-stakeholder execution.
- Advise senior leadership on RCEP market sentiment, competitive landscape, and stakeholder expectations.
- Navigate matrix alignment across Shanghai HQ, Singapore regulators (MAS), as well as stakeholders in the likes of GIC, Temasek, Enterprise Singapore and Business China.
Assistant Manager/Corporate Communications (APAC)
Keppel
01.2015 - 07.2018
- Adapted global brand pillars into culturally relevant narratives for China, India, and Southeast Asia.
- Collaborated with architects/design teams to ensure brand identity is reflected in built environment and experiences for Keppel Land.
- Produced consumer-facing lifestyle content for Keppel's million-dollar rebranding campaign, "thinking unboxed".
- Led cross-market media engagements and brand activations to strengthen reputation.
- Ensured consistent Brand delivery across roadshows, community events, and investor communications.
- Managed crises, stakeholder, media relations to enhance corporate repute.
Award-winning Bilingual Producer/Reporter
Mediacorp Pte Ltd
06.2010 - 09.2014
- National award-winning journalist recognised for excellence in storytelling, clarity, and cultural sensitivity.
- Covered lifestyle, political, social movements, and global affairs across Greater China and Southeast Asia such as Umbrella Movement, Occupy Central, Singapore General Elections.
- Distilled complex societal and lifestyle trends into compelling, accessible content for a gloal audience.
- Bilingual host of LIVE TV programme - Good Morning Singapore; pioneered digital content strategies that increased engagement by 30%.
- Developed strong cultural intuition, guest-centric thinking, and narrative craft essential for lifestyle segments on air.
Education
Bachelor of Communication Studies (Honours) - Communication and Information
Nanyang Technological University (NTU)
Singapore05-2010
MBA - Banking And Finance
Quantic School of Business And Technology
Singapore 04.2001 -
Skills
Communications/Branding/Marketing regionalisation (APAC)
LIFESTYLE & BRAND EXPERIENCE (APAC)
- Regionalised global brand narratives across APAC, adapting tone, design ethos, and positioning to cultural nuances.
- Translated intangible lifestyle ethos into execution tools, briefs, and playbooks for multi-market teams.
- Designed premium experiential activations and hospitality-style client events to strengthen brand perception.
- Advised senior stakeholders on cultural trends, guest expectations, and competitive landscapes.
- Partnered with design, marketing, product, and operational teams to ensure brand consistency and activation quality.
- Bilingual English–Chinese storyteller with deep cultural insight and modern lifestyle fluency.
Certification
CFA certified ESG investor
Timeline
CFA certified ESG investor
08-2024
Big Data Analytics by SMU
06-2019
VP, Corporate Communications / Brand Strategy Lead
Shanghai Pudong Development Bank (SPDB)
08.2018 - Current
Digital Marketing by Google Squared
05-2016
Assistant Manager/Corporate Communications (APAC)
Keppel
01.2015 - 07.2018
On-air presentation and camera works by Singapore Media Academy
02-2014
Award-winning Bilingual Producer/Reporter
Mediacorp Pte Ltd
06.2010 - 09.2014
MBA - Banking And Finance
Quantic School of Business And Technology
04.2001 -
Bachelor of Communication Studies (Honours) - Communication and Information
Nanyang Technological University (NTU)