Joan Celestine Phua

• Built and maintained strong relationships with senior management in the food and hospitality industry, implementing strategies to drive stakeholder engagement and satisfaction.
• Managed the FHA – Food & Beverage and FHA – HoReCa Hosted Buyer Programmes, overseeing recruitment, selection, and approval of hosted buyers, while ensuring seamless communication and coordination.
• Assisted and coordinated event logistics, including accommodation, flights, and VIP arrangements, liaising with exhibitors, attendees, and service providers for smooth execution.
• Engaged with key customers by building and preserving trusting relationships, while identifying opportunities to expand the customer base and strengthen new client connections.
• Coordinated Hosted Buyers Programmes and buyer engagement campaigns, working closely with marketing teams to deliver impactful initiatives.
• Proactively followed up with VIPs and industry associations to drive event attendance and participation.
• Built new leads, maintained strong business relationships, and provided timely updates on event developments.
• Managed and maintained accurate customer databases, ensuring systematic data organization.
• Analyzed industry trends and addressed customer needs by facilitating business matching opportunities.
• Assisted in the coordination of delegation and buyer programmes at physical events.
• Applied strategic and analytical problem-solving to ensure maximum client satisfaction.

• Setting Clear Objectives - Define clear objectives for various events, such as ways to increase customer engagement, drive revenue, or enhance brand awareness. Making sure every process during the event planning and marketing efforts are aligned with the objectives in place.
• Target Audience - Being able to identify and understand the target audience for the various events. Ensuring the event experience, promotions and messaging is tailored and sent to appeal to the specific audience segment in order to maximize attendance and participation rate.
• Strategic Partnership - Collaborating with internal and external partners is essential for the success of casino marketing events. Being able to effectively leverage partnerships and generate additional revenue for the company.
• Sponsorships: Identifying potential sponsors who align with the target audience and brand values of the event. Being able to add value to sponsors, provide branding opportunities, exclusive access, and promotional benefits for both parties. Collaborating with sponsors to also co-promote the event and enhance the overall experience for attendees.
• Vendor Collaborations: Collaborate with vendors, suppliers, and service providers to enhance the event experience and offer value-added services to attendees. Negotiate favorable terms, discounts, or exclusive offers with vendors to reduce costs and increase profitability. Building strong relationships with vendors to ensure seamless event execution and customer satisfaction.
• Marketing and Promotion - Working with the team to develop a comprehensive marketing and promotion strategy to create word and generate interest for the event. Utilizing a mix of traditional and digital marketing channels, including social media, email marketing, and advertising, to reach the target audience and drive attendance.
• Budget Management - Developing a detailed budget for the event, including all expenses and revenue projections. Monitoring and tracking expenses closely throughout the planning and execution phases to ensure that the event remains within budget and is profitable for the company.
• Revenue Generation - Working with the team to implement revenue-generating strategies such as ticket sales, merchandise sales, sponsorships, and partnerships to maximize the financial impact of the event.
• Customer Experience - Focusing on delivering a memorable and engaging event experience for attendees to drive customer satisfaction, loyalty, and repeated business. Providing value-added services, entertainment, activities, and incentives to enhance the overall event experience.
• Post-Event Evaluation - Conducting a comprehensive post-event evaluation to assess the success of the event against the defined objectives. Analyzing key performance indicators, attendee feedback, revenue data, and other metrics to identify areas of success and opportunities for improvement for future events.

• Leading First NTUC in Your Workplace Project - Having the honour of NTUC Secretary-General Ng Chee Meng awarding and launching the first NTUC “In Your Workplace” initiative to Labour Movement Partner, Lim Kee Food Manufacturing.
• Engagement During the Pandemic - Reaching out to over 200 F&B SMEs through physical and virtual platforms to provide support during this challenging period.
• Planner for Webinar Events - The opportunity to host three webinars for SME Employees– Every SME a Safe Workplace, Post Covid-19 Managing Mental Health & Wellness Lunch Talk as well as Mental Happiness Through Physical Fitness.
• Video Content Creator - Creating innovative videos that were well-received by the Management team and posted on social media platforms. Collaborating with the U SME Production & Marketing Team to produce engaging content for SME Employers & Employees as well as arranging engagements such as “Dialogue Sessions between SMEs and Ministers”.
• Leading the Marketplace Monday Project - Posting 60 - 70 live content on Marketplace for Labour Movement Partners, introducing their latest products, promotions and boosting awareness for the SMEs products/businesses.
• Committee Team AA Membership Model - Supporting Membership Services Department and piloting the project for AA Membership Model - 4Ps: Progression, Privileges, Protection and Placement.
• Committee Team Facebook Live - Working closely with Grassroots personnel, Ministers, and SMEs to introduce a Facebook live group buy platform for SMEs to sell their products on live-streams.
• Supporting Partners on recruitment & funding process - Assisting Labour Movement Partners (SMEs) with hiring challenges, employment issues, and regulatory enquiries related to MOM and Covid-19.

Job Role

• Reaching out to local SMEs and getting them onboard for NTUC U SME membership & programmes.
• Introducing attraction and retention of Talent through placement programs to SME partners.
• Updating SME partners on Compliance and Legislations to ensure businesses are kept up-to-date on latest guidelines.
• Proposing business grants to support hiring and productivity to SME partners.
• Working closely with SME HR Practitioners on Dispute Management for basic workplace disputes. Ensuring that workplace protection measures are in place in the best interests of SME employees.
• Following up closely on progression opportunities for SME employees to develop new skill sets through Training and Development programmes.
• Recruitment – Involvement in placement programmes for recruitment of new talents (Trybe Limited, Yellow Ribbon, Polytechnics/ ITEs - Internships).
• Proposal on retention programmes - privileges to offer competitive welfare benefits to staff.

Achievements

• Committee Team - Organizing Team of Industrial Transformation ASIA-Pacific 2019, SITEX 2019 and Singapore Fintech Festival 2019.

Job Role

• Supporting Marketing Team in media partnerships, media sponsorships, social media, and event websites.
• Developing, executing, and providing professional overseas and nation-wide solutions for physical, hybrid or virtual events.
• Sourcing for venues, vendors, entertainment, and projects/ events as per requirements. Regular events planning updates to senior management.
• Handling post-event reports.
• Processing events administrative matters (e.g. raising Purchase Orders/ Purchase Request (PO/PR)).