Kelly Chiew
Singapore
Summary
- Results-driven international communications director with experience leading gaming and esports communication strategies, paid digital campaigns (for LinkedIn and Facebook), and corporate branding initiatives. Determined, tireless, and enterprising in stressful, fast-paced settings. Open to relocation or working in a hybrid setting.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Head of Overseas Public Relations
MOONTON Games
02.2021 - Current
- Leading gaming and esports overseas public relations team and strategizing communications efforts across core international markets - LATAM, MENA, the Americas, and more
- Was promoted from regional public relations manager to head of public relations and helped to set up the company’s overseas PR structure and media network
- In charge of conceptualising global media strategy, branding, and communication themes for all Mobile Legends: Bang Bang Professional Leagues (MPL) and strengthening the international media network for gaming and esports divisions through creative ideation and coming up with new methods of engagement
- Achieved an 87% coverage increase for the last international championship (over 7,492 articles generated)
- Led international media trips for the Mobile Legends: Bang Bang World Championships (M3 & M4) and the Mobile Legends: Bang Bang Southeast Asia Cup
- Facilitated efforts onsite for Southeast Asian, global KOLs, and top-tier mainstream media and conceptualised themes and key messages for all media tours
- Worked on several female-led campaigns to spur women in esports and gaming initiatives, including Tear It Off – a genre label-breaking campaign done in the Philippines to counter stereotypes
- Coaching a small team and successfully mentoring senior public relations candidate into a regional manager
- Grew theLinkedIn page from 5,000 to 80,000 followers since taking over from 2021 and advocating TikTok as the go-to medium for global media to utilise creative boosting methods
- First responder to any crisis or issues related to games or community
Account Manager
REDHILL Public Relations
05.2020 - 02.2021
- Led the conceptualization and execution of communications plans and campaigns for key clients in tech/smart innovation, finance, consumer research, public policy sectors, and more
- Primary oversight for all account management activities, project milestones, and deliverables to ensure seamless execution
- Tasks include developing content, key narratives, and story angles for media pitching
- Go-to media expert in the integrated public relations team
- Led media briefings, and training, and successfully executed projects involving public policy
- Provided counsel to senior spokespersons for media interviews, thought leadership pieces, and speeches
- Tasked to resolve potential issues in crisis communications situations and ensure balanced reporting for clients
- Lead and coach team members to deliver impactful outcomes, in alignment with their career goals.
Manager (Media Relations)
RICE Communications
09.2019 - 02.2020
- Supported key technology accounts and was the go-to for media relations
- Served as the main contact for day-to-day activities
- Developed several regional content campaigns for clients, and raised spokesperson profiles through several tier-one media interviews
- Managed social channels, including IMDA's SG Women In Tech's (SGWIT) LinkedIn page
- Introduced new client leads for business development
- Was part of the pitching process and won new clients for the agency.
Consultant
Klareco Communications
10.2018 - 09.2019
- Managed regional media and fintech campaigns that performed well (e.g IPSOS study, commissioned by PayPal, and Ripple APAC media strategy)
- Conducted scenario planning workshops with several government agencies
- Developed crisis plans and stakeholder matrix for clients, and supported investor relations
- Collaborated with several government agencies for the launch of an educational campaign
- Handled grassroots launch campaign for multinational FMCG that garnered high traction from local media outlets.
Senior Account Executive/Consultant
Archetype (Formerly Text100 Singapore)
03.2015 - 10.2018
- Joined as a junior consultant/account coordinator in 2015, promoted twice to account executive, followed by senior account executive
- Responsible for driving the success of PR campaigns, including consumer gaming events e.g
- Lenovo's League of Champions (Bangkok)
- Drafted opinion pieces, press releases, social media releases, pitches, and blog posts
- Was also placed in charge of mentoring juniors
- Shared insights into key trends within the technology industry to curate story ideas.
Education
Bachelor of Communications: Public Relations and Communications -
Murdoch University
Perth, Western Australia01.2014
Diploma: Mass Communications -
SMF Institute of Higher Learning
Singapore01.2013
Skills
- Content Production
- Crisis Management
- Global Media Relations
- Strategic Planning
- Social Media Management
- Government Relations
- Investor Relations
Certification
Google Analytics Individual Qualification
Affiliations
- Women in Games Ambassador
- People's Association Volunteer (Marsiling)
Languages
Chinese
Malay
English
English
Media Referrals
- Vijay Anand, HardwareZone/HWM, “Kelly is one who works very closely with journalists in her field of care and goes to great lengths to furnish all the details they require, including all the questions that the journos pile on to her. She’s also well versed in her clients’ products and services, and that makes the media’s life easier as she helps to tear down the clutter.”
- Lester Hio, Ex-Journalist, The Straits Times, “Kelly is efficient, prompt with queries and requests, and gets products and answers across really quickly and efficiently - she's the first person I go to for her accounts. She's also great with keeping good media relations.”
- Alfred Siew, Founder, Techgoondu, “Kelly is a results-oriented communications professional who strives to achieve her outcomes with a patient and logical approach. With her industry knowledge and willingness to learn, she will prove an asset to a communications team that prides itself on setting ambitious goals.”
Summary
A highly experienced PR practitioner with close to a decade of experience, Kelly has built strong relationships with mainstream, gaming, esports and tech media, generating results for clients across various sectors. A firm believer in self-development, Kelly sets aside time to learn more about social media analytics and actively studies up on sociology/external policies. Strong knowledge of the Asian media landscape, gaming, esports, politics, 5G technology, cybersecurity, technology trends, and more.
Notice period: Estimated 1.5 months or less.
Open to relocation in the United States.
Hobbies and Interests
- Consumer Technology
- Public Affairs
- Digital Marketing
- Communications
- Esports
- Gaming
Timeline
Head of Overseas Public Relations
MOONTON Games
02.2021 - Current
Account Manager
REDHILL Public Relations
05.2020 - 02.2021
Manager (Media Relations)
RICE Communications
09.2019 - 02.2020
Consultant
Klareco Communications
10.2018 - 09.2019
Senior Account Executive/Consultant
Archetype (Formerly Text100 Singapore)
03.2015 - 10.2018
Bachelor of Communications: Public Relations and Communications -
Murdoch University
Diploma: Mass Communications -
SMF Institute of Higher Learning
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