Lorraine Paul
Assistant Director, Marketing Communications
Singapore
Summary
Seasoned communicator with extensive knowledge in marketing communications. Over 25 years of experience in brand strategy, advertising, event planning, project and team management. Strong leader and problem-solver dedicated to streamlining operations, decreasing costs, and promoting organizational efficiency. Utilizes independent decision-making skills and sound judgment to positively impact company success. Possesses talent for team building, leading, motivating, excellent customer relations aptitude, and relationship-building skills. Committed to applying training, monitoring, and morale-building abilities to enhance employee engagement and boost performance.
Overview
31
31
years of professional experience
4
4
years of post-secondary education
Work History
Assistant Director, Marketing Communications
TAFEP Tripartite Alliance for Fair and Progressive Employment Practices
04.2014 - Current
- Planned and executed up to 5 public advertising campaigns and events on an annual basis, towards achieving the mission of promoting fair, responsible and merit-based employment practices in Singapore, ensuring timely completion within budget constraints.
- Implemented data-driven strategies for continuous improvement of educational and promotional efforts.
- Managed department budget to ensure effective utilisation of resources for development of publicity efforts.
- Mentored a team to develop their knowledge and skillsets, proposing professional development opportunities to enhance team capabilities.
- Oversaw the recruitment, hiring, and onboarding process for new officers to achieve a high-quality communications team.
- Cultivated culture of continuous improvement, encouraging staff to innovate and propose solutions to operational challenges.
- Established performance goals for employees and provided feedback on methods for reaching those milestones.
Certified Trainer With Kids Invent! & Project9 Corporate Trainer
JLPC Consultancy LLP
05.2012 - 04.2014
- Certified trainer with the US based Kids Invent! Program which focuses on innovation and entrepreneurship for kids 7yrs to 15yrs
- Developed a unique curriculum that focuses on innovation and entrepreneurship among the youth in Singapore
- Conducted innovation workshops and entrepreneurship holiday camps since May 2012
- Collaborated with student leaders at Victoria Junior College for JLPC's Young Entrepreneurship Camp in June 2013
- Conducted career talks to primary and secondary school students to promote the spirit of entrepreneurship
- Conducted innovation & entrepreneurship program at ACS International for Year 1 and Year 2 students in 2013
- Worked as an adjunct lecturer at the School of Film and Media Studies (FMS), teaching the following modules to 2nd and final year students: Strategic Media Planning, Integrated Marketing Communications and Agency Business Management
Senior Account Director
Young & Rubicam
12.2009 - 12.2010
- Responsible for the profitability of the following clientele: Resorts World Sentosa
- Developed the brand architecture and launched campaign for Resorts World Sentosa in Feb 2010 and Universal Studios Singapore (USS) in Mar 2010
- Developed strategic plan for the roll out of tactical templates for local and overseas markets, as well as for trade partners prior to and after the campaign launch
- Supervised large scale photo shoots for the development of in-house image library for the Casino, Universal Studios Singapore, Wedding and MICE, and Human Resource business units
- Played an instrumental role in winning major new business pitches through persuasive presentations and thorough research on prospective clients' industries.
- Facilitated open lines of communication between creative teams and clients, ensuring projects were delivered on time, within budget, exceeding expectations.
- Served as point of contact for clients and met with key accounts to discuss satisfaction with service and resolve conflicts in order to solidify business relationships.
- Mentored junior staff members, fostering professional growth and enhancing team performance.
- Conducted regular performance reviews for direct reports, providing constructive feedback and setting clear expectations for future growth.
- Developed campaigns, led design, and tracked results.
- Increased client satisfaction by effectively managing accounts and promptly addressing concerns.
- Designed customized solutions tailored to individual client needs, resulting in increased loyalty and repeat business.
- Optimized communication channels between departments, ensuring seamless coordination on projects and campaigns.
- Streamlined internal processes for improved efficiency and faster response times to client inquiries.
- Collaborated with cross-functional teams to develop innovative marketing strategies for clients in various industries.
- Acted as the primary point of contact for high-value accounts, nurturing relationships and proactively identifying upsell opportunities.
- Presented comprehensive account updates to senior leadership during monthly review meetings, showcasing progress towards annual goals.
- Worked closely with clients to design effective promotions to meet customer needs and exceed sales goals.
- Developed advertising tactics and implemented new solutions for increased brand awareness.
- Worked with Client's marketing department to create targeted advertising strategies for key customer demographics.
Account Director
Dentsu Singapore
09.2006 - 08.2008
- Responsible for the profitability of the following clientele: Borneo Motors Singapore Pte Ltd; Carlton Hotel Singapore; Singapore Police Force; Taiwan Tourism Board; SMRT; Bridgestone Tyre Sales Singapore Pte Ltd; Pigeon Pte Ltd; VideoJet Singapore Pte Ltd; Blush! Pte Ltd / EUT Marketing Pte Ltd; MCL Land; Expressions International Pte Ltd
- Developed strategic plan for the roll out of tactical templates for local and overseas markets, as well as for trade partners prior to and after the campaign launch
- Supervised large scale photo shoots for the development of in-house image library for the Casino, Universal Studios Singapore, Wedding and MICE, and Human Resource business units
- Played an instrumental role in winning major new business pitches through persuasive presentations and thorough research on prospective clients' industries.
- Facilitated open lines of communication between creative teams and clients, ensuring projects were delivered on time, within budget, exceeding expectations.
- Served as point of contact for clients and met with key accounts to discuss satisfaction with service and resolve conflicts in order to solidify business relationships.
- Mentored junior staff members, fostering professional growth and enhancing team performance.
- Conducted regular performance reviews for direct reports, providing constructive feedback and setting clear expectations for future growth.
- Developed campaigns, led design, and tracked results.
- Increased client satisfaction by effectively managing accounts and promptly addressing concerns.
- Designed customized solutions tailored to individual client needs, resulting in increased loyalty and repeat business.
- Optimized communication channels between departments, ensuring seamless coordination on projects and campaigns.
- Streamlined internal processes for improved efficiency and faster response times to client inquiries.
- Collaborated with cross-functional teams to develop innovative marketing strategies for clients in various industries.
- Acted as the primary point of contact for high-value accounts, nurturing relationships and proactively identifying upsell opportunities.
- Presented comprehensive account updates to senior leadership during monthly review meetings, showcasing progress towards annual goals.
- Worked closely with clients to design effective promotions to meet customer needs and exceed sales goals.
- Developed advertising tactics and implemented new solutions for increased brand awareness.
- Worked with Client's marketing department to create targeted advertising strategies for key customer demographics.
Lecturer, School of Film & Media Studies
Ngee Ann Polytechnic
04.2002 - 09.2006
- Taught the following subjects: Introduction to Marketing Communications (Module Leader, 1st year module); Television Beyond Entertainment (Module Leader, 2nd year module); Appreciating Artwork (Module Leader, 2nd year module); Principles of Advertising (Module Tutor, 2nd year module); Innovation and Enterprise in Action (Module Tutor, 2nd and 3rd year modules)
- Created 'PITCH Ideas Alive!' in 2006, which was an Advertising and PR Conference and National Secondary School Competition managed by final year PR students as part of their graduation project.
- Committee member and speaker for the School of Film and Media Studies (FMS) outreach program targeted at secondary schools
- Executive committee member for FMS Open House 2004, 2005 and 2006
- Represented FMS on the judging panel of the Institute of Advertising (IAS) Hall of Fame Awards in 2004 and 2005
Senior Regional Account Manager
Dentsu, Young and Rubicam
02.1997 - 04.2002
- Responsible for profitability of following clientele: Singapore Telecommunications Pte Ltd (SingTel) & Ericsson (Regional, across 9 markets in Asia Pacific Region)
Senior Account Manager
Batey Ads
12.1995 - 02.1997
- Responsible for the profitability of the following clientele: Singapore Tourism Board (The Singapore Gourmet Summit 1996; Singapore Food Festival 1996; The Great Singapore Sale 1996); Shangri-La Hotels and Resorts Pte Ltd (Malaysia, Indonesia and Singapore); India Tourism Board, Sime Darby Ltd and RCI Pte Ltd
Media Planner / Account Executive
Prime Ad (S) Pte Ltd
03.1994 - 12.1995
- Responsible for the profitability of the following clientele: Lian Bee Corp
- Pte Ltd / JECO Pte Ltd; Ossia International Pte Ltd; Smith & Nephew Pte Ltd; Zuellig Pharma Pte Ltd; Memotime / Luxtime (S) Pte Ltd; Keck Seng Properties Pte Ltd; Century 99 Pte Ltd
Education
Bachelor of Science - Marketing
Queensland University of Technology (QUT)
Brisbane, Australia 06.1992 - 05.1993
Diploma - Mass Communication
Ngee Ann Polytechnic
Singapore 07.1989 - 05.1992
Skills
- Strategic planning and creative direction
- Stakeholder engagement
- Project and event management
- Budgeting expertise
- Workforce planning
- On-location shoots
- Problem-solving
- Excellent communication
- Interpersonal skills
- Written communication
- Team leadership
- Project planning
- Problem-solving abilities
- Work Planning and Prioritization
Timeline
Assistant Director, Marketing Communications
TAFEP Tripartite Alliance for Fair and Progressive Employment Practices
04.2014 - Current
Certified Trainer With Kids Invent! & Project9 Corporate Trainer
JLPC Consultancy LLP
05.2012 - 04.2014
Senior Account Director
Young & Rubicam
12.2009 - 12.2010
Account Director
Dentsu Singapore
09.2006 - 08.2008
Lecturer, School of Film & Media Studies
Ngee Ann Polytechnic
04.2002 - 09.2006
Senior Regional Account Manager
Dentsu, Young and Rubicam
02.1997 - 04.2002
Senior Account Manager
Batey Ads
12.1995 - 02.1997
Media Planner / Account Executive
Prime Ad (S) Pte Ltd
03.1994 - 12.1995
Bachelor of Science - Marketing
Queensland University of Technology (QUT)
06.1992 - 05.1993
Diploma - Mass Communication
Ngee Ann Polytechnic
07.1989 - 05.1992
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