Natalie Tan

• Strategised and developed Changi Airport Group’s Employer Branding Marketing Portfolio
• Led Employer Branding campaigns, overseeing media asset creation and media buying strategies
• Managed the content and design of the CAG Careers website as its dedicated site owner
• Curated and maintained CAG’s LinkedIn presence, crafting engaging copy and content for Careers and HR initiatives aligned with the Employer Brand, "Come Make Magic with Us."
• Identified and recommended award categories to position CAG as an employer of choice; collaborated with internal teams to prepare audits, articles, and submissions for key awards (e.g., HREA 2024, SHRA 2024, SkillsFuture Employer Awards 2024)
• Organised and executed employer branding events, including career fairs (e.g., One Aviation Fair), scholarship fairs (e.g., BrightSparks), university campus events (NUS, NTU), Junior College outreach, networking sessions, learning journeys, career talks, and open houses.

Internal Communications Lead

• Directed logistics and operational planning for key School events, including the annual townhall
• Engaged cross-departmental stakeholders to advise and promote internal events and achievements in the School
• Ideated, curated, and managed the School's internal staff newsletter and intranet, designed 2024's internal staff newsletter
• Designed and conducted surveys, analysed data to gather actionable feedback for quality of internal comms content

Corporate Newsletter Lead & Writer (MediCine, NUS Medicine)

• Conceptualised and curated quarterly newsletter content, covering scientific research, insights, and profile features of the School's staff (professors, academic and executive staff), students, and alumni
• Authored articles for multiple columns, including: scientific achievements, insight, and profile stories

Media Relations

• Developed strategic communications plans for research and corporate initiatives
• Led communications for high-profile centre launches, such as the Global Asian Centre for Women’s Health and the Centre for Sustainable Medicine, securing coverage in major outlets including The Straits Times, Channel NewsAsia, Lianhe Zaobao, and various science and technology publications
• Crafted compelling and targeted content for NUS Medicine's social media platforms

• Researched, pitched, and authored compelling articles across various social topics

Work:

• Ideated unique angles with high relevance and time sensitivity, delivered high-quality content under tight deadlines
• Funeral Workers Finding Meaning In Transporting Dead Bodies
• Nice parents in Singapore? We found them.
• Why I want to have a child. (Top 5 most read article of the month)
• In 2021, the Audience Reigned Supreme
• Remember Paxlovid? COVID-19?

• Wrote and edited thought-provoking social and cultural commentaries focusing on issues relevant to Singaporean youth, including branded content
• Featured as a guest speaker on CNA938 to discuss insights and perspectives on commentary work

Work:

• Outdated gender norms in dating deny us of chances at love
• The low quality conversations on dating apps
• Has COVID-19 robbed the young of their youth?

• Conceptualised and developed publicity content for healthcare initiatives and projects, including the Mobile Inpatient Care @ Home Sandbox (MIC@Home, launched in April 2022)
• Conducted on-site hospital visits to gather insights and evaluate the effectiveness of pilot projects
• Authored press releases (Budget 2021 - on Healthcare initiatives) and blog posts to enhance visibility and engagement for key initiatives

• Created engaging branded content for clients such as GetIt by Changi Recommends and Oddle Eats
• Produced organic content, including:
• Food Reviews: Authored detailed and engaging write-ups on dining experiences in highly coveted, hole-in-the-wall, and new establishments
• Recipes: Experimented with new creations during the COVID-19 period
• Social Commentaries: Explored social issues through thought-provoking pieces
• Researched and analysed trends in Singapore's F&B industry to inform content strategies (social media and article content)
• Crafted social media copy

• Created organic travel content with detailed guides on destinations including Melbourne, Sydney (Australia); East Java (Indonesia); Can Tho (Vietnam); Kuala Lumpur, Penang (Malaysia); and Singapore
• Monitored and analysed travel trends during the COVID-19 pandemic (2020) to tailor content strategies
• Developed engaging social media copy
• Managed backend website operations

Developed over 30 compelling workplace and business narratives by interviewing industry leaders and entrepreneurs, including:

• Adrian Tan, Regional Leader of Client Solutioning APAC at PeopleStrong
• Rayner Loi, Founder of Good For Food
• Shen Tan, Founder of Ownself Make Chef
• Kenny Leck, former Founder of BooksActually

• Secured the first set of clientele for SOA, showcased strong networking and relationship-building skills
• Produced engaging video content and crafted strategic social media campaigns for SOA