KAREN LEE
BRANDING & MARKETING
Lead branding and positioning strategies for new product and property launches
Act as spokesperson and brand custodian to ensure coherent message and tone-of-voice
Champion publicity events and media campaigns on both corporate and brand levels
Full ownership of corporate and brand level websites
Steer social media campaigns across brands. Design CRM programs, loyalty strategies and market surveys.
Build partnerships with complementary brands and identify cross-promotional opportunities
Handle celebrity endorsement and brand ambassador programs
Proactively identify and pitch for awards conferred by government, media and trade associations
Perform market analysis and demographic profiling for business units
Compile corporate literature, including annual report, announcements, press releases, presentations & speeches
Promote media relation with local and overseas media
Monitor news, government policy and community sentiment.
Disseminate information to relevant team heads. Alert management of controversial issues and recommend line-to-take
Support Investor Relations in orchestrating overseas roadshows and analyst briefings
Formulate and establish crisis handling procedures for frontline units, including emergency guidelines and media training
Prepare daily e-newsletter and quarterly reports to 3,000 staff across multiple offices to promote information exchange, corporate culture and employee loyalty
Conduct periodic employee relations sessions to communicate Group’s vision, development blueprint, transitions, opportunities and challenges
Design CSR programs with HR team. Align efforts and objectives across operational units
Establish staff communication strategies during M&A, organization restructure or ad hoc changes. Liaise with labour union and concerned government departments
Handle escalated complaints or sensitive issues with in-house legal team