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Esther Ng

Corp Reputation, B2B & B2C Marketing Comms - Senior Manager at Edelman

Professional Background

Esther Ng is a prominent figure in the field of public relations and communications, boasting a robust multi-channel and full-suite expertise that spans various industries including energy, finance, government, FMCG, and retail. As a Senior Manager in Reputation at Edelman Singapore, Esther has excelled in brand-building, reputation management, and thought leadership for notable clients. Her experience is characterized by a deep-rooted proficiency in data mining and analytics, utilizing advanced tools such as GWI, BrandWatch, Crimson Hexagon, and Newswhip.

Esther's career is marked by a comprehensive knowledge of different media channels, including earned, paid, social, and owned media. She possesses a strong media relations expertise, skillfully managing crisis communications and media training. Furthermore, she has taken the lead in executing end-to-end influencer and content partnership campaigns, most notably steering the global influencer league for Unilever's Pond's Insiders. Her adeptness in developing community partnerships and overseeing projects with Studio teams exemplifies her comprehensive skill set.

One of her career highlights includes orchestrating award-winning campaigns, such as "The Perfect Voiceovers," which won the prestigious 2020 PR Awards Asia's Grand Prix Award and the Tiger Air-Ink award. Esther has also successfully managed large-scale, multi-market initiatives as the Regional and Media Lead for Shell's MtFS in 2017 and 2018, overseeing operations across 17 markets, including the US and UK. Additionally, she has developed extensive in-market toolkits for leading organizations including the Singapore Tourism Board (STB), Singapore Airlines, and Unilever, showcasing her exceptional project management skills and ability to handle complex client relationships.

Education and Achievements

Esther's educational background reflects her strong commitment to the field of communications. She began her academic journey at the prestigious Anglo-Chinese Junior College in Singapore, before proceeding to the National University of Singapore, where she graduated with a Bachelor of Social Sciences with Second Upper Honors in Communications and New Media. Her thirst for knowledge led her to further her studies in Communications and Sociology at the University of Amsterdam, enriching her global perspective and expertise in the field.

In her professional journey, Esther has not only made remarkable contributions to her clients but has also achieved significant recognition and awards in the industry. Notably, her leadership in tourism and hospitality campaigns has garnered attention and praise, with her innovative initiatives contributing to the Singaporean tourism sector's growth and resilience. As the Travel and Tourism Lead in Edelman Singapore, she has worked closely with clients such as the Singapore Tourism Board, Singapore Airlines, and Banyan Tree, effectively driving strategies for domestic recovery during challenging times.

Esther's innovative spirit shines through her creation of the COVID-19 Special Report: Culture Change in Tourism & Hospitality, an initiative that sparked considerable interest within the industry, underlining her foresight and ability to adapt to evolving scenarios. She has also led notable campaigns such as the Singapore Food Festival, Singapore Tourism Awards, and several projects related to the wildly popular film "Crazy Rich Asians," both in Singapore and Los Angeles.

Achievements

  • Award-Winning Campaigns: Esther has led numerous campaigns that have received industry accolades, including her recognition at the 2020 PR Awards Asia where her campaign "The Perfect Voiceovers" received the Grand Prix Award.

  • Innovative Initiatives: Esther pioneered the COVID-19 Special Report, focusing on Culture Change in Tourism & Hospitality, demonstrating her commitment to addressing industry challenges through creative solutions.

  • Leadership Roles: At Edelman, Esther takes pride in her leadership role, contributing to employee career pathing, recruitment, and retention efforts, while also serving as an in-house trainer in various key areas such as New Business Pitching and Media Relations. Her contributions to fostering a positive workplace culture exemplify her team-player mentality and her dedication to empowering her colleagues.

  • Representational Roles: She has represented her organization at significant conferences such as Spikes Asia and the Women Leading Change Conference, further enhancing her professional network while promoting the values of diversity and leadership within the industry. Her selection for a six-month posting in Shanghai reflects her outstanding capabilities and her recognition as a high-achieving woman within the global Edelman network, culminating in her nomination for the 2021 Edelman Challenger Awards.

In summary, Esther Ng stands as a testament to excellence and innovation in public relations. Her multifaceted experience, coupled with her commitment to empowering others and leading by example, establishes her as a significant contributor to the communications landscape in Singapore and beyond. With a keen eye for trends and a passion for fostering meaningful connections, Esther continues to drive impactful initiatives that resonate across various industries.

Related Questions

How did Esther Ng develop her expertise in data mining and analytics for public relations?
What are some key strategies Esther Ng employed in her award-winning campaigns like 'The Perfect Voiceovers'?
How has Esther Ng's leadership influenced the teams she manages at Edelman Singapore?
In what ways did Esther Ng contribute to the tourism sector during the COVID-19 pandemic?
What motivated Esther Ng to specialize in travel, tourism, and hospitality within public relations?
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Location

Singapore