I made a transition from a print journalist to producing online-only content when I joined the Michelin Guide Singapore as its first digital editor in 2016.
I was headhunted by Robert Parker Wine Advocate, which French tyre giant Michelin used to hold a minority stake in, to be the founding digital editor of their new Michelin Guide Singapore website, Michelin's first-ever digital editorial initiative in the region.
Together with Michelin's marketing team and RPWA's web engineers, I spearheaded the development of the website from the ideation stage to its successful unveiling in March 2016. I also helped to launch Michelin's bilingual Hong Kong and Macau website and social media accounts in 2017.
In 2019, after the Michelin Group fully acquired Robert Parker Wine Advocate, I was recruited by the new management to rejoin the company as the Editorial Director for the Michelin Guide Asia to lead its post-acquisition restructuring as part of the Asia management team.
From overseeing three destinations in Asia when I joined, my scope grew over three years — and through the most challenging stretch of the pandemic — to nine destinations across Asia including Singapore, Hong Kong, Macau, Taiwan, Thailand, Korea, Japan, as well as Dubai and Abu Dhabi in the Middle East.
In this multi-faceted position, I create and execute owned content strategies for the Michelin Guide's online platforms in Asia and the UAE, closely guided by data analytics and social listening. My team of editors and our combined rolodex of over 50 freelance contributors across Asia and the UAE create text, video and audio content in seven different languages.
We work closely with our Sales team to prospect, pitch and produce co-branded advertorial content with Michelin's government and commercial partners such as tourism boards, automotive brands, luxury labels and more; with our Marketing team to create internal and external brand communications materials; and with our Events team to draw eyeballs to our glitzy Michelin Star Revelation gala dinners, street food festivals, and more. All while liaising closely with Michelin's French headquarters to realise and localise global strategies in Asia and the Middle East.
Achievements:
Within four months of launch, the Michelin Guide Singapore Facebook page amassed 40,000 Facebook followers with a very active engagement rate, and our videos average 100,000 views each.
Our most popular video on the world's first Michelin-starred street food stall chalked up 4 million global views in just four days. The video earned an Honourable Mention in the 'Excellence in Video Reporting' category at the 2017 Society of Publishers in Asia Awards and the Michelin Guide Singapore website was recognised with a bronze award by the Media Publishers Association of Singapore.
We created an advertorial video series, What Drives Me, for Genesis, Korea's leading luxury car marque, which is now referenced as best-in-class content within the Michelin Group. Genesis returned for a larger partnership in the following year, during which we delivered a second video series, Journey to the Stars, which was aired at the Busan International Film Festival in 2022.
I created many content best practices now applied throughout the company in Asia and globally, such as video storyboard templates, advertorial pitch decks, SEO and analytics practices, and I organise regular team training on these topics for our staff to stay current. Our platforms’ social media following has grown 5x over the last three years, and we always achieved at least 4 out of 5 on partner satisfaction for all our editorial campaigns.
Images are for reference only and not to be reproduced without permission from their relevant sources. For enquiries or to request more writing samples, email me.
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