About Me
With a passion for content creation, Si Min always finds new ways to hone her communication and filmmaking skills, while striving to produce content that pushes the boundaries of edu-tainment. As a strategic and goal-driven individual, she foresees drastic growth within the creative industry in the upcoming future, and is highly eager to be part of this new wave.
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In her leisure time, Si Min enjoys spending time with her grandparents and catching up with friends. She doesn't shy away from an opportunity to try something new, and particularly likes to set aside some time to venture to uncommonly visited places. Her favourite travel memory thus far has been her time spent in Cambodia - do ask her about it!
EXPERIENCE
Communications
COMMUNICATIONS EXPERIENCE
Strategy · Marketing · Communications · Management
Media & Design
CREATIVE PRODUCTION EXPERIENCE
Design · Film Production · Art Direction
Aug 2019 – Sep 2020
June 2021 - Present
Regional Creative Designer
Fresh Beauty, LVMH Beauty
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Integrated design thinking, performance analysis and market research to conceptualise creative direction and guidelines for marketing campaigns tailored for the SEAO market
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Cross functional collaborations with e-commerce to strategise and execute effective advertising efforts for Lazada Thailand, most notably resulting in +30% increased click through and high conversions despite holding campaign after the Nov/Dec Black Friday and Holiday sale season
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Work closely with SEAO markets (SG, MY, INDO, TH, PH, AUS, NZ) while conducting research to understand ever-changing trends and market design preferences to constantly renovate and amplify regional marketing efforts and evergreens. Resulted in uplift in evergreen click throughs in 2022, after research and content refresh efforts in end 2021
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Working with Adobe Suite to manage creative projects from conception to completion. Includes Google, Meta and Tiktok paid ads, Lazada and .com content and ads, campaign activation collaterals, packaging and kit prototyping, and other variations of print and digital mediums (microsite design, in-store videos, social content, CRM-related content, brochures, EDMs, etc.), while adhering to timelines and budget constraints
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Spearhead end-to-end process of regional videography and photography shoots for content creation, including budget and time management, storyboarding and pitching, model and prop sourcing, technical set up and tear down, photography and videography editing, and other technical and logistical requirements
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Provided guidance to junior designers and cross-functional teams with weekly catchups, feedback sessions and regular brainstorming meetings to encourage creative ideation and sharing of up-to-date digital news, social media trends and movement in the creative industry.
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Implemented best practices for asset request from regional markets, creative design workflow, asset management, and version control to optimize efficiency within the creative department and overall regional team
Vice-President
(Corporate Communications)
29th NTU Students' Union Executive Committee
Nanyang Technological University
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• Anchor the pillar of Communications within the Union
• Strategise the overall Union branding and relations through corporate branding, crisis communications and support
• Synergise the works of the Branding Executive and Relations Executive to ensure consistent messaging
• Handles crisis communications and support
• Holds the responsibility of communicating changes in policy and keeping the student updated with school affairs
• Ensure that the Union members receive timely updates of Union's messages
• Approval of overall Union collaterals, go-to person for communications related matters
• Ensure that the events, initiatives of the Union are consistent with our branding and messaging
• Assist the President in the execution of the Union strategy and direction (credibility, influence)
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Skills:
• Crisis Management and Communications; ability to stay calm and think on the feet to respond
• Understanding target audience needs to strategise organisational branding
• Handle media relations; advising the President on handling media queries, while taking on the role as key media liaison for the Union
• Confident communicator and presenter; ability to present concepts verbally
• Writing, editing, proofreading; including public statements and editorial work
• Layout and design, professional printing/publishing skills
• Organisational and planning skills; Project management and time management
• A wide degree of creativity and latitude
• Knowledge and understanding of current trends in digital media/social media
• Self-motivated with a positive and professional approach to management
Feb 2017 - Present
Nov 2018 - Feb 2019
Communications & Publicity Director
Organising Committee of THE FIRST STEP - a nationwide conference on holistic hiring practices in Singapore. An initiative by the 28th NTU Students' Union Executive Committee.
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• Member of the pioneering organising committee to plan and manage this first-ever student-led conference
• One of three key personnels to co-strategise, lead and direct overall communications-related matters pertaining to the event; area of specialisations focused around online and offline publicity and marketing efforts.
• Led a team to generate all creative and multimedia materials related to the conference, ensuring that collaterals stick closely to designated design style; powerpoint decks, programme booklet, e-invites, on-site designs and collaterals, etc)
• Designed the overall publicity approach and curated the event social media content calendar
• Administered communications between local media representatives, including the creation and dissemination of Press Kits, PR Statements, etc
• Managed event photography and videography support
Creative Filmmaker
Freelance, per project basis
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Taken on numerous positions at different professional production sets, each position coming with different sets of responsibilities.
Previous positions include:
• Producer
• Production Designer / Art Director
• Production Manager
• Assistant Director
Past Clients that I have worked with includes BBC, Uniqlo, NTU, Living Care.
Skills:
• Effective communication skills, to understand the needs and wants of the clients, while collaborating with other creatives
• Strategic creative thinking, to produce an aesthetic piece of work, that is viewer-friendly and meets its purpose
• Strong grasp on Adobe softwares (e.g. Premiere Pro, After Effects, Lightroom) and other relevant softwares (e.g. Protools)
• Ability to juggle multiple tasks and projects at once
Feb 2017 – Present
Creative Designer
(Advertising and Publications)
Freelance, per project basis
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Plan and design marketing and advertising-centric collaterals and graphics, for both online and offline purposes, on a client by client basis.
Past Work:
• Created social media marketing strategy, and designed web content and print media content for the charity crossfit fundraiser OPERATION BROKEN WING
• Designed numerous print collaterals for Nanyang Technological University's Union Orientation 2018, including badges and t-shirts
• Co-designer and copyrighter of the HK HUGO BOSS 2019 coffee table book. Responsible for planning, designing and writing for key brand ambassadors of HUGO BOSS to reflect the brand’s target shoppers’ segment.
Skills:
• Effective communication skills, to understand the needs and wants of the clients.
• Strategic creative thinking, to produce an aesthetic piece of work, that is viewer-friendly and meets its purpose
• Strong grasp on Adobe softwares (e.g. Photoshop, Illustrator, InDesign)
• Ability to juggle multiple tasks at once
Aug 2018 - Sep 2019
July 2020 - August 2020
Associate Producer, Writer
The Moving Visuals Co.
Mainly produced for TV renovation series, Groom My Room. Worked closely with relevant stakeholders to design, build and execute interior room designs, on top of juggling the TV show production. This includes fine-tuning the concepts/layout, choosing of furniture, and on-site problem solving during production and/or construction complications while under a tight timeline.
Corporate Communications Executive
(Branding)
28th NTU Students' Union Executive Committee
Nanyang Technological University
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• Responsible for all art & design, media coverage and digital marketing matters under the Union
• Continuously seeking to enhance the corporate image and brand for the Union
• Generate creatives and multimedia content for Union wide initiatives
• Approve and schedule marketing related creatives and other content created by over 20 departments
• Provide all Union members with timely and relevant updates
• Provide photography and videography support to Union events
Skills:
• Coordination and decision-making skills; to aid the process of problem solving
• Strong grasp on graphic design, photography and videography production and editing, as well as its relevant Adobe softwares
• Constantly seek to stay relevant with current trends in digital media/social media
• Detailed Oriented; Rigorous attention to elements and components in order to maximise functionality, aesthetics and purpose of design and media collaterals
• Efficient project management; strategic organising to maximise positive branding
• Affable and proficient interpersonal skills to aid leadership and collaborative work
• Confident communicator and presenter; using written, verbal and visual communication skills to present concepts
• Time management skill; able to juggle and manage multiple projects
• A wide degree of creativity and latitude to strategically keep a brand relevant
• Self-motivated with a positive and professional approach to management
Sep 2016 – Feb 2017
Researched and pitched my own documentary ideas that would be used later in the company pitch to Channel News Asia. Also collaborated with other producers in writing scripts and doing research on themes, concepts and talents for a livestream cooking show, Rookie and a Recipe.
2008 - 2013
Certificate in Fine Arts
Secondary Art Programme
Nanyang Academy of Fine Arts (NAFA)
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• Groomed to pick up a multitude of Fine Arts medium, including but not limited to Chinese Painting and Calligraphy, Architecture and Perspective Drawing, Live Drawing, 3D clay moulding, Water Colour, Oil Painting, Abstract Art, Acrylic Art, Wire Sculpturing and Sketching
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Skills:
• Development of creative and cognitive thinking through the process of learning how to create a unique artwork that stands out from the rest
• Attention to detail
• Level-headed; able to calmly execute work despite short deadlines
• Level of dexterity
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Creative Intern (Design)
Endorphine Concept Digital Solutions (Phnom Penh, Cambodia)
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• Produced multi-platform design collaterals (including infographics, banners, social media content, web designs, etc.) for multiple regional clients, e.g. Microsoft, Prudential, ABA Bank and Omron.
• Account Management for international clients; constant
communication with clients
• Spearheaded the planning and organising of clients' social media content
• Organised, designed and delivered numerous collaterals for the official event launch of Microsoft 365 in Cambodia
Skills:
• Intercultural Communication, with direct supervisors (French),
colleagues (Khmer), and clients (including Russians, British, Americans)
• Creativity and latitude to strategically keep client brands relevant
• Time management skill; able to juggle and manage multiple projects and school submissions at once
• Affable and proficient interpersonal skills
• Clarity in copywriting for social media and editorial work
• Confident communicator and presenter
• Detailed Oriented; Rigorous attention to elements and components to maximise functionality and aesthetics of collaterals
• Strong grasp on graphic design, photography and videography production and editing, as well as its relevant Adobe softwares
• Learnt to use Trello, a web-based project organising application
Sep 2015 – Dec 2015
Education
Undergraduate Summer Programme
Chung Ang University (South Korea)
Nanyang Technological University, Singapore
Bachelor of Fine Arts (Media Art)
Specialisation in Digital Filmmaking
School of Art, Design and Media (ADM)
Diploma in Mass Communications
School of Film and Media Studies (FMS)
Ngee Ann Polytechnic, Singapore
Sales and Marketing Strategist
Scoooby Pte Ltd
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• Market research, Company SWOT Analysis
• Created and developed numerous marketing strategies for sales of product
(E-scooters).
• Proposed and created media and design marketing collaterals.
Skills:
• Proficient Communication skill, to pitch ideas and concepts to a team
• Good grasp on marketing, advertising and public relations theories
• Consumer Research and Graphic Creation
• Take initiatives to ask questions and prepare more than what is required
• Being able to service clients well by listening and editing work according to client's feedback
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GCE 'O' Levels Certificate (5As)
Commonwealth Secondary School, Express Stream
SKILL SET
Adobe Suite - Premiere Pro, Illustrator, Photoshop, Lightroom, InDesign, After Effects
Davinci Resolve, Protools
Design Thinking, Studio & Social Photography & Videography, Production Design, Film Producing, Film Direction, Creative Strategy, Copywriting & Editing, Project Management