Eileen Cher

With 18 years of marketing communications experience across the public, private and social sectors, Eileen is a passionate individual who thrives well with change. Driven by her conviction to positively impact lives, she joined the social sector and found her ikigai – shining light on worthy causes through strategic communications and brand narratives. Today, she also leads resource mobilization and corporate services, with focus on governance and talent development. As management, she uses her influence to help people succeed. Thriving on opportunities to change minds and transform lives, she speaks at local and international platforms, and was briefly an adjunct lecturer at her alma mater, Singapore Polytechnic. 

Assistant Secretary General - Corporate

Singapore Red Cross (2010 – Present)

Promoted from Senior Executive, Corporate Communications 

• Lead Outreach efforts by passionate communications, marketing and fundraising professionals; and Corporate Services by professionals in human resources, administration and IT, towards fulfilling humanitarian mission, for lifesaving causes
• Catalyse community investments, win-win partnerships with brands, and strategic collaborations in corporate social responsibility, sustainability and social impact, to support the vulnerable in Singapore and beyond our shores
• Brand the Singapore Red Cross as the leading humanitarian organisation, through strategic communications in thought leadership, public relations and spokespersons profiling, and digital media engagement and creative services 
• On the steering committees for the Red Cross Global and Asia Pacific Communications Forums, effectively positioning the Singapore Red Cross as a leading national society within the Red Cross Movement, the world’s largest humanitarian network

Management Executive

Singapore Tourism Board (2008 – 2010)

• Communications lead for Singapore Medicine, Singapore Education [international media relations, familiarisations, trade interviews]
• Communications lead for Integrated Resorts (Marina Bay Sands and Resorts World Sentosa), and Cruise [issues and crises management, stakeholder and event management] 
• Appointed as secretariat of multi-agency communications team for F1 Singapore Grand Prix – world’s first night race
• Part of BTMICE Communications team; stakeholder management for myriad and diverse industry events, delivering industry-specific speeches for Singapore Ministers at openings
• Country manager for Americas

Executive Officer

Yellow Ribbon Fund (2005 – 2008)

• Pioneer/sole officer/secretariat, reporting directly to Chairman and responsible for all aspects of fundraising and partnerships for the national charitable fund/grantmaker 
• Chief planner and event organiser of signature fundraisers - established Dining Behind Bars, a concept lauded by PM Lee @ National Day Rally 2011
• Manage donor and beneficiary relations – establishing donor database and regular communique
• Spearhead development of fundraising collaterals; copywrite brochures, mailers, direct appeals for engagement of specific donor groups – establishing marcoms materials for fledgling charity
• Create and content manage official website
• Co-produce, brand and market merchandise handmade by prison inmates
• Collaborate with Yellow Ribbon Project secretariat and CARE Network on national campaign

Group Corporate Communications Executive

Keppel Corporation Limited (2002 – 2005)

• Lead project-management of corporate literature such as newsletters, annual reports, marketing collaterals such as advertisements and product brochures, for the Singaporean conglomerate
• Revamp, copywrite and edit range of newsletters with circulation of over 20,000 employees and clients worldwide
• Manage PR for subsidiaries – local and overseas, such as Kazakhstan, Philippines and Vietnam
• Organise corporate events including 35th anniversary of Keppel FELS, inauguration of Keppel Kazakhstan, centennial of Keppel Cebu, christening of vessels, royalties visit

Bachelor of Arts in Mass Communication (2004)

RMIT University (School of Applied Communication) Australia

Graduated with Distinction

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Diploma in Business Administration - PR & Advertising (2002)

Singapore Polytechnic (School of Business)