Meilin Wong SANDBERG

T : +65 9819 1532 • E : meilin.sandberg@yahoo.com • www.linkedin.com/in/meilinwongsandberg

PROFILE: A communications strategist and collaborator with strong business acumen.

Versatile and results orientated professional with a successful 14 year track record in identifying business needs, developing
effective regional communications to enhance companies’ brand positioning among their key stakeholders, supporting
business strategies and leading teams to deliver bottom-line results. Have managed and been accountable for projects
worth over S$90 million over my career. Specialises in B2B public relations, corporate & marketing communications and
business development within the card payment, technology, hospitality, telco and business services industries in AP region.

GOAL: Seeking a role that focuses on strategic communications planning, relationship management, or business
partnership development and where diversified discipline and industry experiences are valued.

WHAT VALUE-ADD I CAN CONTRIBUTE TO AN ORGANISATION

• Effectively combine integrated new and traditional marketing and communications strategies with business and sales
objectives to positively impact corporate brand positioning, business growth and the bottomlines.
• Ability to maneuver through the complexities of B2B sales and relationship management to ensure high hit and
conversion ratios, organic growth, product/solution stickiness and customer loyalty.
• Adeptly build strong partnerships and customer relationships across all levels of corporate hierarchy, including C-levels.

KEY ACHIEVEMENTS
• 2008/09: Successfully developed a strategic regional corporate communications and PR program to position and
introduce GuestLogix, a new-to-Asia travel technology company, that is closely aligned to its business and sales
objectives. Results: its key messages were successfully received and covered by over 10 regional Tier 1 media.
• 2004-2006: Successfully marketed and positioned newly developed and enhanced American Express payment
technologies and solutions in the marketplace, hence achieving and exceeding key sales targets YOY (exceeded carry
over sales trade target by 23%, exceeded Business Travel Account sales trade target by 88%, won Regional Recognition
Award for highest sales achieved in Q4 2004).
• 2002-03: Successfully developed and implemented strategic local and regional PR, corporate and marketing
communications plans and rebranding strategies for Kelly Services & Levi Strauss that positively impacted internal and
external stakeholders as well as garnered substantial Tier 1 & 2 local and regional media coverage.
• 2002: Presented and successfully sold-in an integrated communications program to the Chairman of Singapore Sports
Council to promote and build the image of selected National Sports Associations and increase interest level in those
selected sports.
• 1999-2001: Exceeded sales target by 50% for FY1999-2000. Grew the portfolio base by 20% YOY, partly contributed by
the strategic organic growth of key accounts, Ericsson & Cisco Systems.
• 1994-1998: Key contributor and collaborator for enabling Visa International to leverage key relationships to drive
business results for its brand, products and services. As a result, Visa was placed firmly ahead of its competitors in terms
of card and charge volume, media coverage quality, and was recognized as the world’s leading payment system and
technology leader.

CAREER

April 2009 – current

Independent Communications Strategist/Owner (sole proprietor) – Graffiti Communications (www.graffiticomms.com)
Provide flexible communications solutions to companies on a time-based basis (long-term contract / project):
• Corporate communications & PR strategic planning and implementation
• Executive visibility / thought leadership / corporate positioning
• Media relations

Sept 2008 – March 2009

Associate Director, Head of Corporate Practice – LEWIS Global Public Relations
• Managed the end-to-end process – strategic counsel, media relations, campaign implementation, crisis management, P&L
• Initiated and put in place best practices to effectively meet communication programs expectations and add value to the
agency's diverse portfolio of regional corporate clients like Amadeus, DOCOMO interTouch, Sprice, GuestLogix,
Interbrand, Hitachi & Singapore Sports Council.
• Managed a team of consultants to ensure high productivity and output.
• Actively involved in new business development.
Key achievement: Involved in pitching and winning new businesses worth over S$180K within 3 months. Successfully
developed a strategic regional PR and media relations program to position and introduce GuestLogix, a new-to-Asia travel
technology company, that is closely aligned to its business and sales objectives. Results: its key messages were
successfully received and covered by over 10 regional Tier 1 media.

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Updated: 11/09
Jan 2007 – Aug 2008
Sabbatical / Independent Communications Consultant
Pursued personal development and education prior to undertaking new work challenges. Obtained certification as an
English teacher from the University of Cambridge, UK. Undertaken communications projects on a freelance/contract basis.

Jan 2004 – Dec 2006

Strategic Acquisition Manager, Global Corporate Services – American Express International
• Marketed a suite of American Express commercial payment products and solutions to large corporations & MNCs.
• Managed the entire end-to-end sales process: pipeline management, presentation, client counsel, negotiation,
implementation and after-sales follow-up.
• Partnered existing clients and relationship managers to identify new sales, expansion opportunities through in-depth
customer needs analysis as well as to add-value to existing programs to drive greater partnership penetration.
• Provided strategic and customer-focused consultative sales insight to compellingly sell-in commercial card solution
programs.
Achievements: Marketed and positioned newly developed and enhanced payment technologies and solutions in the
marketplace, hence achieving and exceeding key sales targets YOY (eg achieved 123% of carry over sales trade target,
achieved 188% of BTA sales trade target and won the Regional Recognition Award for highest sales achieved in Q4 2004).
Reason for leaving: Embarked on a sabbatical to pursue personal development and further education.

July 2002 – Jan 2004

Owner (sole proprietor)/Principal Consultant - Graffiti Communications
• Provided strategic counsel and developed locally and regionally customized corporate communication, PR, media
management, re-branding and change management solutions.
Key achievement: Initiated and implemented local and regional communications plans for Levi Strauss & Kelly Services
that positively impacted internal and external stakeholders as well as garnered substantial Tier 1 & 2 media coverage.

Jan – June 2002

Assistant Vice President - Octagon RTA (part of IPG; PR & Sports Marketing Consultancy)
• Provided strategic corporate communications, PR, media counsel and crisis management to clients such as the
Singapore Sports Council (SSC) and Planet Fitness.
• Headed the business services team.
• Managed a team of consultants.
Key achievement: Presented and sold-in a year-long integrated communications plan to the SSC Chairman to help him
promote and build the image of selected National Sports Associations and increase interest level in the selected sports.
Reason for leaving: To start my own business, Graffiti Communications.

July – December 2001

Senior Account Manager – DraftWorldwide (part of IPG; Integrated Marketing Consultancy)
• Managed the agency’s global key account – Cisco Systems - on a regional level as well as to manage existing clients
such as Six Continents (now known as IHG) and American Express.
• Managed a team of account executives.
• Provided strategic counsel and created an 18-month marketing and BTL plan for Cisco.
• Worked with IHG to create, implement and activate its rewards programme, stimulate usage and retain members in key
APAC markets.
Reason for leaving: My position was made redundant as DWW failed to secure Cisco on a long-term retainer contract.

April 1998 – July 2001

Communications & Account Director - Momentum Design (Design & Communications Consultancy)
• Established and spearheaded a PR division to complement the agency’s core business.
• Headed the business development and client management department.
• Managed key clients – Cisco Systems, Ericsson, Gemplus, DBS, British Council & Singapore Repertory Theatre.
• Partnered with the creative team to provide consultative customer-focused design and marketing solutions.
• Managed a team of account managers to ensure timely project completion, account profitability and client satisfaction.
Achievements: Successfully collaborated with key client, Cisco Systems & Ericsson, to grow and expand the agency's
offering of integrated communications plan. This contributed to the growth in the agency's portfolio by 20% YOY. Secured
new businesses worth over S$1M in 1999-2000, exceeded target by 50%.
Reason for leaving: Headhunted by an international agency for a regional role.

September 1994 - March 1998

Consultant - Baldwin Boyle Shand (regional Corporate Affairs & PR Consultancy)
• Provided corporate communications strategies and crisis management counsel to clients to plan, develop, implement and
troubleshoot local and regional communications initiatives to achieve business objectives.
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Meilin Wong Sandberg - CV
T: +65 9819 1532 • E: meilin.sandberg@yahoo.com
• Managed key retainer clients – Visa International, Ministry of Defense, Gillette and the Italian Trade Commission.
• Developed communication strategies in partnership with senior Visa executives to launch, publicise and grow various
payment products regionally as well as raise brand awareness.
• Wrote and edited speeches for senior management, marketing materials, white papers, newsletters & publicity materials.
• Managed two Olympic media campaigns that involved generating extensive pre- and post-Games programs/coverage for
the Visa’s TOP sponsorship of the Olympic Games – 1996 Atlanta Games and 1998 Nagano Games.
• Evaluated/recommended sponsorships that are aligned with Visa’s overall business and brand objectives. Developed
regional PR and marketing communications strategies and implemented tactical solutions to support high-profile
sponsorship programs for Visa - 1996 David Copperfield Asian Tour & 1997 Warner Brothers Family Entertainment on Ice
Asian Tour.
Key achievement: Key contributor and collaborator for enabling Visa International to leverage internal and external
relationships to drive business results for its brand, products and services. As a result, Visa was placed firmly ahead of its
competitors in terms of card and charge volume, media coverage quality, and was recognized as the world’s leading
payment system and technology leader.
Reason for leaving: Headhunted by Momentum Design.

September 1993 – September 1994

Public Relations Manager – Singapore Sports and Recreation Club (a local sports and social club)
• Involved in all aspects of marketing and PR initiatives to heighten awareness of the establishment as well as to increase club
membership sales.
• Managed a team of front-office executives.
Key achievement: developed compelling marketing collateral and PR programs that directly impacted sale of new club
memberships, exceeding target by over 200% within the first week of launch.
Reason for leaving: Opportunity to join a regional PR firm.

EDUCATION & TRAINING

2007: Certificate In Teaching English to Speakers of Other Languages (CELTA), University of Cambridge, UK
2005: Oracle Siebel CRM application, My Client
2004: Siebel’s Target Account Selling (TAS)
1993: BSc Psychology, University of Kent at Canterbury, UK
1990: International Baccalaureate Diploma, United World College of Southeast Asia (UWCSEA), Singapore

COMMUNITY SUPPORT
• Assist professionals in repositioning themselves through their CVs.
• Volunteer member at the United Nations Development Fund for Women (UNIFEM), Singapore Chapter
• Active fundraiser for humanitarian causes around the region – eg: raised over S$30K in 2005 for the Tsunami survivors
through Project Relief; raised over S$50K in 2001 & 2003 for the Karenni Refugees
• Volunteer English teacher at the Karenni Refugee Camp, Thai Border
• Recognised as one of four women for our achievements in community development, Elle Magazine Singapore, Feb 2001
• Co-founded and managed a non-profit women's empowerment organization called Women's Initiative, Singapore
• Community development member of Pax Network, Singapore

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Meilin Wong Sandberg - CV
T: +65 9819 1532 • E: meilin.sandberg@yahoo.com