Her ardent client management philosophy of ‘total professional ownership and accountability’ resonates from the Business Development, Strategic Consulting and Creative Execution of her clients‘ programs. Her hands-on, ‘lead by example’ practitioner style and strong focus on people development are integral to the success of APRW.
Having started her career in public relations and image consultancy, her experience in Marketing was further developed and refined through her ten-year stay with IBM. Her responsibilities spanned the entire range of marketing functions—from setting up demand generation centres and telemarketing activities to creating and delivering executive presentations to key IBM customers and public organisations. In her last appointment as IBM‘s Advertising and Promotions Manager, she skilfully managed a total of 13 brands, utilising the full media mix of television, radio, billboard and print advertising.
In heeding the government‘s call towards globalisation, Celene undertook a Regional Marketing role with a major US software multinational corporation. Every aspect of IT marketing for nine Asian countries came under her capable management, including functions such as public relations, strategic alliances and business partner management.
Celene‘s strength lies in her extensive personal press contacts with most of the major publications, and the strategic alliances she has cultivated with key leaders of the Asian community. It was such hands-on experience, a strong network in the industry and a pure tenancious attitude that Celene successfully built up APRW.
Celene served on the Board of Directors for the United Nations Association of Singapore, and was the honorary treasurer of the UN 50th Anniversary Gala Charity Dinner, organised by the Government National Committee and members of the Diplomatic Corps. She was also a Council Member of the Institute of Public Relations of Singapore, Publicity Chairperson on the Executive Council of the Singapore Computer Society, Vice President of the Women‘s Business Connection, President Elect and Director of International Services at Rotary Club of Suntec City and Committee member of Fairfield Methodist Schools‘ Alumni.