Cho Pei Lin
MANAGING DIRECTOR
chopeilin@aprw.asia
in/chopeilin
Julie Chiang is one of the founding directors of APRW and has more than two decades of experience in public relations. She specialises in Consumer and Lifestyle PR and has led teams on numerous award-winning campaigns across retail, FMCG, lifestyle, travel, placemaking, and public sector communications.
Julie began her career in public relations immediately after graduation, working on high-profile brand and entertainment launches. Her early experience includes the inaugural launch of The Powerpuff Girls in Singapore with Cartoon Network, as well as being a key team member supporting Performance Motors Singapore and Network Associates, providing her with a strong grounding in automotive, technology, and multinational brand communications. She also spent several years with an event management agency, where she was involved in bringing overseas performances and productions to Singapore, building early expertise in live events, stakeholder coordination, and large-scale publicity.
She went on to spearhead major award-winning campaigns, including the inception of habitat by honestbee, which won Best PR Campaign: Services (Gold) and Best Media Relations Strategy (Silver) at the 2019 PR Awards. Julie also led the EVA Air Hello Kitty Jet Launch, which garnered Best Consumer PR Campaign (Bronze), Best PR-Led Integrated Communications, and Best PR Campaign – Lifestyle (Gold) in 2016. Other notable launches include iShopChangiWines.com by DFS Group and Changi Airport Group, Barbie’s 60th Anniversary in Singapore, the initial launch of Hegen, and Lamborghini Singapore.
For large-scale lifestyle programmes and national events, Julie has helmed media relations for major signature platforms such as the Singapore River Festival and the Star Wars Festival, supported by the Singapore Tourism Board. She also led the communications team for Marina Bay Countdown 2021—the first major national event staged since COVID-19—navigating heightened public scrutiny, evolving safe management measures, and complex multi-agency stakeholder coordination in a highly sensitive operating environment.
Julie has extensive experience in FMCG and retail, with a proven track record in driving brand and product awareness. Her portfolio includes consumer brands such as Yeo’s, AYAM Brand, BreadTalk, Nature’s Wonders, MILO, and Tai Sun. She has also managed communications for retail malls under Mercatus Co-operative, including AMK Hub, Jurong Point, and Swing By @ Thomson Plaza. She has worked with local luxury leather brand Mathilde, supporting brand positioning and visibility within Singapore’s premium lifestyle landscape.
Julie is also experienced in public sector and cause-driven communications. Her work includes the Ministry of Health’s Child and Maternal Health Campaign (2023), a national public education initiative requiring careful messaging, sensitivity, and alignment with public health priorities. She was also involved in the Celebrating SG Women Exhibition (2022), organised by the Ministry of Social and Family Development, supporting publicity efforts for a national showcase recognising women’s contributions across generations.
In the regional B2B and events space, Julie supported PR efforts for IAAPA Expo Asia 2023, the premier trade exhibition for the global attractions and theme parks industry, bringing together international operators, developers, and solution providers across Asia-Pacific. In 2025, Julie continued to lead and advise on a diverse range of key accounts, including Our Tampines Hub, ErgoTune, Hey Taylor, Coffee Brands – Moccona, OldTown White Coffee, and LOR. She also continued her long-standing work with North East CDC and Luckin Coffee, and supported major charitable and sporting events such as Run For Hope. In addition, she contributed her expertise on a pro-bono basis to Fashion for Cancer.
Julie has also delivered corporate and public sector communications, including work for SportCares (the philanthropy arm of Sport Singapore) and Special Olympics Singapore. Healthcare PR remains a meaningful cornerstone of her career, with long-standing trusted partnerships including the Singapore National Eye Care Centre and Singapore Heart Foundation. She has also driven publicity for Stroke Support Station and Nestlé Infant Nutrition.
Julie is an active contributor to the PR industry. She has been invited to speak and participate in panel discussions, sharing practitioner insights on media relations, crisis communications, and evolving PR strategies.
With a strong belief in giving back, Julie continues to undertake pro-bono work for organisations including The Running Hour, and Fashion for Cancer. She was also co-editor of The Birthday Collective’s Birthday Book Junior.
Julie holds a Bachelor of Arts in Public Relations from the Royal Melbourne Institute of Technology, Australia. She is an accredited PR Practitioner of the Institute of Public Relations Singapore and a member of the Singapore Press Club.
Key Practices
Julie Chiang is one of the founding directors of APRW and has more than two decades of experience in public relations. She specialises in Consumer and Lifestyle PR and has led teams on numerous award-winning campaigns across retail, FMCG, lifestyle, travel, placemaking, and public sector communications.
Julie began her career in public relations immediately after graduation, working on high-profile brand and entertainment launches. Her early experience includes the inaugural launch of The Powerpuff Girls in Singapore with Cartoon Network, as well as being a key team member supporting Performance Motors Singapore and Network Associates, providing her with a strong grounding in automotive, technology, and multinational brand communications. She also spent several years with an event management agency, where she was involved in bringing overseas performances and productions to Singapore, building early expertise in live events, stakeholder coordination, and large-scale publicity.
She went on to spearhead major award-winning campaigns, including the inception of habitat by honestbee, which won Best PR Campaign: Services (Gold) and Best Media Relations Strategy (Silver) at the 2019 PR Awards. Julie also led the EVA Air Hello Kitty Jet Launch, which garnered Best Consumer PR Campaign (Bronze), Best PR-Led Integrated Communications, and Best PR Campaign – Lifestyle (Gold) in 2016. Other notable launches include iShopChangiWines.com by DFS Group and Changi Airport Group, Barbie’s 60th Anniversary in Singapore, the initial launch of Hegen, and Lamborghini Singapore.
For large-scale lifestyle programmes and national events, Julie has helmed media relations for major signature platforms such as the Singapore River Festival and the Star Wars Festival, supported by the Singapore Tourism Board. She also led the communications team for Marina Bay Countdown 2021—the first major national event staged since COVID-19—navigating heightened public scrutiny, evolving safe management measures, and complex multi-agency stakeholder coordination in a highly sensitive operating environment.
Julie has extensive experience in FMCG and retail, with a proven track record in driving brand and product awareness. Her portfolio includes consumer brands such as Yeo’s, AYAM Brand, BreadTalk, Nature’s Wonders, MILO, and Tai Sun. She has also managed communications for retail malls under Mercatus Co-operative, including AMK Hub, Jurong Point, and Swing By @ Thomson Plaza. She has worked with local luxury leather brand Mathilde, supporting brand positioning and visibility within Singapore’s premium lifestyle landscape.
Julie is also experienced in public sector and cause-driven communications. Her work includes the Ministry of Health’s Child and Maternal Health Campaign (2023), a national public education initiative requiring careful messaging, sensitivity, and alignment with public health priorities. She was also involved in the Celebrating SG Women Exhibition (2022), organised by the Ministry of Social and Family Development, supporting publicity efforts for a national showcase recognising women’s contributions across generations.
In the regional B2B and events space, Julie supported PR efforts for IAAPA Expo Asia 2023, the premier trade exhibition for the global attractions and theme parks industry, bringing together international operators, developers, and solution providers across Asia-Pacific. In 2025, Julie continued to lead and advise on a diverse range of key accounts, including Our Tampines Hub, ErgoTune, Hey Taylor, Coffee Brands – Moccona, OldTown White Coffee, and LOR. She also continued her long-standing work with North East CDC and Luckin Coffee, and supported major charitable and sporting events such as Run For Hope. In addition, she contributed her expertise on a pro-bono basis to Fashion for Cancer.
Julie has also delivered corporate and public sector communications, including work for SportCares (the philanthropy arm of Sport Singapore) and Special Olympics Singapore. Healthcare PR remains a meaningful cornerstone of her career, with long-standing trusted partnerships including the Singapore National Eye Care Centre and Singapore Heart Foundation. She has also driven publicity for Stroke Support Station and Nestlé Infant Nutrition.
Julie is an active contributor to the PR industry. She has been invited to speak and participate in panel discussions, sharing practitioner insights on media relations, crisis communications, and evolving PR strategies.
With a strong belief in giving back, Julie continues to undertake pro-bono work for organisations including The Running Hour, and Fashion for Cancer. She was also co-editor of The Birthday Collective’s Birthday Book Junior.
Julie holds a Bachelor of Arts in Public Relations from the Royal Melbourne Institute of Technology, Australia. She is an accredited PR Practitioner of the Institute of Public Relations Singapore and a member of the Singapore Press Club.
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