NORMAN NGManaging Director I Integrated MarComms. I Branding I Digital Media ICrisis / Incident Management I Organisational Development I ProjectManagement

Singapore Singapore

90081209

normanng1981@gmail.com

iconmedia.com.sg

✉

BiographyFor the past 9+ year, Norman has achieved standard setting performance benchmarks on Google andFacebook, cemented deep community relations offline and online with up to 122,000 audiences, andsuccessfully managed crises in both public and private sectors, from death to litigation cases.

In the process, Norman helped the Integrated MarComms. agency he founded earn revenue in excess of $1Million.

Norman also led teams of volunteers to manage over 700 international press enquiries in 2 weeks duringthe Youth Olympic Games, won HR awards by motivating staff whom no one wanted to take as they were“not good enough”, and built online advocacies and word-of-mouth influence for global listed companiesand government clients.

Balancing between consultancy work, Norman trains and develops whole-of-government leaders on socialmedia strategy and campaigns operations. Till date, he has trained over 1,000 professionals.

Norman is known as a spirited leader who takes charge of situations, who manages challenging situationswith positive branding and communication outcome, and is persistently known to motivate communitiesto achieve benchmark setting results.

He is a loving father of 2 kids, enjoys endurance races, and mentors budding entrepreneurs, young adultsand youths-at-risk.

Work History

Apr 2010 - present

ICON MEDIA GROUP,SINGAPORE

MANAGING DIRECTORLeadership - Led agency’s growth in excess of 250% YOY, diversified accounts including Fortune 500, listedMNCs and local SMBs. Also spearheaded extension to 4 public relations and communications businessunits, including - campaigns & operations, organisational development, information technology, andconsultancy services. Successfully led agency to service over 50 enterprises in 3 years. (MNC clients includeMTV Asia; Diageo; The McGraw-Hill Companies, and Carrier UTC, Public Sector Clients include: NPTD /PMO, MSF, MINDEF & BCA Green Buildings)

Campaigns & Operations - MTV Asia, Nickelodeon & Comedy Central Asia - Digital Advertising, exceeding 8times post engagement compared to industry benchmarks with Facebook posts registering 10,000 likesfor 7 campaigns respectively, and Google / YouTube advertisements exceeding regional benchmarks by 3.5times. Also managed team to build digital engagement for Plan W by Diageo as part of the client’s CSRefforts, strategised 10 government social media campaigns for the Ministry of Social & Family Developmentin 1 year. Contributed to national PR campaigns (45 Years of National Service - MINDEF, achieving 2.5Xhigher digital engagement rate compared to similar benchmark campaigns). in 2012. Also interviewed 49Singapore Administrative Leaders, including Ministers and Chief Executives.

Knowledge Development - Regular coach and speaker on social media for enterprises (including FutureCitizen Engagement for Government Forum Asia 2012; McGraw-Hill Companies; National University ofSingapore). Trained over 50 public agencies via Civil Service College, focusing on Strategy in Social Media &Communications, and developed proprietary social media strategic tools in the process. Topics include“Integrating New & Traditional Media for Effective Public Communications”, and “Converting Social MediaAdvocates & Communities”. Online contributor (Social Media Today)

Jul 2010 - Aug 2010

SINGAPORE YOUTHOLYMPICS GAMES

ORGANISING COMMITTEE

MEDIA COMMUNICATIONS OFFICER (PRO-BONO VOLUNTARY SERVICE)Supported media communications functions for international and domestic broadcast and print media.These include media liaison and management roles of up to 700 international media interviews, requestsand enquiries; and managed press conferences and releases during the games. These included on-sitedeployments and operations room activities.

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Sep 2008 - Jul 2010

MINISTRY OF DEFENCE,SINGAPORE

LIAISON TEAM, CORPORATE COMMUNICATIONS, MINISTRY OF DEFENCE, SINGAPOREContributed in various strategic communication roles. Leadership functions included Brand andReputation Management of print / broadcast media managements, liaisons and engagements; CrisisCommunications through the management of various external media and press releases; and enhancedInternal Communications by facilitating engagements and strengthening organisational communicationchannels. Also managed a department of photographers, journalists, graphic designers and web designersfor a monthly 100,000 copies print publication, and participated in media coverage mission in Afghanistanwhere footages were published in Singapore print media and international journal COALITION.

May 2006 - Sep 2008

MINISTRY OF DEFENCE,SINGAPORE

DEPUTY PRINCIPAL STAFF OFFICERSuccessfully led a 10 member HR department in managing 2000 personnel. Management functionsincluded staffing and recruitment; training and development; employee compensation and benefits;media management, and public relations management. Achieved Commendation Award by toppingorganisation's Human Resource Audit (07/08). Also achieved Award for best HR practices in strengtheningorganisation culture.

Feb 2005 - Feb 2006

FEDERAL DEVELOPMENTLLC, WASHINGTON DC

DEVELOPMENT ASSOCIATEStrategic Marketing and Research for over USD 1.3Billion in Real Estate Assets. Functions includedfeasibility studies, analysis of development budgets, cash-flow models, revenue-expenditure projectionsand marketing operations.

Projects including a USD 600m 800 acre aviation / commercial site; a proposed USD 535m mixed useboutique hotel / conference / retail site on Manhattan, New York; a proposed USD 70m historicpreservation and luxury hotel development project in Washington D.C.; and a proposed 206 acre maritimelogistic facility in Davisville, Rhode Island.

Education

Jan 2002 - Jan 2006

National University ofSingapore

Bsc Real Estate (2nd Upper Honours)Dean's List 2005/2006.

Jan 2005 - Jan 2005

PENNSYLVANIA STATE Exchange Programme (Smeal Business College)Real Estate / Business Administration

PortfolioSummary of Credentials 2015

Skills

Leadership

Public-private leadership portfolios over 9 yearsto manage HR, communications and brandingfunctional teams. These included diverse groupsfrom volunteers, conscripts and PMETs.

Organisational Development

Trained over 1,000 public-private professionals indigital media, crisis communications, integratedand strategic communications. Included C-suiteexecutive, Div 1-3 officers in the public service,and community volunteers.

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Project Management

Experienced in multi-agency stakeholdermanagement, and able to complete throughprojects from strategy formulation to last mileexecution, typically with tight deadlines, limitedresources, and dynamic changing projectdeliverables.

Integrated Marketing Communications

Experienced in leading enterprise through-the-line branding and marcomm. campaigns,particularly on Digital Media. Track recordincluded 250,000 audiences in 10 Social Mediacampaigns (Facebook, Linkedin, Twitter,Microsites). - 101 Facebook Ad campaigns (24 mil.ad. reach, 1.23 mil. clicks generated) - 13 GoogleAdwords & Youtube campaigns (47 mil ad.impressions, 149k ad clicks) - 800+ online posts /editorials generated.

Community Relations & Engagement

Led campaigns to extend stakeholder relationsbetween enterprise clients through social mediachannels. Engagement included deep stimulusbeyond advertising awareness and brand interest,but towards brand participation, activation andspreading word-of-mouth influence. EmployedPR, advertising, digital engagement and events inthe process.

Crisis / Incident Management &Communications

Managed crisis incidents including accidents anddeaths, and supported internal stakeholderrelations / external media releases in the process(MINDEF). Also supported incident reporting andmonitoring during YOG 2010. Currently trainingMCCY and People's Association on crisiscommunications.

Certifications

Apr 2014 - Jun 2014

Google AdwordsAdvertising

Fundamentals

Google Inc.

Jan 2007 - Jun 2007

Certificate in MassCommunications &

Public Relations

Institute of Public Relations Singapore

Toh Boon Yi, Chief,Strategic Development &Marketing, Sport Singapore

References (Linkedin)Norman has excellent EQ and flair for communication. He led his team passionately and was himself a fantastic team player who grasped intent quickly. He has the creativity to develop fresh perspective and executive skills to implement strategy. I thoroughly enjoyed having Norman on my team.

Gerard Koh, VP (HR), SMRTCorp. (Former directorNSAD, MINDEF)

“Outstanding work…with thoughtful publicity and engagement strategies…commend the sustainedprofessionalism and enthusiasm. Expertly conducted public relations and communications, particularly insocial media, which we believe helped educate the public.”

Jason Chan, InvestorRelations, CDL HospitalityTrust

Norman is a capable worker who can be relied upon to create successes at the workplace. His competenceand professionalism in the field of Corporate Comms have allowed him to handle multiple projectsconcurrently, delivering high quality work in a timely fashion. His ability to connect the dots reflects hissense of strategic thinking; while his attention for details shows you can trust him to accomplish a projectwith all areas of concerns covered, no matter how small they are. An excellent example was how heconceptualised, planned and executed a Chief of Army interview back in 2009. Norman is also someonewho you can look upon to develop out-of-the box ideas and solutions to address to any challengingscenarios. These traits have allowed Norman to differentitate himself among his peers and establishedhimself as a highly valued partner for all businesses / organisations

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