Desiree Koh, Ink
Head Honcho and Head Writer
Everywhere | January 2006 to present
- Write and edit articles for media outlets
- Write and edit copy for marketing functions, including Web sites, brochures,
advertisements, press kits, books, sales materials and other communications
channels
- Consult on and conceptualize, manage and execute public relations, marketing,
branding and campaigns and programs for a variety of clients
- Speak and lecture on topics and issues relating to integrated marketing and
journalism disciplines
- Clients include HP, Tribune Interactive and The Hennessy Group
- Following is a list of ongoing major functions performed for clients of record:
Head Honcho and Head Writer
Everywhere | January 2006 to present
- Write and edit articles for media outlets
- Write and edit copy for marketing functions, including Web sites, brochures,
advertisements, press kits, books, sales materials and other communications
channels
- Consult on and conceptualize, manage and execute public relations, marketing,
branding and campaigns and programs for a variety of clients
- Speak and lecture on topics and issues relating to integrated marketing and
journalism disciplines
- Clients include HP, Tribune Interactive and The Hennessy Group
- Following is a list of ongoing major functions performed for clients of record:
Starwood Hotels & Resorts
Copywriter
Worldwide | March 2004 to present
- Develop, write and edit property Web sites for the W Hotels, W Residences, St. Regis Hotels and Luxury Brand
hotels
- Write and edit assignments for various hotel features, such as room descriptions, sales fact sheets, press materials,
advertisements and newsletters
- Conceptualize and write copy for various marketing initiatives and Web site landing pages in collaboration with art
directors, such as the St. Regis Aficionado program and The St. Regis Singapore’s hospitality event for the
Singapore Grand Prix, the first F1 race in Singapore
- Developed story ideas for W News, W Hotels online magazine and write articles based on interviews with W
personalities, events and marketing initiatives – site visits to WHotels.com’s W News has increased 35 percent since
its inception
- Please see Portfolio for a full list of completed and ongoing projects
The Lens Men
Marketing/Public Relations Manager
Singapore | September 2007 to present
- Oversee marketing program for chain of four optical retail stores, developing seasonal promotions and offers to
boost sales and enhance company’s reputation both within the industry and among customers
- Develop “Not Just Eye Care – We Care” branding philosophy and build community service program to support
platform as the only optical store in Singapore to build a charitable foundation
- Launched The Lens Men Eye Care-a-Van, Singapore’s first mobile eye screening unit, to support branding platform,
resulting in significant media coverage and awareness within existing customers and nationally
- Developed entry for and secured the Singapore Service Star designation
- Manage relationships with international vendors and suppliers, lead buying trips to major international optical fairs
- Lead development and launch of official Web site (www.thelensmen.com), including online copy and liaison with
graphic designer and programmer; maintain site updates and generate seasonal new copy
- Oversee online marketing campaign and develop monthly e-newsletters to customer/patient community
- Develop sale campaigns, including marketing mechanics and vendor partnerships, for events such as the annual
Great Singapore Sale and holiday promotions
- Support internal communications and employee relations
The Harbinger Group
Account Supervisor
Chicago, Ill. | January 2006 to December 2007
- Managed day-to-day execution and budgets of corporate communications programs for clients such as LRN, a
global ethics and compliance solutions provider; West Monroe Partners, a full-service business consultancy; and
health care provider Destiny Health
- Developed and wrote press kits and media materials
- Led program strategy and account planning, managed budgets and teams
- Served as main agency contact and program counsel for clients
- Secured Gold SABRE finalist nomination for corporate communications campaign for LRN work
Corporate Experience
Ogilvy Public Relations
Senior Account Executive
Chicago, Ill. | August 2004 to January 2006
- Led consumer marketing teams, specializing in national brand-building campaigns, product launches and media
relations in industries ranging from eye care to travel, toys to fitness and nutrition
- Managed day-to-day client relationships and account budgets ranging from annual $250K to $1 million programs
- Executed program launch for Bausch & Lomb’s PureVision and SofLens Multifocal contact lenses combining
national and local media relations and a wide-scale buzz marketing campaign
- Strategized and executed guerilla media outreach
- Supervised long-lead media briefings with publications such as Self, Men’s Health, Teen Vogue and Allure
- Managed production of video and audio news releases and satellite and radio media tours
- Ran national sweepstakes, “America’s Greatest Sights,” to drive online traffic to PureVision.com
- Coordinated and media trained spokespeople, such as While You Were Out’s Mark Montano
- Generated 150 million audience impressions
- Executed branding and awareness program for Playmobil toys, incorporating seasonal media relations, high-level
influencer relationship management and consumer education initiatives
- Conceptualized “Power of Play” program to promote imaginative play for young children
- Coordinated major trade show and long-lead holiday toy briefings with key consumer publications and industry analysts
- Wrote award entries for featured toys, resulting in wins such as the high-profile Oppenheim Toy Portfolio Platinum Award,
FamilyFun’s Toy of the Year and the Amazing Toy Awards
- Aggressive 2005 holiday outreach resulted in a total of 100 million audience impressions in two months
- Managed top industry influencers to create opportunities for positive Playmobil mention while upholding brand reputation
- Generated 150 million audience impressions
- Drove media relations and run publicity events for TEAm Lipton, Lipton Tea’s women’s pro cycling and triathlon
squad, Orbitz, Target, Johnson & Johnson, and other clients
Ketchum
Account Executive
Chicago, Ill. | August 2000 to July 2004
- Key driver in launch of Arthur Andersen’s Growth and Retention of Women program, raising initiative to advance its
female workforce to national consciousness. Established local brand equity by adapting the P.R. campaign for smaller
markets and training local field communications managers in execution
- Spearheaded Lions Clubs International’s drive to increase diversity awareness through multicultural efforts in New
York, Los Angeles and Chicago during Lions World Sight Day and Lions United Nations Day. Established Lions
stronghold in Asian-American media (N.Y.C, L.A., Chicago) and Latino media (L.A.) through placements in Chinese
and Spanish print and broadcast outlets
- Doubled size of account budget from Ketchum’s corporate communications arm in running the agency’s mainstream
media relations program, utilizing its proprietary News Engine tool. In first year of inception, proactively secured major
placements in top-tier outlets such as the Wall Street Journal, USA Today and the Associated Press and booked
agency experts at events by Forbes, The Conference Board, etc.
- Team player on media relations and branding initiatives for the following clients: Kimberly-Clark’s VIVA Paper
Towels, the Million Dollar Round Table, Cingular, FedEx, Mattel, Schwinn Bicycles and the National Restaurant
Association
- Led Ketchum’s intern mentoring team, overseeing interns’ professional development
- Won Publicity Club of Chicago Silver Trumpet, PRSA Chicago Skyline and Women in Public Relations Obelisk
awards
- Won internal “Most Valuable Ketchumite,” “Excellence in Client Service” and “Passion & Precision” awards
Education
Northwestern University
Medill School of Journalism
Evanston, Ill. | September 1996 to June 2000
- Received Bachelor's of Science in Journalism, specializing in magazine writing and editing
- Completed electives in English, History and Film Studies
- Managed an editorial and sales staff of 25 as editor in chief of "Syllabus - The Millennium Book"; served as
marketing director and editor prior to yearbook's top position
- Served as publicity director of A&O Productions, running marketing campaigns for campus appearances by Kurt
Vonnegut, Tori Amos, Gloria Steneim, Bobby Bare, Jr., and other personalities
- Reported for the award-winning "The Daily Northwestern" student newspaper
Achievements/Activities
- Completed two marathons and four triathlons between 2007 to present
- Trekked across the Himalayas in December 2008
- Represent the Singapore Recreational Club in competitive fast-pitch softball from January 1996 to present, at
national league level and overseas tournaments and training tours
- Traveled across 20 countries and 34 U.S. states, including cross-country drives on Route 66, the Great Mississippi
River Road and the Pacific Coast Highway
- Peaked Mount Kinabalu, Malaysia, the highest summit in Southeast Malaysia
- Completed two Outward Bound School leadership training courses
References
Jaime Gottlieb
Starwood Hotels and Resorts - Brand Editor
New York, N.Y.
(914) 640 2658 | jaime.gottlieb@starwoodhotels.com
Eileen Rochford
The Harbinger Group - President
Chicago, Ill.
(773) 463 2480| eileenr@theharbingergroup.com
Copywriter
Worldwide | March 2004 to present
- Develop, write and edit property Web sites for the W Hotels, W Residences, St. Regis Hotels and Luxury Brand
hotels
- Write and edit assignments for various hotel features, such as room descriptions, sales fact sheets, press materials,
advertisements and newsletters
- Conceptualize and write copy for various marketing initiatives and Web site landing pages in collaboration with art
directors, such as the St. Regis Aficionado program and The St. Regis Singapore’s hospitality event for the
Singapore Grand Prix, the first F1 race in Singapore
- Developed story ideas for W News, W Hotels online magazine and write articles based on interviews with W
personalities, events and marketing initiatives – site visits to WHotels.com’s W News has increased 35 percent since
its inception
- Please see Portfolio for a full list of completed and ongoing projects
The Lens Men
Marketing/Public Relations Manager
Singapore | September 2007 to present
- Oversee marketing program for chain of four optical retail stores, developing seasonal promotions and offers to
boost sales and enhance company’s reputation both within the industry and among customers
- Develop “Not Just Eye Care – We Care” branding philosophy and build community service program to support
platform as the only optical store in Singapore to build a charitable foundation
- Launched The Lens Men Eye Care-a-Van, Singapore’s first mobile eye screening unit, to support branding platform,
resulting in significant media coverage and awareness within existing customers and nationally
- Developed entry for and secured the Singapore Service Star designation
- Manage relationships with international vendors and suppliers, lead buying trips to major international optical fairs
- Lead development and launch of official Web site (www.thelensmen.com), including online copy and liaison with
graphic designer and programmer; maintain site updates and generate seasonal new copy
- Oversee online marketing campaign and develop monthly e-newsletters to customer/patient community
- Develop sale campaigns, including marketing mechanics and vendor partnerships, for events such as the annual
Great Singapore Sale and holiday promotions
- Support internal communications and employee relations
The Harbinger Group
Account Supervisor
Chicago, Ill. | January 2006 to December 2007
- Managed day-to-day execution and budgets of corporate communications programs for clients such as LRN, a
global ethics and compliance solutions provider; West Monroe Partners, a full-service business consultancy; and
health care provider Destiny Health
- Developed and wrote press kits and media materials
- Led program strategy and account planning, managed budgets and teams
- Served as main agency contact and program counsel for clients
- Secured Gold SABRE finalist nomination for corporate communications campaign for LRN work
Corporate Experience
Ogilvy Public Relations
Senior Account Executive
Chicago, Ill. | August 2004 to January 2006
- Led consumer marketing teams, specializing in national brand-building campaigns, product launches and media
relations in industries ranging from eye care to travel, toys to fitness and nutrition
- Managed day-to-day client relationships and account budgets ranging from annual $250K to $1 million programs
- Executed program launch for Bausch & Lomb’s PureVision and SofLens Multifocal contact lenses combining
national and local media relations and a wide-scale buzz marketing campaign
- Strategized and executed guerilla media outreach
- Supervised long-lead media briefings with publications such as Self, Men’s Health, Teen Vogue and Allure
- Managed production of video and audio news releases and satellite and radio media tours
- Ran national sweepstakes, “America’s Greatest Sights,” to drive online traffic to PureVision.com
- Coordinated and media trained spokespeople, such as While You Were Out’s Mark Montano
- Generated 150 million audience impressions
- Executed branding and awareness program for Playmobil toys, incorporating seasonal media relations, high-level
influencer relationship management and consumer education initiatives
- Conceptualized “Power of Play” program to promote imaginative play for young children
- Coordinated major trade show and long-lead holiday toy briefings with key consumer publications and industry analysts
- Wrote award entries for featured toys, resulting in wins such as the high-profile Oppenheim Toy Portfolio Platinum Award,
FamilyFun’s Toy of the Year and the Amazing Toy Awards
- Aggressive 2005 holiday outreach resulted in a total of 100 million audience impressions in two months
- Managed top industry influencers to create opportunities for positive Playmobil mention while upholding brand reputation
- Generated 150 million audience impressions
- Drove media relations and run publicity events for TEAm Lipton, Lipton Tea’s women’s pro cycling and triathlon
squad, Orbitz, Target, Johnson & Johnson, and other clients
Ketchum
Account Executive
Chicago, Ill. | August 2000 to July 2004
- Key driver in launch of Arthur Andersen’s Growth and Retention of Women program, raising initiative to advance its
female workforce to national consciousness. Established local brand equity by adapting the P.R. campaign for smaller
markets and training local field communications managers in execution
- Spearheaded Lions Clubs International’s drive to increase diversity awareness through multicultural efforts in New
York, Los Angeles and Chicago during Lions World Sight Day and Lions United Nations Day. Established Lions
stronghold in Asian-American media (N.Y.C, L.A., Chicago) and Latino media (L.A.) through placements in Chinese
and Spanish print and broadcast outlets
- Doubled size of account budget from Ketchum’s corporate communications arm in running the agency’s mainstream
media relations program, utilizing its proprietary News Engine tool. In first year of inception, proactively secured major
placements in top-tier outlets such as the Wall Street Journal, USA Today and the Associated Press and booked
agency experts at events by Forbes, The Conference Board, etc.
- Team player on media relations and branding initiatives for the following clients: Kimberly-Clark’s VIVA Paper
Towels, the Million Dollar Round Table, Cingular, FedEx, Mattel, Schwinn Bicycles and the National Restaurant
Association
- Led Ketchum’s intern mentoring team, overseeing interns’ professional development
- Won Publicity Club of Chicago Silver Trumpet, PRSA Chicago Skyline and Women in Public Relations Obelisk
awards
- Won internal “Most Valuable Ketchumite,” “Excellence in Client Service” and “Passion & Precision” awards
Education
Northwestern University
Medill School of Journalism
Evanston, Ill. | September 1996 to June 2000
- Received Bachelor's of Science in Journalism, specializing in magazine writing and editing
- Completed electives in English, History and Film Studies
- Managed an editorial and sales staff of 25 as editor in chief of "Syllabus - The Millennium Book"; served as
marketing director and editor prior to yearbook's top position
- Served as publicity director of A&O Productions, running marketing campaigns for campus appearances by Kurt
Vonnegut, Tori Amos, Gloria Steneim, Bobby Bare, Jr., and other personalities
- Reported for the award-winning "The Daily Northwestern" student newspaper
Achievements/Activities
- Completed two marathons and four triathlons between 2007 to present
- Trekked across the Himalayas in December 2008
- Represent the Singapore Recreational Club in competitive fast-pitch softball from January 1996 to present, at
national league level and overseas tournaments and training tours
- Traveled across 20 countries and 34 U.S. states, including cross-country drives on Route 66, the Great Mississippi
River Road and the Pacific Coast Highway
- Peaked Mount Kinabalu, Malaysia, the highest summit in Southeast Malaysia
- Completed two Outward Bound School leadership training courses
References
Jaime Gottlieb
Starwood Hotels and Resorts - Brand Editor
New York, N.Y.
(914) 640 2658 | jaime.gottlieb@starwoodhotels.com
Eileen Rochford
The Harbinger Group - President
Chicago, Ill.
(773) 463 2480| eileenr@theharbingergroup.com