The most important piece in a game of chess, the King, represents the prize - what the opponent aims to win. One should always aim to be king – ahead of the competition and in the enviable dominant position.
This is where ROI Strategy Consultants will help you in your positioning to maintain your supremacy and keep your business and your competitors on their toes, so there’ll never be a checkmate on your end.
In a game of chess, the king cannot be captured or exchanged, thus its value is infinite, just as your business should be.
ROI also stands for Return on Investment, the all important financial marker when making a strategic decision. At ROI Strategy we hope that quick returns on investments will help you rise to the top fast.
The ROI logo is the capital letters R, O and I, stylized to hold the circlet of gold where the King chess piece sits. Deep purple is associated with royalty, unconventionality and depth, while gold symbolises the epitome of wealth, stability and success.
On each of our consultants’ namecards, a chess piece of either the Bishop, the Rook or the Knight is placed next to their name and designation - thus signifying our individual strengths and focus and our ability to "cover all areas" of the chess board. No consultant works alone and it is the combination of talents with our clients' that bring forth the best in order to conquer.
ROI Strategy consultants are a team of dynamic and experienced personnel who will be able to give cutting-edge insights into your business structuring, positioning and market targeting.
Angela Sim, BBA (Marketing), NUS, Singapore
Angela is dubbed the company’s Possibility Maker as she makes things happen. She has more than a decade of marketing experience in local and regional business development and marketing and this brings an additional element of value to clients who engage ROI Strategy’s services to strategically position themselves and holistically increase their bottom line. Prior to brand consultancy work, Angela was in charge of brand management for high-end lifestyle consumer electronics brands (Nakamichi, Oregon Scientific) in Singapore and the region. She was instrumental in the initial success of the brands in Singapore and the region. She set up management processes and outlets for the brands and oversaw their development in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.
She also played a key role in the rebranding of the 20-year-old Amateur Photo Stores Pte Ltd (rebranded to APS Lifestyle Marketing) for the consumer of the 90s. APS Lifestyle Marketing is a leading distributor for lifestyle consumer electronics brands in Singapore.
Angela holds a Bachelor of Business Administration (Marketing) (BBA) from the National University of Singapore (NUS) and is a contributing member to a few self-development and not-for-profit organisations and clubs, such as Toastmasters International, The Rotary Club, the NUSS (National University of Singapore Society) Guild House and the Business School Alumni (BSA).
Adelin Toh, M.A (Mass Communication), NTU, Singapore B.A (Communication), State University of New York at Buffalo, USA
For Adelin, she believes that writing and public relations is a lifestyle. Nothing is more fulfilling than to see her brands being splashed across all media platforms. Upon her graduation from the State University of New York at Buffalo, USA, where she did her undergraduate studies, Adelin pursued her career in PR and writing. She has since launched several magazines in tourism, golf and from the airline industry. Adelin's entrepreneurial spirit kicked in when she jumpstarted an integrated communications agency and explored the untouched business realm of Russia and its tourism industry. With 10 years of experience in PR and journalism, she is able to understand the dynamic demands of both and hence be able to engage clients in the full spectrum of PR. Adelin holds a Masters of Arts in Mass Communications from Nanyang Technological University, Singapore.
Kelvin Chan, BSc, Uni. Of London (SIM), Singapore
With over 11 years of extensive work experience in the PR and MICE industry, Kelvin is the go-to person for development of events strategies to final implementation in the field. He has worked with international brands such as L’Oréal Singapore, Dilmah, Aviva and Toshiba and understands the demands for a successful event. A self-starter with an entrepreneurial spirit and energy, he goes by Google’s philosophy - “Focus on the user and all else will follow” and will go the extra mile to create unique experiences for all our Clients.
Kelvin holds a Bachelor of Science, Honours in Business Management from the University of London (SIM).
Carlene Yap, Dip. BS, Ngee Ann Poly, Singapore
Account Servicing/Media Liaison Manager
Carlene is responsible for agency's account servicing and media liaising. She has 8 years of experience in both B2B and B2C marketing in the beauty industry. Prior to joining ROI, she was the Marketing and Communications Manager responsible for the marketing strategies of all beauty products and services under Fusion Cosmetic. A strategic thinker, her core strength is bringing together business objectives and creativity with a result-driven approach across different media platforms.
Carlene holds a Diploma in Business Studies from Ngee Ann Polytechnic, Singapore.
Juliet Tan, BA (Comm & Mgt), University of South Australia, Australia
Marketing Manager (Social Media)
Juliet has 15 years of marketing experience in the fast-paced entertainment, broadcast media and online travel industry. Prior to joining ROI, she was with Expedia a global travel company managing the online presence and marketing for the predominantly online sales company. Her other marketing experiences include NBC Universal Global Networks as Senior Client Servicing Manager, where she oversaw marketing campaigns for the likes of Canon, Pepsi, Malaysia Airlines across the region and MTV Asia as Manager for Regional Marketing Partnerships. Always full of ideas and armed with a deep knowledge of traditional and digital media, Juliet and her social media team help brings the best of the clients’ brands and products to the relevant consumers.
Juliet holds a Bachelor in Arts for Communications and Management where she was on the Dean's List with 5 distinctions.
Stephanie Law, BCS, NTU, Singapore
Stephanie used to be a journalist before she joined ROI. With her writing experience, Stephanie is able to ensure that written content is newsworthy and informative at the same time. She can express ideas clearly in writing. Being a self motivated individual, Stephanie is constantly on a learning quest and on a lookout for interesting content to share. She uses words with great efficacy to position our clients in the best way possible.
Stephanie holds a Bachelor of Communication Studies 2nd Lower Honours from Nanyang Technological University.
Tina Wadhwani, DMC, Uni. Curtin, Australia
Tina’s client servicing career began in the advertising industry. She was the Regional Marketing Executive in Young & Rubicam Brands where she serviced leading brands such as Citibank, Sony and ABN Amro. She was also with Grey Group Singapore as the Account Manager leading the engagement with AXA Insurance, 7-Eleven, P&G and Qatar Airways. The skill sets which she has cultivated from her roles has allowed her to maximise customer and client relationship. Being a part of different strategic teams that oversaw the evolution of campaigns from planning and execution, it allowed her to gain insight of various industries and helping clients grow into their fullest potential.
Tina holds a degree in Mass Communications from Curtin University, Perth, Australia.
Cheryl Wong, BEc, UWA, Australia
Marketing Manager (Operations)
Cheryl started out in the IT industry and has over 10 years’ experience in marketing and communications, working across many different industry sectors both in Singapore, Sydney and France. Cheryl’s passion for helping brands tell their story has seen her steer a wide range of B2B and B2C campaigns for international brands such as Cisco and DHL in Singapore and Asia Pacific.
Cheryl holds a degree in Economics from University of Western Australia, Perth, Australia.
Gian Cing Yap, BSc, NUS, Singapore
Media Liaison Manager
Gian is a confident and dynamic all-rounder with 10 years of excellent performance in consumer marketing in the world of banking, working with international banks such as HSBC, ANZ, OCBC and United Overseas Bank. She is recognised as a highly organised project manager, dynamic negotiator and strategic business planner that executes innovative and result-driven marketing, brand and PR campaigns of varied capacity and complexity. Back by her rich marketing and advertising experience, Gian now writes and translates for clients with poised, fuss-free copy that catches media attention and spurs target audience to respond.
Gian holds a Bachelor of Science (Merit) from National University of Singapore.
Jorena Tan, BA, Uni. Curtin, Australia
Despite her deafness, Jorena lives life to the maximum. She has a passion for creative work. Starting out as an engineering assistant, she went overseas to study multimedia design. Since her return to Singapore, she has worked on a range of varied tasks, such as doing research on heritage exhibitions and e-learning design for health and military-related projects.
Jorena holds a Bachelor of Arts from Curtin University, Perth, Australia.
Kelly Ang, BA (English Literature & Comms and New Media), NUS, Singapore
Kelly has a tremendous zest for life and love for the written word, with experience in many types of writing which includes pieces for blogs and magazines, copywriting, and corporate publications. She is constantly curious, quick to learn, and never one to shy away from new challenges. She also has past experience in corporate communications, media relations, issue management and event management. She previously worked at National Library Board and MINDEF.
She holds a BA in English Literature and Communications and New Media, 2nd Upper Honours, from the National University of Singapore.
Jessey Beh, B.Bus, NTU, Singapore
Jessey has worked in various industries holding communications and editorial positions, for organisations such as Health Promotion Board, Intellectual Property Office of Singapore, Singapore Tourism Board, Asian Press Trade and MediaCorp. She has over 10 years of experience driving key corporate and marketing messages, managing publication and web projects, as well as writing and editing content on an array of topics including F&B, retail, technology, education and parenting. Prior to ROI, she was the Marketing Communications Manager at National University of Singapore and the Marketing Operations Manager at Microsoft.
She holds a Bachelor degree in Business from Nanyang Technology University, Singapore.
She-reen Wong, MA (Literary Studies), NUS, Singapore
She-reen has worked as a lifestyle writer for magazines and most recently as an editor at a publishing house. While there she originated, acquired and headed book publication projects, working with other stakeholders to provide composition, copyediting, proofreading and research, guiding all phases of the process from conception to press.
She-reen holds a BA in English, 2nd Upper Honours, from Goldsmiths College, University of London, and an MA in Literary Studies from the National University of Singapore.
Andrew Soetiono, BA (Hons) (Visual Communications), Raffles Design Institute, Singapore
Graphic Design Executive
Andrew’s talent in graphic and artistic design brings our ideas to life. Known as our Visual Guru, he adds just that touch of spark to bring added vibrancy to the work we do, and that our clients seek. Andrew runs the design outfit of ROI Strategy (PT ROI Design) in Jakarta, Indonesia to provide local and regional clients international work standards at a good ROI kind of price. Prior to Roi, Andrew worked in the UK international award winning agency, The Gate Worldwide.
Andrew has a Bachelor of Design (Graphic Design) from the Raffles College of Design and Commerce, Sydney, Australia. For visuals with the extra oomph, give guru Andrew a free range to showcase his talent.
Chris Thong, Diploma in Hotel & Catering Management, Flamingo International College (Kuala Lumpur)
Chris is a dynamic, and fast-moving individual. Dedicated, conscientious and personable, clients take to his robust personality immediately. Having been trained in the service line and been in the service industry at the front line for over a decade, Chris is able to react instantaneously to changing demands on the ground. Meticulous with an eye for detail and able to think on his toes and take charge, he is an excellent Events Manager.
Chris holds a Diploma in Hotel and Catering Management.
Allen Xiong, BA, University of Wolverhampton, United Kingdom
Allen is a studious and passionate person who puts his whole heart in whatever he does. Prior to joining ROI Allen was helping his family-owned business back in China develop distributorships and commercial sales. He brings with him a different perspective in managing service systems. Through his humble character, he is able to provide professional and superior service to clients, which ultimately is the goal of his career.
Allen holds a degree in International Hospitality Management from University of Wolverhampton.
Rubel Castillo, BSBA, Uni PLM, Philippines
Our Scribe, Rubel, is our ‘can-do’ and ‘go to’ guy in the office. He is sincere, full of initiative and extremely helpful. He never lets his team mates down, nor leaves them to complete a task solitarily, if he can chip in. A process person, blessed with a resourceful streak, Rubel looks after the welfare of his colleagues and ensures that clients have the correct information they need when they need. Nothing misses his assiduous note taking streak! Also meticulous, nothing escapes his sharp eyes.
Rubel is from the Philippines and hold a degree in Business Administration from Pamantasan ng Lungsod ng Maynila, Philippines’ premier institute of higher learning., also known as the scholar’s university.
Most businesses start off with a vague idea and direction of where they will head. What is important in the next step to growth is the development of a proper business strategy that all stakeholders of your company will understand and be able to work towards. ROI will work closely with you to map out and plan where your business should head next.
Once your business plan is laid out, how do you ensure that you start building a name for yourself and ensure your recognition in the industry as the leader that you are? ROI will ensure a consistent image and positioning for your company and brand and extend your brand equity through various channels to maximise true returns!
Many local businesses do not understand the value and the need for public relations in their overall business and brand building efforts. If you want to maintain your position at the top, you need to manage stakeholder perceptions with a good PR plan that communicates this effectively to the people that matter the most to your company.
Marketing is crucial to the lifelong sustainability of your business. Marketing has to be a consistent effort, with some financial investment to project the right image for your goods and services. Let ROI suggest and manage your marketing campaigns to maximise your returns on your marketing investment!
While we help you to steer your business in the direction, let us not forget the various channels to help jumpstart and grow your business further. Let ROI seek the relevant grants for your business. ROI maintains an up-to-date and comprehensive database of grants available to all businesses in Singapore.
ROI Strategy has served a range of clients, mainly SMEs, in the provision of marketing services. With a broad range of industry experience, it is this cross-industry experience and contacts that we bring to the table to help clients do cross-promotional marketing campaigns.
Set in a pre-war shophouse near the Chinatown district of Singapore, Bonifacio greets patrons with a friendly, rustic demeanour. Conveniently located near the Outram MRT station, yet set a little away from the busy main road on a slight uphill street, walking to Bonifacio gives one a feeling of passing into a little tucked away enclave retreat from the days of idyllic charm. Enter Bonifacio, and immediately one is greeted with a cool-beige, sepia warm interior meant to induce a feeling of homecoming and familiar warmth.
ROI Strategy helped this modern Filipino restaurant launch and garnered media coverage in all dailies, radio and several other media.
“Working with Angela and her team was a breeze. It was our first restaurant and we had no idea how to start promoting it. Angela met us in the wee hours of the morning to set everything straight and ensure that we had a good media launch. The team also delivered beyond their contractual obligations to ensure that we would have a smooth time.” – Picasso Tan, co-director, Bonifacio Group.
Constructed within the old Monk’s Hill Secondary School at Newton , the nature-inspired District 10 has become a successful dining and bar venue for yuppies and expatriates. District 10 boasts of a décor that preserves nature with settings constructed around and with real trees, imported wines at decent prices and to-die-for oven-fired pizzas and ribs.
ROI Strategy launched the bistro’s very successful Pizza Rocks campaign and worked with District 10 for 18 months, 3 months prior to its launch to finalise the restaurant’s identity and 15 months thereafter to jumpstart its marketing campaign.
“ROI Strategy understood how we wanted the place to be positioned and designed a logo that we liked the first time we saw it. ROI has worked on a number of new target groups for us and ROI’s idea for Pizza Rocks was really successful in helping us draw the crowd on quiet Monday evenings.” - Serena Lim, Director, District 10 bistro.wine.bar.
Espire, the revolutionary spiral-shaped condoms, had a dilemma. They were on pharmacy and convenience store shelves around the island, but could not manage to garner any publicity and increase brand awareness for the brand, due to the controversial nature of condoms. ROI Strategy and the client brainstormed and decided to use Ris Low, Singapore’s controversial beauty queen to launch their new Hot Cap condoms.
The press conference drew international and local journalists and a crowd of 7 video cameras. Espire condoms received the awareness it was seeking, and more, as press coverage went international with Reuters and Yahoo news.
“ROI Strategy handled the press conference professionally and they also helped us with additional marketing and sales ideas to sustain the brand awareness. We enjoyed working with the team at ROI Strategy very much.”
– Irene Joy Tan, Executive Director, Zander Asia Pte Ltd.
Archer Logic imported this Taiwanese technology and launched in 7-11 stores in Singapore. ROI Strategy managed to get coverage from the major newspapers for the product and service. Online TV, Razor TV also interviewed Isaac Goh, some users and did a comparison of charging times across different phone models in store.
“There are far too many PR agencies who promise and do not deliver. I would say that my experience with ROI Strategy has been a good one. So far, they have delivered what they said they would. I have and will continue to recommend their service to others.”
– Isaac Goh, Director, Archer Logic Pte Ltd.
Azimuth is a local brand to be reckoned with. In 4 short years, this watch brand has made headlines several times with their unique designs like the Mecha -1 BMP Mr Roboto, SP-1 Spaceship, SP-1 Roulette and Round-1 Back In Time watches. Azimuth has also been invited to showcase in the prestigious Baselworld Watch and Jewellery Fair, normally open only to established brands. Avant-garde and innovative, Azimuth’s timepieces are collectors’ items in a league of their own.
ROI Strategy conceptualises and manages all of Azimuth’s events (such as gala/product launches, the Azimuth X-treme 1 challenge, and the Azimuth National Day Parade Watch Design Competition), public relations for Singapore and the rest of the world.
“We enjoy working with the team at ROI Strategy. They are committed and creative, often giving us new ideas and insights into marketing for the brand. We have definitely seen an increase in consumer awareness since ROI Strategy started doing our PR.”
- Alvin Lye, Managing Director, Azimuth Watch Company Pte Ltd.
RISIS produces and markets a wide range of personal accessories and Asian gifts that are desired both locally and around the world. RISIS was formed in 1976 when SISIR (the Singapore Institute of Standards and Industrial Research), now known as SPRING (Standards, Productivity and Innovation for Growth), developed and perfected a process that allowed the natural beauty of Singapore’s orchids to be immortalised for eternity in pure 24K gold. Today, RISIS produces urban Asian gifts that embody the spirit and culture of Asia and the values of simplicity, intrinsic beauty and innovation.
ROI Strategy was awarded RISIS’ first PR retainer contract in November 2010. From conceptualising new events to PR ideas and awareness building, the ROI Strategy team works closely with RISIS to keep the brand fresh for its customers.
“The ROI Strategy team is full of ideas that help us reach out to a wider segment of consumers. As we run a lean team in RISIS, the good help we have from the extra arms and legs at ROI Strategy are a welcome relief. With ROI Strategy, we can do more for the brand, and more for our consumers.”
- Geraldine Lim, Marketing Manager, RISIS Pte Ltd.
Dominion Gas, a market leader for cylinder gases, is a long term client of ROI. ROI’s new brochure layout and design has been identified for use by the international offices of Dominion Gas.
Chin Yuan Metal, established in 1992, is a leading stockist for nuts and bolts worldwide. Chin Yuan has several branches around the world and takes on the largest tender jobs in the region.
The company also manufactures customised bolts and is the Singapore Mass Rapid Transit’s (SMRT) preferred provider for fastening solutions for train tracks around the island. The refresh and modernisation of the Chin Yuan brand and marketing collaterals brought about a great difference in client perceptions of the company.
SCI Print Technology Institute is Southeast Asia’s first printing school. Established in 2007 with the support of SPRING Singapore, NTUC, WDA and the Print & Media Association of Singapore (PMAS), SCI Print offers NITEC certification and diploma courses for print professionals and those who wish to make a career of print. SCI Print is also Edutrust certified.
ROI Strategy consultants worked with the pioneer team at SCI Print, SPRING Singapore and printing industry players to bring this school to fruition. The school organises a yearly print forum, the first of its kind in the region which ROI Strategy also helps out in.
SC International is a one-stop print specialist. Set up in 2001, SC’s founder is Hong Konger-turned-Singapore citizen. Garnering coverage for a printer is no easy feat, seeing that there are 900 over printing companies in Singapore. ROI Strategy consultants were engaged in minor branding work for the company, helping out with the company’s profiling and corporate video. Our consultants had to undergo in-depth print education in the process.
“Angela has been a close friend and associate for more than a decade. What started out as a printer-client relationship has stood the test of time, and Angela became our consultant in the later years. We are glad to say that our relationship has continued to this day and we look forward to many more years of business success together!” – Almond Ko, Director, SC (Sang Choy) International Pte Ltd.
Bacardi-Martini engaged ROI Strategy Consultants to conceptualise and execute this island-wide festival for the Bacardi Mojito. ROI Strategy handled the public relations, design and concept for the fiesta. Fiesta activities spanning 10-days included Cuban Jazz at the Asian Civilisations Museum, a Salsa extravaganza at Clarke Quay Fountain Square, a Mojito Discovery Tour across outlets in Clarke Quay, the first outdoor Bacardi-Martini Grand Prix and Mojito specials across 56 outlets island-wide.
ROI Strategy brought in the Singapore Tourism Board (STB) as supporter of the Fiesta, and worked with STB for the promotion of the fiesta during the Singapore River Festival 2009.
The Asian Festival of First Films is Asia’s most prestigious film festival for first-time filmmakers around the world. For the first time in Singapore, movers and shakers from the film world from Hollywood, Hong Kong, UK graced Singapore’s shores to honour the best of budding film making talent in Asia. Through a rigorous process of selection from more than 700 films to nominations and then awards to the top films in 11 categories every year, the festival has culled a generation of new filmmakers who have gone on to win top accolades in international filmmaking such as the Sundance Festival and the Oscars.
Supported by the Media Development Authority (MDA) and Singapore Tourism Board (STB), the Asian Festival of First Films was held in Singapore for 5 years, 3 out of which, the PR and marketing was handled by consultants from ROI.
“Through the efforts and hard work of our PR agency, the festival has garnered in excess of USD6 million worth of coverage year on year, giving the festival the publicity it needs Running a large week-long festival like this was a real challenge, but we managed it as a team!”
– Shweta Asnani, Director, Teamwork Productions, producer of the Asian Festival of First Films.
The first Singapore Tattoo Show engaged ROI Strategy Consultants 1 month before the actual show, as social media was not bringing them the desired results. With the turnaround efforts of consultants from ROI Strategy, the Singapore Tattoo Show went from zero publicity to 5 TV broadcasts, 3 Straits Times reviews, 3 New Paper reviews and massive publicity from local and regional press. The press conference alone attracted 70 press attendees.
ROI Strategy was integral in the overall success of the Tattoo Show. 18,000 visitors attended the inaugural Singapore Tattoo Show. The Singapore Tattoo Show is supported by the Singapore Tourism Board.
“Kirby and I are very pleased with the efforts of Angela and her team. We saw the immediate results of publicity and the coverage generated was massive. We would not have had a sell out show if the PR wasn’t done well.” – Debra Lian, Show Producer, Singapore Tattoo Show.
What Our Customers Say
"Through the efforts and hard work of our PR agency, the festival has garnered in excess of USD6 million worth of coverage year on year, giving the festival the publicity it needs. Running a large week-long festival like this was a real challenge, but we managed it as a team!"
– Shweta Asnani, Director, Teamwork Productions, producer of the Asian Festival of First Films.
"We enjoy working with the team at ROI Strategy. They are committed and creative, often giving us new ideas and insights into marketing for the brand. We have definitely seen an increase in consumer awareness since ROI Strategy started doing our PR"
- Alvin Lye, Managing Director, Azimuth Watch Company Pte Ltd.
"Working with Angela and her team was a breeze. It was our first restaurant and we had no idea how to start promoting it. Angela met us in the wee hours of the morning to set everything straight and ensure that we had a good media launch. The team also delivered beyond their contractual obligations to ensure that we would have a smooth time."
– Picasso Tan, co-director, Bonifacio Group.
"ROI Strategy understood how we wanted the place to be positioned and designed a logo that we liked the first time we saw it. ROI has worked on a number of new target groups for us and ROI's idea for Pizza Rocks was really successful in helping us draw the crowd on quiet Monday evenings."
- Serena Lim, Director, District 10 bistro.wine.bar.
"The ROI Strategy team is full of ideas that help us reach out to a wider segment of consumers. As we run a lean team in RISIS, the good help we have from the extra arms and legs at ROI Strategy are a welcome relief. With ROI Strategy, we can do more for the brand, and more for our consumers."
- Geraldine Lim, Marketing Manager, RISIS Pte Ltd.
"Angela has been a close friend and associate for more than a decade. What started out as a printer-client relationship has stood the test of time, and Angela became our consultant in the later years. We are glad to say that our relationship has continued to this day and we look forward to many more years of business success together!"
– Almond Ko, Director, SC (Sang Choy) International Pte Ltd.
"Kirby and I are very pleased with the efforts of Angela and her team. We saw the immediate results of publicity and the coverage generated was massive. We would not have had a sell out show if the PR wasn't done well."
– Debra Lian, Show Producer, Singapore Tattoo Show.
"ROI Strategy handled the press conference professionally and they also helped us with additional marketing and sales ideas to sustain the brand awareness. We enjoyed working with the team at ROI Strategy very much."
– Irene Joy Tan, Executive Director, Zander Asia Pte Ltd.
If you seek a career with a dynamic and motivating team, join us in ROI. You will be an inspiration and guiding light to businesses out there.
Financial motivation: Sufficient
Fulfillment and satisfaction: Priceless
Client Servicing Manager
If you enjoy the challenge of managing tasks and timelines in a fast-paced environment, we need you.
If you like interacting with clients telling their story, and enhancing their business through communication, we want you.
Please forward a recent photograph along with a comprehensive resume detailing your qualifications, working experience and expected salary to: firstname.lastname@example.org.
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