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That's a tough one. I guess while we were riding on that excitement of a new institution back in 2002, we were never quite sure of how successful we would be or how…
Reflecting On SMU
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I hope the university will not become too institutionalized. I think that's a bit inevitable. You know, you grow to a certain size, but we have always wanted to be…
Challenges For SMU
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I think, like I mentioned before, that pioneering spirit is so precious and the aim of when I am overseeing the alumni relations now the aim is really to nurture this…
Creating Alumni Community
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I think the intent of having a campus in the city really was to enliven this area, and also for the university really to engage with the community, with the business…
City Campus
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The few years when I was heading up both corporate communications and advancement and alumni, even though it was officially two portfolios, it was actually three…
Engaging Alumni
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It was quite amazing because here we were pitching, you know, the city campus, how it would be, getting the architect's drawing and seeing that thing come up over…
City Campus Move
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I think given that it was such a young institution with very young alumni, I have seen quite amazing support from the community for SMU. Every gift, whether it is big or…
Responsibilities At OAA
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Before I took on the advancement portfolio officially in 2008, I did a six-month interim in 2004 while they were searching for the director for advancement. That was…
Advancement And Alumni
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Not at all. I mean, you know that this is supported by MOE [Ministry of Education] and you know you come in fresh. But I guess to be part of that early team of…
Risks Involved
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I also want to highlight in term of the students empowerment. The fact that we took a risk to bring the first commencement, you know, the first commencement was such a…
First Commencement
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We conceptualized that 75th year of Bukit Timah campus because I think, in a way, we wanted to be part of the history of Bukit Timah campus. That was SMU making its mark…
Bukit Timah Campus
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I think after the first branding campaign that was done from corporate communication, we kind of moved the whole marketing portfolio fully to admissions. And then we…
Marketing SMU
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Yes. I recall the first project was really the advertising campaign for SMU and thankfully that turned out to be hugely successful the jumping student ad and the SMU,…
Roles And Responsibilities
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I started in corporate communication, PR [public relations], corporate affairs before moving into arts management at a little art center, The Substation, and then moving…
Interviewee Background
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Actually, when they called me for interview. Well briefly, I guess, in the media I've heard of the launch on Bras Basah Park, when they first launched the…
First Involvement
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