Furama Hotels

As part of my work for Furama Hotels International as a Digital Marketeer, I led an Instagram brand presence revamp, blending planning and strategy work with hands-on content creation. I worked closely with stakeholders, regional teams, and external vendors to ensure our initiatives aligned with the company’s broader objectives. This included conducting a thorough social media audit and developing a comprehensive strategy that encompassed visual branding, content creation, execution of campaigns and search engine optimisation (SEO).

Based in Singapore, I had the opportunity to travel to Furama Hotels’ properties in Thailand and Bali as part of the brand’s social media revamp and CSR campaign. My objective was to bring our content creation plans to life, working closely with the local marketing teams to capture compelling visuals and narratives that showcased the brand’s diverse offerings, including F&B, amenities, rooms, lifestyle, and the team behind Furama. The goal was to craft authentic content that not only embodied the brand’s essence but also deeply resonated with our audience, driving engagement and enhancing the brand’s presence.

Throughout my time at Furama, I also managed the Instagram account, continuously optimizing posts for better reach, engagement, and follower growth. The role required me to wear many hats—not only as a strategist but also as a content creator and project manager. I worked with people across various levels and functions of the hotel, leading and coordinating teams to ensure smooth execution, while staying on the ground to oversee the entire process from pre-production to final delivery.