That's what you may see on a name card these days, and it's part of an increasing number of job titles that didn't exist a decade ago.
That's what you may see on a name card these days, and it's part of an increasing number of job titles that didn't exist a decade ago.
Cheong Mei Yun, 28
Travel designer at Lightfoot Travel.
What I do
“I customise holidays – from long trips to a weekend getaway – and itineraries for individuals, families and honeymooners. If our clients already have an idea of what they want, we work from there. If not, I’d start by asking some basic questions, such as the kind of experience they’re looking for, the number of travellers and their budget. Then, I’d recommend destinations based on their answers. I once planned a detailed itinerary for a group of 11, taking into account the various interests of and the experiences sought after by each individual. I’ve noticed that many people are keen on experiential travel, such as going for wine tasting in a private vineyard and a safari drive. Basically, we can plan your trip down to the very last detail, as long as the request is legal.”
“I got to stay in the luxury lodges... where British royalty stayed during a visit. A night’s stay costs $2,000 and is something I wouldn’t have been able to experience on my own.”
To do what I do, you need...
The cool factor
People may not know that...
What’s next?
Alternative job title: Adventure consultant – which is what a staff member at tour operator Tucan Travel is called – or Dora the Explorer (we’re kidding!).
Charlie Fisher, 35
Director of sustainability at Marina Bay Sands.
What I do
“My role involves working with different departments within Marina Bay Sands (MBS) to see how we can integrate sustainability into day-to-day operations. That includes creating programmes to encourage employees to go green, and working with our partners on new projects so that MBS can be run in a more effi cient and sustainable way. Even adjusting the air-conditioning temperature to 25 deg C or recycling shampoo bottles can make a difference.”
How I got my start
“I grew up in different countries and experienced climate change rst-hand – for example, I noticed that the lake in the UK that I used to visit every summer was shrinking, and that places such as Japan are getting warmer. That pushed me to pursue a degree in environmental science. When I had the opportunity to join MBS, it was an obvious move for me to grow my career in sustainability. I’m no Mrs Mega Hippy, but I believe you can balance business success and environmental accountability.”
To do what I do, you need...
“An analytical mind, to manage what you can’t measure. You’ll also need good communication skills and a passion for the environment.”
The cool factor
“I love engaging with people, and helping them see that everyone has a part to play in [protecting and sustaining the environment]. One of my favourite examples I use to illustrate this is how our hotel bellboy suggested partnering with a supplier to switch to using eco-friendly paper for our luggage tags. While implementing it, he would check in with me to see if he was on the right track.”
People may not know that...
“What I do is an actual job. And that’s because sustainability is not a standalone element of many businesses yet.”
What’s next?
“I’d like for more companies to see that green business is good business. I hope to continue implementing projects that focus on global sustainability issues, such as climate change and food security.”
“I’m no Mrs Mega Hippy, but I believe you can balance business success and environmental accountability.”
FAB OR FAD? TRENDY TITLES DECODED:
Chief happiness officer It’s what media planning agency Good Apple Digital calls its human resources manager.
Director of bean counting Marketing and advertising agency Bidlack Creative Group’s chief accountant.
Genius A service technician at Apple retail stores.
Ethical hacker A legal hacker who minimises online security threats at the Bank of America.
Director of first impressions At publisher Houghton Miffl in Harcourt, this refers to the receptionist. Alternative job title: Chief inspired protagonist, drawing from Jeffrey Hollender, president of eco-friendly household and personal care products firm Seventh Generation.
Katherine Teo, 28
Head of digital and social marketing at M&C Saatchi.
What I do
“I come up with creative ways to influence consumer behaviour and drive business, based on an understanding of human behaviour. It’s also essential to understand online behaviour, including social media habits, because it helps me advise my clients on what content to put out there and how to reach the largest audience. Social media changes every day and we have to keep up. A decade ago, we were probably only spending time on Facebook, but things are very different today. There are more social media platforms to choose from and they’re always evolving. They influence everything we do – how we read the news, how we bank, even our purchasing behaviour.”
How I got my start
“After graduating from university, I spent a few years writing for a women’s magazine. That was what sparked my passion for creating engaging content. Back then, digital and social media marketing was still in its infancy. I realised that while I enjoy creating content, I want it to have an impact on businesses. At the end of the day, I want to do work that has a positive impact on people – whether it’s inspiring them, changing the way they look at things, or even just making them laugh.”
To do my job, you need...
“To be very kaypoh! If you’re not intuitive and curious, it can be very challenging. For many brands, digital and social media marketing is essential – it can make or break them. So you need to learn how to harness [the digital world] to produce a positive outcome. Just because someone uses Facebook or takes beautiful photos for Instagram doesn’t mean he or she knows how to communicate a brand or drive business.”
The cool factor
“We don’t just follow trends; our aim is to influence behaviour. What’s also cool: getting to know the brands better. For example, when we worked on a petrol brand, some of my colleagues were stationed at a petrol kiosk for a day to gain personal experience that would help them better understand the business.”
People may not know that...
“You need to have thick skin and a never-say-die attitude, because of the 100 ideas you’re going to propose, 99 of them are going to be rejected. And there are some really tough days. Once, we were pitching for a global brand and for three weeks (including weekends!), we ran on pure adrenalin and got by on less than six hours of sleep a night. Although we didn’t win the contract, that was the highest level of rapport, teamwork and collaboration I’ve experienced.”
What’s next?
“I hope to mentor the next generation of hungry and passionate marketers.”
Alternative job title: Ambassador of buzz – a title created by American virtual phone system company Grasshopper for someone who handles public relations, social media and marketing. How could a title like that not set off a creative spark?
LOOKING TO IMPROVE YOUR SKILLS SET?
Check out emarsity.teachable.com and www.udemy.com for offline and online digital marketing as well as SEO courses.
“When I was studying in Australia, blogging was a way to capture memories such as birthdays and gatherings.”
Christabel Chua, 25
Social media influencer with over 127,000 Instagram followers and more than one million views on her Youtube channel.
What I do
“I create content on my social media platforms and work with brands on different campaigns. Some influencers focus on aesthetics, such as fashion and beauty, while others offer snapshots into their personal lives. You have to discover your own voice and what works best for you. I like a mix of creative and personal. On Instagram, I focus on showcasing my travels and beauty products, while on Youtube, I get more personal, with reviews on beauty products and musings on my travels. On my blog, I write what I call ‘thought posts’, which are essentially my ramblings on life and love. They’re usually written after midnight, and that’s when you’ll catch me at my most candid.”
How I got my start
“When I was studying in Australia, blogging was a way to capture memories such as birthdays and gatherings. Then, I started working with iconic brands such as SK-II and Adidas, and things took off from there. You have to make sure your platforms are active and relevant in order to get the attention of advertisers. To maintain a certain level of credibility, I try to make sure that 75 per cent of my social media content is not sponsored. I also only work with brands that resonate with me and whose products I would personally use.”
To do what I do, you need...
“Passion, resilience and determination. That’s because half the time, what you create is not paid for. Throughout my journey, there’ve been haters and you can’t help being conscious of what others think of you. But to be an influencer, you have to learn to shut out the haters and not let what they say affect you. And when it comes to the tools for the job, you don’t necessarily need a DSLR camera. I like the iPhone’s burst mode as it’s fuss-free and easy to use. I usually direct whoever is with me to stand at a certain position and to keep snapping, so I have at least 100 pictures to choose from.”
The cool factor
“Work takes me to exotic locations and image<200dpi allows me to try new things. For example, I had to climb a ladder and balance precariously on a ledge for a shoot. It was exciting to challenge myself, and also very apt, given that it was a post about performance wear.”
People may not know that...
“This job doesn’t always pay the bills. Most of my income comes from brand campaigns, but those don’t happen all the time. I guess that’s the price you pay for doing what you love. I have to constantly remind myself that I’m lucky to be able to pursue my passion, so that I can stay positive in this fast-paced and stressful industry.”
What’s next?
“I’m currently building my own brand. That involves growing my blog into a one-stop platform for millennials to get beauty and travel tips, as well as fashion advice. It means I’ll have to expand my two-man creative team. I also made a trip to Guangzhou recently as I’m looking to start my own pouch and bag line.”
HOW TO BE THE NEXT YOUTUBE STAR
1. Learn to create a good video. “Most viewers access content on their mobile devices, so audio and lighting are very important when making a video. In some cases, nice, bright natural daylight and an on-camera shotgun mic may be all you need for viewers to see and hear you clearly.”
2. Find ways to sustain interest. “Before launching your Youtube channel, keep in mind the four Cs: consistency, creativity, collaboration and being current. Create content consistently, push the boundaries of your creativity, immerse yourself in the Youtube community and find other Youtubers to collaborate with, and create videos based on current events. For example, to show up as part of the relevant search results for trending topics, say, during the Oscar season, comment on red-carpet looks in your videos.”
Video tips from Richard Frias, who has worked with online celebrities such as Michelle Phan and film-making group Wong Fu Productions.
Alternative job title: Princess of possibility or architect of dreams – like the founders of financial literacy start-up Playmoolah.
