How has your first year been and any memorable experiences?
As I celebrate my first anniversary at SE10, the journey has been both challenging and rewarding. Over the past twelve months, I have honed my skills in crafting targeted messages and campaigns that resonate with our industrial clients and their specific audiences in the B2B space. Working on a diverse range of clients including Volvo Construction Equipment, Lintec & Linnhoff, Manitowoc, Ecolab, and most recently NS BlueScope has given me invaluable insights into the unique needs of this sector. The collaborative environment and mentorship provided by my colleagues from across the globe have accelerated my professional growth, enabling me to contribute effectively to our team’s success.
Reflecting on this first anniversary, I am proud of the tangible impacts we have achieved for our clients. One highlight was my visit to Shanghai, China, last December to visit our clients at Volvo CE and Manitowoc. As I look forward to the future, I am excited about the opportunities for further growth and the chance to tackle new challenges in the dynamic field of industrial communications.
What motivated you to join SE10 and what excited you the most about taking on the role of associate director in our Singapore office?
I’ve worked for a number of agencies over the years, from large network agencies to mid-sized independent ones. While both types of agencies have their advantages, I’ve deeply valued the experiences that come with working at independent agencies in terms of culture, flexibility, agility and the entrepreneurial spirit that drives creative ideas and collaboration.
Given SE10’s specialised services, I’m excited that the role offers a great opportunity to work in new and exciting areas, with the responsibility of providing support and guidance to help the Singapore team grow and build our business portfolio.
With your extensive experience in top PR agencies, such as Lewis, Fleishmann Hillard and Weber Shandwick, particularly in the technology and corporate sectors, how are you leveraging your expertise to benefit our clients and team at SE10?
While the set up at SE10 is clearly different from my previous agencies, I feel that the skills, qualities and attributes that a solid communication professional needs are applicable across multiple industries and sectors. Effective verbal and written communication are the cornerstone of the profession, and we must be able to convey ideas, information, and messages clearly, concisely, and persuasively to grab our intended audiences’ attention.
At SE10, I’ve applied the skills I’ve developed over the years, such as strategic and critical thinking, problem-solving, confidence and leadership, while also understanding the perspectives and emotions of others to proactively contribute to the success of the Singapore team, as well as delivering tangible business results for our clients.
I believe that leadership is not a solo endeavour and that a successful leader fosters collaboration and teamwork, recognising that collective efforts often lead to the best results. My objectives include helping team members by supporting their growth, well-being, and success. I also hope to value empathy, humility, and a genuine concern for the needs of others.
Moving forward, we must embrace change as the industry continues to rapidly evolve, but also remain flexible and adaptable in an environment that rewards recognition and appreciation to keep the team motivated.
How do you work with the company’s leadership team to contribute to the broader success of SE10?
I feel that collaboration is a two-way street and building a strong partnership with the company’s leadership will be essential to contributing to the company’s ongoing success. To achieve this, a strong, open and transparent line of communication is essential that clearly defines client updates and team achievements, as well as challenges.
I look forward to continuing to learn and grow with the SE10 team, while providing solutions, building trust, and supporting the growth and development of the team.
Given your background in technology and corporate PR, what emerging trends in the PR industry do you find particularly interesting or significant at the moment?
There are many significant trends in the technology space today and the industry is evolving quicker than ever before. Artificial Intelligence (AI) is a particularly topical and interesting trend that evokes strong feelings and emotions including ethical, economic and technological concerns on both side of the debate. The AI debate is ongoing and dynamic, and finding a balance between leveraging AI’s potential benefits while addressing its challenges remains a significant focus.
We’ve recently published an insightful blog post series on AI in PR, and I would thoroughly recommend having a quick read.
Finally, as you head into another year with the SE10 team, is there a message you would like to share with your new colleagues and clients in Singapore and beyond?
By Salmah El Haissane
Account Manager
About the author
Originally from the UK, Salmah has been residing and working in Singapore for nine years. With a diverse background in both journalism and PR, her regional expertise spans B2B and B2C communications, media relations, content development, and campaign management.