Journalism + PR + Data

13 years of experience across in-house and agency roles. 

Currently a start-up co-founder

Partners with U.S. State Department on "Hidden No More" Exchange Program

The 2016 film Hidden Figures shone a light on the brilliant, unsung heroes of the Space Race, three African-American women working at The National Aeronautics and Space Administration (NASA) whose expertise made it possible for astronaut John Glenn to launch into orbit. This previously untold story not only inspired viewers across the globe, it also sparked the creation of the U.S. State Department’s Hidden No More International Visitor Leadership Program, which highlights and advances the impor

Masterclass: Data-driven approach to market sizing

Deviga and Subhendu are Directors of The Tenth Floor, a Singapore based digital data strategy start up working with bluechip clients in Asia Pacific. Her passion is mentoring people with no data background particularly women to help them actively be part of the digital transformation. This is supported by 15 years of journalism and marketing communication experience across multiple award winning agencies and in-house organisations. Subhendu is an idea centric data driven marketing strategist for global brands. Subhendu is a Cannes Lions Grand Prix winner, Google Analytics Qualified and nominated by Hyper Island as one of the world’s first New Digital Data Strategists.

Selected Past Work

Expertise: reputation building, crisis communications, launch events, media spokesperson, stakeholder communication.

Media clippings: sample work for  organisations I have represented 

Content: digital campaign highlights

Data: visualisations and insights dashboard samples

Crisis communication

The advent of social media has opened up a Pandora box of challenges for brands when it comes to dealing with internet trolls.

Theme park destination Legoland Malaysia was recently plagued with a hoax that had resurfaced on social media. The hoax told a terrifying story of an attempted kidnapping at Legoland, causing worry and anxiety among parents.

A screen shot of a Facebook post by a Singaporean user Daniel Boey, claimed that a six-year-old boy went missing and was found a few hours later i

Legoland Malaysia attracted over 250,000 visitors since opening

Legoland Malaysia has proven to be a huge success to attract 250,000 visitors since its opening in September this year.
IDR Resorts Sdn Bhd is a project holding company for Legoland Malaysia. The company’s Chief Executive Officer, Muhammad Zainal Ashikin Muhammad Rejab, told Bermama that the number of visitors has ‘exceed expectations’. However, the company will maintain its target of attracting one million visitors to the RM 750 million theme park in the first year.

Legoland on why traditional marketing is not dead

LEGOLAND is known for its active PR during all periods. Just recently it launched a Star Wars-themed exhibition which showcased more than 2,000 well-known LEGO Star Wars models and iconic scenes from six Star Wars films. It also launched a very successful special Halloween celebration for children last year despite no paid advertisements being utilised. Marketing initiatives were handled through “selected communication channels” such as newsletters, EDMs, park communications and PR initiatives held before school holidays in Malaysia and Singapore.

My Published Work