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Desmond Soon

Director, CORPORATE COMMUNICATIONS,
Singapore Institute of Technology

A self-professed marketer and life explorer, Desmond started out as a junior copywriter in McCann-Erickson, eventually rising to run creative departments in Shanghai and Singapore before realizing his entrepreneurial goals when he set up Hobbes Advertising in 2003 at the height of SARS, together with his creative partner.

In 2006, he moved over to the client side when he joined a Singapore public-listed company taking on a group marketing/communications role, with interests in lifestyle/retail. The allure of Dubai saw him heading off to the Middle East in 2007 where he headed an in-house marketing/communications & PR unit for the region’s biggest distributor and retailer of luxury goods. After numerous product launches, store launches and marketing campaigns involving some of the world’s most well-known luxury brands including ETRO, Salvatore Ferragamo, Ferrari, Aigner, Burberry and Versace, Desmond started a small consultancy specializing in marketing for hotels such as the Ritz-Carlton and Atlantis in Dubai.

He returned to Singapore in Feb 2010 to head the fledgling Admissions division of Singapore Institute of Technology. In 2011, he was tasked to build SIT’s Student & Career Services Divisions while concurrently running its Marketing Communications Dept. Since Oct 2013, Desmond has helmed SIT’s Corporate Communications Division, responsible for all external-facing public communications platforms (website, social media channels), internal communications, branding and marketing efforts as well as PR/Media Relations.

An avid golfer and writer, Desmond actively serves at the Catholic Spirituality Centre, ministering at the retreats conducted there.



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