EXPERIENCES

Shayene Gilflores Winfred

Communications Practitioner

As a Communications graduate and current PR Account Executive with experience supporting regional clients in the enterprise technology space, I bring a strong foundation in media relations, storytelling, and stakeholder engagement. My approach is both creative and strategic — shaped by hands-on experience across social media, journalism, and content production, as well as a deep passion for telling meaningful stories that inform, inspire, and connect.

I thrive in fast-paced environments, enjoy collaborating with diverse teams, and am always eager to learn new ways of creating impact through communication. I’m especially driven by opportunities that allow me to contribute to purposeful work, build authentic connections, and grow as a storyteller and communicator.

Zeno Group Singapore

Account Executive

January 2025 - July 2025

Supported regional and local communications efforts for clients including Lenovo Asia-Pacific, Lenovo Infrastructure Solutions Group (ISG), Digital Core REIT, ING Bank, and Special Olympics Singapore.
Supported in daily and weekly media monitoring to track coverage and identify opportunities across key media outlets.
Drafted and distributed press releases and media pitch notes to support bylined articles, thought leadership, product launches, and corporate events.
Collaborated on the development of monthly PR reports, media lists, and byline proposals, tailoring outputs to client-specific requirements.
Provided market coordination support, liaising with internal teams and external stakeholders to align on campaign deliverables.
Participated in weekly internal and client-facing WIP meetings; prepared detailed agendas and meeting recaps to support timely follow-ups and client servicing.

Mutant Communications

Account Coordinator (PR & Socials, Intern)

August 2024 - November 2024

Supported account servicing for: Great Eastern Women’s Run, St Luke’s Eldercare, Jobstreet Singapore, Epson, Singapore Sports Hub, Bridgestone and Singapore Polytechnic.
Assisted in weekly media-monitoring across multiple clients.
Drafted and distributed press releases and media notes in support of campaigns, events, and product launches by clients.
Assisted in putting together monthly reports, media lists and research documents based on client requirements.
Crafted multiple social posts, videos, and copies for various clients across all platforms.
Attended on-site events by clients to assist with social media planning and coverage.

MARKETING-INTERACTIVE (Lighthouse Independent Media)

Editorial Intern

January 2024 - May 2024

Wrote several hard-news pieces, appointment stories and brand activation listicles relevant to the marketing and media industry.
Managed and scheduled stories on MI’s social media channels.
Pitched potential story ideas to the immediate team and editors.
Did daily media monitoring - Actively documented and pitched newsworthy material relevant to the marketing, media and tech industries.
Responded to various media pitches and press releases via email correspondence.
Assisted with daily newsletter send-outs to all APAC markets.

Certis Cisco

Crowd Control Supervisor (Contingency Workforce Services)

May 2023 - January 2025

Supervised and coordinated crowd control operations, liaising with external stakeholders such as SMRT station managers and personnel to ensure efficient, safe, and smooth public event management.
Developed and implemented clear and adaptable manpower and deployment plans, effectively briefing and training crowd marshals to ensure complete preparedness.
Planned and managed the welfare of all team members by scheduling appropriate break times, promoting well-being and productivity throughout shifts.
Conducted training sessions to familiarise team members with event layout, crowd control protocol, and effective communication techniques for assisting the public.
Oversaw logistics for all necessary supplies, including water, safety vests, traffic wands, and speakers, ensuring availability and proper distribution.

Singapore Children's Society (VOX)

Instructor and Programme Coordinator (Youth Photography Club)

May 2023 - July 2024

Conceptualised, researched and developed a long-term programme for a photography interest group from scratched catering to youths aged 13 - 18, with emphasis on character building, creativity and social responsibility.
Planned and conducted weekly sessions and ensured all lessons were structured in a manner that’s engaging and imparted important values to the youths.
Aligned programme’s monthly themes with various social causes (e.g., sustainability, mental health), promoting awareness and understanding among the youths.
Curated learning materials and structured exercises to enhance technical photography skills while encouraging thoughtful reflection on social issues.
Successfully balanced volunteer responsibilities on top of academic commitments, demonstrating strong time-management, leadership and commitment to the youths.

Key Achievements:

Received positive feedback from the youths, staff and centre-head relating to programme objectives and outcomes.
Increased programme participation by welcoming new youths into the programme through digital marketing efforts in collaboration with the youth participants.
Successfully planned and organised quarterly showcases displaying creativity of the youth participants, demonstrating community engagement and self-expression.

Baybeats Music Festival

Music Journalist & Content Writer

August 2024 - November 2024

Baybeats is known as Singapore's largest free alternative music festival and it is organized and managed by The Esplanade - Theatres on the Bay, Singapore. The festival features many local independent bands and musicians as well as those based internationally. Every year, these bands would come together to celebrate their craft and the impact they have made as musicians.
Contributed several written articles relating to the music scene in Singapore. Produced feature pieces on bands based locally and regionally that were set to perform at the festival.
Covered the various segments of Baybeats on social media with the delivery of photos and live videos.
Worked alongside photographers and bands to produce interview and feature pieces.

Client Servicing and Digital Intern

We. Communications

May 2022 - August 2022

Researched and planned for content management and ideation for different clients across multplie social media platforms - notably the accounts of NCS Pte Ltd and Singapore Kindness Movement (SKM).
Spearheaded several social media projects and campaigns that displayed increased engagements organically upon going live.
Generated data analysis reports for each client’s social media channels and proposed conclusions and future steps to maintain and build clients’ engagement rates across all platforms.
Took on administrative projects as well such as community management, media monitoring and monthly production of social media reports.
Partnered with other interns to curate and generate content for agency’s weekly internal newsletter.

Designer (Communications Team)

Girl Guides Singapore

August 2020 - present

Conceptualised and designed various marketing collaterals for both in-house and national fundraising campaigns and organisational outreach.
Led the designs of Girl Guides Singapore’s iconic cookie tins, a nationally recognised fundraising campaign, distributed to schools, corporate partners and donors across Singapore.
Ensured brand consistency while infusing each tin with creative storytelling to celebrate Girl Guides’ identity, mission and causes supported.
Supported the design and visual communication needs for outreach materials targeting youths, schools and corporate supporters.

Marketing Communications Intern

Youth Corps Singapore

March 2019 - August 2019

Researched on statistics relating to different social causes in Singapore and implementing the retrieved data into social media content and infographics.
Curated and produced content for the organisation’s social media platforms and updated their content calendar regularly.
Produced digital collaterals for social media campaigns for the organization’s key events such as videos and Instagram story templates.
Developed unique content ideas in various formats to engage different demographics of the company’s audience base.

Photographer and Journalist

Singapore Red Cross

March 2018 - December 2023

Researched, wrote, and published feature stories showcasing humanitarian initiatives, volunteer journeys, and community impact.
Photographed key events, programmes, and ground-up efforts, producing visual and written content for newsletters, website, and social media channels.
Collaborated with programme teams and volunteers to capture authentic stories that amplified awareness of humanitarian causes and strengthened community engagement.
Contributed to the organisation’s communications efforts by crafting human-interest narratives that highlighted resilience, empathy, and the value of volunteerism.
Covered Singapore Red Cross's Youth Humanitarian Leadership Camp on SRC's social media channels and pitched relevant web content.
Actively participated in engagement activities encouraging youth leadership and provided feedback to facilitate the programme's development.

Teaching Assistant

The Fun Factory ATC (Victory Family Centre)

January 2016 - December 2019

Assisted in planning and facilitating weekly community-based programmes for children aged 7–12, primarily from rental flats and underprivileged backgrounds.
Supported the delivery of lessons and activities designed to instil values such as integrity, compassion, and responsibility through storytime, cookouts, games, and hands-on projects.
Mentored children in small groups, fostering social-emotional development and building confidence through consistent encouragement and guidance.
Collaborated with fellow volunteers to create an engaging and safe learning environment, strengthening the programme’s outreach to the local community.