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SHAY FLOREDA'S PORTFOLIO
EXPERIENCES
Shayene Gilflores Winfred
Media and Communications Practitioner
University Undergraduate - Bachelor of Arts (Communications)
I am a current university student with a creative and inquisitive mind as well as a passion for storytelling through digital media and various communication platforms that would inspire positivity and meaningfully impact the people around me.
While I am always on a lookout for opportunities to develop my current skill-sets in the aspects of social media, journalism, photography and videography, I am ever ready to learn something new and broaden my horizons to be a better impact storyteller.
Experiences
Baybeats Music Festival
Music Journalist/Writer
August 2022 - November 2022
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.
As a writer, I contributed several written articles relating to the music scene in Singapore as well as features promoting the bands bound to perform at the festival themselves. Beyond this, I have also covered the various segments of Baybeats through social media.
WE Communications
Client Servicing and Digital Intern
May 2022 - August 2022
Throughout my time at WE Communications, I've been granted many opportunities to work on many aspects of handling multiple accounts of different clients. I've actively worked on and planned for content management and ideation for different clients across multiple social platforms and even spearheaded several social media projects that displayed increased engagements organically upon publication. Other responsibilities include content curation, copywriting and repurposing content for different occasions and platforms.
Beyond these tasks, I was also involved in the administrative side of media such as community management, media monitoring and producing monthly social media reports. Notable tasks on this aspect included building a new community management tracker on Microsoft Excel, using various social media tools to track data and analytics and consolidating all findings into social media reports.
As an intern at WE Communications, I was also involved in working with the other interns on the agency's weekly newsletter that covers content trends, content learnings and industry developments. This newsletter aims to keep everyone updated on the latest digital trends and happenings across industries to better understand how we could serve the clients better.
Being Community / Society Staples
Associate Facilitator / Scribe
June 2021 - December 2021
As a facilitator, I would ensure that all participants of the various sessions have a good understanding of the activity objectives and how to participate. I would walk them through a demonstration round of the activities and ensure that all participants in my group would have a turn in playing their part of a round.
Above these responsibilities, I would also be in charge of ice-breakers and facilitating a debrief session before and after the playtest respectively to ensure a solid group dynamic is in place throughout the session.
Singapore Red Cross
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Journalist
October 2020 - present
In this role, I mainly cover feature pieces as well as interview pieces pertaining to the latest campaigns and community and global causes advocated widely by the SRC volunteer community.
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Photographer
October 2020 - present
As a volunteer photographer, I would often head down to various community programmes and events by Singapore Red Cross and capture photographs intended to be used for event publicity as well as digitally advocate for social causes to encourage future volunteers to come on board to make a difference.
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Video Producer / Photojournalist
June 2018 - August 2018
As a student video producer, I was usually involved in the pre-production of video feature pieces as well as interviewing and editing of potential videos that would be scheduled for posting on TRP's YouTube channel as well as social media platforms.
Girl Guides Singapore
In-House Designer (Seasonal)
October 2020 - October 2022
My role as a Graphic Designer with Girl Guides Singapore mainly involved coming up with and proposing theme designs for fundraising campaigns by the organization, more notably the Cookie Gifting Project.
I was also tasked to deliver designed drafts of the gift box according to specific dimensions as well as the gift cards to complement the box. All designs were successfully produced in time to boost the sale of their signature cookies during the festive season. The box designs were also well-received by stakeholders of Girl Guides Singapore and were met with positive feedback.
In the later months in the role, I also took on the task of designing the iconic Cookie Tins known to many Singaporean students over many years since its campaign to empower girls to pick up skills and grow in their confidence through cookie sales.
Victory Kids (Victory Family Centre)
Video Editor
April 2020 - December 2021
As a video editor with Victory Kids, I assisted with video post-production by using Adobe Premiere Pro to edit and put together weekly 30-minute-long lesson packages in the format of videos for children aged 0-6 and 7-12 years old.
The core technical skills I’ve applied in my work here were editing on Premiere Pro, audio equalising, Colour Grading of Video Footages, Subtitling, Graphic Implementations, De-echoing of audio clips and most importantly, ensuring a smooth flow and transitions between the different video clips.
National Day Parade
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Volunteer Leader (Hospitality Management)
May 2021 - September 2021 (Blue Sector)
April 2022 - August 2022 (Concourse Sector)
As a volunteer leader under the Hospitality Management wing in National Day Parade 2021, my main responsibilities included managing administrative matters pertaining to the General Volunteers under my care. These administrative matters included the organization of essential data such as contact information, swab test availability, vaccination matters and uniform/logistical matters.
Beyond these administrative tasks, I ensured that the welfare and morale of the volunteers under my care were well-taken care of. I would maintain this by motivating the team and ensuring friendly bonds and comfortable team dynamics were well-established among the volunteers in my team, making them comfortable enough to raise concerns and clarify anything with my leader partner and myself.
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Media Team (Hospitality Management)
February 2018 - August 2018 / February 2020 - August 2020
Every year, Hospitality Management Volunteers aged 14 - 35 would be recruited to assist in ushering, ticketing and other hospitality duties at the National Day Parade.
My duties as a volunteer in the media team widely consists of planning, producing, designing and editing digital publicity materials intended to encourage youths to volunteer at the nation's biggest annual event as well as media coverage of volunteers on the ground that would ultimately be compiled into an appreciation video package for the volunteers to enjoy after their efforts.
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Befriending Volunteer (Heartware Network x President's Challenge Singapore)
June 2019
Volunteered with Heartware Network under a befriending programme in partnership with President's Challenge 2019. In this programme, I befriended and accompanied various beneficiaries to the Padang to watch the rehearsals and previews of National Day Parade 2019. I also ensured that they were kept engaged as well as their safety and welfare throughout the programme.
Chingay Parade
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Media Team (InstaSG)
January 2020 - February 2020
As a photographer under InstaSG, I captured moments that feature the various performing contingents, performers and communities on camera.
I would later go on to edit, filter, and curate these photos and get them published online along with the relevant hashtags for the event to showcase the parade, people and community involved in making the event happen.
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Student Journalist (Republic Polytechnic)
January 2018 - February 2018
One of our major journalism projects assigned to us as part of our first-year curriculum in Republic Polytechnic's Diploma in Mass Communication was on Chingay Parade 2018. As a team of student journalists, we delivered a media package covering the event through the means of feature writing, news writing, video production and photo essays.
Certis Cisco
December 2021 - January 2022
My role in this Safety Measures Team was mainly about ensuring that visitors and people maintained safe distances from one another and went by the safety protocols in place while visiting the festive exhibitions at Jewel.
Our duties included assisting in customer enquiries about the exhibitions and ticket information, safe-entry supervision and ensuring the maximum capacity of the exhibition area is being kept to at all times.
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Swab Operations Crew
June 2021 - December 2021
As part of the Swab Operations Crew under Certis Cisco, my main responsibilities include ensuring that all patient visitors get swabbed and tested negative for COVID-19 as well as complied to the hospital's safety measures implemented for visitors.
Other ad-hoc duties include assisting with visitor registration matters and ensuring that all swabbing stations are equipped with sufficient tools and equipment for multiple swabbing processes to take place. I was posted to Singapore General Hospital and occasionally, Sengkang General Hospital.
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Event Operations Crew (Part-Time)
September 2019 - present
As part of the Event Workforce under Certis Cisco, I took on a variety of ad-hoc duties that ensured operations of all events I was deployed ran smoothly. Such duties included attendance taking, temperature Screening, Risk Assessment, site recce and inspection to ensure the venue is clear of defects and safety hazards.
Formula 1
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Crowd Marshal (Certis Cisco)
September 2022 - October 2022
As a crowd marshal, I provided directional assistance to members of the public and spectators heading towards the different race grandstands and concert venue. Additionally, I also ensured crowd control measures were in place and conveyed alternative directions to the public in the event of a wet weather and for event goers with mobility issues.
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Operations Crew - Ticketing Team (Certis Cisco)
September 2019
Most duties I have covered in the role of Ticketing Operations Crew member largely involved crowd control at the ticketing location, retrieving and inspecting of ticket parcels, and verification of customer documents prior to ticket collection.
On top of these responsibilities, I maintained an excellent attendance record, arriving to work on time for every shift, responded to customer enquiries related to the race weekend and provided essential information regarding transportation, opening hours and venues.
CNA Insider - Channel News Asia
Student Video Producer / Editor
October 2019 - January 2020
This is a Student Practicum Video Production Project under Republic Polytechnic's Diploma in Mass Communication in collaboration with CNA Insider.
With the theme being inspired by true stories and relationships of Singaporeans, 'The Greatest Love Story', Our project portrays the sacrificial love of a teenage mother for her son and the lengths she went to in order to provide for herself and her son while pursuing her studies at the same time.
Youth Corps Singapore
Marketing Communications Intern
March 2019 - August 2019
As part of my internship stint at Youth Corps Singapore, my work involved curating and producing content for the organization's social media pages on widely-used platforms such as Instagram and Facebook, designing digital materials for publicity campaigns and the organization's key events, developing unique content ideas in formats such as videos and engagement templates to engage company's audiences on social media.
Beyond these responsibilities, I also crafted key messages and produce weekly content for ongoing events and programmes social media and assisted with the development and execution of company's marketing and communications campaigns.
National Kidney Foundation (NKF Singapore)
Feature Writer
February 2019
During my short stint with NKF Singapore, I produced an extensive feature piece about some of the medical caregivers at NKF Singapore and their experiences working in this sector. This is a collaboration with National Kidney Foundation by Republic Polytechnic's Diploma in Mass Communication.
The Republican Post
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Student Journalist
December 2018 - February 2019
In this role, I've mainly covered feature pieces as well as hard-news pieces about the latest happenings and news ongoing within Republic Polytechnic's student community.
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Video Producer
January 2018 - December 2018
As a student video producer, I was usually involved in the pre-production of video feature pieces as well as interviewing and editing of potential videos that would be scheduled for posting on TRP's YouTube channel as well as social media platforms.
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Content Producer (Digital Desk)
April 2017 - February 2018
The Republican Post (TRP) is a student-run newsroom managed by the students in Republic Polytechnic's Diploma in Mass Communication (RP DMC). This collective compromises of different desks such as Designs, Editorial, Photography, Rep TV and Digital Desk. These desks work together to produce digital content as well as a print edition of campus newspapers by RP students and for RP students.
As a first-year RP DMC Student, I was a part of The Republican Post's Digital Desk and I was responsible for strategizing content for TRP's Social Media accounts and YouTube Channel.
Urban Redevelopment Authority of Singapore (URA)
Media Package Producer / Editor
June 2018 - August 2018
As part of a student project and graded assignment, students from RP's Diploma in Mass Communication were engaged in a media production project covering URA's Car-Free Sunday.
Our roles included capturing event highlights and happenings on the ground for Car-Free Sunday (Videography / Photography), crafting a storyboard and preparing ideas for the final outcome for the project and working together in teams and brainstorming creative concepts.
The Fun Factory
Teacher Assistant / Photographer
June 2016 - December 2019
As a Teacher Assistant, my role generally involved assisting in operational and logistical matters prior to any event by the collective attended by children from the ages of 7-12. I also ensured safety measures were in place in venues that The Fun Factory would carry out their activities at so that the children would be able to have safe and enjoyable learning environment throughout their sessions.
As a photographer, I handled most of the publicity materials (Photos, Videos and Social Media) across all the collective's programmes, from large-scale events to weekly neighbourhood sessions.
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