In her new capacity, Li-lin will develop, drive and oversee the marketing and communications functions for Furama properties under the Furama, FuramaXclusive and FX brands in the region. She is responsible for developing and implementing marketing and public relations strategies to drive the positioning of the brand, business and performance goals.

Li-lin has more than 12 years of experience in the hospitality, publishing and public relations industries. Prior to her new role, Li-lin drove public relations and marketing communications activities at Crescendas Group, including Crescendas Hospitality Management where she was instrumental in the rebranding for the Group and Aqueen Hotels, garnering important international and local publicity. She has also held several positions at Pan Pacific Singapore & Parkroyal on Beach Road between 2001 and 2010.

“As an award-winning brand and a vibrant hospitality owner-operator in Singapore, synergising our regional marketing and communications strategies across three hotel brands will be beneficial to driving brand awareness, affiliation and enhancing the performance of our hotels.” says Welly Jamin, VP of Operations for FHI. “Li-lin’s dynamism will be integral in driving this function and supporting our hotels in the region”.