Brand Cellar Pte Ltd
Starting as a management consultant with over 20 years of experience in PR and marketing, Joanne is the founder and managing director of Brand Cellar Pte Ltd, an integrated PR and marketing communications firm specialising in media relations, marketing solutions and strategies.
17 years ago, Joanne established Brand Cellar with a vision to cellar great brands and partner its clients to grow from strength to strength. Today, Brand Cellar has grown to become one of the largest boutique PR agencies in Singapore with partner firms in Japan and Malaysia.
Joanne believes in collaborative partnerships and connecting people. Brand Cellar’s growth is largely attributed to her professional experience and strong network of relationships with key media partners, corporate decision makers as well as local/international celebrities. With deep experience in the F&B, retail, electronics and lifestyle industries, Brand Cellar has grown alongside global brands such as
The Michelin Guide, Robert Parker Wine Advocate, Beats by Dr Dre, LG Electronics,
Jumbo Group, Paradise Group, Fullerton Group of Hotels, Phyto Group, Kempinski Hotel,
Cheterâisé, ERA Holdings, Lego, and more.
Brand Cellar has helped grow more than 200 brands to-date and is known for creating long queues for many of its clients. The firm helped Tim Ho Wan create record queues in Singapore during its initial launch out of Hong Kong, followed by the successful launch of global brand names with long queues during its launch period - Renowned Heytea from China, legendary Kam’s Roast from Hong Kong, first Michelin Starred Ramen brand Tsuta, largest sushi chain Sushiro from Japan, largest Kushikatsu chain from Japan Kushikatsu Tanaka and more.
Empowering her team of consultants who are 100% women, Joanne encourages her team to work from home to ensure work-life balance. Many key members of the team has been with the company for more than 10 years and enjoys the flexible culture and has grown with the firm,
while they set up their families.
Working life aside, Joanne is also a member of the Entrepreneur’s Organization (EO),
Nanyang Alumni and NTU Alumni.
Joanne loves skiing and travelling to different parts of the world to experience
unique food and wine cultures.