Her ardent client management philosophy of ‘total professional ownership and accountability’ resonates from the Business Development, Strategic Consulting and Creative Execution of her clients‘ programs. Her hands-on, ‘lead by example’ practitioner style and strong focus on people development are integral to the success of APRW.

Celene started her career in image consultancy and public relations in the early 1980’s, and further refined her marketing finesse through regional and global leadership positions at multinational corporations in the Technology sector.

Celene‘s strength lies in her affable personality, genuine respect for all individuals, personable relationships built with staff, clients, media and strategic alliances formed with key business leaders in the community.

It was such hands-on experience, a strong network in the industry and a pure tenacious attitude that Celene successfully built up APRW.

From the humble beginnings of a one-person operation at a heritage shop house in 1996, the agency has grown and evolved into a full-function consultancy that is well recognized and established in Singapore and throughout the ASEAN / Asia Pacific region.

The juxtaposition of local domain expertise, with global corporate governance augurs well to position APRW into the next 25 years and beyond!

Celene served on the Board of Directors for the United Nations Association of Singapore and was actively involved in numerous Charity gala activities within the community.

She was Vice President of the Women‘s Business Connection, (Women CEO organization) President Elect and Director of International Services at Rotary Club of Suntec City and Publicity Chairperson on the Executive Council of the Singapore Computer Society.

She was also a Council Member of the Institute of Public Relations of Singapore, Committee member of Fairfield Methodist Schools‘ Alumni Association and PAC Chairperson of several educational institutions.