Tell us about your career in journalism. What led you to your current role at Time Out Singapore?
I’ve always loved the written word and dabbled in different forms of writing throughout my career. I started out as an intern for various lifestyle media before working my way up to becoming the Editor of Time Out Singapore. I then decided to branch out beyond editorial and worked on social media content, B2B articles, UX / UI writing and PR campaigns. I believe the variety of assignments has made me a better writer and also stretched me in other ways. That being said, I’m thrilled to be back at Time Out Singapore, this time at a regional level overseeing content for APAC, and I look forward to bringing all the skills I’ve gained throughout the years to the table.

You've held previous roles in the media and agencies. What key learnings or principles are you implementing in your new role as Regional Content Director?
I’ve been working with regional teams for the past couple of years, and I’ve consistently seen that content works best when it’s localised to its target audience instead of a “global” piece typically written by the head office. People want to read pieces that speak to them – whether that’s in their language or through cultural references only they would understand. My role as a Regional Content Director is not to push one universal point of view but to bridge gaps, share ideas and create best practices across the region while leaving room for the local teams to adopt and adapt.

What are the challenges and tips for working across different teams regionally?
Each team has a legacy of doing things so implementing change can often be met with pushback. What I’ve found to work is setting an overall direction but leaving nuance for the teams to change things as they see fit. Having data to back up my point of view is a necessity too. Other than that, I’m always open to collaboration and feedback – making teams a part of the process not only makes things more fun, but it also leads to better buy-in from them in the end.

Are there any key issues or topics you are keeping an eye on for the rest of the year?
One of the biggest things we’re looking at this year is the reopening of travel in full force. There is now a greater opportunity for us to cover different destinations, hotels and trends in that space. At the same time, we’re all currently living in a cost-of-living crisis, so it’d be interesting to see how we can still do more with less. Time Out’s mission has always been to inspire our readers to live their best lives by going out and having fun – and that can all still happen while on a tighter budget.

Any big plans or projects planned this year for Time Out Singapore that you are looking forward to?
I was just in Hong Kong for our annual Time Out Bar Awards, and it was heartening to see the team pull off such an incredible sold-out event with over 200 attendees. Our food and beverage scene is so diverse and truly is at the top of its game and that’s something well worth celebrating. Watch this space for more exciting experiences across the region moving forward.

Pitching to Time Out Singapore – what advice do you have for media professionals who want to put forward potential story ideas? What are three things you look out for in a good PR pitch?
My advice is to understand our mission, audience, and content categories. We inspire people to go out and have fun so that they live a more fulfilled life by engaging with their passions. Time Outers are culturally curious and love exploring the cities they’re in – whether that’s through attending events, dining and drinking at restaurants and bars or attending the latest theatre production. They’re not the type to stay home and do nothing. If a pitch aligns with these values and speaks to our audience, it will be more likely to capture our interest.

Last but not least, in your opinion, what’s the most important skill as a journalist?
Relentless curiosity. Never assume you have all the answers. Ask questions, learn and grow.

Answers submitted by Nicole-Marie Ng, Regional Content Director, APAC at Time Out Singapore