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Hello and welcome to DMA decision-makers my name is Neil Moore and today I'm at the stunning new W Hotel on sentosa island Singapore to meet Janice Chen who is the regional director for digital marketing and distribution at Starwood Hotels & Resorts Janice thanks so much for joining us today thank you for having me so here we are at the beautiful W Hotel in Sentosa it just launched in October tell me a bit about what you did in terms of launch activity thank you very much yes we had a great event in October where we had world-class DJs come in also we invited all the who's who of Singapore to be here and in Asia actually to join us in the party it was a great event we had we had over a few hundred people here and it was amazing okay so now as the regional director you get to hang out with celebrities and DJs and things like that but how did you get to this point give us an overview of your career thus far I started out in interactive marketing with the boom of the you know the internet with basically building up websites program HTML so but I worked with I worked at various for agencies when I started worked on fun campaigns for FMCG brands like Flintstones multiple vitamins and then I moved on to working for more luxury brands like Estee Lauder and Coty and about back in 2022 I joined Starwood also a near interactive team and I help them build various websites I also worked on projects that are that helped relaunch our websites and emails email programming then I moved on to doing our paid marketing for Starwood global about four years ago I moved to Asia Pacific to head up digital marketing for Starwood Asia and now I handle the digital marketing strategy for Starwood in AP for over 220 hotels Starwood is obviously a large group that covers a broad range of brands with the specific target audiences can you give me the overview of who they are and whose at Starwood we have nine very unique brands we are the largest upper upscale hotel company in the world and so the nine brands all have very distinctive personalities let me try to go through all nine you know with pink I'm acquainted with Sheraton Westin the Meridian W or Points by Sheraton a loft cinq Regis luxury collection and then our newest brand element hotels which has yet to launch in Asia Pacific and how do they differentiate give me an example of a curve how two of them might be different yes so that's all we devote a lot of energy to differentiating our brands so for example at W we are focused on fashion design and music whereas at the Westin we are both cast on wellness so you want we want our guests to feel better when they walk.