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CHEN YUFEI // COMMS · PR · BD // SINGAPORE ——
PORTFOLIO 2026 / SMU COMMUNICATION MANAGEMENT
YUFEI.CHEN — PORTFOLIO / 2026
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INDEX
00 Index 01 About 02 Timeline 03 Projects 04 Contact
Seeking internship · 2026
SMU — Business Management · Communication track // Class of '26

Chen Yufei
// 01 / 06

Profile / 简介

Communication-management student at SMU, working at the crossing of brand, PR, and audience research. Decks that stay quiet, campaigns that stay structured.

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See work → Résumé ↗
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01
// 01 / About

Grew up translating between registers — that's still the job.

I'm a fourth-year at SMU reading Business Management on the Communication track — Design, Data and Communication. I work at the crossing of brand narrative, PR, and audience research: quiet decks, structured campaigns, copy that earns its adjectives.

Outside class I've led business development at Custory, written a sustainability PR strategy for DHL Supplychain Singapore, produced an AI-generated promotional video for Monadex, and designed onboarding narratives for Gametize. Four semesters left — open to internships and short projects through 2026.

— Yufei, 陈雨飞
ProgramBSc Business Management
TrackComm · DDC
FocusComms · PR · BD
LanguagesEN · 中文
Based inSingapore — UTC +8
02

A chronology, briefly.

Education · Internship · Project
2020 — present
2025
Project · Feb – May

DHL Supplychain Singapore — Public Relations Associate

Ran a PESO (Paid / Earned / Shared / Owned) media audit and competitor analysis to position DHL's sustainability communication inside the logistics industry. Built a combined online + offline PR campaign strategy and presented it to the DHL PR team.

2025
Experience · Jan – May

Custory — Business Development Lead

Led market research and user interviews to identify customer needs, competitor positioning, and industry trends. Synthesized qualitative and quantitative data into pitch materials; the feasible solution we proposed was adopted.

2024
Project · Sep – Nov

Monadex — PR & Media Production Associate

Conducted offline interviews and user research to shape the messaging direction of a promotional video. Collaborated on an AI-generated promo — script design and sound editing built on user insights — and presented it to Monadex leadership.

2024
Experience · Jun – Aug

Chengdu Huabo Zhenghuo — New Media Content Editor

Managed two official WeChat accounts, publishing 3–4 original articles weekly on event previews and recaps. Adjusted tone, structure, and publishing time to reader-engagement metrics — viewership lifted ~20%.

2023
Project · Jan – May

Gametize — Game Content Designer

Designed game narratives and characters for Singapore's multicultural workplace onboarding, weaving in sustainability concepts. Final product was presented to the Gametize team and received positive feedback for creativity and impact.

2022
Education · Aug

Enrolled — Singapore Management University

BSc Business Management, majoring in Communication Management on the Design, Data and Communication track.

2020
Education · Jan '20 – Nov '21

Anglo-Chinese School (International) — IB Diploma

Higher-level Economics and Mathematics Analysis and Approaches. Where the habit of writing in two registers at once began.

// 03 / Projects

Selected work.

04 selected · 2023 — 2025
01
Project PR · Strategy · 2025

DHL Supplychain Singapore — a sustainability PR campaign, audited and argued

A PESO media audit and competitor scan to position DHL's sustainability communication inside the logistics industry. Output: an online + offline PR campaign strategy with long-term scalability, presented to the DHL PR team and received as actionable and insight-driven.

PESOAuditStrategy
Read the case →
DHL Supplychain — team presentation
DHL / 01
DHL
2025 // 14 WEEKS
02
Internship Business · Research · 2025

Custory — from market gap to partnership pitch

Led market research and user interviews to map customer needs, industry trends, and competitor positioning. Synthesized qualitative and quantitative signals into pitch materials with a cross-functional team. The feasible solution proposed was adopted.

ResearchPitchBD
Read the case →
Custory — team call
CT / 02
CT
2025 // 18 WEEKS
03
Project PR · Media Production · 2024

Monadex — an AI-generated promo built on real user insight

Offline interviews and user research shaped the messaging direction of the promo. Collaborated on an AI-generated video and audio — script design and sound editing integrated user insights directly. Delivered to Monadex leadership, received warmly for the technical integration and the depth of user analysis.

InterviewsScriptingAI Tools
Read the case →
Monadex — AI-generated promo still
MX / 03
MX
2024 // 10 WEEKS
04
Project Narrative · Gamification · 2023

Gametize — onboarding as a game, tuned for Singapore

Designed game narratives and characters for a multicultural workplace onboarding product, helping new employees adapt to both company culture and the local environment. Sustainability concepts were woven into the gamification; the final product was presented to the Gametize team and received positive feedback for creativity and impact.

NarrativeCharactersSustainability
Read the case →
Gametize — team group photo
GT / 04
GT
2023 // 18 WEEKS
04
// 04 / Contact

Say hi.
& we'll build something quiet together.

  • 001yufei.chen.2022@business.smu.edu.sgEmail ↗
  • 002/in/yufei-chen-27a67a3bbLinkedIn ↗
  • 003+65 8462 4186Phone ↗
  • 004CHEN_Yufei_Resume.pdfDownload ↗

I read every note and reply within a day or two. Happiest to talk about internships, PR and brand work, and decks that need more calm.

— Yufei, 陈雨飞
© 2026 · Designed and written in Singapore · v2.1
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