Head of Strategic Communications and Insights, Sport Singapore
As Head of Strategic Communications and Insights, Huei Chern leads the development of strategic narratives and partnerships as well as Sport Singapore’s transformation into an evidence-based organization. An advocate in purpose-led data application, she believes that data analytics must be anchored on business questions to generate insights for policy planning and decision making. To facilitate a cultural shift within the organization, she champions a top-down training plan that started with leaders at the top and data as a new working language by making it more accessible to staff. In the wake of the COVID-19 pandemic, she led her team to quickly adapt their research projects to capture attitudinal and behavioural shifts brought about by the crisis so that Sport Singapore can keep its pulse on the quickly evolving sporting environment and introduce timely interventions at every phase of the crisis response.