Xue Wei

A driven individual with expertise in marketing, communications, and content strategy across diverse industries. As the founder of The Happy Tots and creator of the lifestyle platform An Affair With Food, I leverage my entrepreneurial and creative skills to transform live events into compelling digital experiences, capturing raw footage and producing highly engaging social media content. Alongside my marketing background, my teaching experience in voluntary and social service settings equips me to thrive in fast-paced environments, bringing a vibrant, "fun energy" to run activities and engage crowds.

Furthermore, I am currently pursuing a Master of Counselling with Flinders University, which deepens my ability to build strong rapport, manage on-the-ground vibes, and connect authentically with event attendees.

Director / Business Owner - The Happy Toddlers Pte Ltd / The Happy Tots

(2020-12)

• Spearheaded the strategic launch and growth of an e-commerce brand, overseeing the financial and operating performance while managing all aspects from product curation to long-term business scaling.
• Developed and executed the overall marketing plan, leading multi-channel promotional campaigns and creating social media content to drive brand awareness, sales, and community engagement.
• Optimised business operations by managing budgeting, production, inventory logistics, and supplier relationships to ensure a seamless and sustainable brand experience.
• Expanded market presence by collaborating with various marketplaces to identify growth opportunities and increase sales volume.

Trainee Counsellor - NuLife Care & Counselling Services & IASH.sg

(2025-03)

• Provided counselling support under clinical supervision to a diverse range of clients, including young working adults navigating life and career transitions, a divorced client working through issues of loss and self-worth, and an elderly client managing challenges related to ageing and caregiving stress.
• Applied evidence-based counselling frameworks—including Cognitive Behavioural Therapy (CBT), Solution-Focused Brief Therapy (SFBT), and person-centred approaches—whilst actively developing practical skills in active listening, empathy, and managing emotional responses during sessions.
• Conducted comprehensive intake assessments, developed case formulations, and prepared structured case notes to effectively track client progress and therapeutic outcomes.
• Documented and maintained client records with strict adherence to confidentiality, accuracy, and professional standards.
• Engaged in regular clinical supervision to reflect on practice, strengthen competencies, and ensure ethical standards were consistently met.

Educator & Activity Facilitator - My First Skool, Little Ones Kindergarten, & Tinker Tots

(2018-01)

• Designed and facilitated highly interactive, play-based programmes tailored to varying learning styles (for children aged 18 months to 6 years), mastering the art of bringing "fun energy" to capture and sustain the attention of energetic audiences.
• Adapted quickly to dynamic, on-site environments while managing classes of 10–15 children, prioritising active engagement, "good vibes," and inclusivity to create a joyful, safe space while establishing clear disciplinary guidelines.
• Planned and delivered engaging lessons aligned with school frameworks, utilising age-appropriate teaching aids to promote social, physical, and intellectual growth, alongside self-reliance and independent learning.
• Built strong rapport and collaborative partnerships with parents and stakeholders, providing regular updates via parent-integrated apps (e.g., ClassDojo) while maintaining comprehensive developmental portfolios and progress reports for each child.

Founder and Editor-In-Chief - An Affair With Food

(2014-01)

• Founded and manage an online publication covering the city's vibrant dining scene, hottest food trends, hotels, and global travel guides.
• Spearhead comprehensive content creation — including editorial storytelling, photoshoots, and video production — by regularly attending media launches and food tastings to capture and transform raw footage into highly engaging promotional content.
• Manage a team of writers and contributors to develop customised advertorial and editorial content that builds strong brand presence.
• Create and curate optimised social media content across Instagram, TikTok, and Facebook, while maximising website traffic by utilising Search Engine Optimisation (SEO) keywords.
• Collaborate closely with PR agencies, media, F&B establishments, and hospitality groups to execute timely promotional campaigns, achieving brand recognition for clients across the F&B, Travel, Fashion, Beauty, and Home industries.
• Served as a Judge for Singapore Food Masters 2017, a competition honouring local food heroes.

Executive Officer, Corporate Communications - Club HEAL

(2023-05 - 2024-06)

• Led all content creation for the organisation's social media platforms (TikTok, Instagram, and Facebook), providing comprehensive digital coverage of live events, workshops, media features, and announcements.
• Orchestrated and successfully executed prominent on-site events—including a World Mental Health Month Pottery Event and a Hari Raya Celebration for the Institute of Mental Health — ensuring an uplifting and engaging experience for attendees.
• Managed ground operations, internal coordination, and the design, printing, and distribution of outreach collaterals to ensure seamless event setups and positive crowd engagement.
• Oversaw the Club HEAL website, collaborating closely with vendors and internal departments to enhance functionality, optimise content, and drive digital engagement.
• Played an instrumental role in fostering community support and building partnerships with key stakeholders through targeted outreach, fundraising programmes, and collaborative initiatives.

Community Relations Executive - MCYC Community Services

(2016-01 - 2017-03)

• Managed the organisation's publicity, media relations, and community engagement, successfully planning and executing high-energy, large-scale events such as the MCYC Family Day.
• Conducted interactive programmes and meaningful activities for youth beneficiaries across various centres—including the Youth Centre, Literacy Centre, and Student Care Centre—leveraging "fun energy" to maintain active crowd participation.
• Developed comprehensive marketing strategies and outreach initiatives, overseeing the end-to-end production of digital and print collaterals, including brochures, newsletters, and electronic direct mailers (eDMs).
• Developed engaging story angles and copy for multiple channels while securing sponsorships and cultivating strong partnerships with educational institutions and volunteer pools.

Master of Counselling - Counselling - Flinders University (2025)

Bachelor of Commerce - Marketing & Public Relations - Murdoch University (2013 - 2015)

Diploma in Early Childhood Care & Education – Teaching - Early Childhood Care & Education – Teaching - National Institute of Early Childhood Development (NIEC) (2019 - 2020)

Diploma in Business Applications - Business Applications - Republic Polytechnic (2007 - 2010)