Communications & Content Strategy for The Good Food Institute (GFI) APAC
As a freelance consultant, Shen mapped out a communications and content strategy for GFI APAC, outlining key strategic objectives and SOPs around social media, PR, events, and other communication channels.
Additionally, she helped establish and maintain GFI APAC's social media and blog content calendars and supported GFI APAC's inaugural Asia Summit on Alternative Proteins (ASAP) 2020.
The Thought For Food Digital Labs
As an Associate at Thought For Food (TFF), Shen helped build out TFF's partner ecosystem in the US and ASEAN for the TFF Digital Labs — the first digital startup accelerator platform optimised for global agrifood innovators. The TFF Digital Labs features content from selected partners and leading experts in food, ag, tech, entrepreneurship, and innovation.
In Shen's role, she built and maintained partnerships with corporates, NGOs, entrepreneurs, and experts to curate experiential content and resources on the TFF Digital Labs. She also helped created 7 digital courses.
GROW Accelerator - Singapore Food Bowl Program Cohort 1
Supported the Singapore Food Bowl Program (program to nurture startups that advance Singapore's 30x30 food security agenda through transformative technologies) through program design and implementation.
Additionally, Shen helped the GROW Accelerator team to strategize and support GROW's community and ecosystem-building platforms and networks.
Female Funding in AgriFood Tech Report - AgFunder News
Researched and analyzed all investments made by the top 10 most active agri-food tech investors in 2018 in order to derive both quantitative and qualitative insights regarding gender diversity of portfolio companies.
This research informed the Money Where Our Mouths Are (MWOMA) report, the first- ever investigation into the funding disparities between female and male founders in the Agri-FoodTech industry.
The Cornell Future Food Summit is a first-of-its-kind summit that aims to empower and connect food fighters to build a sustainable, innovative, and connected food system.
As co-founder, Shen oversaw a team of 25 people working on partnerships & outreach, logistics & operations, and marketing & communications. She worked on building partnerships (in-kind or financial) with corporates, NGOs, and entrepreneurs.
Unfortunately, the summit did not happen due to COVID-19, but the foundation of the summit remains for when in-person events can happen again!
Social Food Venture: Fresco Foods
Co-founded a meal kit startup providing pre-cooked meal prep items for students to make quick & delicious meals. Fresco Foods is on a mission to tackle food insecurity locally and abroad—by empowering college students to eat more real food & donating 4 meals to Rise Against Hunger for every item purchased.
Through this, Fresco Foods hopes to raise awareness about hunger and food insecurity through partnerships with other aligned organizations. In May '19, Fresco Foods hosted a meal packaging event at Cornell that donated 12,000 meals to Rise Against Hunger.
Cornell Venture Capital Project Work
Conducted industry analyses and due diligence, and presented in-depth investment theses and recommendations in the areas of Industrial Internet of Things (IoT), Food Bars, Agriculture Tech, Finance Tech, Government Tech, Capital As A Service (CaaS) and Climate Tech.
HSMAI x CMO Sales & Marketing Education Series at Cornell
Brand Consultation: Macro Mamas
As the president of the Hospitality Sales & Marketing Association International (HSMAI) at Cornell, Shen started and spearheaded a Sales & Marketing Education Series to give the Cornell Community greater insight into the dynamic world of Sales, Marketing & Branding.
The series consisted of a lineup of speakers, panels & workshops and covered areas like product design, digital marketing, consumer behavior, experiential technology marketing and more.
As a Project Manager, Shen previously led a team of 4 consultants at Vantage Brand Consulting by HSMAI (Hospitality Sales & Marketing Association International) Cornell.
The team conducted a brand consultation for Macro Mamas, an organic, local food business. The team helped them to set brand standards, improve their website's user experience, and broaden their customer base.
Brandwatch Social Listening Work
At Unilever Malaysia, Shen helped set up Brandwatch (social media analytics platform) for Unilever’s People Data Center to conduct social listening. Onboarding several Unilever brands onto Brandwatch gave her exposure to leveraging data to discover key consumer insights and using data tracking to identify potential marketing opportunities. She ran a Brandwatch Induction Session with the Unilever Refreshments MY team.
Fresco Supper Club
Sharing her passion for food, Shen previously started a social mission-driven, farm-to-table, restaurant in Singapore. Fresco educated people about real food and contributed to a wider social issue - the Myanmar Refugee Crisis in Malaysia. All profits went to the Chin Student Organization (CSO) in Malaysia, which teaches young Myanmar refugees skills that will prepare them for future employment.
Thought for Food UWCSEA
At the United World College of Southeast Asia in Singapore, Shen founded Thought for Food (TFF), an initiative aiming to revolutionize perceptions of food and promote a healthy lifestyle. Under her leadership, the TFF team ran a sugar consumption campaign, helped replace sugary ice creams with all-natural smoothie popsicles, and introduced healthier options like coconut water. The TFF team also educated students about the importance of eating a good breakfast and advocated for nutrient-dense foods.