He Lin Goh

Senior Manager, Brand & Reputation, Crisis Management

Southeast Asia, Deloitte Asia Pacific

He Lin Goh

Helin is a Senior Manager with Deloitte Risk Advisory, bringing 10 years of progressive experience in Brand & Reputation, Crisis Management, and Communications. She specialises in design thinking, helping businesses build communication strategies that move the needle.

Her work in Brand & Reputation Advisory centres around Risk Intelligence, Reputation Capital, and Crisis Management and Communication, designed as value drivers for client. She is a specialist in Crisis Communications, and has conducted trainings for C-suites and regional teams on crisis and media management. Some of her work in crisis management includes product issues, service lapses, data breach, stakeholder issues, investor relations, accidents and deaths. Helin’s consultancy in crisis recovery and reputation management has won her clients multiple regional PR awards.

Prior to joining Deloitte, Helin worked in a public relations agency, fully integrated with 360 communications capabilities. She has worked with clients in sectors including Property, Hospitality, FMCG, Industrials, Energy, Tech, Education, Health and NGOs.

A selection of her experience includes:

  • Advising public and private industries in Reputation Management, Communications Strategy, Stakeholder Management, Media and Influencer Relations
  • Advised on IKEA’s meatball crisis in Asia and awarded Best Crisis Management & Communications, Best Retail Communications in APAC region by SABRE Awards, Holmes Report.
  • Designed a 360 stakeholder engagement plan that resulted in the successful re-branding campaign for a US MNC in the Industrials sector. Campaign was awarded Outstanding Overall Corporate Reputation Program by Institute of Public Relations Singapore.
  • Advised on Crisis Management and Response to Retail client impacted by fire damage.
  • Conducted crisis management trainings for clients in the Education, FMCG, Tech sectors.
  • Advised Global FMCG clients on product recalls / brand boycott related types of issues.
  • Advised clients in the financial industry on stakeholder management, crafting of holding statements, sentiments tracking during Mergers & Acquisitions.
  • Developed crisis management manuals for clients in the FMCG, Financial, Education sector.
He Lin Goh