Beyond the Finish Line: Adrienne Ser

Perseverance, Self-Belief & Drive: Adrienne Ser's Journey in Singapore’s Sports Ecosystem

Adrienne Ser competing at a shooting event in 2007. Photo Credit : Adrienne Ser

Adrienne Ser’s journey with Singapore’s national shooting squad might have lasted only six years (2005-2011), but her impact on the sports ecosystem extends far beyond her time as an athlete. From winning accolades and a coveted Asian Games Team Silver medal to forging a successful career in Sports Public Relations (PR) and Marketing, Adrienne's story is one of perseverance, self-belief, and drive.

Adrienne’s introduction to the national shooting squad at the age of 17 was the beginning of a lifelong journey rooted in hard work and dedication. Despite not considering herself the most gifted athlete, she embraced the mantra of “practice makes perfect” and continuously put in extra effort to achieve excellence.

During her time at Anderson Serangoon Junior College, Adrienne wasn't afraid of hard work. This mindset later became crucial when she entered the public relations and marketing industry without any prior background. "I had to play catch-up," Adrienne recalls. "I relied on guidance from colleagues, media monitoring, talking to reporters, and lots of practice writing and pitching."

Adrienne Ser (centre) with fellow TeamSG shooters Vanessa Yong (left) and Jasmine Ser (right), winning the Asian Games Team Silver medal at Doha 2006. Photo Credit : Adrienne Ser

The Silver medal won by Adrienne, her sister Jasmine, and teammate Vanessa Yong at the Doha 2006 Asian Games was the first ever for Team Singapore in shooting. While Jasmine continued to compete at the Olympic Games in 2012 and 2016, Adrienne bowed out from the international scene. "I remain proud and happy for my sister's success," she shares. "And I still hope to be part of the Olympics, whether through work or volunteer opportunities." While Adrienne's tenure with the national shooting squad ended in 2011, her connection to the sport remained strong.

From 2011 to the present day, Adrienne's professional career has seen her handle local and international communications and business development with PR agencies. Her training as a shooter played a key role in her approach to her professional life. "I wanted to be good at what I do, so that gave me a lot of drive to continuously improve," she explains. "Going after new business and winning pitches felt like winning a competition."

Her journey in PR began with a five-year stint at Golin, followed by a seven-and-a-half-year journey with Weber Shandwick. Although she had left competitive shooting, her passion for the sport never wavered. Adrienne stayed connected by volunteering with the Safra Shooting Club and the Singapore Shooting Association, serving as a committee and council member.

Adrienne Ser (centre) with her current Sports Business Group team at Deloitte Singapore in 2024. Photo Credit : Adrienne Ser

Adrienne's current role as Team Lead at Deloitte Sports Business Group marks a new chapter in her career. Joining in July 2023, she was impressed by the commitment of Deloitte's leadership to the sporting industry. "Deloitte supported Singapore's milestone sporting events like the 2010 Youth Olympic Games and the 2015 SEA Games," she notes. "They’re also an Olympic partner for the next ten years."

Her role at Deloitte allows her to continue contributing to the local sports community and give back in meaningful ways. Having already worked at Deloitte for almost a year, Adrienne is encouraged by the wide range of work her team has undertaken. "From key sporting events to working with individual National Sports Associations (NSAs), we aim to enhance professionalism and operating standards at every level," she emphasizes.

Adrienne Ser (middle, holding trophy) with colleagues from Deloitte, participating in the DBS Marina Bay Cup 2023. Photo Credit : Adrienne Ser

Adrienne’s experience working with sports campaign clients like Standard Chartered Singapore Marathon, Expedia, and Riot Games has always been focused on sports beyond communications and marketing. At Deloitte, she has the opportunity to do more. "I’ve seen how colleagues across the network are helping sports organizations with digital transformation and managing major projects like stadiums and big events," she explains.

Grateful for the golden opportunity presented by Sport Singapore back in 2009, Adrienne reflects on her early career preparation workshops and internships. These experiences led to future PR opportunities, allowing her to work on sports campaigns like the 2013 SEA and ASEAN Para Games, the 2016 GetActive! Singapore festival, and Joseph Schooling’s homecoming from the Rio Olympic Games.

As a former national shooter, coach, public relations professional, and sports consultant, Adrienne, now 36, wants to continue improving the sports ecosystem. She aims to help more people benefit from sports and ensure that athletes thrive and excel. "I want to help sports organizations get better at what they do so they can help athletes under their care excel or get more people into sports," she concludes.

Adrienne Ser’s journey is a testament to the power of perseverance, self-belief, and drive. Her story continues to inspire and shape the future of Singapore’s sports ecosystem.