Clients
Coca-Cola | PepsiCo | Nestlé | Johnson & Johnson Beauty | Hask Haircare
Consumer Packaged Goods
Cigna International Markets
Healthcare / Insurance
Audi | Diageo’s Luxury Single Malts Portfolio | DKNY Jeans | Montblanc
Luxury
Scoot Airlines
Travel
Amazon Web Services | DXC Technology | Google | Juniper Networks | NICE Systems | Oracle Financial Solutions
Technology (B2B)
McCann Worldgroup | Publicis | MOI Global | BBDO | SYPartners | What If Innovation | Talk Doesn’t Cook Rice (SG)
Agencies
PROJECTS
Diageo Luxury & Digital Innovation lead across Diageo’s portfolio of brands. Led the product development and launch of new-to-world brand, Venturo (🔗). Mentor for Spirited Women program.
Radar.xyz Amsterdam Chapter Lead - IRL event - coming soon!
Government Client Senior strategist at SYP in Abu Dhabi designing a cultural heritage education program
Diageo Global creative and culture lead across Diageo’s portfolio of brands with a focus on luxury Scotch innovation. Brora IRIS shortlisted for 2 x Cannes Designs Awards (🔗)
Various fintech start-ups (1MN+ USD funding secured) Brand positioning, purpose articulation, verbal identity, comms planning.
Enterprise Tech & Financial Services Clients Commissioned as a copywriter on white papers for topics related to eCommerce, demand generation, creative thought leadership.
Talk Doesn’t Cook Rice Clarified agency’s brand positioning and purpose articulation. (🔗)
PepsiCo Breakthrough innovation interrogating ‘the Future of Healthy Snacking” for a global snack brand in China
PepsiCo Breakthrough innovation interrogating ‘functional health for the Silver Generation’ and ‘identifying new opportunity spaces for a nutrition brand targeting young professionals’.
Tech Client Brand Naming for an Asia-based private membership app
Gaming Client Brand Positioning and Content Strategy for key SEA + China markets
Noon (CBD nootropic drop) Advisor. Brand and Creative Strategy
2022 - Present
2016-2021
Cigna Led brand and engagement strategy, scaling preventative healthcare through building a digital ecosystem for their Stress Care platform. Subsequently, launched an innovation hack that resulted in the creation of Cigna StressWaves: The world’s first voice-activated Stress Test (🔗)
Coca-Cola Flavours of the City (🔗) Role: Brand Strategist
Nestlé Lead author on an APAC-focused thought leadership that was later adopted as the global presentation in a T2T session
DXC Technology ‘Catalyst for Change’ | Won local B2B Events Award
Oracle Financial Solutions ‘Digital Bank of the Future: Phase 2” | Won B2B Awards
NICE Systems ‘Banking on my Voice’ | Won local awards. Program adopted globally.
Amazon Webs Services Creative Campaign Strategy
Juniper Networks Account Based Marketing Strategy
2014 - 2015
Audi - Social Lead for Singapore Led social media strategy. Campaign: Audi Sport Driving Experience - Emotion Dashboard (🔗) Won multiple local awards
Scoot Airlines - Social Strategy for APAC Led social media strategy. Won multiple local awards for social media strategy on account across campaigns and content strategy
The Lo & Behold Group - Tanjong Beach Club - Brand Experience (Events and Concepts) for Singapore Expanded the venue’s night festival: Full Steam Ahead, into an all-day ticketed festival with international guest DJ’s (🔗) |
Hask Haircare Managed social media account for a sustainable haircare brand
Singtel Digital Media Life Content writer (Editorial and product) for Singtel’s fashion eCommerce start-up (Like)
2013, and before
Atria Inc. (Contemporary K fast-fashion start-up) - Led the overall project management of launching a start-up from 0 to 1 in creative direction and marketing for the relaunch of a seed-stage K-Fashion eCommerce platform
Inverted Edge (Contemporary APAC fashion eCommerce start-up Acquired.) - First hire outside of founding team. Reported to Chief Product Officer to launch platform from 0 - 1. Thereafter, reported to Chief Marketing Officer and launched editorial platform and managed marketing campaigns, social media for the business
JFDI.Asia - Mentor / Advisor for retail and fashion start-ups at one of Southeast Asia’s first start-up accelerator
Club 21 / DKNY Jeans - Led the F/W Menswear Visual Merchandising directives for APAC / EMEA under supervision of VM Director