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Work Background
GreySenior Brand Director
Jun. 2024 - Dec. 2024Singapore, Singapore“Parting is such sweet sorrow, that I shall say good night till it be morrow.” — Romeo and Juliet The agency world is a whirlwind of highs, lows, and constant change. With restructuring, retrenchment, and renewals as inevitable realities, no one is ever truly safe. I made the choice to step away—not out of defeat, but in pursuit of happiness. What drives my joy?
Bringing solutions to the table, transforming chaos into clarity, and turning challenges into actionable outcomes. What held me back?
Let’s have a conversation. My passion for this industry remains steadfast—I’m just learning how to grow and fit without losing my unique shape. Clients serviced:
Maybank, P&G, and New Business Development
Leo BurnettAccount Director
Aug. 2022 - Apr. 2023Singapore, Singapore"Transitions are a time for reflection, and a time for looking forward." – Author: Roy Cooper Once upon a time, Lynn was from Leo Burnett. Some years later, it’s nice to circle back. This full circle made me reaffirm that I would like to focus on growth, partnerships, and social/ influencer marketing a little more than just traditional suit-ting. Confinement restricts growth and happiness. I am on the pursuit of happiness. Servicing: Singtel/ Aligntech (Invisalign)
VCCPAccount Director
Jun. 2022 - Aug. 2022Singapore"Sabbatical" - To be or not to be, the best is yet to be. Spent the summer working alongside some familiar faces, at VCCP, servicing Deliveroo and Shell clients.
Bonsey JadenClient Director
Jan. 2021 - Apr. 2022Singapore"Tertiary Education" = I wasn't a prodigy. I'm a late bloomer. Whatever happens, I'm proud of what I've done. — John Isner Originally hired as the Regional Content and Partnerships Lead, I was offered the role of Client Director as Bonsey Jaden has entered a partnership with the CUE group. Reporting directly to the CEO, my role is to develop and support the growth of the CUE Group opportunities as I am effectively bilingual. As a Client Director, 1. I ensured that the company has adequate and suitable resources to complete its activities. 2. Maintained relationships with partners/vendors/suppliers, owned and grown the relationship with primary client point of contact, and build relationships with senior and VP clients.
3. Ensured client expectations are clearly defined and managed at the start. Manage commercials of account(s) from brief to billing, including stang and financials, ensuring that all projects are profitable, proficient and effective. Oversaw project management during the campaign lifecycle, including production, to ensure timely completion of deliverables, coordinate across practices, identified potential risks and issues.
Project locations: APAC, Greater China, USA Client Portfolio: Alcohol, Tech, Beauty and Cosmetics As the Regional Contents and Partnerships Lead, 1. I developed strategic content & partnerships campaigns for our main client Beam Suntory, Cetaphil APAC and other regional clients such as AHC, Bacardi and Heineken. Regional contribution to client work and pitches led KOL programs including day-to-day management, reporting, and content
evaluation. 2. Developed frameworks to measure the success of each campaign through well-thought-out and measured KPIs. Interpreted data, created insights, and analyzed post-campaign performance for reports. Project location: APAC, Greater China, USA Client Portfolio: Alcohol, Infocomm, VR Tech, Beauty and Cosmetics
Project WXYMarketing Director
Oct. 2018Singapore"The beaten path is the safest, but the traffic's terrible." – Author: Jeffery Taylor WXY- Wang X Yang, a husband and wife duo set up. Letting the W take charge, while the Y ventures back into corporate, aiming for better purposeful marketing, creative execution and curating experiences. Chat with the W at joseph@projectwxy.com for opportunities to create some magic together. We began our journey like many others, operating within the confines of a traditional agency model. But then came "the blip" – a challenging period where we faced adversity head-on, determined to turn obstacles into opportunities. We refuse to be confined by the label of an agency. Instead, we've emerged as a dynamic interdisciplinary creative studio, dedicated to pioneering purposeful marketing, crafting innovative campaigns, and curating unforgettable experiences. Feeling overwhelmed? Don't be. The path ahead is brimming with excitement and potential. Together, we'll navigate this journey, embracing every challenge as an opportunity for growth and success. Join us as we redefine what it means to innovate and thrive in the creative industry.
Pinwheel Digital Strategist/ Social Media Lead
Jul. 2018 - Oct. 2018Singapore"Tertiary Education" = I was a late bloomer. But anyone who blooms at all, ever, is very lucky. – Sharon Olds. In-house creative for Netflix Asia
1. Contract Role as a digital strategist, content lead exclusively for Netflix's Original Series, Mr. Sunshine
2. Brainstormed strategies, digital content direction, copywriting for the official Facebook and Instagram pages which achieved up to 21,700 weekly page reach and posts with up to 45% CTR organically
3. Conceptualized, executed global-scaled campaign ideas on digital platforms to promote the show, with main focus on Asia-Pacific, Latin America markets
Golden Equator ConsultingDigital and Content Strategist
Aug. 2017 - Jun. 2018Singapore"Upper Secondary" = Finding your niche, and your voice. Maturing sucks, but risks are meant to be taken. 1. Social media strategist, digital content lead for one of the company's largest external client, a leading Thai property developer
2. In charge of key regional Asia Pacific markets such as Singapore, Hong Kong, China, Taiwan and emerging markets such as Korea, Japan, Europe, USA
3. Brainstormed strategies, digital content direction, copywriting and localizing their transformation journeys for various B2C social media platforms such as Facebook, Instagram, WeChat, Weibo
4. Worked alongside with project members locally and managing community managers stationed overseas in different markets, assisting in day-to-day operations, multi-language translation, copywriting, community management and tactical strategic execution
Leo BurnettContent Specialist
Mar. 2017 - Aug. 2017Singapore"Lower Secondary" = Look Ma, challenging status quo is the only way to breakthrough. 1. Handled SG, TW, KR, CN, HK Markets 2. Led content crafting and execution for Scoot’s social media pages to garner a stronger and more engaging digital and social presence
3. Crafted copies for social content on a daily basis that is engaging, relevant and connects consumers with brands on social
4. Assumed responsibility for interactions across all relevant social and digital platforms (Facebook, Twitter, Instagram, etc.), and identify opportunities for engagement with the target audience
Identifying and reporting on the latest social media trends and opportunities for growth where applicable
Social media monitoring around brand sentiment and reputation for clients
5. Developed and continuously improved the social media strategies
Weekender SingaporeFeatures Writer (Special Projects/ Advertorials)
Jul. 2016 - Feb. 2017Singapore"Upper Primary" = Finding myself and going through a streak of rebellion. 1. Fashion, Beauty and Tech Writer of the bi-weekly paper, spearheaded the Special Projects Unit for Weekender Singapore, curated branded content and providing 360 media solutions for clients.
2. Other responsibilities include writing in Chinese and handling of the magazine's social media accounts- which includes the Facebook page, @weekendersgp Instagram, Weibo and WeChat accounts. About The Magazine
Weekender Group Pte Ltd is an independent media owner with a suite of integrated media offerings including print, digital and distribution. Weekender, a fortnightly lifestyle paper, is distributed to homes, MRT stations, 7-Eleven stores and petrol stations across Singapore. Digits in a nutshell: Total media reach: 800K
Print: 230K copies, 500K readership
Online: 800K, 200K sessions
We started with 30K views April'15. Hit 1million in May'16.
Readership: 60% female, 57% (25-44 years old), Income: 4room, $7.9K ++/monthly
Social Media reach: 110K across various platforms Weekender Group is part of the Centurion Global group of businesses, which include SGX-listed Centurion Corporation, Centurion Properties, other diversified businesses in resources, leisure and entertainment, and beverage distribution.
Singapore Press HoldingsWriter
Aug. 2015 - Jul. 2016Singapore"Lower Primary" = Foundational years of building up core foundations, habits and also working attitudes. Roles and responsibilities in NÜYOU 女友 magazine
1. Curated online content for NÜYOU.com.sg, a revamped digital extension of the magazine launched in September 2015. KPI of 4 stories per day, covering pillars from Fashion, Beauty, Lifestyle, Time& Jewellery, Celebrities and Lifestyle. The website has a PV (Page View) reach of 15,000 and Unique Users of 5,000 in just less than 6 months. 2. Curated Fashion & Beauty feature stories, bringing the latest beauty shopping trends, curated shopping picks and hottest beauty news.
Other responsibilities include handling of the magazine's social media accounts- which includes the Facebook page, @nuyousingapore Instagram and Twitter accounts. About The Magazine
Launched in 1976, Nuyou is the leading fashion and beauty magazine for bilingual career women. It is arguably a favourite Chinese-language read for trendy women in their 20s and 30s. It engages with fashion news, beauty tips, inspiring features on celebrities, as well as witty opinion-based articles. Its celebrity-led stance offers readers a peek into the exciting and glamorous lives of local, regional and international stars. Nuyou is also well known for its ardent following among readers for its expert columnists in fashion, beauty and entertainment. Nuyou publishes two spin-off titles in Singapore: Nuyou Time and Nanyou. It also has an edition in Malaysia, and a website : www.nuyou.com.sg
www.lynnesthersays.wordpress.comContent Writer
Dec. 2014 - Dec. 2022"Passion" = Passion projects are not just about money. It's about being a craftsman. Words take over. The readers imaginations run wild and free. Unfiltered commentary.
I covered fashion, beauty, and lifestyle content on this portal as well as freelanced for several local, regional and international titles.
Created custom content for clients and have since worked with several electronics, fashion labels and beauty brands.
ShopandBoxMerchandiser
Nov. 2014 - Oct. 2017Washington D.C"Part-time worker"- Earning your own keep is a humbling experience. Contract position when Lynn was studying in the US. While in the US, Lynn was the USA Boxer for ShopandBox
1. ShopandBox is a new concept for shopping, while locals can shop for foreigners outside their own home country without leaving. It is a personalised method of getting the hottest items from different countries.
2. Ensured sales order targets (>100 orders) were achieved, increased and fulfilled with maximum customer satisfaction, acted as a personal Shopper within the USA for international clientele from all around the world, also trained and led a team of 12 merchandisers then in the USA for smooth day-to-day operations.
3. After returning back to Singapore, Lynn aided the team in giving marketing insights, social media strategies, editorial trends and directions, which includes giving insights on consumer habits and developing social media strategies. She assisted to get funding for the Series A investment.
Basic Models Management Pte LtdModel
Nov. 2012 - Apr. 2015Singapore"Enrichment"- #asianparenting
Commercial model with experiences in Fashion Weeks, Editorial Shoots and Catwalks.
Meikao ( China )Client Accounts Intern
Mar. 2012 - Aug. 2012Shanghai, ChinaFinished "Kindergarten" = "Broadening horizons through the best overseas learning experience!" 1. Final Year Internship overseas in Shanghai, China, worked in a local 4A Advertising Firm, directly handling clients from various FMCG(Fast Moving Consumer Goods) brands such as Tsing Dao Beer, Bright Dairy Milk and Golden Monkey Confectionary. 2. Other duties include copywriting and also translation between English and Mandarin.
3. Scored a perfect 4.0 GPA for Internship
Singapore Press HoldingsStudent Journalist ( Intern )
Jan. 2009 - Mar. 2010Enrolled into "Infant care"- "These not only build knowledge but also giving me something to look forward to." 1. Allocated to The Straits Times Schools desk and fulfilled my duties as an intern after my stint as an IN Crowder- student journalist. 2. Attended press events, wrote for the daily newspaper columns, and covered Deeds and Causes (Under Home Section). 3. Weekly duties also included contributing and writing for the closed circulation publication for Primary and Secondary Schools- Little Red Dot and IN.
Before that, I was part of the ST IN Crowd 2009, where selected students from Singapore were invited to have a taste of the Journalist's life through contributing student-centric articles to closed circulation publications.
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