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Work Background
PadelKuPartner / Director
Nov. 2023Greater Kuala LumpurPadelKu aims to drive the growth of padel in Malaysia, bringing passionate players together in enjoyable and comfortable padel and pickleball clubs. A founding partner of this business, I'm using my marketing experience to drive awareness of this new exciting sport in Malaysia and help grow penetration of padel. Always learning new skills, including how to make Tik Tok videos!
M&C Saatchi MalaysiaHead of Strategy
Aug. 2023 - Mar. 2025Kuala Lumpur, Federal Territory of Kuala Lumpur, MalaysiaLead the strategy team in developing integrated brand and communications strategy for clients such as CelcomDigi, Hong Leong Bank, Sime Darby Property, Toyota and BOH Tea.
ADNA (Audience DNA)Partner / Head of Strategy
Jan. 2021 - Aug. 2023SingaporeADNA (Audience DNA) gives everyone access to large scale research by making it more accessible, agile and affordable. ADNA’s proprietary tool is a quantitative research engine fuelled by our global audience panel of 600m people in over 100 countries, 34m of which are in Africa. We help businesses make braver decisions by connecting them to their audience throughout all stages of decision-making, with the strategic and creative firepower to trigger their next great leap.
The Jupiter Drawing Room Cape TownManaging and Strategy Director
Oct. 2017 - Dec. 2020Cape Town Area, South AfricaResponsible for the P&L of the business. Restructured the business by removing account managers, and putting strategists and creative leads as client leads and solutions drivers. Besides managing current client relationships, I am also involved in driving new business for the agency.
The Jupiter Drawing Room Cape TownStrategy Director
Oct. 2014 - Jul. 2020Cape Town Area, South AfricaLead the strategy team in developing integrated brand and communications strategy for clients such as Windhoek Beer, Budget Insurance, Hyundai, Burger King, Protea Hotels, Sasko, Unilever and Virgin Group.
NATIVE VMLLead Strategic Planner
Jun. 2012 - Jun. 2014Cape Town Area, South AfricaResponsible for developing brand and digital communication strategies for key clients such as RCS Financial Services, Old Mutual and Pernod Ricard SA (Jameson, Absolut, Chivas, Malibu), Old Mutual Private Wealth and Nedgroup Investment. Played a key role in implementing the digital strategy for RCS including building a new website, social media and content strategy, and acquisition strategies. Developed the consumer engagement strategy for Pernod Ricard SA to build stronger relationships with today’s consumers and to be prepared for dark marketing.
Great Eastern Life AssuranceHead of Brand and Strategic Marketing
Jan. 2012 - May. 2012SingaporeLaunched Great Eastern’s new brand positioning (greateasternlife.com) across Singapore, Malaysia, Indonesia and Vietnam. It included an integrated communications campaign, a social media engagement programme, digital portal content and tools, as well as a loyalty programme. As the brand custodian, I worked with the various business functions and countries to ensure that their marketing plans were aligned with the overall brand strategy. I was also managing GE's relationship with various media and advertising agencies.
FreelanceStrategist
Sep. 2009 - Dec. 2011SingaporeAfter I had my kids, Chloe and Dylan, I worked as a freelancer in various advertising agencies so I could have more flexible working hours. Some of the projects I was involved in include the launch of Zurich Insurance brand across Asia, building an exclusive social network for investors for Citibank’s International Gold Banking service, developing Unilever’s Clear shampoo digital strategy in Asia, the launch of the new BMW 3 series and implementing Symantec (security software) B2B digital campaigns.
Publicis ModemStrategic Planner
Dec. 2007 - Jul. 2009Responsible for planning brand and advertising strategies for key clients – HP, LG, Garnier and Heineken – including adaptation of global brand strategy for Asia-Pacific, developing product positioning and planning integrated campaigns. Launched HP Imaging and Printing Group new brand campaign across Asia-Pacific. This enterprise and SME campaign moved the brand from a product-focused to a solution- and digitally-focused direction. Played a key role in developing the brand and activation strategy that won the agency the Heineken account.
BatesAsia, SingaporeNew Business Director
Mar. 2006 - Dec. 2007Developed new business opportunities in the commercial and government sectors. Pitched, won and managed four regional activation projects with Nokia NSeries. These projects involved working with partners to integrate ATL, BTL, online, on-ground and PR components across key markets in Asia-Pacific. Led the production of Heineken Rugby World Cup sponsorship’s global TV, print and point-of-sale campaign in 2008.
David (Ogilvy Group)Senior Account Manager
Sep. 2004 - Jan. 2006Managed the client relationships with Development Bank of Singapore (DBS) across various business units – Deposits, Unsecured Loans, Priority Banking and Cards. I also spent 3 months in Bangalore to solidify the relationship with a new client, Tally Solutions, an Indian enterprise solutions software company with global ambitions.
Batey AdsSenior Account Manager
Nov. 2000 - Aug. 2004Managed the execution of global campaigns across 30 markets for Singapore Tourism Board, including its global brand campaign, Uniquely Singapore, which surpassed their 2004 tourist arrivals targets by 10%. We worked across various tourism businesses including business travels, cruise, education and health tourism. I was the lead account manager for StarHub Telecommunications across their Mobile, Business Markets and Interactive portfolios.
Singapore Telecommunications Ltd.Marcoms Executive
Jan. 2000 - Oct. 2000SingaporeResponsible for the execution of all marketing communications for SingTel’s international calling services, international calling cards, and business solutions.
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