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Work Background
VogueBeauty & Wellness Director
Apr. 2020SingaporeDriving beauty and wellness content across VOGUE Singapore's print and digital footprint, I conceptualise, strategise and tell stories that celebrate the lived human experience while connecting the dots on beauty, sustainability, metaverse, and cultural trends. Our beauty and wellness features go beyond skincare and make-up, never shying away from important topics such as mental health, hormone health, pregnancy, infertility, menopause, and body image. I am also the Program Director and Producer of VOGUE Uncut, the podcast that celebrates the lived experience of women in Singapore and beyond. Last but certainly not least, my role also involves producing and creating compelling content for creative collaborations with commercial clients including the likes of Aesop, Byredo, Chanel, Dior, Diptyque, Dyson, Estee Lauder, Fresh, Guerlain, Hermès, KVD Beauty, Laura Mercier, Lancôme, L'Occitane, Rationale, and many more.
Mmerci EncoreFounder, Formulator and Creative Director
Jan. 2013 - Dec. 2020SingaporePassionate about aromatherapy and initiating others into the rituals of self-care, I founded a DTC handcrafted, artisanal aromatherapy label, overseeing end-to-end operations including procurement, formulation, content creation, PR, marketing, sales, and CRM. I learned a lot about myself during my entrepreneurial journey and my efforts led to 50% YoY revenue growth via cult marketing.
Here, I developed and executed emotive, playful community-driven online/offline activations, collaborating with brands like Chanel, Lane Crawford and Lululemon. I also optimised digital marketing and e-commerce strategies, ensuring brand consistency and performance across platforms in a competitive market. Mmerci Encore remains close to the hearts of its loyal clients (who still write in, asking for us to make a comeback), and in its time, garnered thousands of dollars worth of earned media coverage with no ad spend.
HermèsPress & Communication Manager
Aug. 2011 - Jul. 2018SingaporeResponsible for strategic press relations for the house. I manage press operations at Hermès Singapore and am responsible for activating press initiatives with a local and regional impact. I love story-telling and crafting experiences for the media to encounter the house in fresh, poetic, and often unexpected ways. My mission has always been to share the warmth, whimsy, and savoir-faire of Hermès; building relationships with key press and influencers, while protecting the house and its values. Beyond publicity & communications, my role involves connecting the dots between culture, art, fashion, lifestyle, and community. This includes identifying trends, key objects & buying samples in Paris for the press showroom seasonally.
ACP MagazinesSenior Beauty Editor, Harper's BAZAAR Singapore
Jan. 2006 - Aug. 2011SingaporeThe living, breathing heart of beauty at Harper's BAZAAR. The role encompassed writing and editing beauty news, deep-diving into trends both local and global, styling beauty and creating commercial content.
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