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Work Background
MOMENTRAFounder
Jun. 2025Singapore
Samsung ElectronicsHead Of Corporate Marketing
Jun. 2021 - May. 2025SingaporeHead of Corporate Marketing Brand Custodian & Culture Shaper Shaping Samsung's corporate identity by harmonising cross-functional teams under the One Samsung philosophy to elevate brand prestige and organisational cohesion. Strategic Leadership & Governance - Spearheaded enterprise-wide adoption of One Samsung principles, breaking down silos between product, business functions, and regional teams to create a unified brand voice - Served as corporate reputation custodian, strengthening issue/ crisis protocols and media training programmes - Advised executive leadership on narrative strategy during pivotal business transformations, maintaining stakeholder confidence Brand Innovation & Cultural Impact - Championed a new era of corporate storytelling that blended innovation, technology with human-centric narratives - Elevated CSR from obligation to strategic asset, creating programmes that authentically connected with community values - Transformed social media governance into a dynamic brand engagement platform while protecting corporate integrity Organisational Leadership - Instituted the One Samsung collaboration framework, revolutionising how cross-functional teams align on brand initiatives - Fostered a culture of courageous creativity where teams could challenge conventions while upholding brand excellence Leadership Philosophy At the core of my leadership is the One Samsung (OS) approach — breaking silos by collaborating with business units, external partners, and leadership to drive innovation, agility, and unified brand excellence. I believe in: - The alchemy of data and human insight to craft compelling brand narratives and story telling - Proactive reputation stewardship that anticipates rather than reacts - Marketing as a growth catalyst that serves both business objectives and community impact - The transformative power of unified teams operating with shared purpose
AirAsiaRegional Communications Lead
Oct. 2019 - Feb. 2021SingaporeStrategic Communications & Brand Management - Developed and executed strategic communications plans aligned with business objectives, ensuring cohesive messaging across all channels. - Provided executive communications counsel to leadership, shaping high-impact narratives for internal and external stakeholders. - Produced high-quality written content including press releases, speeches, thought leadership pieces, Q&As, and crisis communications materials. - Developed a thought leadership strategy, securing media and speaking opportunities to amplify AirAsia’s corporate narrative. Brand Management & Campaign Leadership - Spearheaded AirAsia’s growth by enhancing and safeguarding its brand reputation and reinforcing its corporate image. - Positioned the ASEAN Super App as Southeast Asia’s leading digital lifestyle platform. - Orchestrated brand campaigns, leveraging local market insights to maximise engagement and align with business goals. - Managed influencer marketing partnerships and cultivated strong relationships with key regional media to drive proactive storytelling. - Stakeholder Engagement & Corporate Reputation
Led investor and business community engagement to foster advocacy and strengthen corporate positioning. - Led sustainability communications and championed new business ventures under the Group’s portfolio. - Anticipated and mitigated reputational risks by developing crisis communication strategies in collaboration with business units. Integrated Marketing & Cross-Functional Collaboration - Collaborated with creative, data analytics, digital, and social media teams to deliver integrated marketing initiatives. - Established communication protocols, toolkits, and SOPs to ensure regional teams adhered to corporate messaging standards.
MSLGROUPRegional Account Director
Oct. 2018 - Oct. 2019SingaporeClient & Stakeholder Management - Proven track record in managing complex projects with strong client budget forecasting and financial oversight.
- Developed and maintained strategic relationships at all levels, including C-suite executives such as CEOs and Chairmen.
- Acted as a trusted advisor, consistently delivering top-quality counsel and communication strategies.
Stewarded key client relationships while identifying opportunities to expand accounts and drive business growth.
- Clients included: Mondelez International, AXA Insurance, Tourism Fiji, Cosentino, Yili China, Nespresso, among others. Strategic Communications & Campaign Leadership - Led the development and execution of integrated B2B and B2C communications campaigns across APAC.
- Delivered client success through collaborative work with cross-functional teams: Creative, Analytics, Production, and Strategy. - Managed influencer marketing initiatives and executed high-impact collaborations to amplify brand messaging. - Oversaw the development of communication plans, providing strategic direction and day-to-day management for key campaigns.
- Conducted media training for senior executives to enhance their public and press engagement. Team Leadership & Business Operations - Led and inspired a high-performing brand marketing and communications team across the APAC region.
- Provided direct management and mentorship to functional managers and key executives.
Oversaw team planning, recruitment, and professional development, fostering talent and building high-performing teams.
- Worked closely with the Managing Director to manage overall business operations.
- Played a key role in strategic hiring and administrative leadership to ensure operational efficiency. New Business & Growth Initiatives - Identified and pursued new business opportunities, contributing to agency growth.
- Led successful pitches and client acquisition efforts by aligning capabilities with client needs and market trends.
IrisPR Account Director
Apr. 2015 - Aug. 2018External PR & Client Account Leadership - Directed and managed high-profile client accounts, delivering integrated PR campaigns across the APAC region. - Successfully led PR efforts for international brands, driving significant revenue growth for the PR & Culture team. - Focused on integrated communications strategies to maximise media exposure and consistently exceed KPI targets. - Championed cross-functional collaboration between creative, strategy, and client teams to create meaningful brand participation. - Delivered measurable brand impact and campaign success across diverse industries including hospitality, aviation, FMCG, and tech. Key Accounts: Crowne Plaza, HOTEL INDIGO, Fiji Airways, Heineken, LEGO, Abbott, Chang Beer, adidas, Philips, Samsung, Starbucks, Shell, Earth Hour Internal PR & Brand Positioning - Spearheaded internal PR strategy to elevate Iris Singapore’s brand positioning across the regional network. - Developed and executed thought leadership campaigns to showcase Iris’ digital, commercial, innovation, and creative capabilities. - Built and maintained a strong agency reputation as an industry leader through media outreach and award recognition. - Led strategic PR initiatives to secure earned media and speaking opportunities across key industry platforms. Leadership & Team Development - Mentored and led a dynamic team within the PR & Culture division, fostering growth, innovation, and high performance. - Played a pivotal role in talent development and team success, balancing creative excellence with commercial results.
Craft CommunicationsRegional Account Director
Mar. 2014 - Feb. 2015SingaporeKey Responsibilities: As a start-up agency, I joined the team to set up the agency SOP, managed and mentored a team of eight. I was also responsible for the new business development, together with the management. Through the collaborative team effort, we won some new businesses and expanded our footprint beyond just Singapore. Key Accounts: Accounts – Distell, Bisquit Cognac, Nederburg, Artyzen Hospitality Group, Tirtha Bridal, KENZO, Heritage Suites Hotel, Hotel Clover, Lewin Terrace, Dream Plastic Surgery, foodpanda, JP Pepperdine, STREET 50 Key Achievements: • Launched the concept of CitizenM in Asia ahead of the launch of physical premises through feature stories and interviews arrangement.
• Launched Bisquit Cognac in Guangzhou,China
• Led and managed China team for Tirtha Bridal (Bali)
Grebstad Hicks CommunicationsSenior Regional Account Manager
Jan. 2010 - Oct. 20131. Client Relationship and Project Management on daily basis - press kit development, proposals, event planning, famil trip planning, etc 2. Strategic development to client's brand development - PR strategic planning, timeline, strategic counsel, ad plan, etc 3. Media Management - Media Bureau for clients on daily basis, help clients to promote their brands, products and services 4. Identified business growth and opportunities 5. Media planning and buying 6. Provided training to junior staff and intern Accounts Leading Accounts - Starwood Hotels & Resort (F&B), Morton's of Chicago, The Sanchaya, Campaign Asia-Pacific, Crowne Plaza Phuket Panwa Beach Resort, The Sarojin, Oasia Hotel Singapore, Hotel Fort Canning, Indigo Pearl, Silversea Cruises, Karma Resorts, Far East Hospitality, JNTO, PURE Experiences, BEX Asia, Luxperience, TripAdvisor, Gayana Eco Resort Supporting Accounts - 432 Park Avenue, Tourism New Zealand, Relais & Chateaux, Marriot Hotel Group, Swire Hotels, Hirsch Bedner Associates, TranAsia Airways, Mövenpick Heritage Hotel Sentosa
Red Dawn CommunicationsAccount Manager
Oct. 2009 - Feb. 2010Accounts: People Association Youth Movement - Chingay 2010 &7 City Alived 2010, nex shopping mall, mioTV - Channel 310, CJ Internet, Anime Festival Asia 2009, Nintendo Wii, Mexican Art Night
AirAsiaSenior Communications Executive (Regional Role)
Mar. 2008 - Oct. 2009- Corporate Communications - Branding, AGM, Corporate affairs
- Media Relations
- Event Management
- Government Relations
- Crisis Management
- Community Relations Projects - The grand launch of Formula 1 AT&T Williams, 2008 & 2009
- First Airbus A330-300 Airbus Livery, France
- ASEAN DAY Celebrations
- New routes launches - London, Taiwan, Hangzhou, Haiko, Tianjin, Singapore, Langkawi, etc
- Products / Services launches
- Ad hoc projects - Microsite of KLIA East@Labu, AirAsia Academy
- Local & international media liaisons
- Others - Translator, facilitator
WestCoast CommunicationsCommunications Executive
Jan. 2003 - Dec. 2007
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