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Work Background
A Life By Design GroupChief Creative Officer (CCO)
Apr. 2024 - Nov. 2024SingaporeA Life By Design is a Global Architecture, Design and Branding Agency headquartered out of Singapore and now expanding in the Middle East region. We are leading award-winning creative strategy in real estate and hospitality globally, and proving that stories sell!
FreedmCreative Chief Executive Officer
Aug. 2021 - Apr. 2024Virtual/GlobalFREEDM is a creative branding and storytelling agency created to empower and empathise with global creative talent to create industry leading work without borders. Balancing humanism with capitalism in all we do, we partner with clients looking to work with a truly diverse, inclusive, and globally minded agency team. Formed in line with the UNESCO’s Creative Economy for Sustainable Development goals the business recognises creativity’s role as a renewable, omnipresent resource for sustainable, human-centric development worldwide. Our client list includes Dubai Airports, IGO, Condor, The Ritz Carlton, Majid Al Futteim, Sandisk, Western Digital, SLS Hotels, Mama Shelter, The W Hotel, Luxe Developers, Exquisitus, Dubai Holdings, Signature Mansions and Accor. The agency was founded with a model that harnesses exceptional creative talent without bias or barriers and aligns with brands looking for a higher return on their marketing briefs. In 2024 the agency will move to a fully in house model with it's shareholders at The Devmark Group and I will move to a new venture in Asia, leaving behind an award winning legacy, a huge amount of pride and some of the best work the real estate sector in Dubai has seen. I couldn't be more thrilled of everything we achieved and built in the worlds most free agency.
The Devmark GroupCMO The Devmark Group
May. 2021 - Apr. 2024United Arab EmiratesAfter three years of board advisory, alongside strategic and creative direction for the group, I led The Devmark Group into the next era of their brand positioning in 2021 as the Chief Marketing Officer. Together we lead marketing strategy and sales interventions for real estate developers all over the world, leading ROI and momentum across the Journey to Sale. This role led to our partnership to launch an independent, global & virtual creative marketing agency, Freedm, within the group in August 2021. Today I continue to maintain both roles as a key leadership team member at The Devmark Group and the CEO of Freedm, www.findfreedm.com
Empathy EverywhereBestselling Author & Global Keynote Speaker - Empathetic Leadership & Culture
Sep. 2019Kuala Lumpur, Federal Territory of Kuala Lumpur, MalaysiaHaving been featured on the cover of Indian CEO Magazine and live on BBC News to 85 million people in 2023, Mimi is frequently featured across the worldwide media including in Forbes, Harvard Business Review, The Independent, CEO Magazine and the BBC. She is a Top voice on LinkedIn in Emotional Intelligence, Leadership Training and Team Management and she is the founder of Empathy Everywhere, the world’s most extensive empathy platform, connecting leaders and teams globally with the power of listening-led communication, empathetic engagement & performance. In the last 3 years alone she has trained 12,500 corporate students and professionals from across the world's largest businesses and brands, including the likes of Coca-Cola, Unilever, Alibaba/Daraz, Standard Chartered, KMPG, The Metropolitan Police Service of London, AdityaBirla, Big Basket, Pfizer, GlaxoSmithKline, the Young Presidents Organisation (YPO), the UN and the governments of Singapore, Saudi Arabia, The United Arab Emirates, Singapore and Sri Lanka in association with the European Union. Today she has an audience of over 60,000 professionals and an average weekly reach of 15,000 people. She has recently aligned her work with the Museum of the United Nations globally as well as the UN Global Compact in Sri Lanka. Mimi’s first podcast show, The Empathy for Breakfast Show, was voted a Top 5 podcast and reached an audience of 85,000. Her new podcast The MiMi YouYou Show, which was created to help overcome the global Empathy Deficit, launched in July 2023, and has experienced 800% growth since launch, and is now in Season 3, holds the No.2 position in Sri Lanka, No.11 in the UAE and top 20 in Germany and France. It will soon launch with a nationwide media brand in Malaysia. Mimi's book, Softening the Edge, was a bestseller in the USA, Canada, Australia and UAE before it even reached the shelves. It has since sold in over 20 countries. Her new book will be published and released in India in August 2024.
Empathy EverywhereBestselling Author of Softening The Edge - A Leadership book on Empathetic Influence & Creativity
Sep. 2019Western, Sri LankaMimi’s book Softening The Edge, was a bestseller before it even reached the shelves. Her breakfast show, hosted from home during lock down, reached 85,000 people and her social following is growing at 150% month on month. People want to listen to her message, Mimi wants to listen to their stories.
RAPPRegional Managing Director & Executive Creative Officer
Apr. 2018 - Apr. 2021Dubai, United Arab EmiratesAt RAPP I held the position of the full time Regional Managing Director & ECD, for nearly three years followed by solely holding the Executive Creative Director position for RAPP Middle East & Africa, Omnicom’s fastest growing creative consultancy and customer experience agency. I was also a Non Exec Member of the Board of Directors of TPH Group which covers five international agencies across the region, including DDB (ex. Dubai). I was responsible for all creative product, client strategy & planning, and creative work as well as holding full P&L and leadership responsibility. Having taken on an agency turn -around role in 2018, I led the business to become one of the fastest growing, and culturally recognised, creative companies in the group. Now, with a team of 20, and blue chip global clients across the region, including MetLife Insurance, BMW, Danone, Upfield, Kelloggs, Emirates Group, Dnata, MG Motors, Intel, and Waitrose, the business is growing month on month. In 2019, we were excited to win creative awards with Waitrose, with a Bronze at the DMA’s in London, and a Bronze at the regional Loerie Awards for the same work, as well as ranking 18th Position in the region for the Top Films of 2019. In 2020 we won two Gold Film Crafts and a bronze digital campaign for our work for Apsara Pearl. I am responsible for an entirely new multimedia & creative content model in the region to drive innovation, based on culture of transparency and empathy, that has led to us winning business away from many of the other large global, and local, players in the market. Having twice been nominated as one of WPP’s Global Rising Leaders, and with a proven track record in new business and client leadership globally, I am passionately driven by people.
Pam Golding PropertiesCMO/Head of Marketing, Board Member
Sep. 2016 - Apr. 2018International Markets, South Africa & Africa RegionPam Golding Properties is recognised locally and internationally as Southern Africa’s leading independent, luxury real estate group and the country’s most awarded real estate company. In 2017, I was appointed as the CMO and a board member at Pam Golding Group where I created a 45-person content, PR and design agency. I established a new model for creativity and strategic storytelling, servicing 35+ franchisees and global market’s (including the USA, Portugal, UK, Cyprus, Middle East and Singapore) for a brand with a 40-year heritage, developing and pitching creative work across global platforms. I held P&L responsibility for the agency, as well as the annual marketing budgets for the regional and global brand. During my tenure, the team created an array of luxury lifestyle content including an award-winning magazine and all editorial content for the brand. I launched the brand’s CRM & digital approach for the business with a consumer database of 1,200,000 consumers and implemented a new proprietary data analytics platform.
Grey GroupGlobal Vice President, GSK Brands
Feb. 2015 - Jun. 2016SingaporeIn 2015, I rejoined the global agency network Grey, as a specialist in global team management and multi-market brand communications for the GSK Healthcare business in Asia. As Grey’s second largest client globally, I was leading a team of 25+ and was the global agency brand leader for Panadol Cold & Flu, Horlicks and Scott’s, as well as the South East Asian brand lead for all of the Oral Health portfolio (Seonsodyne, Parodontax, Polident, Pronamel). I led creative work across 35+ countries with an agency revenue portfolio worth over $5M USD. My role involved leading multiple agencies (digital, design, PR, shopper, ATL, activation) across the WPP GSK portfolio and running creative, digital, media and design teams in multiple countries simultaneously. After a very successful initial 3 months with the global GSK clients, my role was expanded to lead the regional Gastro Intestinal Portfolio and the full South East Asian GSK Business Unit across all categories. I was part of the team during its most successful years creatively at the Cannes Lions Festival of Creativity. In line with Grey’s global strategy, I drove creative new business projects to the value of over $1M++ USD within my existing GSK portfolio in Q3/Q4 in 2015. As an accomplished writer, I led local PR for the Singapore global GSK hub, responsible for all editorial, copywriting and press releases, as well as online content and articles pertaining to creative storytelling and successes of the unit.
34Strategic Director & Partner
Mar. 2011 - Jan. 2015Cape Town/JHB, South AfricaAs one of the Board of Directors, I was leading 34’s Strategic Planning department, and was responsible for a restructure internally, as well as driving and implementing the launch of a new office and team in Johannesburg – reaching over 23 staff in year one. 34 is a regional Direct, Shopper & Through The Line agency, and I led a team of 65 with 7 direct reports. I re-established the agency’s market positioning and new business model. I led the strategic planning for some of the region's largest brands including; Coca-Cola, Samsung, SABMiller, Kimberley Clarke, Kellogg’s, Pernod Ricard, Times Media Group, NuMetro Films, Total Petroleum, and Avon. My design & launch of an innovative digital multi-platform research tool to connect with female shoppers in South Africa (https://www.facebook.com/CouncilOfWomen) was the first of its kind in Africa, and grew to over 10,500 consumers in year one. I was approached and published by UCLA (University of California, USA) Business School in 2014 for my Retail and Shopper Marketing thought leadership surrounding creative storytelling. UCLA used my content for educational purposes in the 2015 Business & Marketing Syllabus.
Grey GroupRegional Communication Director (BAL) Asia Pacific
Jul. 2009 - Sep. 2010Regional Communications Director for Procter and Gamble - Pringles and Joy leading the BAL integration process. Responsible for brand strategy and creative development through the line, with key focus on digital and social media. Managed multiple agency team across the region.
Grey GroupAccount Director
Sep. 2006 - Jun. 2009London, United KingdomSpecialising in Procter & Gamble's Western European work leading Pantene WE, 'Look' magazine and Fairy Western Europe. Responsible for ATL, digital, events and through the line communications and strategy development across a multiple agency teams.
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