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Work Background
Comm & Marketing Strategist
TohtonkuComm & Marketing Strategist
Feb. 2025Indonesia- Lead end-to-end communication and marketing strategy for Indonesia, ensuring follow-through from planning to execution. - Translate brand and consumer insights into market-specific GTM plans, channel mix and content calendars. - Orchestrate integrated campaigns across digital, social, e-commerce and PR with agencies, media, KOLs and retail partners. - Localize messaging and creative for Indonesian audiences; maintain brand voice and consistency across touchpoints. - Manage timelines, budgets and cross-functional coordination; provide weekly progress and post-campaign reports. - Introduce AI-assisted workflows (briefing, ideation, QA) to improve speed, consistency and output quality.
AI Trainer for LLM Platform
OutlierAI Trainer for LLM Platform
Oct. 2024San Francisco Bay AreaI work remotely as an AI Trainer for Outlier, an LLM platform, where I design complex prompts and evaluate AI-generated responses in Simplified Chinese (Mainland), English (Singapore), and Cantonese (Traditional Chinese). My work is crucial in training the AI to become more accurate, efficient, and contextually relevant, ensuring its continuous improvement in language understanding and communication.
Partner / Creative & Comm. Strategist
ABR Strategy Sdn BhdPartner / Creative & Comm. Strategist
Jun. 2018 - Jul. 2022Kuala Lumpur
【怪兽学堂】资深导师
ABR Academy Sdn Bhd【怪兽学堂】资深导师
Jan. 2018Selangor, MalaysiaI am a creative communication strategist and former trainer at TheMonsterSchool.com, specializing in FMCG, Beauty & Wellness, Tourism, and the Silver Economy. I conduct classes in both English and Mandarin, helping SMEs upskill with insights and strategies to craft effective marketing and communication plans tailored to their brands.
Partner & Creative & Comm. Strategist @ ABR / TheMonsterSchool.com
【怪兽学堂】TheMonsterSchool.comPartner & Creative & Comm. Strategist @ ABR / TheMonsterSchool.com
Jan. 2015 - Jul. 2022Selangor, Malaysia
Copywriter (on contract)
McCannCopywriter (on contract)
Jul. 2013Kuala Lumpur, MalaysiaAs the contractual advisor for the creative team, I oversee creative and communication work for L'Oreal Paris, Maybelline, Darlie and more for the Malaysia market. My role involves market research, brainstorming, strategizing, and developing content and creative materials to meet the needs of marketing campaigns effectively. = L'Oreal = Maybelline = Darlie = OCBC = Jotun = Mondelez
Copywriter (on contract)
McCann WorldgroupCopywriter (on contract)
Jul. 2013Kuala Lumpur, MalaysiaAs the contractual advisor for the creative team, I oversee creative and communication work for L'Oreal Paris, Maybelline, Darlie and more for the Malaysia market. My role involves market research, brainstorming, strategizing, and developing content and creative materials to meet the needs of marketing campaigns effectively. = L'Oreal = Maybelline = Darlie = OCBC = Jotun = Mondelez
Copywriter (on contract)
Naga DDBCopywriter (on contract)
Dec. 2012 - Jun. 2013Kuala Lumpur, Malaysia= Digi = Astro = Nippon = Hong Leong Bank
Copywriter (On Contract)
BBDOCopywriter (On Contract)
Sep. 2012 - Oct. 2012Malaysia- RHB - KFC - Fonterra - MBF - Mars - Johnson & Johnson - Ridsect - UOB
Creative & Comm. Strategist / Trilingual Copywriter / Trilingual Translator / Scriptwriter
Scribere Studio Sdn BhdCreative & Comm. Strategist / Trilingual Copywriter / Trilingual Translator / Scriptwriter
Aug. 2012USJ Subang JayaAs a Creative and Communication Strategist with over 20 years of experience in leading 4A advertising agencies, I specialize in analyzing marketing and communication objectives to develop impactful strategies and integrated campaign ideas. Having worked in Malaysia, China, and Hong Kong, I also oversee the execution of campaigns to ensure seamless delivery.
Copywriter (on contract)
Grey GroupCopywriter (on contract)
Mar. 2012 - Aug. 2012MalaysiaPantene Regional : Malaysia, Indonesia, Thailand, Philippines, India, Vietnam, Australia, New Zealand, Korea
Copywriter (on contract)
Arc WorldwideCopywriter (on contract)
Apr. 2010 - Jan. 2011= Sunway Pyramid = UOB Bank = Yomeishu = AIA Takaful = BMW = Petronas
Freelance Copywriter
Milk & CoFreelance Copywriter
Mar. 2009 - Apr. 2009Malaysia- Malaysia Airlines - Volks Wagen - Memory Diamonds
Copywriter (on contract)
Ogilvy & MatherCopywriter (on contract)
Jan. 2009 - Dec. 2009Malaysia= Tobacco account: regional hub for Pall Mall (BAT) = Telecommunication: Maxis = FMCG: Softlan = Finance: CIMB
BM Copywriter (on contract)
ADDV EURO RSCGBM Copywriter (on contract)
Sep. 2008 - Dec. 2008Malaysia- AmBank - MBF - Genting - Parkson - Carlsberg
Founder, Creative Comm. Strategist
Scribere StudioFounder, Creative Comm. Strategist
Aug. 2008MalaysiaWe offer a range of services from creative strategy development to one-on-one communication planning. With experience across 4A agencies, boutique creative shops, and direct consulting, we help clients craft the right messages for their audiences, drive repeat purchases, and build strong brand loyalty. Whether it's copywriting, unique communication ideas, or creating a go-to-market roadmap, we tailor solutions to meet each client's needs.
Script Writer
Scribere StudioScript Writer
Feb. 2008Kuala Lumpur MalaysiaI have extensive experience in scriptwriting for TV dramas, telemovies and sitcoms for Astro and RTM, Malaysia's national TV channel. My work spans entertainment and reality shows, short films, documentaries, corporate videos, business interviews, and cooking shows, where I contribute to creating engaging content across various formats.
Founder
Scribere StudioFounder
Feb. 2008 - Jul. 2022Kuala Lumpur Malaysiaa) Copywriting in English / Chinese / Bahasa Malaysia b) Translation in English / Chinese / Bahasa Malaysia c) Writer-4-hire: = Conceptulisation & Copywriting / Translation services for pitching of new business = Contractual copywriting services (off-site / on-site) = Producion supervision = scripts finalisation / talents coaching / lip-sync / on shoot / offline & online supervision / VO recording = Event conceptualisation & presentation = Transcript = Corporate Presentation preparation = TV Programme conceptualisation & proposal = Script writing / screenplay
Creative Director
Scribere StudioCreative Director
Jan. 2008Selangor, Malaysia
Copy Director, Co-Founder
3Q BrandworksCopy Director, Co-Founder
Jul. 2007 - Jul. 2008Kuala Lumpur, Malaysia- advertising & marketing concept & strategy development - design & art direction - creative execution - production & QC
copywriter [Asia Pacific]
GBU - Grey Beauty Unitcopywriter [Asia Pacific]
Jan. 2006 - Dec. 2007- Pantene Asia Pacific
Co-Founder, Marketing Director
Orientations Network Sdn BhdCo-Founder, Marketing Director
Jan. 2000 - Dec. 2006- online social network platform : LifeLogger.com - online marketing & advertising platform for client - partners include: Digi, Nokia, Kodak, Motorola, Ericsson, and many more.
Regional, Copywriter
Grey GroupRegional, Copywriter
Jan. 1995 - Dec. 2007Malaysia2006 - 2007: Grey Worldwide, Malaysia REGIONAL, COPYWRITER (BEAUTY INDUSTRY) - P&G - Pantene, Pringles & Downy (Asia, Australia & India). - Regional advertising & comm strat for Malaysia, Singapore, Indonesia, Thailand, Philippines, Australia, & India - Creative development, copywriting, conceptualisation for holistic & media maximisation 1999 - 2000: Grey Malaysia HEAD OF VERNACULAR DEPARTMENT - Copywriting, translation for all accounts, including P&G, Danone, BAT, PhileoAllied Bank, OSK, and more. 1996-2000: Grey China, Beijing GREATIVE GROUP HEAD CREATIVE DIRECTOR - pitching for new businesses - heading and training the local creative team - clients include: GSK, Danone, Ding Xin, Norvatis, Zeneca, and more.
Creative Group Head / Creative Director
Grey GroupCreative Group Head / Creative Director
Jan. 1995 - Dec. 2000Beijing City, China
copywriter
Grey Malaysiacopywriter
Jan. 1995 - Dec. 2000
Sr Copywriter
Grey Hong KongSr Copywriter
Jan. 1994 - Dec. 1994Hong KongBRITISH AMERICAN TOBACCO - Regional Comm Campaigns, specialised in China Market

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