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Work Background
Deutsche BankHead of Employer Brand and EVP, APAC
Apr. 2023SingaporeI lead employer brand and employer value proposition across 14 markets in APAC. Working closely with both global and local teams, I created APAC-specific brand awareness and perception change strategies alongside messaging frameworks from scratch, helping Deutsche Bank position itself as an employer of choice in the region. Highlights to date:
Second most-read piece on South China Morning Post for perception change campaign. https://www.scmp.com/native/business/banking-finance/topics/championing-talent-success/article/3257057/why-people-are-heart-deutsche-banks-success-china-and-asia-pacific Improved performance in industry-referenced employer brand rankings.
J.P. MorganVice President, Global Employer Brand
Nov. 2021 - Apr. 2023SingaporeAs part of the Global Employer Brand team, I led JPMorgan Chase & Co and J.P.Morgan’s brand activities for India, Australia and Singapore. India is the firm's second largest tech hiring location. Working as a strategic partner to Talent Acquisition Marketing and HR, I guide our creative teams based in the US and external agencies to position the firm as an employer of choice, leading campaigns that help shift perceptions and position JPMorgan Chase as an employer of choice.
JLLBrand Director, Asia Pacific
Aug. 2019 - Nov. 2021SingaporePart of the global brand team leading all APAC brand activities, I was responsible for driving JLL's brand purpose, developing strong brand architecture and guidelines, and creating campaigns that promote JLL's brand promise. I was the authority on brand excellence, overseeing the regional budget and ensuring brand compliance across 14 markets. I led the regional design team in Singapore and JLL’s offshore design hub in India, ensuring brand excellence of all our creative brand assets. I partner with the Regional Creative Director to come up with creative campaign strategies and was the lead copywriter for all high-impact advertising campaigns. I also manage the relationship between JLL and its advertising agencies, making sure all our campaigns meet our business objectives. I was the lead strategist for JLL’s first-ever brand marketing campaign, Stories of Ambition. Created in partnership with National Geographic, the campaign is JLL’s most successful to date, generating over 8M targeted video views and I was invited to speak on the campaign at Innovfest Unbound in June 2019. The multi-award-winning series won The Drum's B2B awards for Best Brand Campaign, Webby Award for best video (sports and channel) and Bronze in the Content Marketing awards. In addition to this, I was also Asia Pacific's sustainability marketing lead, driving sustainability initiatives and that align with our brand purpose of shaping the future of real estate for a better world.
JLLSenior Brand Manager, Regional Marketing, APAC
Oct. 2017 - Sep. 2019SingaporeI led the successful launch of JLL’s first brand sponsorship campaign, Stories of Ambition. Working alongside the regional creative director and our advertising agency, I'm the brand guardian, strategy and lead copywriter across all our top-priority campaigns. I uphold and drive excellence when it comes to implementing the brand's tone of voice and visual identity across all our campaigns within Asia Pacific. Being both strategic and creative, I push the brand further while making sure we stay true to our values. Responsibilities: I oversee the governorship of JLL’s brand equity across APAC and promote the brand’s best practice within the marketing teams based in the region. I ensure that all marketing activities are up to the brand's standard by acting as a consultant, guide and coach to the marketing leads. Overall - Be the marketing team's brand strategy consultant
- Manage the quality of the output of our off-shore design hubs. Signing off all top-priority collateral.
- Be the intermediary between marketing teams and our advertising agency, ensuring that all briefs are on-message and meet strategic objectives - Educate all local marketing leads and our offshore design hubs on best practices in use of brand, tone of voice across all our top-priority ATL activities
- Conduct onsite training and on-boarding for marketers as well as local, regional and business support employees - Ensure the brand's core beliefs are woven into our stories
- Help to tell stories of our people and their ambitions, building our brand value I also lead JLL's marketing of its "proptech" initiatives, positioning the brand as a leader in technology within the real estate space.
JLLSenior Regional Marketing Manager
Jul. 2016 - Oct. 2017SingaporeI was the regional marketing lead for JLL's specialist sectors business line. Taking a client-centric approach, I built a marketing strategy from scratch, changing the way we market our services and increased JLL's brand awareness in target sectors. This exposure has given the firm an edge over our competitors. As well as leading the specialist sectors business line, I was also chosen as the lead marketer for the firm's proptech initiatives, driving awareness of our tech innovations internally and externally. In addition to my responsibilities, I was also the advisor on our brand's tone of voice for the regional marketing team, making sure that all internal and external communications are written in a way that reflects the brand's new personality and visual identity.
RealysHead of Marketing
Nov. 2015 - Jun. 2016London, United KingdomRealys is part of ISG PLC. Initially leading the marketing for ISG PLC's Retail Division and Realys's marketing activities in EMEA, I was soon appointed as Realys's first global head of marketing as part of the business's global alignment strategy. To align our APAC and EMEA marketing activities, I led a full re-brand and devised a new global content-led marketing strategy from scratch. Engaging with senior stakeholders to incorporate local and sector-specific requirements, I ensured that their opinions were heard and accounted for whilst adhering to the master brand's key messages and identity. Building a new team from the ground up, I led by example by being hands-on in ensuring all marketing groundwork is done before new hires were appointed. From setting the tone of voice, content creation, to integrated campaigns, I was pro-actively involved with the successful execution of the marketing plan at every step of the way.
ISG plcHead of Marketing
Jun. 2015 - Jan. 2016London, United KingdomI led the marketing team for ISG's Retail & Hospitality division and also for the EMEA side of its sister company Realys – a global design-led consultancy that builds. I held responsibility of the marketing budget and was responsible for setting the strategic direction for all marketing activities in my division. I am a big believer in continuous improvement and helping individual team members develop their strengths and reach their potential. Leading a team of four, we were able to deliver the majority of our marketing activities in-house, creating world-class marketing campaigns that supported the business's overall objectives.
ISG plcMarketing Manager
Oct. 2014 - Jun. 2015LondonI was responsible for delivering the annual marketing plan within budget. Managing two marketing executives, I managed the team in order to deliver all marketing activities within ISG Retail & Hospitality in the UK and Continental Europe as well as ISG's professional services arm – Realys.
Design InternationalCommunications Manager
Feb. 2014 - Oct. 2014London, United KingdomI was responsible for creating and managing all internal communications, corporate communications and media relations at Design International, an award-winning architecture firm based in London. My role includes developing and implementing new strategies to increase the public profile of the company. My main responsibilities included commissioning, writing, editing, proof-reading and co-ordination of complex internal and external publications (i.e. writing press releases, newsletters, brochures and web content). I worked closely with the CEO of the firm to ensure all communication is on brand and reflects the image and ethos of Design International. Other responsibilities include coordinating materials required for award submissions and trade shows. I also travelled to trade shows, conferences and other industry-specific events to maintain and develop client and media relations.
QS Quacquarelli SymondsPR Manager
Jul. 2009 - Jan. 2014London, United KingdomPromoted to PR manager in 2010, I began my career at QS Quacquarelli Symonds as the PR assistant. I coordinated all the in-house PR activity, working closely with the internal Marcomms department and also with journalists and press officers from universities and business schools around the world. Responsibilities include: traditional press release writing; pitching to journalists; media relations; internal communications; corporate communications; strategic PR; PR campaign planning and implementing; social media; campaign reporting; media monitoring; networking; brand reputation management; internal communications, crisis communications and project management. I also held managerial responsibilities as the line manager of the PR assistant, interns and temporary staff for project-specific needs. Most high PR profile campaigns include the annual QS World University Rankings, QS University Rankings: Asia, QS University Rankings: Latin America and QS Best Student Cities. Other campaigns include promoting the company's MBA reports on graduate jobs and salary trends.
Benjamin James and AssociatesPR/Marketing Assistant
Feb. 2009 - Jul. 2009Coordinating social media activities, copywriting and proof reading, conducting competitor analysis.
SWAT TVMarketing Assistant
Feb. 2009 - Jul. 2009Strategic marketing planning, market research, Powerpoint presentations for internal analysis, copywriting, proof reading.
Johnson Stokes & MasterIntern
Aug. 2003 - Aug. 2003Hong KongInternship in the property division in Hong Kong.
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