Ideas, from Concept to Impact
I bring over 15 years of experience across agency, startup and in-house creative leadership, spanning creative strategy, integrated marketing, and brand and event experiences that have contributed to award-recognised work, primarily across APAC, with occasional support for EMEA and global marketing teams.
I work closely with in-house global creative teams, external agencies, international vendors, and stakeholders across markets, taking a business brief and setting the creative direction, while staying close enough to the execution to make sure it’s on budget, on brand, and aligned to the business objectives it was built to serve. When the work calls for it, I roll up my sleeves to design, write, or prototype myself.
AI has changed how I work and how I lead. I've driven adoption across teams, not just my own, without losing the craft.
I stay hands-on where it matters: Adobe Creative Cloud, Figma, and AI creative platforms including Kling, Runway, and Midjourney.
Take a look at a curated selection of my recent work.
What I bring to
the table
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Creative Strategy, Brand Strategy, Creative Frameworks & Toolkits, Design System
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Digital Campaigns, Multi-market Campaign Delivery, Experiential & Trade Show Events
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Stakeholder & Leadership Management, Mentorship, Cross-functional Collaboration, Agency & Vendor management
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Visual/Brand Storytelling, Copywriting, Adobe Creative Suite, AI Creative & Workflow Tools, Figma, Miro
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Project Management Tools, Presentation Tools
Brands I’ve Worked With
This includes brands I've partnered with in a freelance capacity, as well as those I worked with while at an agency.
Salesforce
Saatchi & Saatchi
Ogilvy
Mars Global
Microsoft
DELL
Mediacorp
Starbucks
Grab
DBS Bank
Roche Diagnostics
Boehringer Ingelheim