Singapore, Singapore
I am a strategic communications and brand leader with over a decade of experience shaping corporate reputation, executive positioning, and transformation narratives across APAC and Latin America. Currently, I serve as Communications Director APAC at Crayon, where I lead regional communications, brand, public relations, executive messaging, and stakeholder engagement initiatives across diverse APAC markets. My role focuses on strengthening trust, alignment, and market positioning during periods of organizational growth and transformation. Over the years, I have led communications across: • M&A and brand integration initiatives • Executive and leadership positioning • Corporate reputation and crisis communications • Partner and channel ecosystem engagement • Thought leadership and media strategy • Public sector and stakeholder relations • Regional narrative development across multicultural markets I have worked closely with executive leadership, global communications teams, media, government stakeholders, and strategic technology partners to develop communications strategies that support business growth while humanizing transformation in fast-evolving industries. My background combines corporate communications, public policy, diplomacy, and technology — bringing together strategic thinking, stakeholder management, and cross-cultural leadership across global environments. I hold a Master in Public Policy from the National University of Singapore’s Lee Kuan Yew School of Public Policy, where I specialized in management, leadership, digital governance, innovation, and regulation. I also completed executive education in Branding: Creative, Strategic & Digital Foundations at Harvard Business School Online, strengthening my expertise in brand strategy, customer value proposition, and strategic narrative development. Specialties: Strategic Communications | Corporate Affairs | Executive Communications | Brand Strategy | Corporate Reputation | APAC Communications | Change Management | Thought Leadership | Media Relations | Stakeholder Engagement | Technology & Transformation
Reporting to the Chief Operating Officer (COO) – APAC, serving as a strategic partner to regional leadership across business operations, executive engagement, organizational alignment, communications, and high-impact regional initiatives. Supporting a geographically diverse APAC portfolio spanning India, Sri Lanka, Greater China, Hong Kong, Taiwan, Japan, Korea, Singapore, Malaysia, Indonesia, Vietnam, Thailand, Australia, and New Zealand.
- Elevated to the role of Communications Director, leading regional internal and external communications and Brand strategy for the direct and channel business. - Directed End Customer and Reseller focused brand campaigns to increase brand awareness in the market - Directed comms integration following Crayon’s acquisition of rhipe and subsequent SoftwareOne merger, ensuring regulatory compliance and consistent narratives across 14+ markets. - Achieved 673% YoY increase in media coverage from 2023 to 2024 and 73% increase in social engagement through proactive brand campaigns. - Managed sensitive business and vendor policy and pricing communications, crafting messaging for 7,000+ resellers achieving reduced reputational risk and maintained partner trust. - Partnered with legal, finance, and leadership teams to design communications playbooks and stakeholder communications across APAC.
- Led the communications and public relations efforts, managing a team of specialists in high-impact events and media relations. - Collaborated closely with the global communications team and regional business leaders to align messaging with the company's vision.
- Produced and Lead Aspire’s 360 communication strategy, including thought leadership pieces and reports - Primary public liaison with external media, press and government officials - Monitor and report technology and compliance trends on the fintech sector for C-suite executives.
•Directed external communications and public relations (PR), formulating PR distribution strategies and capitalizing on stakeholder relationships, including the management of major third parties (Microsoft, AWS, Oracle, Flexera, VMware, etc.) and relevant associates (APACMed, Nordic Innovation House, Innovation Norway, UNDP, etc.), to maximize communications impact and drive results. •Spearheaded and managed the company’s social media strategy and all relevant content production to improve the growth and quality of communications, achieving 992 followers within the first week of implementation and 243% growth in the region over one year. •Pioneered thought leadership campaigns through targeted copywriting and content creation that contributed to building and maintaining a pipeline of digital content, including, but not limited to, blog posts, case studies, social media ads, electronic direct mailing, and articles, which promoted sustained engagement and drove exponential growth. •Managed the company’s events throughout the region, which included on-site, hybrid, and online events, in addition to managing special projects as they arose by overseeing scheduling, budgets, and communication to meet forecasted outcomes and objectives. •Led both internal and external communications strategies and activities, such as producing input for meetings with external government clients, in addition to developing internal initiatives that showcased employee value to maintain morale/ engagement.
Evaluation of the National Social Security Strategy (NSSS) in Bangladesh as part of the Policy Analysis Exercise (PAE) in LKYSPP