Singapore
Head of Product Insights for Transaction Banking, with 18 years’ experience in corporate and institutional banking across go-to-market, commercialisation, client engagement, marketing, and sales enablement. Track record includes go-to-market playbooks delivering double-digit YoY growth, C-suite engagement programs that deepened client access and accelerated pipeline development, and global CRM change management across 50+ markets. Earlier in my career, I was recognised among Singapore’s Top 10 CMOs under 40 for leading digital and client experience transformation at Citi across APAC. I remain passionate about the evolution of strategic, insight-led client engagement as a key driver of business growth. At Standard Chartered, I led a global marketing transformation initiative enabling CRM-driven demand generation and account-based marketing (ABM) campaigns. Certified in Generative AI and AI Strategy, I bring a future-focused perspective on how AI is reshaping client engagement across product, sales, marketing, and service. Core Expertise: 🔹 Go-to-Market Leadership & Commercialisation 🔹 Product & Client Insights 🔹 Sales Enablement & Capability Building 🔹 Strategic Narratives & Thought Leadership 🔹 Building High-Performing Teams
Leading product analytics and insights for UOB's transaction banking business, leveraging data across the product lifecycle to shape strategy, deepen client value, and drive commercial performance.
Strategic oversight, process design, and governance for CIB client & sales engagement, spanning content, campaigns, sales enablement, and CRM-driven outreach. Directed executive, sales, and change communications to strengthen sales effectiveness by aligning people, processes, platforms, and training. 🔹CIB Coverage Executive Communications & Thought Leadership Content: Developed strategic communications across channels (offline, digital, social) to drive engagement and achieve business goals. 🔹CIB Client Content Platform: Managed production, curation and distribution of client content across CIB and to clients. 🔹Digital Marketing Data, Automation & Analytics: Designed the global process, defined business requirements, and led CRM capability development to enable a unified view of client engagement for CIB. 🔹Sales Enablement Communications: Drove sales communications and engagement, focused on business strategy, client insights, and training for Corporate & Financial Institution (FI) bankers. 🔹CRM Commercialisation: Successfully launched CIB’s new CRM platform, delivering integrated change plans for releases, impact assessments, engagement activities, communications, and training. 🔹Global Change Management for Sales & Marketing Transformation: Directed global change strategy across process redesign, technology, risk management, and upskilling.
Led solutions commercialisation and sales enablement to accelerate pipeline and drive sales momentum. Engaged C-Suite executives, conducted market research, and leveraged competitive intelligence to shape value propositions and develop sales narratives aligned with macro themes, industry trends, and client needs. 🔹APAC Market & Regulatory Advisory: Produced advisory content & positioned Citi’s solutions to corporate clients. 🔹Go-to-Market Leader (GTM) for Citi Liquidity Management Services: Directed GTM strategy, shaping product narratives, messaging, client content, and press releases, while driving marketing integration and execution across countries. 🔹Client Co-Creation Program: Designed and led thematic workshops with Citi Innovation Lab and fintech partners to uncover opportunities and solve client problem statements as they pivot to digital business and ecommerce models 🔹Developed Citi’s “Future of Insurance” Go-to-Market Playbook: Led market/opportunity assessment and client interviews. Crafted value propositions, created content, and designed events to capture digital disruption opportunities with the Insurance segment. 🔹Fintech Growth Initiative: Developed solution bundles based on B2C, B2B & P2P business models. Identification of acquisitive targets and development of sales material and frontline training. 🔹Global RMB Initiative: Conceptualised and implemented global campaign including roadshows, special reports, case studies, microsite, webinars, and client pitch presentations.
Directed APAC business and product marketing across 16 markets, developing narratives and ensuring consistency across media, digital, social, events, campaigns, and client communications. Drove content-led demand generation to accelerate pipeline growth in high-priority products, markets, and client segments. 🔹Strengthened Market Leader Positioning: From 2014 to 2017, Citi was the best performing bank across industry awards, consecutively winning the most respected credentials, including the Euromoney Award for Best Transaction Services Bank in Asia, Adam Smith Asia Awards, and The Asset Awards. 🔹Digitised Client Engagement with Automation & Analytics: Digitised 80% of client engagement across Citi TTS marketing touchpoints, enabling data-driven insights to shape content, events, client journeys, and ABM campaigns. 🔹Directed Thought Leadership & Content Strategy: Built an ecosystem of partners and platforms positioning Citi as a trusted voice in treasury and finance. Defined editorial strategy, calendar, and narratives, producing 90+ multi-channel assets annually. 🔹Designed and implemented a multi-year strategic client engagement programme: Differentiated proprietary events, such as customised executive education, elevated quality of client dialogue and seniority of client contacts.
Citi Transaction Services (CTS) - Corporate Segment and Commercial Cards, Securities & Fund Services Marketing Lead
Managed global sales campaigns & marketing programs to drive momentum for business growth.
Promoted investment in Singapore's next generation infrastructure through industry partnerships and commercial arrangements.