WP. Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
With nearly two decades of experience across strategic communications, brand building, business leadership and operations, I have built and scaled businesses across APAC, EMEA, UCAN and LATAM, partnering with global brands to drive growth, reputation and meaningful business impact. I currently serve as the founding General Manager of Brazen APAC, leading the agency’s expansion across Asia Pacific as part of RAIYN, a global trust-led communications network. My role focuses on building the regional business from the ground up, spanning market development, strategic partnerships, client growth, operations and organisational scaling. Throughout my career, I have worked at the intersection of creativity, strategy and commercial leadership, helping organisations navigate transformation in increasingly complex business and media environments. My experience spans integrated marketing communications, reputation management, client leadership, business operations and regional growth across sectors including technology, entertainment, luxury, consumer, finance and corporate communications. I have had the privilege of leading high-performing regional and global businesses at organisations including Publicis Groupe, OLIVER Agency, IPG Mediabrands, DDB, Samsung, Astro and Netflix. Across these roles, I have consistently focused on building trusted client partnerships, scaling business performance and developing high-performing teams rooted in collaboration, excellence and purpose. I am deeply passionate about the future of creativity and communications, particularly in the evolving relationship between human intelligence and artificial intelligence. As a PhD candidate in Professional Communications, my research explores the integration of Generative AI and human creativity within the advertising industry, with a focus on value co-creation, emotional depth and cultural relevance. At the heart of everything I do is a strong belief that businesses grow when people grow. I care deeply about leadership, organisational culture and talent development, and I am committed to building environments where people feel empowered to do meaningful, impactful work.
Appointed as the founding General Manager of Brazen APAC to establish and scale the agency’s presence across Asia Pacific as part of Brazen MENA’s global expansion. Leading the regional business across commercial growth, client partnerships, market development and operations, while shaping Brazen APAC’s positioning as an insights-led communications and influence partner for modern brands. My role spans building the APAC business including: • Developing regional go-to-market strategy and growth pipeline across Singapore, Malaysia and broader APAC • Driving new business, strategic partnerships and client acquisition across luxury, hospitality, lifestyle, consumer, technology, corporate and reputation-sensitive sectors • Leading integrated communications solutions across media relations, reputation management, executive profiling, thought leadership and influence strategy • Establishing operational foundations, workflows, financial planning and regional scalability • Bringing together Brazen’s strategic communications expertise with data intelligence and analytics capabilities to deliver measurable influence and business impact Brazen APAC builds on Brazen MENA’s strong heritage in luxury, hospitality, lifestyle and reputation advisory, while expanding the regional proposition to help organisations across Asia Pacific earn trust, shape perception and create meaningful business outcomes through intelligence-led storytelling and influence.
I collaborate with senior internal and external stakeholders clients alongside global counterparts to develop and execute long-term business strategies for the APAC region namely South East Asia, North Asia, Australia and New Zealand and last but not least the India subcontinent. Strategies that strengthen delivery frameworks, build processes and optimise resource allocation which ultimately led to cost efficiencies and optimised operations models. Materialising the realities of what various clients garner for which is an effectiveness but with a leaner yet impactful systemised workflow and processes. In recent years, I have scaled to own self hybrid working models which requires complex multitasking in my regional role to help clients and brands move from local to global and vice versa without losing the creative essence of cultural truth which transcends language and geography in the creative craft. I've mastered the skills in curating regional hub models while retaining the optimal quality of work. I concurrently working closely with finance and commercial teams, manage large scale budgets in revenue and identify new revenue streams through modular service offerings. In addition, I lead workforce planning and people development initiatives, ensuring talent retention, leadership succession, and performance optimisation through structured KPIs and organisational design. I’ve also championed digital transformation across operational touchpoints, integrating new platforms and automated systems to enhance efficiency and scalability through AI and new technologies in simplifying complexities.
As a key member of the management and leadership team in the world’s largest network agency, I oversee the creative operations at Publicis Malaysia. My role encompasses a wide range of strategic responsibilities, including strengthening the agency’s workforce, implementing change management initiatives, and aligning operations with Publicis's "Power of One" vision. My expertise spans across creative marketing and advertising processes, change management and operations, account strategy planning, business development, and people and culture optimisation, focused on enhancing business opportunities, improving operational agility, and revamping workflows to deliver measurable business impact. I have redefined approaches to new business acquisition by leveraging a 360-degree ecosystem and holistic solutions. Internally, I prioritise employee satisfaction and retention by restructuring teams, aligning talent strengths with business objectives, and implementing targeted profiling initiatives. These efforts have increased employee happiness index and optimised agency performance, fostering a culture of innovation and adaptability to meet evolving business needs.
Elevating to the role of Client Services Director, I am privileged to continue growing Netflix as a global key account. While dedicated to driving exceptional client satisfaction for Netflix, I focus concurrently in fostering team growth through mentoring, and securing new business opportunities. My role has been pivotal in nurturing and expanding our relationship with Netflix, one of our agency's most prestigious clients. I've played a central role in understanding their unique needs, aligning our agency's offerings, and consistently delivering high complexity and problem solving solutions to exceed their expectations. Team Growth and Development: A fundamental aspect of my role has been mentoring and developing our client services and creative team. I firmly believe in the power of mentorship to foster individual growth and team cohesion. Through a collaborative environment, I've contributed to the professional development and success of my team members. Pitching for New Business: I've actively been involved in new business opportunities that align with our agency's strategic goals. My role has required me to participate in pitch presentations and collaborate cross-functionally to win new clients and projects related to the FMCG and FSI industry. Achievements: Firstly, client satisfaction and retention on the Netflix global account. Under my leadership, we've consistently received positive along with constructive feedback from Netflix, resulting in increased client satisfaction scores and long-term retention. Our partnership has grown stronger over time, solidifying our position as a trusted strategic partner. Secondly, business and scope expansion which has led to increased revenue streams for the agency. Final and most importantly, the valuable experience of successfully grooming, growing and working alongside tenacious individuals across the APAC, EMEA and LATAM regions.
One of the most fulfilling roles I’ve encountered that doesn’t feel like work but a routine of enjoyable constant change to better the work and strengthen the business as with the brand for an array of exciting accounts on a daily basis. Responsibilities mainly surround the leadership and managing cross continent adaptation, localisation and conceptual creatives for Netflix Inc. in the APAC, LATAM, UCAN & EMEA regions for their on and off service, AV and content quality control scopes of businesses across board. Growing the revenue triple the size of the business within 9 months into the role, while on a thrill producing effective strategic proposals to strengthen the business with challenging yet exciting beta testing phases for discovery of efficacy to each scope of business from start to end. With constant refinition towards improvement of processes during the journey of beta tests to confirming the efficacy for operations and processes, as a team we have managed to secure confidence in the reality of the initial vision for the workflows to confirm permanence of effective systems out in place and methods proven to materialise in churning good work with impactful results which led to a stages of account growth. Phases for growth for the business overall, growth for the team members in the agency as well as growth in great partnership with our clients at Netflix. With a people first mentality well instilled and values that supersede the revenue first mentality, I was able to grow a solid team across multiple scopes that led to great performance for the work that spoke volumes of quality and best practice for the processes that were put into place. Proud to note the various efforts in test phases led to seamless ecosystems proven with time. Automated confidence with our clients led to the growth of natural revenue spikes and this is tied to the principles and values of the effectiveness of having a people first belief.
Embarked IPG Mediabrands as the Business Director for new business at the digital & social arm of Mediabrands, Reprise Creative. My role is to expand and develop new business portfolios. Key concentrations of expertise in Mediabrands: • Track & optimize business operations within the agency for key divisions responsible for key accounts revenue growth. • Plan and take lead not limited to supervision only in all go-to- market plans leading to implementation. Oversee all key projects to ensure optimization and effort is visible in quality execution. • Analyze, recommend, grow and optimize costs and all financials keeping all accounts profitable and constantly in the green. • Marketing, branding & Business Development for new business expansion to widen the network and brands portfolio for the agency. • ATL/BTL, Digital, Social business, performance marketing business expansion on potential & profitable key accounts. • Oversee regional accounts and adaptations across countries in SEA & APAC regions. Develop effective key messaging meeting objectives of local markets depending on market penetration needs and objectives.
Upon joining the agency in November ’18 with management of a hub consisting of 2 main retainer accounts mainly in the finance sector & electronic & home appliance category (Panasonic Malaysia), I’ve successfully expanded the business growth of the hub to date with a strong consolidated set of 6 retainer accounts accumulating the revenue of RM9 Million. The addition of successful pitch win accounts for Paynet Malaysia, Touch N Go Digital , Jotun Paints Malaysia & Sunsilk Regional. Key responsibilities in managing a team of 35 people and growing inclusive of client servicing- suits & creative teams across a variety of accounts. Revenue growth by way of acquiring new business opportunities by way of pitch wins for new accounts and acquisition of new accounts through networking with familiar and new clients through industry connections. Strong supervision across day to day workflow, restructuring teams for better efficiency and overall businesses across board. Main liason in communication with top management clients on key business strategies, sales growth, brand awareness & key initiatives to drive impactful business growth.