Singapore
Fiercely user-centric first, I design frameworks that serve people and purpose, not slow them down. With experience across agencies, brand marketing, and procurement, I bring a triple perspective that connects innovation, creativity, and commercial clarity. I focus on simplifying complexity, aligning teams, and influencing across functions to build partnerships that last; translating ideas into scalable, insight-led solutions that deliver both impact and integrity. I’ve earned my seat at the marketing table, proving that procurement can be a driver of creativity, innovation, and smarter business outcomes. Curious by nature and structured by instinct, I thrive in the space where creativity meets commerce, combining human understanding with AI-agentic tools to turn process into progress and strategy into action.
Lead regional sourcing and governance across media, creative, and martech categories, balancing innovation with compliance. Simplify complex cross-market needs into scalable frameworks that protect investment and enable agility. Partner across teams and disciplines to drive alignment, accountability, and sustainable value creation while strengthening agency relationships and performance. Regional (SEA) Scope: Performance Media • Non-Performance Media • Creative Services • Digital Creative Automation • Marketing Technology (CRM, SaaS, Automation) • Content & KOL (APAC) • Public Relations 💬Panel Speaker: Marketing sourcing accelerator of the CMO agenda | ProcureCon 2023 💬 The Grab Way Award 2022 (Top 5% Performance – Company Level) 💬 WFA Marketing Procurement Workshop Moderator 2024 💬 Grab Procurement Award 2023: Best SRM
Regional Categories: Performance Media • Creative Services • Marketing Technology (CRM, SaaS, Automation) • Content & KOL • Public Relations 💬 Grab Procurement Award 2021: Outstanding Performance 💬 Grab Inclusion Champion on Diversity & Inclusion, equality of opportunities and resources in Grab.
Category Lead: • Creative Services • Marketing Technology • Content & KOL • Creative, Creative Production, Design • BTL • Market Research & Insights
Continuing Education & Training (CET): Brand Management Marketing Digital Marketing Integrated Marketing Communications
Led brand marketing and strategy for all LEGO product lines, overseeing brand governance, digital marketing, community engagement on LEGO-owned social platforms, and retail activation. Partnered with global teams to translate creative ideas into measurable business impact and build brand love across Southeast Asia. Scope: Brand Marketing & Strategy • Digital & Social Media • PR & KOL Management • Partnerships & Sponsorships • Community Engagement • Shopper & Channel Marketing Key Achievements 🏅 LEGO x SG50: “Rebuild Your Memories” (Brand-Level Campaign) - Conceptualised within 50 days and launched in 5 months, the campaign achieved record-breaking results and became one of Singapore’s most iconic SG50 initiatives. - Drove the highest sales turnaround and engagement in LEGO Singapore history. - Ranked #1 SG50 campaign locally, featured globally by Fast Company and Adweek. - Social media reached 5M+ users, 75K engagements, +12% fan growth. - Generated S$1.6M PR value, 1.8B reach, and 900% redemption rate vs. benchmark. - Winner of the Best APAC Marketing Efficiency Award and multiple global accolades. Award Wins: 🥇 Mumbrella Asia Awards: Content Marketing Strategy of the Year (Gold, Best in Category) 🥇 Marketing PR Awards: Best Consumer PR Campaign (Gold), Best Use of Content (Gold), Best PR-Led Integrated Comms (Bronze) 🥉 Effie Singapore Awards: Brand Experience (Bronze) 🥇 Singapore Creative Circle Awards (Gong): Integrated Campaign – Earned Media (Gold, Best in Category) 🥇 Hall of Fame Awards: Transmedia Campaign of the Year (Gold), Promo & Activation – Use of Exhibition & Installation (Bronze) ✨ LEGO “Shapes of Imagination” (Brand-Level Campaign) - D&AD Yellow Pencil for Brand Experience & Environment - D&AD Wood Pencil for POS Graphic Design 💬 “Congratulatory Note to Singapore Paralympians” An Always-On content local initiative that humanised the LEGO brand, deepened local engagement, and attracted global media attention within 24 hours.
Seconded to Singtel from BBDO as a brand guardian primarily for F1 and brand level properties for its business segments of Singtel and its agencies. Planned and managed the 5th Formula 1™ brand campaigns & PR activations, consumer engagements, outdoor events, school outreach. Managed F1 campaigns and community engagement, sponsorship evaluation, post performance and budget reports. Reported to C-suite stakeholders (CEO, VPs etc). Planned branded content on mio TV and online platforms, as well as events management, brand endorsements, and strategic partnerships. Managed multiple agencies (creative, media, digital, events, and PR), and strategic partnership from global, and local partners (e.g. government entities, F1 management, SingTel’s alliance). management, UK partners on Formula 1™, government corporations, SingTel’s alliance partners). Reported directly to Senior manager, led and mentored two marketing executives and a key liaison to other business units.
Singtel: Campaign lead for both 2010 and 2011 Formula 1™ Singapore Grand Prix (360º campaign). Managed all Formula 1™ communications in 2008 and 2009. I was a brand custodian involved in the development of the new brand architecture to ensure proper usages of rights and brand properties. This included 2 relaunches of brand campaigns. Managed all brand-level property sponsorship such as Youth Olympic Games, National Day, the launch of the brand campaign (2010) and branding and tactical campaign for mio TV’s UEFA Champions League and Barclays Premier League 2010/11. Provided mentorship for 2 executives. SCA Hygiene (Drypers diaper): Worked on activation and touch-points (e.g. category 1st ever reality TV series, events, social media, microsite engagement and innovative in-store solutions). Managed total campaign work on master brand and project management/brand guardian on all campaign communications. Reviewed and shared regional work and insights; quarterly competitive activities with detailed analysis and insights and actively participated in client’s research sessions (e.g. Sinbad, AC Nielsen). Brand communication for local market and cross sharing/liaison with Malaysia and Thailand