My Journey
I grew up in Singapore in a family of makers. My father is a chef, my mother a jewellery designer, my grandmother and sister both artists and designers. Craft was simply the language of the house, and the instinct to build things and find a better way was set early. It never left me. It just grew up and found a profession.
I came to design and film through the side door, studying science and maths at A Level before changing course for Singapore Polytechnic to learn videography, editing, and design properly. Digital marketing found me there, and what drew me in then is what holds me now. It asks for everything at once, from graphic design, videography, and photography to copywriting and the numbers underneath it all. I have always worked best with a foot in both the creative and the analytical, and few fields genuinely demand both.
Over the past ten years I have built that range into a body of work, and more recently into the work of leading others. I ran digital marketing for one of Singapore’s most prestigious luxury hotel brands, where the work contributed to recognition in the Forbes Travel Guide Top 10 Hotel Instagrams. I have led brand strategy at senior level across two organisations at once, directing the people behind the work as much as the work itself, and for much of the last decade I have sustained my own independent practice, building brand identities, pitch decks, photography, video, websites, and copy for clients who needed to face investors and customers with confidence. The most useful thing about having done every job is that it lets you lead the people doing them. You can hold a standard you have actually met.
What sits under all of it is a belief that creative work can do more than sell. The brands I most admire stand for something, and the work I am proudest of helped people reach their own goals rather than just mine. I would rather be remembered for what I did than what I said. If you need someone who can think strategically and still pick up the camera, write the copy, and bring a team up to the same standard, that is the space I work in.
My Vision
To build brands that stand for something and lead the people who bring them to life, so that good creative work does more than sell. It earns trust, lifts the people who make it, and lasts.
Why Work With Me
Most marketers are either makers or planners. I am both, and a decade in I have learned the real value is not doing all of it myself. It is knowing the work well enough to lead it. I can read the numbers in a planning meeting and shoot the campaign they point to the same afternoon, which means I can set a standard for a team rather than merely describe it, because I have done every job I would ask of them.
I have run digital marketing at senior level across two organisations at once, directing brand identity, content, and strategy while mentoring the people producing it. I know how to hold a brand’s voice steady across many hands, so the work stays consistent whether I shot it myself or signed it off, and I know how to bring people with me rather than simply hand down instructions.
I have worked at the top end, where standards are uncompromising, and I have run my own practice, where every dollar has to earn its place. I bring the first kind of rigour to the second kind of budget, and I teach a team to do the same.
Most of all, I hold a standard and bring people up to it. I take the time to understand a brand’s voice, protect it even when that is the harder conversation, and deliver consistently, so you can stop worrying about the work and trust the team to carry it.