I specialize in conceptualizing compelling campaigns for new clients in both B2B and B2C sectors, strategically spanning across various social and digital platforms. In my role as the agency's media lead, I supervise the team and leverage my extensive experience across traditional and digital media to enhance the agency's workflow and surpass client expectations.In a partnership capacity, I am involved in building brands for clients seeking to establish new brands within their portfolio. This encompassed the entire process from conceptualization and naming to the development of the brand, culminating in the creation of point-of-sale strategies.

I played a key role as part of the founding team in conceptualizing Partipost and catalyzing its growth by leveraging my media agency network and former clients. I spearheaded the expansion of the business from a small team of 4 in Singapore to a robust organization with 6 offices across Asia and a workforce of over 100 employees.My expertise lies in developing strategic concepts tailored to specific campaigns, highlighting the diverse capabilities of the Partipost platform. I have successfully engineered campaigns that boost event attendance, drive new sales, and revitalize underperforming outlets, locations, and products.

Scale up coal mines in Kalimantan, Indonesia, having successfully brought two green field projects to being profitable and currently in the midst of developing our highest value mine to-date, one of the last few untouched PKP2B licensed mines in Indonesia.

Helping startups with cross border expansion through market knowledge and valuable connections.Startup community building through networking and digital media engagement.

Directed strategy development and media planning efforts for numerous significant accounts on both regional and local scales in Singapore. Spearheaded HTC's regional planning initiatives for North and South Asia during the groundbreaking launch of the first LTE phone. Pioneered innovative media formats such as the 3D Suntec Projection and Magazine Takeover. Additionally, led the global transition of Banyan Tree from pure offline execution to a digital approach, demonstrating a traceable customer journey from initial view to sign-up/purchase through programmatic buying.I have actively collaborated on brands like Glow, where I played a key role in enhancing the brand's value, recognition, market share, and overall performance. By implementing strategic initiatives focused on brand awareness, loyalty marketing, and expanding market presence in Singapore, we successfully transformed a startup into a well-established household brand.

Managing and Planning media activities for DBS - Secure and Secure loan, and the launch of POSB Everyday card, which garnered the highest sign up of all credit cards to date.

Plan and execute media buys for several key clients such as National Environment Agency (Dengue), HP Singapore TSG (B2B), Hasbro Singapore and AirAsia.

I develop and implement media buying strategies, ensuring the achievement of specific targets across multiple Singapore Unilever brands such as Dove, Lifebuoy, Magnum, Lux, and Sunsilk. Additionally, I handle coordination and media buying for LG's TV and Mobile products on a regional level.