A technology arm of ByteDance, the world’s most valuable startup, BytePlus delivers advanced AI and machine-learning solutions powering globally renowned applications like Toutiao, Douyin, and TikTok.At ByteDance’s BytePlus, I transformed complex AI and machine learning solutions into narratives that resonate across SEA, Japan, and Europe, crafting stories that connect global innovation with real-world applications. This role wasn’t just about content creation — it was about building bridges between cutting-edge tech and everyday impact. By leading multi-market campaigns and overseeing end-to-end content strategy, I pushed BytePlus’s brand from abstract tech to tangible value, leveraging my background to exceed engagement targets and set a new standard in storytelling for enterprise audiences.

A technology arm of ByteDance, the world’s most valuable startup, BytePlus delivers advanced AI and machine-learning solutions powering globally renowned applications like Toutiao, Douyin, and TikTok.At ByteDance’s BytePlus, I transformed complex AI and machine learning solutions into narratives that resonate across SEA, Japan, and Europe, crafting stories that connect global innovation with real-world applications. This role wasn’t just about content creation — it was about building bridges between cutting-edge tech and everyday impact. By leading multi-market campaigns and overseeing end-to-end content strategy, I pushed BytePlus’s brand from abstract tech to tangible value, leveraging my background to exceed engagement targets and set a new standard in storytelling for enterprise audiences.

NTUC FairPrice Co-Operative is the largest supermarket chain in Singapore with over 100 supermarkets. It also offers food services, and owns Michelin Bid Gourmand brands and heritage food destination Lau Pat Sat.Building NTUC FairPrice’s content team from the ground up, I led us to become a powerhouse of award-winning campaigns, producing nearly 100 pieces of original content in under a year. Here, content was more than marketing; it was a dialogue with the community, a narrative that bridged FairPrice’s heritage with modern audiences. From our “Stronger Together” social campaign to influencer-driven projects, we achieved record engagement metrics, and the team’s innovative work captured the attention of industry awards for Best Use of Content Marketing, Social Media, and Influencers.

OBVY is a production agency specialising in video content.As a Creative Producer with OBVY, I brought clients’ visions to life, creating high-quality video content tailored to meet each project’s unique objectives. Working closely with brands like Grab, I managed the entire production process—from concept to final cut—ensuring the finished work was impactful and on-brand. Every project was an exercise in precision, meeting client needs while maintaining creative integrity and delivering consistent results.

Grab is South-East Asia's most valuable startup. It's a Singapore-based technology company offering ride-hailing transport services, food delivery and payment solutions.At Grab, I built content that engaged a multi-faceted audience across Southeast Asia, launching campaigns that were part community-building, part brand evangelism. Managing content around the high-profile Grab-Uber merger and producing the Elite Driver campaign that generated $1 million in GMV within a month, I helped shape a social strategy that grew the brand’s trust and visibility. Through driver initiatives and innovative digital content, I strengthened Grab’s regional community while expanding its story across new markets and partnerships.

Former financial services platform offering meta-search for insurance, credit cards, and loans.At GoBear, I crafted a data-driven content strategy that transformed our brand’s reach across APAC, increasing organic traffic by 30% and boosting blog engagement by 140%. In a highly competitive fintech landscape, I built partnerships and developed content that resonated with diverse audiences—bringing clarity and accessibility to complex financial products like insurance, credit cards, and loans. This role was as much about education as engagement, positioning GoBear as a trusted resource that empowered users to make informed choices. Through multi-channel activation and meticulous SEO work, we solidified GoBear’s reputation as a go-to platform in financial services comparison.

A leading luxury content creator across Asia and Europe, part of the Hubert Burda family and one of Germany's largest media companies.At PIN Prestige, even the event pages spoke volumes. I was part of a founding team that redefined luxury publishing with content that didn’t just cover fashion, art, or high-end dining — it championed authenticity, capturing the real essence of the luxury community. From candid event photography to insightful interviews, our work resonated with an audience looking beyond the material. We set a new editorial standard, showing not only what high-net-worth individuals wore but also what emanated from them. It was pioneering work that, even years later, still serves as a reference in regional luxury media.

Now Comms Asia is an integrated marketing agency that is headquartered in Australia.At Now Comms Asia, I drove digital marketing for blue-chip clients, notably developing VMware’s B2B content portal to engage top-tier APAC markets. With a keen focus on content that drives results, I improved social strategies and launched dedicated assets like the VMware Cloud Index microsite. My work in B2B content for eDMs, newsletters, and case studies supported enterprise-level marketing goals, positioning Now Comms as a trusted partner for technology communications.

John Brown Novus is a content marketing agency formed through the merger of John Brown Media and Novus Group Holdings in Singapore. It has been acquired by Dentsu Aegis Network.At John Brown Novus, I revitalised editorial for key publications, such as StarHub’s Telescope magazine, aligning content with audience interests to enhance engagement. Conceptualising and launching Natura magazine for Eu Yan Sang, I positioned it as a thought leader in health, leveraging editorial expertise to enhance client reputation. Managing bilingual content for brands like UBS and EDB, I maintained excellence across both English and Chinese publications, delivering polished, culturally attuned content.

A former B2B cloud music platform, Omnifone provided music licensing and digital distribution services to global brands like Sony, BlackBerry, Vodafone, and Samsung, enabling their connected devices with seamless access to music.At Omnifone, I launched groundbreaking B2B cloud music platforms like PlayNow plus and MusicStation in Singapore, coordinating with major labels including Sony and Warner. This role was at the intersection of content and technology, bringing music streaming to local audiences through strategic partnerships and content that resonated. Collaborating with global music brands, I crafted localisation strategies that helped redefine the music experience for connected devices.

A subsidiary of Singapore Press Holdings and one of Asia’s leading magazine publishers.As a lifestyle journalist at SPH Media, I produced engaging content for luxury publications Icon and Citta Bella. Covering high-profile celebrity interviews and the latest in luxury lifestyle, my work connected readers with the trends and personalities shaping the industry. This role was about more than reporting; it was about creating a bridge between readers and the luxury world, curating stories that resonated with a sophisticated audience.

Founded in 1995, the first publisher of hair and beauty salon trade magazines in Singapore and Malaysia, now digital-only.At Colour Symphony, I led editorial teams for h4ufme and Beauty Cosmedica, pioneering content that set new standards for the hair and beauty salon trade in Singapore and Malaysia. From securing major advertising deals to expanding readership, I shaped these publications into key industry resources. Establishing a contract publishing arm, I forged partnerships with top brands like P&G Wella Professional, bringing new revenue streams and elevating our editorial presence.

My career began behind the microphone, working as a radio jockey across Singapore’s major networks — Safra Radio, SPH Radio, and Mediacorp. Producing lifestyle and music shows that connected with diverse audiences, I honed my ability to engage listeners and host live events with leading Asian celebrities. These formative years shaped my understanding of audience engagement and taught me the importance of authentic connection — a foundation I’ve carried throughout my career.