Co-founded a music-centric bar and restaurant that opened in Singapore in January 2022. Recently awarded #25 on Asia's 50 Best Bars list.

Singapore-based music and arts festival spotlighting regional talent, with an all-APAC line up of DJs, bands, visual artists, and more. Also Singapore's first overnight camping festival.Hosted 2,300 people over 2 days at the inaugural edition in September/October 2023. Returning with Road to Sunda Festival in October 2024.

Exclusive owner and provider of Singapore's first fully integrated, solar-powered mobile sound system and DJ booth.

Initially conceptualised as a series of semi-private fundraising parties in residential spaces back in August 2016, Ice Cream Sundays has evolved organically into a well-established series of open air pop-up events in Singapore's dance music scene. Since taking the events public, we have taken over a range of culturally significant venues, including Haw Par Villa, the National Gallery, Golden Mile Tower, Gillman Barracks, DECK, the Museum of Contemporary Arts, and even a now-defunct ship repairs factory in Jalan Besar. To date, we have executed more than 35 events, drawing widespread national media attention, and attracting a loyal following in the process.As co-founder and director of the group, I was responsible for developing the concept and brand strategy, and overseeing all aspects of the company's creative direction, operations, management and growth. We have also used our platform to raise over $15,000 for various local and regional charities, including Transient Workers Count Too (TWC2).

I started working as an independent contractor and consultant in November 2019, leading on a range of projects spanning public space activation, events, entertainment, advertising, and content.CREATION COLLECTIVEResponsible for building creative concepts, pitches and proposals for Creation Collective's brand, agency, and festival production and promotional partners. On contract since March 2024 to present.ONEFOOTBALLResponsible for building creative concepts, pitches and proposals for OneFootball’s APAC brand and agency partners, coordinating with all relevant departments to deliver the most competitive ideas for clients. Contracted from August 2021 to January 2023.RAFFLES PLACE ALLIANCEOn contract since January 2023 to present. Responsible for conceptualisation and management of activations, both temporary and permanent, designed to increase vibrancy, footfall, and engagement in the Raffles Place district. In partnership with Lopelab.Other clients and key partners have included Siri House, Singapore Arts Club, 2 Stallions, Ice Cream Sundays, HDB, La Mexicana, Lopelab, and TCA Think Tank, with the scope of projects including provision of music and entertainment consultancy services, project managing a two-week pop-up art exhibition during Singapore Art Week 2020, conceptualising and executing a 6-week digital placemaking activation at a commercial development, directing and producing promotional video content, and more.Aside from client projects, I have also developed a range of in-house projects, including The Alley Project, a collaborative venture with Lopelab focussed on working with authorities and stakeholders to maximise the economic, social, and cultural potential of under-utilised back alleys in Singapore.

Originally hired in the role of Sales & Partnerships Manager, I was responsible for growing revenue for LOPELAB's in-house projects, as well as sourcing new commissioned projects for the organisation.Elevated the company's profile by helping to secure sponsorships and projects with globally renowned brands, including Johnnie Walker, Tanqueray, The Singleton, Hendrick's, DBS, Nestle, and more. Transitioned into a new role of project manager, taking responsibility for the end-to-end management of pitches and projects from conceptualisation to execution, while continuing to assist with sales and partnerships. I directed one edition of Lopelab's flagship road closure series, Urban Ventures, which attracted more than 8,000 visitors in one day, and managed consultancy projects for major clients including DBS. I also formed part of the core organising team of Lopelab's other in-house project, the Singapore Urban Design Festival, a key programme of Singapore Design Week in 2019. The festival was the first to take place in a multi-storey carpark in Singapore, and brought together industry professionals to champion sustainable urban development, and to inspire the public about the potential of revitalising under-utilised urban spaces.

Responsible for developing new business opportunities for the company, including but not limited to the following:- Driving DSA's entry into the e-Sports industry with the newly launched GESC promotion and leading the sponsorship team for 4 markets; Jakarta, Bangkok, Kuala Lumpur and Singapore. Establishing partnerships with other new promotions in the industry, as well as existing properties such as Garena (League of Legends)- Expanding portfolio of regional athletes and attracting relevant sponsors, including Singapore's foremost athlete, Joseph Schooling- Strategic consultancy for brands, federations and partner agencies, including providing assistance with proposal creation and pitch delivery for other Dentsu agencies with a sports brief from their clients. Secured a retainer with ASICS to provide support on rebranding, strategy, and sponsorships for their in-house events portfolio prior to leaving the company. - Seeking new revenue opportunities, both ad-hoc and long-term

My main responsibilities in this role included:- Securing on-air sponsorship of our key sporting properties, including the Premier League, from reputable brands such as Samsung and Guinness- Growing distribution for our digital streaming service through carriage deals with broadcasters such as Mediacorp and Starhub, and B2B sales to brands including Samsung, Guinness, M1, ViewQwest, SMRT and more- Selling streaming content to retail outlets across hospitality/F&B in partnership with ISPs such as M1 and ViewQwest, and even Tuck Lee (SG's largest Ice manufacturer and distributor) - Developing cross-promotional relationships with multiple major brands, including FoodPanda and SMRT

- Project lead for launch (and subsequent re-launch) of online streaming service, the cornerstone of ESN's future business model- End-to-end management of on-ground activations and events, including the company launch and several national team football matches at the new Sports Hub- Developed promotional partnerships with major brands, including Adidas, Nike, Sennheiser, JBL, New Balance, and many more- Supporting role on social media/on-air strategy, providing ideas for fresh content to drive viewer traffic and engagement

- Assisted with the preparation of sets on photo shoots for Wellcom’s key accounts, including Target, Lego and Woolworths, among others- Gained invaluable insight into the photography process in a highly professional environment at a leading advertising agency

Drew on previous marketing experience to help on pre-marketing activities of a new build school in Hong KongConducted comparative analysis of benchmark international school competitorsConducted review of social media options and made relevant digital recommendationsDrafted outline marketing launch planConducted site tours for prospective suppliers of services

Provided support to Commercial DirectorCreated presentations and marketing plans to help clients activate sponsorships through various platformsContributed to the design of new websitePerformed various roles with the events management and media teams (e.g. set-up, filming, interviewing)