• Assumed newly created role in Singapore to partner Global C-level executives (SG HQ based) to drive the company’s Reputation and Corporate Affairs agenda across Singapore, Malaysia, Philippines and the East markets. Champion/ galvanize internal functions to amplify Singapore global HQ narrative across Asia.• Led a team of 15 talented individual, across Mainland China, Hong Kong and Taiwan market, to drive market commercial goals/ success by explaining Dyson’s technology difference through creative locally relevant story-telling activities and public education initiatives.• Assumed the responsibility for China Government Affairs in April 2021 to enable one-Dyson storytelling across all comms channels; built a GA team from scratch and re-established key district, Shanghai and national stakeholder relationships for Dyson’s single-largest market.• Led the establishment of Dyson China’s first dedicated livestream studio in Shanghai in 2021. In this first quarter operations, 17 livestream hosts delivered more than 4,200 hours of content, resulting in a near 30% increase in peak-season sales on the channel.• Firm advocate for developing and promoting early-career talents.

• Key communications partner working directly with Starbucks China CEO in the development and evolution of the Starbucks China narrative to promote and protect the brand, elevate stakeholder engagement and build trust with partners (employees) and customers. • Create Starbucks China narrative for global shareholders, financial media and other audiences for Quarterly Earnings calls, Global Shareholders Meeting. • Lead communications strategist and storyteller of the Starbucks China story to international media, demonstrating the significance of the China market to the global business and marketplace. • Oversaw the first-ever China Investor Day, showcasing the accomplishments and capabilities of the China market to over 50 global investors.• Lead cross-functional teams in the creation and development of Shanghai Reserve Roastery grand opening, communications and Partner Open Forums, leveraging emeritus chairman Howard Schultz, generating unprecedented 10,000 media impressions globally, and strengthened Starbucks leadership position in coffee authority, innovation and local relevance. • Create the communications approach, narrative and campaigns for Starbucks China’s social impact initiatives in alignment with the global vision with focus on local relevance.

Took time off work to be with the family after 5 years of intensive travels for work. Continued to freelance for Starbucks China. Best decision ever to be in Singapore for my parents.

• Supervision of Edelman’s largest global clients across the region, working with teams across 24 offices to enhance Edelman's approach to client service, integrating across practices and refining the operations to focus on delivering the highest quality client work and counsel. • Led Edelman's global partnership with LIXIL, a Japan-based global company, working with teams across Tokyo, China, Paris, San Francisco and New York to support LIXIL's globalization ambitions and vision to be the world’s most valued, innovative and trusted living technology company by 2020.• Lead for Edelman’s relationship with its key global client, Starbucks, in its fastest growing China and Asia Pacific region. Full-time orchestration of the Edelman-Starbucks partnership across China, India, Korea, Hong Kong, Singapore and Vietnam. Played a critical role supporting the evolution of Starbucks corporate news agenda, brand protection capability and employee-storytelling platform for almost eight years.

Derek started his PR career at Burson-Marsteller (B-M) in Singapore where he was an integral member of B-M’s award winning crisis work for the Singapore Tourism Board during the 2003 SARS crisis. In 2010, Derek returned to B-M as its Government Communication Director to lead another of the firm’s award-winning work for the Yellow Ribbon Project by the Singapore Prison Service. He also led the firm's 3-year long working relationship with the Singapore Arts Festival.

While in Shanghai, Derek was responsible for directing the communications outreach efforts across China for TNT, the London Development Agency and B&Q (Kingfisher Group). He also led the communications efforts for the launch of Coca-Cola’s 2010 Shanghai World Expo global sponsorship and was an integral member of the global beverage company’s corporate reputation management work during the 2008 Beijing Olympic Games. Derek's experience in Shanghai spanned across both Corporate and Marketing. He was appointed the firm's Shanghai Marketing Practice Director at the end of 2007 before moving to lead its Corporate II Practice in the middle of 2009.

As the communications manager on the Bank's Group Consumer Banking business, Derek works closely with teams across Group, including Consumer Banking and Private Banking, to design PR-led initiatives to support the Group's brand and business goals.

Derek was the lead account manager driving IDA’s corporate branding and integrated communications efforts internationally. Key markets under his portfolio included China, India and the Middle East.