Telling stories. Inspiring action.Our Better World is Singapore International Foundation's digital storytelling initiative.We unearth stories of people doing good in Asia. That's because we believe stories have the power to inspire you to contribute in meaningful ways. Through stories, we connect those doing good who could use mass support, storytellers who need their stories shared; and people who'd love to help but don't know how to get involved. We want to build an engaged global community, contributing skills, resources, time and effort to improve the lives of those who are helped and those who are helping.

GOVT is proudly Singaporean and one of the most awarded local independent creative agencies with a focus on crafting culturally relevant marketing communications that blur the lines between traditional advertising, pop culture, data science, tech innovation, and consumer experience, for clients such as OCBC Bank, Netflix, Chang Beer, National Gallery Singapore and Häagen-Dazs.With GOVT, I served as its Chief Executive Officer, My primary responsibilities include charting the agency's vision and direction towards fulfilling its mission as the preferred creative partner of Asia's most progressive brands. My leadership team's focus was on 5 strategic pillars : , , , and ).GOVT ended 2019 on a high note being awarded as top 3 independent creative agencies across Asia Pacific at the prestigious Spikes Asia festival.

Our industry is at a turning point. With the saturation of advertising, the fragmentation of media and more and more distribution channels, it is getting much harder for brand content to emerge from the clutter and build meaningful and sustainable connections with audiences. Within this context, Vivendi (parent company of Universal Music Group, GameLoft and Canal Plus Group) recent acquisition of Havas has been focused on the great opportunity we have together to build a differentiated global leader in content, media and communications with a unique positioning in entertainment, offering unparalleled solutions to meet our clients' business challenges. With the Vivendi and Havas assets together, we have the opportunity to be at the center of the convergence of content, communication and distribution. Together, we have the opportunity to reinvent the relationship between brands, consumers and entertainment.As Chief Integration Officer, my responsibilities primarily include driving seamless integration and fostering agility across disciplines, from creative and media to PR, social, data and more. We all work under one roof because we are #bettertogether. It’s a philosphy that ensures the best ideation, innovation and data-driven intelligence – and enables us to transcend the traditional definitions of creative and media.

As boundaries between media, content and experience blend together, players in the advertising industry have had to adapt their roles to suit the changing strategies of engagement. Agencies and media providers are transforming to leverage new technologies and foster more personal connections with consumers.Holding the dual appointment of Chief Strategy Officer and Managing Director of COLLAB, I hold responsibilities to not only lead the quality of strategic thinking across the network and for clients, but also to drive new streams of business revenues through the diversification of agency services offered. The formation of COLLAB focuses on the creation of an integrative hub that houses multiple disciplines – Creative, Content, Social Media, Design, Technology, Strategy & Insights – in order to foster close collaboration between the respective units. This unit plays a pivotal role in shepherding our agency’s transformation in moving past branded messaging and distribution toward becoming co-creators of identities, tools and products with our clients.In a short timeframe since its inception, COLLAB has played a pivotal role in repositioning the Havas Media proposition within media agencies in Singapore.Key Milestones include :♦ PERFORMANCE ♦ Fuelled by Digital➢ 55% of agency revenue base derived from digital accounts ➢ 45% of digital revenue derived from non-paid media services➢ 30% CAGR momentum achieved year-on-year for the agency➢ Exceeded new business targets by 170% in FY2014-2015♦ POSITIONING ♦ Making a Difference➢ Elevated from 7th to 2nd position in RECMA rankings in 2 years➢ > 35 industry awards and accolades across regional and local shows➢ Awarded as Campaign Asia “New Business Team of the Year” 2015➢ Awarded on 4 occasions with “Media Agency of the Year” placings (2015/2016)♦ PEOPLE ♦ Inspiring Purpose➢ Managing a collective team of over 40 head-counts across Social, Content, Media, Technology, Design and Strategy and Insights

Havas Media is the flagship brand of Havas Media Group, the media network of leading global advertising and communications group Havas and one of the fastest growing media groups having grown from 10 markets in 1999 to 126 markets in 2012. The agency group is present in 18 countries with offices in 27 cities under the brand names of: MPG, its anchor brand specializing in traditional media; Media Contacts, its digital and mobile marketing brand offering end to end digital marketing solutions; and Havas Sports & Entertainment that helps clients use sports and entertainment platforms. ----As Director of Strategy and Content, I am part of a broader team responsible for interpreting briefs and data about consumers and brands in order to generate piercing "AHA" consumer insights, framing communications around compelling connection ideas, and translating these ideas and insights into integrated channel plans that are action/results oriented. I work very closely with the agency's regional teams and have access to thought leaders, and proprietary agency frameworks within the agency's global network. My role is a hybrid role, created in response to the changing and exciting developments in the communications industry. I also lead the development of Havas Media's Creative and Content capabilities to deliver innovative engagement solutions to local and regional clients. This will involve working with content editors, developers and producers to craft compelling and authentic Branded Content formats.

The SingTel Group is Asia’s leading communications group. It is the largest listed company on the Singapore Exchange by market capitalization.With SingTel, I led teams within the Segment Marketing & Communications Department responsible for the development and execution of communications strategies by deploying needs- based/persona segmentation in support of strategic business priorities.Our key areas of accountability included for revenue and market share growth through new customer acquisition and customer retention, through Brand health scores, toward performance based instruments and of engagement platforms.My time with SingTel saw the successful launches of iconic SingTel products including IPTV, Home Bundle, Fibre Network and iPhone. Our work was also recognised with several awards for Branded Content.

Asia Pacific Breweries Limited (APB) is one of the key players in the beer industry. APB has a winning portfolio of over 40 beer brands and brand variants, including Tiger beer, Heineken, Anchor beer, ABC Extra Stout and Baron’s Strong Brew.With APB, my first role was in Brand Management across the Brand portfolio for Singapore market responsible for both Brand and Market Share. Subsequently, I joined the Regional Director's Office for SouthEast Asia and Oceania covering markets in Singapore, Malaysia, New Zealand, Myanmar, Papua New Guinea and Cambodia. My responsibilities included direct support to the senior management and C-Suite leadership team in the areas of business analysis and reviews. The corporate office is also responsible for annual operating budgeting and planning as well as innovation.With APB, I was part of the team that launched new innovations such as TigerLive - a Branded Experiential venue designed as a tourist attraction in partnership with St James Powerstation built at a CAPEX of SGD$6million. We also staged sponsorship Branded events such as Tiger Skins Golf Tournament featuring top players such as Retief Goosen, Annika Sorenstam, Jesper Parnevik and Lam Chih Bing.

● Part of a design team that developed corporate microsites and communication materials for clients such as Nokia and SingTel.● Advised clients on development of visual properties for online brand properties including websites, logo identities, and product videos.HIGHLIGHTS● Successful project management and production of Digital Library of Product videos for Nokia.