As the Group Creative Director at Lemonfridge Group, I am excited to lead the creative direction and redefine the brands under the organization’s umbrella. My focus will be on fostering innovation, elevating brand identities, and steering them towards their next stage of evolution.

• Revamped sales strategies, achieving the highest revenue in company history through innovative market segmentation and specialized client service.• Built and led a dynamic team across Singapore and Malaysia, driving a culture of excellence and passion.• Expanded market reach and explored new opportunities, enhancing brand engagement and facilitating entry into new markets.• Integrated creativity and innovation into business strategies, propelling the KompacPlus brand forward and driving significant growth.About KompacPlus:Founded in 2009, KompacPlus Materiale (KompacPlus) is the primary supplier of innovative interior surfacing solutions using KompacPanels. Where tradition taught us to associate the durability of everyday work surfaces with their bulky build, we seek to change the narrative for modern homes with customizable solid panels that offer supreme durability and easy-to-maintain surfaces, featuring a signature thickness of only 6mm. From kitchen countertops to bathroom vanities and custom furnishings, we strive to deliver the ultimate service at all levels in the craft of tailored spaces for long-lasting use, constantly exploring new opportunities to introduce the KompacPlus Unbounded experience.

• Managed comprehensive sales operations, consistently exceeding targets and driving revenue growth.• Cultivated high-profile networks and partnerships in Singapore and Malaysia market, enhancing market penetration and brand prominence.

• Directed regional brand and marketing strategies, elevating brand presence in Singapore and Malaysia.• Implemented successful marketing campaigns and initiatives, increasing brand awareness and customer engagement.

• Led creative direction and marketing efforts, producing impactful graphics, copy, and event strategies.• Fostered strong collaborations and partnerships, amplifying the brand’s reach and influence.

• Managed online and offline marketing activities, driving brand recognition and customer acquisition.• Executed creative marketing solutions, enhancing brand visibility and engagement.

• Spearheaded brand activations, events, and client engagements, significantly boosting Vipp’s market presence in Singapore and Malaysia.• Leveraged an extensive network in the interior and architecture industry to connect with a diverse clientele, enhancing brand visibility.• Directed visual merchandising design and storefront conceptualization, ensuring retail spaces impeccably reflected Vipp’s unique aesthetic and high standards.• Created memorable brand experiences through strategic showcase initiatives, strengthening audience resonance and loyalty.About The Habitatt Space:Established in 2022, The Habitatt is a subsidiary of Hyphenate Holdings that operates as the official distributor of the Danish furniture brand Vipp in Singapore and Malaysia. With over 10 years of experience in interior design and the curation of lifestyle brands, our mission is to provide modular interior living solutions to local residential communities. Our designs aim to inspire modern living spaces and enrich everyday experiences with long-lasting functionality.About Vipp:Established in 1939, Vipp is a furniture maker at heart, traveling the world as a host of unique modern living experiences that feature its signature collections in everyday settings for long-lasting use. Marking its debut with pedal bins, the brand has expanded to include modular kitchen solutions and designer furniture. Along the way, Vipp also established the Vipp Hotel, offering stays at selected locations across Denmark, Norway, and Sweden to experience the brand’s signature lifestyle in the most unique way.From scenic vacation homes to private dinners, spot the Vipp difference and expect nothing less than perfection in every room as you search for tasteful inspirations to bring with you on your journey back home.

• Oversaw all departments, ensuring seamless coordination and operational efficiency to achieve the company’s vision and goals.• Directed marketing, business development, customer experience, and employee relations initiatives, driving organizational growth and success.About Hyphenate Holdings:At Hyphenate Holdings, we build the bridge where great people meet to create, innovate, and inspire the world. Much like the symbol that joins words to create new combined meaning, we believe that it takes people with equally great passion to make great ideas work. At the heart of all our ventures is our commitment to delivering the ultimate service at every level.With established businesses in innovative spaces and creative design, Hyphenate Holdings aims to become a leading provider of innovative modern living solutions. In our quest to create sustainable and meaningful value, we constantly look beyond our operating industries for new opportunities to grow.

• Founded and shaped the vision of Greater Than Dsgn, leading a team of passionate creatives to deliver innovative branding and creative solutions.• Applied branding and creative direction expertise across various industries, elevating clients' brand identities and achieving impactful results.About Greater Than Dsgn:Greater Than Dsgn is a multi-disciplinary design studio based in Singapore. We specialize in creative direction, branding and identity, product development, boutique events, and conceptualization and storytelling. Our portfolio spans a wide range of clients, including those in interior design, architecture, galleries, lifestyle brands, automotive, and information technology, among others.

• Directed creative processes for multiple high-profile magazines, ensuring top-tier visual and editorial content.• Managed conceptualization, mood boarding, proposal presentation, photo shoot direction, post-processing, layout design, and final print checks.• Executed external projects, maintaining the brand’s influential presence in the publishing industry.About One Mega Group:One Mega Group (formerly Mega Publishing Group) is the country’s pioneer publishing company of glossy magazines. It remains at the forefront of the industry, continuously pushing the boundaries of print and beyond. Exploring endless possibilities, the company delivers the best of local and international design and lifestyle trends to a discerning market. Its potent mixture of innovation and excellence has resulted in entertaining and socially responsible homegrown titles that positively influence the lifestyle of Filipino society.

Developed and executed creative concepts, enhancing client campaigns and achieving project goals.

Assisted in design projects, contributing to the development of visual content for various media platforms.