- With Our LEGO Agency- Driving best-in-class strategy and creative evaluation- Social platforms navigation & ecosystem connection thinking- Performance driven narrative & insights - Across campaigns (global, regional, local) and always-on content

• Solving business and brand challenges with creative solutions• Driving content strategy across campaigns and always-on editorial• Driving new content initiatives and content streams to build audiences• Strengthening creative effectiveness and output through analysis and measurement• Building social commerce into the ecosystemHighlights:- Winning Silver for In-House: Experiential Design / Digital Experiences at ADC 100th Annual Awards- Launch of the new LEGO Botanical Collection franchise- Leading the event communications for LEGO CON 2022- Leading the fandom marketing campaign for the LEGO IDEAS BTS Dynamite Set- Launch of a new brand platform "Play Unstoppable"

• Currently with The LEGO Agency (in-house agency) in a 50-50 strategic/creative role• Working with creatives to drive digital/social assets and ensure creative effectiveness for APAC audiences• Key responsibilities: Identifying relevant content opportunities, Creative Ideation, Content Storytelling• Currently the APAC representative lead for global social media, since Oct 2018Highlights:- Produced LEGO's most viral social media reactive content (e.g. Tesla's Cybertruck trendjack)- Played Creative Lead (campaign ideation and pitching) for local market events in Hong Kong and Taiwan

• Worked with The LEGO Agency (in-house agency)• Was the interim APAC representative lead for Global Social Media, since Oct 2018 • Worked with a portfolio of intelligence tools (primarily Spredfast, Google Trends) to provide data-driven strategic and social media guidance to APAC markets• Playing a creative role in campaigns, in terms of strategy and conceptualization, copywriting and creative asset production (photography, videography)• Secretary for the SingHub's Social CommitteeHighlights:- Was integral to the formation of a content marketing sub-team, made up of 5 individuals globally, that strategizes, plans and creates reactive social content- Supported the LEGO Talent Management and Recruiting department with social media strategy and guidance for an internal employer branding project

• Worked with the Global Social Media team• Was the key coordinator for social marketing strategy across global, regional and local teams• Managed content planning, community management and performance reporting across several global and local social platforms (Twitter, Facebook)• Managed content moderation on global digital engagement platforms (LEGO LIFE app)• Introduced audience profiling based on Facebook Insights to strengthen data-driven/audience-first content marketing efforts across Global and APAC markets (ANZ, SG, MY, HK, TW, JP, KR)• Event driver for the SingHub's Social CommitteeHighlights:- Was the APAC representative to deliver APAC data-driven insights and learnings to build the global social media agenda- Successfully pitched new content formats which includes LEGO's monthly #ICYMI content stream

• Worked with the Regional Marketing team• Was in charge of creative content management and editorial planning (on LEGO.com, Facebook pages) to support the digital marketing efforts in SEA (ANZ, SG, MY, HK, TW)• Was the supporting regional coordinator between global teams and local teams• Introduced Facebook digital reporting for the SEA Facebook pages• Supported and managed a new regional agency from onboarding to monthly reviews• Assisted with photo and video editing (Photoshop, Final Cut Pro) for key campaigns Highlights: - Worked with an influencer to create content for the LEGO Technic Porsche 911 GT3 product launch- Hosted SEA and SG's first ever Facebook live video for the LEGO BrickHeadz product launch- Created and led a new LEGO Facebook page for Malaysia

• Worked with the Regional Strategy team• Conducting primary and secondary market research to uncover company, consumer and competitors and context insights• Developing strategic brand positioning through brand exploration and moodboard visualization• Involved in pitching and conducting brand workshops in Singapore and JakartaHighlights: -Introduced video storytelling to convey the proposed brand narrative in a key pitch

- Brand audit, competitor and communication strategy, project management, creative conceptualisation- Clients include an international hospitality service company, an ioniser technology copmany, and a premium chinese tea start-up

- Worked with the Regional Marketing CRM team- Performance trend analysis, campaign ideation, market research, content strategy, photoshop- Highlight: conducted trainings across the region on how to leverage the in-house visual merchandising platform effectively