Looking after various marketing and branding efforts, as well as expansion into new markets and developments of all subsidiaries under the JR Group of Companies. JR Group's core businesses include food manufacturing, institutional & event catering, operation of F&B establishments (7 brands), and the launch of Asia's first hot-food vending machine, Chef in Box.In Aug 2015, presented to Singapore Deputy Prime Minister Tharman and the National Productivity Council (represented by industry leaders) on the feasibility of having more Food Vending Machines in Singapore.In Aug 2016, launched Chef-in-Box Vendcafé (Singapore's first automated vending cafe). Was project lead for the 6-month project which included brand overhaul, architecture, ID, payment systems, website, and key liaison with 6 govt agencies. Launch was officiated by DPM Tharman on 7 Aug, to much media fanfare and coverage both on and off web.

Relocated to Kunshan, Jiangsu, China. Streamlined branding activities, ensuring the company’s visibility in international and Mainland Chinese markets. Broke into the international market by clinching major US accounts in 2012. Concurrently increased production efficiency by 15%, and reduced operating costs by more than 20% per month, thereby bringing the company into profitability.

Joined (and later headed) WEworkz – a local social enterprise that reaches out to lower-income women. Streamlined product range, and started on a line which later grew to account for 90% of monthly sales.

Oversaw the rebranding of Sin Hwa Dee’s retail brand, CHNG Kee’s and focused on building the company’s key clients in the food service industry, and was key in tripling accounts (including international QSRs) launching it into new markets including the Philippines, Thailand, Indonesia, Hong Kong and 7 countries in the Middle East. At the same time, established new distribution channels for Sin Hwa Dee’s retail brand, CHNG Kee’s, into markets in Qatar, Dubai, Czeck Republic, Vietnam, Kuwait and New Zealand.