Marketing Creative Leadership:Lead the global creative marketing team in Singapore, crafting community-centric strategies that differentiate the Singapore team from the Beijing team. Oversee social media and design teams, ensuring global alignment with company strategies.Team Building & Expansion:Recruit and establish the Singapore creative team, aligning roles with global strategic objectives. Design and implement a project management tool and performance metrics for the design team to ensure clear, measurable objectives and streamlined processes. These initiatives enhance team efficiency and ensure the timely execution of efforts.Global Creative Strategy:Develop and implement creative marketing strategies with a focus on engaging global communities. Lead efforts to create community-centric content, including Wikipedia and other video initiatives, to foster ongoing engagement and growth across multiple regions.Product Development Support:Lead user testing and research initiatives to improve product intake tutorials and gather UI/UX feedback. Provide actionable insights to the product team to refine user experiences, ensuring that feedback from global markets is integrated into product development.

Team Management :Lead a central creative team of 15, including project management, design, video and motion graphic professionals. Occasionally oversee 11 designers from various markets. Established efficient team structures and enhanced briefing and coordination processes.Brief & Prioritization Refinement :Instituted new marketing briefs to enhance the clarity of project objectives. Developed a prioritization system to ensure timely and impactful project execution.Competencies & Metrics : Defined new input metrics and competencies based on role levels, ensuring a standardised evaluation process across the board.Strategic Planning : Construct quarterly OKRs (Objectives and Key Results) to ensure the creative team attunes to Klook’s primary business objectives.Marketing Campaign Framework : Implemented a comprehensive marketing campaign structure to better define project objectives based on campaign phases. This structure was complemented by an After Action Review (AAR) feedback system, promoting continuous improvement for subsequent campaigns.Innovation in Collaboration : Launched the “Creative Minipod” initiative based on design specialisations. This initiative centralized design efforts and fostered collaboration among central and local teams according to their design talents.Design Workflow Optimization (In Progress) : Initiating a design language system to establish a cohesive workflow between central and local teams. Our ongoing efforts aim to enhance design consistency across all markets and streamline processes. Anticipated outcomes include increased productivity, strengthened collaborations, and a unified design approach across all markets.

Product Development, Strategy & Innovation : Led and defined Libii’s hyper-casual and educational game line. Collaborated with key stakeholders for feature ideation and strategy, drove innovations in game designs that aligned with company objectives.Market Research & Data Analysis : Researched and assessed gaming trends; innovated game mechanics to enhance engagement, conversion, and retention; managed A/B testing to optimise user experiences.Branding & Marketing : Oversaw the company’s branding, promotional campaigns, and marketing communications in collaboration with the marketing team.Team Training : Organised training and brainstorming sessions with the Art and Creative Team, emphasising strategic and innovative thinking for game development.

Creative Leadership : Managed and defined the Art & Design Direction for upcoming Dr.Panda games and applications.Concept Development : Ideated and developed creative concepts, overseeing the journey from Art Direction and UI/UX to the final product, ensuring alignment with company and product strategies.Process Optimization : Redesigned the company’s production, art review, and approval processes to streamline operations.Resource Management : Handled art assets and resource planning, coordinating between production and technical support teams.Team Supervision & Quality Assurance : Led the Art Team through production to meet stakeholder requirements and upheld quality, consistency, and compliance of art throughout the process. Supervised the Marketing Creative Team to ensure marketing materials conformed to production standards and objectives.

Product Development : Worked closely with the Regional Head of Games & Creative Director, focusing on games, entertainment, and learning apps for Samsung devices.App UI/UX Design : Oversaw the entire design journey, from creative concept to final product, ensuring alignment with brand and product strategies.Cross-Functional Management : Collaborated with agencies and production house to ensure optimal product representation.Marketing Collaboration : Partnered with the Regional Marketing Team to create strategies and materials for product launches in international markets.

Marketing Strategy : Led the Marketing Creative Team, design and execute marketing strategies for mobile games.Team Leadership : Directed a team of marketing artists and social media specialists, create unique campaign experiences both in-game and online.Game Production : Actively participated in game production, focus on in-game monetisation, animation, special effects, and UX/UI design.Social Media Campaigns : Developed and executed social media strategies for player engagement alongside the team.

Artistic Direction : Oversaw artistic elements in animations and graphics for advertising agencies, international brands, and the film industry.Campaign Development : Conceptualized and finalized designs for various TV promotional campaigns.Team Leadership : Guided the Motion Graphics and 3D Team for commercial productions.

Specialized in Motion Graphics & 3D AnimationManaged various TV broadcasting and advertising projects with clients including BBC, ESPN, Hallmark, MTV and Disney.