• About

    A strategist and experience designer with a robust record that stretches across creative development, cross-channel planning, persona-based marketing, behavioral insights and native content. Worked alongside such clients as BMW, Dove, Energizer, Expedia, Nissan, Singapore Airlines, Visa, Walt Disney Studios and WWF. Previous career stops include Microsoft, YTL and TBWA. Currently the Head of Strategy at Dentsu X Singapore.

  • Key Skills  &  Areas of Expertise

    Creative Strategy & Planning

    Crafting informed narratives and building measurable value for brands through the innovative use of new and traditional media.

    Persona-Based Marketing

    The design of buyer journeys and multichannel marketing ecosystems based on key audience archetypes, defined by their behaviors and business value.

    Persuasive Experience Design

    Enhancing the effectiveness and efficiency of digital channels and touch points through behavioral insights and modeling.

    Business Development for Media

    Developing long-term value for media organisations through audience discovery, market validation, the establishing of new strategic partnerships and channel development.

    Content Development & Production

    The crafting and management of editorial, interactive and rich-media content, as well as its delivery across new and traditional media channels. The development and management of a print, broadcast, or new media property, its resources, workflows, and standards.

    Technical Skills

    Adobe Photoshop • Adobe Illustrator • Adobe InDesign • Adobe Premiere Pro • Adobe Audition • Apple Final Cut Pro • Apple Aperture • ComScore Media Metrix • Google Analytics • Omniture SiteCatalyst • Social Analytics & Reporting • Social Listening • Microsoft Office: Word, Excel, Powerpoint • QuarkXpress • Web Programming: HTML, CSS, PHP.

  • Experience

    dentsu X

    Head of Strategy April 2017 - Present

    In April of 2017, the Dentsu Media Network was globally rebranded, becoming dentsu X, combining the network's communication, media planning, content creation, technology, data and behavioral insights capabilities under one brand.

     

    Drives development and execution of Brand, Digital, Interactive and Social Strategies for clients such as Accor Hotels, Air New Zealand, FujiXerox, Suntory, Walt Disney studios (Walt Disney Animation, Pixar, Marvel, Lucasfilm), WWF.

    DM2 (Dentsu Möbius Media)

    Strategy Director / Head of Strategy September 2015 - April 2017

    Drove development and execution of Brand, Digital, Interactive and Social Strategies for clients such as Accor Hotels, Air New Zealand, Decathlon, FujiXerox, Mondelez, Singapore Airlines, Suntory and Walt Disney Studios (Walt Disney Animation, Pixar, Marvel, Lucasfilm).

    PACT Pre-Incubator

    Participant Entrepreneur  October 2014 - January 2015

    A 10-week programme focused on validating and developing a social venture through Introspection (Self-Discovery) and Experimentation (Problem-Customer Discovery). Combined 1:1 coaching with group workshops and mentoring.

    Creative Juice \ TBWA Kuala Lumpur

    Director, Content Strategy  Jul 2013 - Jun 2014

    Drove development and execution of interactive and social media strategies for clients such as Astro, BMW, Bursa Malaysia, CIMB, Cornetto (Unilever), DiGi Telecommunications, Dove (Unilever), Energizer, Expedia, Jacobs (Mondelēz), Mahsuri (Lee Kum Kee), Nandos, New Zealand Natural, Nissan, Red Bull Singapore, Tiger Energy Biscuits (Mondelēz) and Visa.

    Provided sales enablement insights, analysis and strategies for acquisition of new clients. Created internal processes for project management as well as feedback and issue management in the areas of web, social and mobile app development. Created internal processes for social media content management.

     

    Left this post to pursue my Masters at Hyper Island.

    PopDigital

    Director of Business Strategy  Feb 2013 - Jul 2013

    Developed, established and directed execution of business strategies. Helped establish The Greatest Hits, the Advertising and Production arm of PopDigital. Partner and client engagement in the creative, cultural, media and advertising sectors. Planned and executed digital strategies for client campaigns. Helped secure and develop the following campaigns: Nokia Lumia Live Centre (Online Video Series), #MiniFiction Festival and Contest with Mini and BMW, iClif Leaders Room (Online Video Series), Nissan's "The Almera Affairs with Kavin Jay" (Online Video Series), Pop by Jaya One (Brand Work and Digital Strategy).

    Uma and Joe at the Movies

    Co-Host & Producer Jan 2013 - Jun 2014

    Content Producer and Presenter for Uma and Joe at the Movies, a podcast and online community for movie buffs. Supported by IMAX and TGV Cinemas.

    BFM Media

    Producer / On-Air Talent  Jan 2010 - Oct 2012

    Content Producer and Presenter for WTF: What the Flick and Fatstax & Handclaps, two of BFM’s more popular programmes. Built and managed a social media community around WTF: What The Flick. Appearances on several other programmes, most notably: Evening Edition, In Conversation, Style File, Hear and Now...In Malaysia and Tech Talk.

    YTL Communications (Yes 4G)

    Senior Manager, Content and Editorial  Dec 2010 - Feb 2012

    Drove strategy and development for all content-based products and services in the areas of news, entertainment, sports, tech and rich media. Hired and managed Content Development and Editorial Operations teams. Coordinated with Network, IT and Business Development teams for integrated product offerings.

    Manager, Content Development and Partnerships  May 2010 - Nov 2010

    Played an integral role in the formulation of the Content Strategy and Product Roadmap. Obtained approval for Strategy and Roadmap from Senior Management and Company Directors. Sourced and managed relationships with partners and vendors to ensure content products and services were built and ready to launch with the network.

    Catcha Digital

    Malaysia Editor, MSN Malaysia  Jul 2009 - Apr 2010

    Oversaw the re-launch of MSN Malaysia under Catcha Digital - a joint venture between Catcha Media and Microsoft. Managed all portal entry points. Supported development and rollout of new and updated versions of key channels across Southeast Asia including MSN Entertainment, MSN Life & Style and MSN Sports. Managed teams of editors and writers, overseeing content production on all key channels. Collaborated with regional editorial teams for global campaigns and initiatives. Helped in audience development for new channels and steadily raised traffic, unique users and engagement on the portal. Took the portal from under 200,000 daily visitors (Jan ‘08) to over 2.3 million (Apr ’10).

    Microsoft

    Country Editor, MSN Malaysia  Jan 2008 - Jul 2009

    Supported development and rollout of key channels in Southeast Asia including MSN Entertainment, MSN Movies and MSN Sports. Maintained editorial oversight over all portal entry points. Managed outsourced editorial support. Provided support and training during the induction of the Southeast Asian Editor-in-Chief and the inductions of Singapore's and Indonesia's Country Editors. Collaborated with regional editorial teams for global campaigns and initiatives. Helped in audience development for new channels and steadily raised traffic, unique users and engagement on the portal. Took the portal from < 200,000 daily visitors (Jan ‘08) to 2.3 million (Apr ’10).

  • WORK • Portfolio

    Coming soon...

  • Education

    Hyper Island, Singapore

    Digital Media Management, M.A.

    2014 - 2015

    Thesis subject: Applying Persuasive Technology theory and Fogg's Behavior Model to the creation of a Persuasive User Experience Design Planning Toolkit.

    Richmond, The American International University in London

    Communications, B.A. cum laude

    2003 - 2007

    Minors in History and Art, Design and Media

    Thesis subject: "The Hidden Discourse: A Study of Political Satire in Contemporary American Standup Comedy."

    The Open University

    Creative Arts and Communications, B.A. (First Class Hons.)

    2003 - 2007

    Thesis subject: "The Hidden Discourse: A Study of Political Satire in Contemporary American Standup Comedy."