• About

    Whether awakening the Force in a new generation of Star Wars fans, growing ​market share for Huawei or saving the World with Conservation International, Joe Sen is a Strategist who works to arm Creatives and Media teams with a deeper understanding of audiences and the trends that move markets.


    With a robust record that stretches across creative advertising, Persuasive Experience Design and content development, Joe has worked alongside such clients as BMW, Dove, Energizer, Expedia, Huawei, Mondelez, Nissan, Singapore Airlines, Suntory, Uber, Visa, Walt Disney Studios and WWF. Previous career stops include Microsoft, YTL and TBWA.


    Currently: Head of Strategy, Dentsu X Singapore.

  • Key Skills  &  Areas of Expertise

    Digital Transformation in Marketing

    Identifying opportunities for meaningful growth in disrupted verticals.

    Digital Transformation:
    i) Redefining success measures and identifying new performance indicators across complex and disrupted businesses; ii) Developing Market Understanding across Interdisciplinary Teams; iii) (Re)mapping the Consumer Journey, Comms Ecosystem and Consumer Touchpoints.


    Digital Marketing:

    Content / Inbound Marketing • Social Media Marketing • Search Engine Optimization and Marketing (SEO + SEM) • Web / App / Mobile Analytics • Social Media Analytics

    Persona Marketing

    The identification and development of consumer/user archetypes by their relevance to a business and its marketing activities. Making insights on these consumer archetypes actionable across teams.

    The Study of Demography, Consumer Behavior, Self-Perception and Psychographic Traits • Factor Analysis • Cluster Analysis & Segmentation • Persona Development • Mapping Audience Priorities against Business and Organisational Objectives

    Communications Strategy & Planning

    Crafting informed narratives and building measurable value for brands through innovative uses of media.

    Consumer Interviews • Market Research • Insight Development • Competitive Analysis • Creative Strategy • Brand Development • Building a Hierarchy of Message • Connections Mapping / Ecosystem Planning

    Persuasive Experience Design

    Enhancing the effectiveness of digital platforms, improving usability and increasing user satisfaction through strategic UX frameworks.

    App/Site & Content Audit • Competitive Audit • Ecosystem Mapping • Stakeholder Analysis • Persona Development • Empathy Mapping • User Behavior Modelling (Motivation, Ability, Trigger) • A/B Testing • Usability Testing

    Service Design and Product Dev.

    Driving the design, development and continued growth of product and service offerings. Value proposition design for organizations in the spaces of content, media and marketing.


    Market Analysis • Needs Study • Stakeholder Engagement • Collaborative Ideation • Core Value Proposition Design • Service Design • Business Model Design • Go-To- Market Planning

    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 • Meltwater Buzz • Radian6 • HootSuite Pro • Microsoft Office: Word, Excel, Powerpoint • QuarkXpress • Web Programming: HTML, CSS, PHP