About
I'm a Brand Strategy & Transformation Leader with extensive in-house and creative agency experience that has spanned New York City, Paris, and my native Southeast Asia. My approach integrates compelling brand strategy, effective change management, engaging storytelling, and operational savvy to deliver vision-to-execution excellence that drives brand and business growth.
I've led complex rebrands, created new brands, taken brands regional, set them up for IPO and public-listed life, developed employer brands, launched global brand campaigns and implemented systems and processes that ensure they all deliver on their promises. I've also built brand-building teams from scratch— including an in-house creative studio— and consistently inspired and aligned stakeholders around a shared vision to deliver brand success.
I previously held strategy leadership roles in prestigious agencies like FutureBrand, Dragon Rouge, MullenLowe and Ogilvy. More recently, I was Group Director of Brand & Creative at PropertyGuru Group, Southeast Asia's leading property technology company, where I looked after brand strategy and identity, brand operationalisation, post-merger brand integration, brand measurement and creative for the Group and sub-brands across Singapore, Malaysia, Thailand and Vietnam. I am now Principal Consultant in my own boutique brand consultancy, NUMERAL42.
I'm particularly passionate about building purpose-driven brands that shape culture and contribute to creating a better world.
Work
Brands I've been fortunate to work with past and present, across B2C, B2B, and G2C: Unilever’s 'Dirt Is Good' (known as Omo, Surf Excel, Persil, Rinso, or Breeze in different markets), J&J, Nestle, Pizza Hut, Petronas, CIMB, Bawah Reserve, Hard Rock Hotels, Singapore Armed Forces, Singapore Police Force, National University of Singapore (NUS), Singapore University of Social Sciences (SUSS), Ngee Ann Poly, M1, NBC, and PropertyGuru Group.
Sectors they belong to: FMCG, QSR, Oil & Gas, Financial Services, Hospitality, Education, Telco, Government, Broadcast News, Real Estate and Technology.
My work has helped brands win both effectiveness and creative awards. I have also judged for the WARC Prize for Asian Strategy, WARC Prize for China Strategy, Malaysia’s Effie Awards and ONE Asia Creative Awards.
My expertise: Brand Strategy (Vision, Mission, Positioning) | Brand Architecture | Brand Identity | Brand Management | Brand Operationalisation | Brand Measurement | Change Management | Market Research & Insights | Employer Branding | Integrated Marketing | Creative Strategy | Product & Service Innovation | Workshop Design & Facilitation
Writing
Whilst there are many ways companies can manage their brand portfolios as they seek new routes to growth, the Masterbranded approach allows the brand to be distinctive, flexible and cost-effective, which are key in a time of experimentation and flux.
Written for WARC.
Brand values align and unite a company’s culture but to be effective they need to be embedded into an organisation’s daily practices and behaviours, as we learn from the likes of Amazon, Lego and Netflix.
Written for the brandgym.
Shake but don't stir your strategy to cut through as Tang, Fevikwik and Singtel demonstrate in WARC's Prize for Asian Strategy.
Written for WARC.
Inspiring examples of brands cleverly creating ways to deliver memorable service experiences, despite the restrictions of life during a pandemic.
Written for the brandgym.
To survive and thrive in a COVID-19-induced downturn, brands should explore strategies to address both demand and supply.
Written for WARC.
Alila shares the magic formula behind its distinctive brand experience.
Written for the brandgym.
Without real substance to support it, advertising risks being ‘image wrapper branding’ - using communications to cover up a mediocre or poorly performing product or service. Being a true brand-led business means branding AND delivering.
Written for the brandgym.
Speaking
Strenghtening Employer Brand
Sharing PropertyGuru's employer branding journey from concept to execution.
Presentation prepared for LinkedIn Talent Connect Asia 2025.
Building Brand Trust: Actions that Matter
How to create crisis-conscious brand marketing strategies to navigate through the Covid-19 crisis and subsequent recession.
Webinar prepared for Marketing Interactive’s Business Resilience series.
Managing Brand Portfolio during Recession
Recession-proofing tips to survive and thrive in the downturn with a focus on managing brand portfolio.
Webinar prepared for WARC.
#PressForProgress, International Women’s Day
Discussing the positive gains women in business are making in Singapore and the challenges faced along the way.
Panelist @Salesforce.
Confessions of the Malaysian Shopper
Insights into Malaysian Shopper behaviours vs. Southeast Asia.
Speaker, Retail Media Forum.
Contact
