Experience

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  Mccann worldgroup

  Jan 2007 - Jan 2011

  Copywriter

  • Launched Debit MasterCard, MasterCard’s first debit card in Singapore and Malaysia, with an integrated through-the-line campaign of quality creative assets.• Conceptualised “Hairoscopes”, L'Oréal’s first digital campaign in the region, where the campaign microsite alone registered over 150,000 hits.• Strengthened the agency’s day-to-day capabilities in conceptualising and copywriting for a wide range of clients in diverse sectors such as oil and gas, financial services, aviation, and consumer FMCG. Show less

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  Young & rubicam

  Jan 2012 - Jan 2013

  Copywriter

  • Launched the BMW 4 Series in Singapore with an integrated through-the-line campaign of quality creative assets ranging from print ads to spatial design at the launch event. This helped BMW maintain its leading position as Singapore’s premium car brand and contributed to its 1.6% year-on-year increase of car sales totalling 5,039 new vehicle registrations.• Contributed to the regional launch of Caltex with Techron®. • Strengthened the agency’s day-to-day capabilities in conceptualising and copywriting. Show less

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  J. walter thompson worldwide

  Jan 2014 - Jan 2017

  Senior copywriter

  • Launched Changi Airport Group’s premiere “Be A Changi Millionaire” online platform, assuming creative responsibilities in user experience research, wireframe creation, prototyping, conceptual creative development, and copywriting. This contributed to Changi Airport Group’s all-time high record in concession sales totalling USD1.6 billion.• Led the conceptual creative development and copywriting of CPF’s first integrated through-the-line brand campaign in Singapore, and crafted quality creative assets from TV to below-the-line collaterals.• Established Friso’s first always-on content platform for Southeast Asia and crafted quality creative assets ranging from long-form articles to social experiment films for multi-market implementation.• Played Interim Creative Lead for HSBC while the agency searched for a Creative Director.• Supported Creative Directors in all new business pitches with minimal supervision. Show less

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  Leo burnett

  Jan 2017 - Jan 2018

  Senior copywriter

  • Launched Ensure Gold, Abbott Nutrition’s first adult milk formula, across Southeast Asia with an integrated through-the-line campaign of quality creative assets, which contributed to a global revenue of USD2 billion.• Led the conceptual creative development and copywriting of integrated through-the-line campaigns for Similac and Performance Motors Limited, and crafted quality creative assets for both local and regional implementation.

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  Tbwa\worldwide

  Jan 2018 - Jan 2021

  Senior copywriter

  • Launched the new global position of Singapore Airlines, "Welcome to World Class", through conceptual creative development and copywriting of integrated a through-the-line campaign and crafted quality creative assets for local, regional, and global implementation.• Launched Spotify’s “Spotify On Stage" brand identity for Southeast Asia and created a complementary integrated through-the-line campaign that drew more than 7,000 fans to the ticketed live music events in Thailand and Indonesia.• Contributed to the global brand refresh of Standard Chartered Bank’s “Here for good” value proposition.• Supported Creative Directors in all new business pitches with minimal supervision.• Shaped opportunities for clients in aviation and tourism to thrive during COVID-19. Show less

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  Apple

  Jan 2020 - Jan 2023

  Creative

  • Supported Education Marketing in strengthening Apple’s brand equity among educators in Southeast Asia.• Launched Southeast Asia’s premier Apple Teacher Learning Center, an always-on content hub for educators.• Established critical project management processes to achieve seamless collaboration with all stakeholders and ensure timely project delivery, in addition to assuming all creative responsibilities of the content hub.

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  Publicis groupe

  Dec 2020 - Dec 2020

  Senior copywriter

  • Led the conceptual creative development and copywriting of social campaigns for Raya and The Last Dragon and WandaVision, and crafted quality creative assets for implementation in six markets across Southeast Asia (Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines). These campaigns contributed to Raya and The Last Dragon’s box office earnings of USD5.5 million in six markets and won approximately 2 million new subscribers to Disney+ in Southeast Asia.

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  Tribal worldwide

  Jan 2021 - Jan 2021

  Senior copywriter

  • Spearheaded the conceptual creative development and copywriting of integrated through-the-line campaigns for Ministry of Social & Family Development and Ministry of Sustainability and the Environment to galvanise Singaporeans and local residents to support government initiatives such as Year of Celebrating SG Women and Singapore Green Plan 2030.

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  Ogilvy

  Jan 2021 - Jan 2021

  Senior copywriter

  • Supported the Creative Director in the conceptual creative development and copywriting of a fintech pitch.

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  Across the pond | b corp™

  Aug 2021 - now

  • Shaped human-centric business narratives to inspire enterprises across APAC to grow with Google.

  • Creative Director - APAC

    Feb 2022 - now

  • Creative

    Aug 2021 - Jan 2022