Client Partner at Elmwood, Singapore

Co-led the agency’s consumer practice and delivered S$4M FY2025/26 revenue amid economic headwinds; developed and mentored a five-strong team (AE to AD) to strengthen commercial capability and senior client relationships. Led transformative brand renovations and large-scale market repositioning for legacy MNC portfolios, sustaining brand relevance and long-term asset value under shifting economic pressures. Pioneered a performance-based joint-venture model with an MNC venture unit to accelerate go-to-market execution in a new consumer category. Built and operationalised an agile multi-agency delivery model integrating AI-led brand design workflows to cut launch timelines to four months; codified this as the agency’s lean playbook to streamline delivery, optimise resources and improve margin efficiency.

Brand Consultant at Freelance

Provided brand strategy, client servicing and business development support through long-term contracts to agencies including Bulletproof Singapore and Elmwood Singapore.

Senior Client Director at Elmwood (formerly Holmes & Marchant)

Scaled a pillar client from $2.2M to $2.7M (FY20–22), expanding remit from packaging into phygital brand worlds across POS, OOH, and multi-sensory retail experiences. Led high-impact cross-agency collaborations across a complex matrix spanning data science, advertising, and digital/influencer marketing to unlock integrated solutions and expand client value.

Brand Leader at LPK Asia Pte Ltd (Libby Perzyck Kathman)

Led strategic regional growth for the Femcare portfolio across Asia with a focus on Greater China, growing revenue from US$830K to US$1.24M (FY15/16–17/18). Originated, structured, and won high-value tenders and RFQs for major CPG and retail groups including Dairy Farm Group, Nestlé, and Beiersdorf—navigating complex multi-market stakeholder environments.

Brand Strategist at Cowan Asia Pty Ltd

Provided brand creative strategy and new business support for CPG brands across beauty, food, beverage, and tobacco categories.

Client Director at PIGlobal Pte Ltd, Singapore

Engineered an efficient workflow across lean Singapore–Mumbai–London studios, leveraging time zones to accelerate delivery, create operational headroom, and support agency reputation-building and new business growth. Led competitive pitches to secure anchor accounts, winning Unilever’s Oral Care portfolio and establishing the agency as a strategic personal care partner across Asia and LATAM.

Production and Client Lead at Brand New Media

Forged strategic partnerships with StarHub, FairPrice, and the Health Promotion Board to launch digital IPTV channels. Led technology integration and end-to-end content strategy across acquisition and original programming.

Creative Producer (Freelance) at Freelance

Partnered with global consumer brands including Red Bull, Nike and Canon to develop high-impact storytelling and factual content, earning repeat commissions and festival nods.

Creative Brand Strategist at Design Bridge (London & Singapore)

Led corporate audits, market research, and portfolio opportunity mapping to shape comprehensive design identity systems and unlock product extensions for premium consumer groups.