Available to hire
I’m a strategic senior marketing, branding, and communications leader with over 20 years of experience building and transforming brands for market growth and successful go-to-market launches. I excel at turning insights into compelling brand stories, integrated campaigns, and high-impact communications across internal and external audiences.
My strengths include internal and external communications, brand storytelling and positioning, content creation, executive messaging, media relations, and delivering cohesive GTM strategies that align with business goals and market trends.
Experience Level
Language
English
Fluent
Work Experience
Regional Marketing and Creative Content Lead at Cognita Asia Pte Ltd
August 1, 2025 - March 1, 2026Built end-to-end website content for CampAsia platforms, ensured accuracy and consumer-friendly UX. Wrote website content and refined user journeys from registration to checkout. Led intranet content strategy and editorial planning for regional employee communications. Delivered communications strategy for a new campus with government liaison and multi-phase GTM. Developed brand messaging and an integrated 3-year marketing plan. Managed launch communications, media outreach, events, and social media strategy. Directed agency partners, budgets, timelines, and risk mitigation for all marketing and communications deliverables.
Regional Corporate Communications and PR Manager (Management contract) at Merz Aesthetics APAC Pte Ltd
October 1, 2024 - April 1, 2025Pioneered the first AI Training Coach in healthcare for internal and external stakeholders. Developed regional integrated communications toolkits for multi-market rollout and strengthened corporate messaging for healthcare professionals and media across APAC. Collaborated with country GMs, Medical Affairs and cross-functional teams to ensure seamless campaign execution. Managed agency and media relations, including press outreach, interviews, and product launch communications. Produced executive speeches, corporate narratives, press releases, and thought-leadership content. Strengthened internal communications across markets and established crisis framework.
Head of Marketing at Porsche Singapore Pte Ltd
April 1, 2023 - October 1, 2024Led opening of Porsche Studio, the brand’s first global concept showroom. Executed data-driven campaigns translated into experiential events for omnichannel luxury journey. Increased luxury lifestyle media coverage and repositioned Porscheshop.sg to millennials, driving 20% sales growth. Delivered in-store activations and cross-functional team leadership. Strengthened CRM and Customer Interaction Centre operations; partnered with sales to track KPIs and link marketing to revenue. Oversaw Porsche Lifestyle retail and e-commerce operations.
Senior Manager, Regional Communications and Digital Marketing; Regional Public Relations Manager South East Asia, Hong Kong and Taiwan at Luxottica SEA Pte Ltd
September 1, 2013 - April 1, 2023Led regional marketing communications across 15 eyewear brands. Increased digital reach organically by 70% through integrated digital content, media strategy and influencer engagement. Implemented GTM strategies boosting market share and brand visibility. Managed PR agencies and media relations; produced executive speeches and thought leadership. Led regional internal communications and digital plans, including influencer seeding and media planning. Oversaw budgets and store openings.
PR Manager at Samsung Asia Pte Ltd
March 1, 2011 - July 1, 2012Increased PR AVE by 40% with targeted media strategy; repositioned Samsung into lifestyle media. Managed crisis and CSR program.
Marketing & PR Manager at Estee Lauder Cosmetics Pte Ltd ORIGINS
December 1, 2008 - March 1, 2011Returned Origins to positive growth with 15% uplift via integrated campaigns. Increased media coverage 50% and led digital transformation (CRM, eDM). Managed product launches and corporate social responsibility initiatives.
Corporate Communications Manager at L’Oréal Singapore Pte Ltd
April 1, 2006 - November 1, 2007Managed corporate communications, media relations, and issues management. Led Singapore Fashion Festival 2007 – Official Beauty Partner, and secured interviews for international artists.
Regional External Relations Executive at Bulgari South Asian Operations Singapore
August 1, 2004 - April 1, 2006Managed regional media relations, press releases, events, and coverage reporting across SEA, Hong Kong, Taiwan and Australia.
Education
Bachelor of Arts in Advertising with Honors at Michigan State University (MSU)
August 1, 2001 - July 31, 2003Diploma in Business at Temasek Polytechnic
January 1, 1996 - January 1, 1999GCE 'O' Level at CHIJ Katong Convent Secondary School
January 1, 1992 - January 1, 1995Professional Certificate in Digital Marketing at Singapore Management University
January 1, 2020 - January 25, 2026Qualifications
Professional Certificate in Digital Marketing
January 1, 2020 - January 25, 2026Industry Experience
Media & Entertainment, Retail, Healthcare, Professional Services, Education, Consumer Goods, Wholesale & Distribution
Experience Level
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