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Hi, I’m Natalie Tan, a Creative Lead focused on brand systems and digital experience. With 15+ years across SaaS, digital, hospitality, and global agencies, I love building brands from the ground up: from identity and design systems to campaigns, content, and the teams that deliver them. I thrive at the intersection of strategy, art direction, and product, owning the creative scope from concept through execution. Based in Singapore, I’ve led enterprise brand refreshes, built e-commerce experiences, and nurtured cross-functional teams across time zones to deliver consistent, measurable results.…Hi, I’m Natalie Tan, a Creative Lead focused on brand systems and digital experience. With 15+ years across SaaS, digital, hospitality, and global agencies, I love building brands from the ground up: from identity and design systems to campaigns, content, and the teams that deliver them. I thrive at the intersection of strategy, art direction, and product, owning the creative scope from concept through execution. Based in Singapore, I’ve led enterprise brand refreshes, built e-commerce experiences, and nurtured cross-functional teams across time zones to deliver consistent, measurable results.

Natalie Tan

PRO

Creative Director, Brand Designer, UI Designer, +2

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Hi, I’m Natalie Tan, a Creative Lead focused on brand systems and digital experience. With 15+ years across SaaS, digital, hospitality, and global agencies, I love building brands from the ground up: from identity and design systems to campaigns, content, and the teams that deliver them. I thrive at the intersection of strategy, art direction, and product, owning the creative scope from concept through execution. Based in Singapore, I’ve led enterprise brand refreshes, built e-commerce experiences, and nurtured cross-functional teams across time zones to deliver consistent, measurable results.…Hi, I’m Natalie Tan, a Creative Lead focused on brand systems and digital experience. With 15+ years across SaaS, digital, hospitality, and global agencies, I love building brands from the ground up: from identity and design systems to campaigns, content, and the teams that deliver them. I thrive at the intersection of strategy, art direction, and product, owning the creative scope from concept through execution. Based in Singapore, I’ve led enterprise brand refreshes, built e-commerce experiences, and nurtured cross-functional teams across time zones to deliver consistent, measurable results.

Available to hire

Singapore, Singapore

Hi, I’m Natalie Tan, a Creative Lead focused on brand systems and digital experience. With 15+ years across SaaS, digital, hospitality, and global agencies, I love building brands from the ground up: from identity and design systems to campaigns, content, and the teams that deliver them.

I thrive at the intersection of strategy, art direction, and product, owning the creative scope from concept through execution. Based in Singapore, I’ve led enterprise brand refreshes, built e-commerce experiences, and nurtured cross-functional teams across time zones to deliver consistent, measurable results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Creative Lead (Brand & Marketing) at Time Doctor

February 1, 2023 - August 1, 2025

Directed the company-wide brand refresh to reposition Time Doctor for enterprise customers, evolving its visual identity, brand voice, and design system. Drove UX direction for website architecture and key conversion flows in partnership with Product and Engineering. Managed an in-house and outsourced team of designers, developers, and video editors across multiple time zones. Partnered with Marketing, Product, and Sales leadership to ensure brand consistency across all channels. Oversaw development of marketing assets: website redesign, enterprise pitch decks, and Running Remote sub-brand guidelines. Established scalable workflows and asset repositories (Figma, Confluence, Google Drive) to improve global team efficiency. Guided copywriting style and tone to align visual and verbal brand identity.

Founding Partner & Art Director at Prelude

August 1, 2018 - January 1, 2022

Co-founded and launched a fine-dining restaurant brand from the ground up, spanning business strategy, operations, and brand direction. Led end-to-end brand identity and experience design across digital, physical space, menus, packaging, signage, and marketing. Designed and built a custom e-commerce website for home delivery, applying UX and UI principles to ordering and checkout flows. Owned content creation including photography, videography, post-production, and copywriting for digital and traditional channels. Developed and led the 'Tough Time Tickets' initiative, creating the full e-commerce system, digital campaigns, partner recruitment, and social presence.

Design & Marketing Manager at The Red Door Group

November 1, 2016 - July 1, 2018

Led creative direction and production of websites, email campaigns, photography, videography, and digital campaigns for multiple F&B brands. Managed brand presence and visual consistency across digital platforms. Collaborated with internal stakeholders to align marketing outputs with business objectives.

Senior Digital Designer at W3-O Creative Agency

March 1, 2013 - July 1, 2015

Created digital campaign concepts and executions for global brands including Canon, Sony, Essilor, SSI Schaefer, NTT Communications, and LEO Pharmaceuticals. Designed interactive web experiences, landing pages, and digital ad units. Collaborated with creative, strategy, and production teams from concept to delivery.

Web Designer at Lifebrandz Hospitality & Lifestyle Group

June 1, 2010 - November 1, 2012

Designed and built websites for hospitality and lifestyle brands. Delivered UX-focused layouts, wireframes, and UI design. Produced supporting brand and marketing assets across digital and print.

Digital Designer at Group M Asia Pacific Global Media Agency

February 1, 2008 - June 1, 2009

Designed digital advertising and campaign assets for regional and global brands including Hewlett Packard (APAC), Sony Ericsson, Nokia, Converse (China), and Mercedes-Benz. Contributed to large-scale, multi-market digital campaigns across APAC. Designed the official website for Singapore Grand Prix 2008 in partnership with Singapore Tourism Board. Worked within high-volume agency environments, balancing creative quality with tight timelines and performance-driven objectives.