Visionary brand strategist, inclusive arts advocate, and founder of JTMUSES, I bring over 30 years of experience leading creative, communications, and marketing initiatives across hospitality, retail, education, IT, and the public sector in Singapore, Hong Kong, and Vietnam. My work bridges business with social good—empowering differently-abled artists, curating heritage-inspired design, and driving digital transformation for purpose-led brands. More at _Website not available. Sign in: https://www.twine.net/signup_ As the creator of The Muse Project, I mentor artists with diverse abilities and develop culturally rooted merchandise that celebrates Singapore’s heritage. I’ve held senior roles in brand and content leadership, corporate communications, and strategic marketing, and now consult across sectors to help organisations build meaningful narratives and inclusive platforms. Skilled in brand positioning, content strategy, e-commerce, and visual storytelling, More at _Website not available. Sign in: https://www.twine.net/signup_ I thrive at the intersection of creativity, culture, and impact. Whether designing a campaign, facilitating a workshop, or launching a new product line, I bring clarity, warmth, and purpose to every project. Let’s connect if you're building something bold, inclusive, and culturally resonant.

Joyce Tan Lay Peng

Visionary brand strategist, inclusive arts advocate, and founder of JTMUSES, I bring over 30 years of experience leading creative, communications, and marketing initiatives across hospitality, retail, education, IT, and the public sector in Singapore, Hong Kong, and Vietnam. My work bridges business with social good—empowering differently-abled artists, curating heritage-inspired design, and driving digital transformation for purpose-led brands. More at _Website not available. Sign in: https://www.twine.net/signup_ As the creator of The Muse Project, I mentor artists with diverse abilities and develop culturally rooted merchandise that celebrates Singapore’s heritage. I’ve held senior roles in brand and content leadership, corporate communications, and strategic marketing, and now consult across sectors to help organisations build meaningful narratives and inclusive platforms. Skilled in brand positioning, content strategy, e-commerce, and visual storytelling, More at _Website not available. Sign in: https://www.twine.net/signup_ I thrive at the intersection of creativity, culture, and impact. Whether designing a campaign, facilitating a workshop, or launching a new product line, I bring clarity, warmth, and purpose to every project. Let’s connect if you're building something bold, inclusive, and culturally resonant.

Available to hire

Visionary brand strategist, inclusive arts advocate, and founder of JTMUSES, I bring over 30 years of experience leading creative, communications, and marketing initiatives across hospitality, retail, education, IT, and the public sector in Singapore, Hong Kong, and Vietnam. My work bridges business with social good—empowering differently-abled artists, curating heritage-inspired design, and driving digital transformation for purpose-led brands. More at Website not available. Sign in: https://www.twine.net/signup

As the creator of The Muse Project, I mentor artists with diverse abilities and develop culturally rooted merchandise that celebrates Singapore’s heritage. I’ve held senior roles in brand and content leadership, corporate communications, and strategic marketing, and now consult across sectors to help organisations build meaningful narratives and inclusive platforms.
Skilled in brand positioning, content strategy, e-commerce, and visual storytelling, More at Website not available. Sign in: https://www.twine.net/signup

I thrive at the intersection of creativity, culture, and impact. Whether designing a campaign, facilitating a workshop, or launching a new product line, I bring clarity, warmth, and purpose to every project.
Let’s connect if you’re building something bold, inclusive, and culturally resonant.

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Work Experience

Founder, Artist, Importer & Merchandiser at JTMUSES
January 1, 2019 - Present
Created The Muse Project mentoring differently-abled artists and merchandising their works online and at bazaars since 2020. Selected vendor in SG Enable’s I’mable Collective. Held exhibitions at Chinatown Heritage Centre and Singapore University of Technology and Design. Products featured on Market for Good and Fairmarch emphasizing sustainability and social impact. Also offers content marketing and digital marketing services to launch brands and grow business online.
Consultant – Strategic Communications at Various Clients
December 31, 2019 - September 5, 2025
Provided strategic communications consultancy for hospitality, healthcare startups and training companies from 2016 to 2019. Clients included Hidden Valley Resort Shangri-La Yunnan, Kang Healthcare, and Liquid Acres human development training company as editor for promotional literature.
Head, Brand & Content at Esplanade Company Ltd
March 31, 2015 - September 5, 2025
Led brand and content strategies for Singapore's national performing arts centre from June 2014 to March 2015.
Branch Head, Programmes at Navy Information Centre, MINDEF
June 30, 2014 - September 5, 2025
Managed programmes and communications for Navy Information Centre under MINDEF from November 2013 to June 2014.
Assistant Director – Branding & Corporate Communications at Institute for Adult Learning, WDA
October 31, 2013 - September 5, 2025
Oversaw branding and corporate communications strategies and initiatives from August 2011 to October 2013.
Brand Consultant & Web Master at Eco-id Architects & Design
November 30, 2009 - September 5, 2025
Consulted on brand development and managed website from August to November 2009.
Online Marketing Consultant at Commerce Promote P/L (USA)
July 31, 2011 - September 5, 2025
Provided online marketing consultancy services from June 2010 to July 2011.
Adjunct Lecturer at Nanyang Polytechnic
December 31, 2011 - September 5, 2025
Lectured Oral and Business Communications courses in 2011 following TESOL certification.
Marketing Manager at Monticello & Avana Boutiques
June 30, 2009 - September 5, 2025
Managed marketing including luxury furniture and multi-label fashion boutiques from August 2008 to June 2009.
Director, Corporate Communications at Alila Hotels & Resorts
May 31, 2008 - September 5, 2025
Directed corporate communications for Singapore headquarters from January 2004 to May 2008.
Director, Member/Public Relations at Tower Club Singapore
May 31, 2003 - September 5, 2025
Directed member and public relations activities from May 2000 to May 2003.
Manager, Corporate Communications at S Lien Hospitality Projects
December 31, 1998 - September 5, 2025
Managed corporate communications for projects in Singapore and Vietnam during 1993-1994 and 1995-1998.
Marketing Services Manager at Bally Singapore Pte Ltd
April 30, 1995 - September 5, 2025
Managed marketing services in Singapore and South Asia from February 1994 to April 1995.
Public Relations Manager at Eaton Hotels International Ltd
August 31, 1992 - September 5, 2025
Managed public relations in Hong Kong from October 1990 to August 1992.
Manager, Marina Leisure Centre at The Mandarin Singapore International
August 1, 1984 - September 30, 1988
Managed Marina Leisure Centre from August 1984 to October 1988.

Education

Bachelor of Arts (Economics, Sociology) at National University of Singapore
January 11, 2030 - September 5, 2025
Advanced International TESOL Diploma at Global TESOL College
January 11, 2030 - September 5, 2025

Qualifications

Advanced International TESOL Diploma
January 11, 2030 - September 5, 2025

Industry Experience

Travel & Hospitality, Retail, Software & Internet, Education, Government