Experience
GIC / Head of Brand & Marketing Nov 2019 – Jan 2026
Led the firm’s first brand transformation in over two decades. Built and scaled an in-house brand, design, digital, and events function from scratch. Defined global brand positioning, narrative, and visual identity across markets and stakeholder audiences. Launched “Made of Bold” (40th anniversary campaign, GIC’s first marketing award wins) and “Invested in Our Future,” the firm’s brand platform. Managed C-suite and senior stakeholders across global offices. Built and led a team of 7. View corporate website at gic.com.sg and annual report at report.gic.com.sg.
THE SECRET LITTLE AGENCY / Associate Creative Director Jun 2018 – Nov 2019
Led integrated campaigns across APAC for Facebook, DBS, RedMart, Manulife, National Heritage Board, and National Library Board. Managed creative teams and senior client relationships.
FACEBOOK / Creative Jun 2016 – Jun 2017
Developed creative and communications strategy for Facebook Business across Asia-Pacific. Conceived the first global Facebook Business campaign to originate from APAC, running across international markets including Times Square, New York.
FREELANCE / Senior Creative Mar 2013 – Jun 2016
Independent creative practice. Worked with agencies including DDB, Publicis, Havas, RGA, Lowe, and Iris.
TEMASEK POLYTECHNIC SCHOOL OF DESIGN / Adjunct Lecturer Mar 2013 – Oct 2015
Lectured in Advertising Communications, Publication Design, and Typography. Facilitated studio project consultations.
TRIPPLE COLLECTIVE / Creative Partner Jun 2011 – Mar 2013
Co-founded independent design and communications studio. Developed branding and campaign solutions for clients across multiple sectors.
GREY SINGAPORE / Senior Art Director Apr 2010 – Jun 2011
Worked on key campaigns for Qatar Airways, Wildlife Reserves Singapore, and GlaxoSmithKline.
EURO RSCG / Senior Art Director Apr 2009 – Apr 2010
Worked on DBS Bank, Heaven and Earth Green Tea, and Speedpost.
FALLON ASIA / Art Director Apr 2006 – Oct 2007
Worked on Nike, Citibank, Holiday Inn, and United Airlines.
Y&R SINGAPORE / Art Director Jul 2005 – Jun 2006
Worked on Singapore Tourism Board, OCBC, Singtel, Marigold, Lee Hwa Jewellery, and Casio.
Awards
Marketing Excellence Awards — GIC’s first-ever wins
Cannes Lions — Promo
One Show
D&AD
Young Guns — Bronze
Adfest — Best of Show, Design
London International Advertising Awards — Silver
Communication Arts Design Annual
Creative Circle Awards — Best of Show
Publications
Showcase, The Design Society Journal Emergence Issue, February 2017
New Ideas for An Age-old Craft, Habitus Living Singapore, August 2016
Love-Letters-Final, AIGA Eye on Design, April 2016