Curriculum Vitae

GIC / Head of Brand & Marketing
Apr 2022 – Jan 2026

GIC / Brand & Digital Lead
Nov 2019 – Apr 2022

• 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 — team, platforms, campaigns, governance, and flagship events. Defined global brand positioning, narrative, and visual identity across markets and stakeholder audiences. Managed C-suite and senior stakeholders across global offices. Built and led a team of 7.

• Made of Bold — GIC’s first 360° mass consumer campaign. 38 million impressions, 660,000 website visits. Audiobook top 5 on Spotify Singapore within two weeks. Earned media across The Straits Times, CNA, Lianhe Zaobao and Mothership. Earned GIC’s first-ever marketing award wins.

• Invested in Our Future — GIC’s long-form brand platform. 116 million impressions, 24.9 million views, 47% brand recall, 90% ad recognition, 86% positive emotional response.

• Annual Report Campaign 2024/25 — 67.3 million impressions, 531,000 landings, ~100,000 engaged sessions within one month.

• Grew GIC’s LinkedIn following from 70,500 to 228,000 and Instagram from 10,900 to 17,600 over full tenure.

• Flagship events scaled significantly over tenure: Insights Forum from ~240 to 400+ attendees; business meetings from 69 to 180+; Bridge Forum hosting ~250 C-suite attendees with 450+ one-to-ones.

THE SECRET LITTLE AGENCY / Associate Creative Director
June 2018 – Nov 2019

• Led creative teams across pitches and existing accounts, winning new business for RedMart, Facebook, National Heritage Board, National Library Board and Manulife.

• Managed creative output and client relationships across DBS, POSB, Manulife, RedMart, NHB and NLB.

FACEBOOK / Creative
June 2016 – June 2017

• Developed 360 strategic creative marketing campaigns for Facebook Business using Facebook’s solutions.

• Oversaw the art and design direction to drive brand consistency across Asia-Pacific markets.

FREELANCE / Creative
March 2013 – June 2016

• Worked with agencies such as DDB, Publicis, Havas, RGA, Lowe and Iris.

TEMASEK POLYTECHNIC SCHOOL OF DESIGN / Adjunct Lecturer
March 2013 – October 2015

• Lecturer for subjects spanning from Advertising Communications, Publication Design to Typography.

• Facilitated consultations for studio projects.

TRIPPLE COLLECTIVE / Creative Partner
June 2011 – March 2013

• Developed branding and communication solutions for clients.

• Oversaw relationships and partnerships with clients. Led and developed campaigns for business pitches.

GREY SINGAPORE / Senior Art Director
April 2010 – June 2011

• Developed campaigns for business pitches.

• Worked on key campaigns for Qatar Airways, Wildlife Reserves Singapore, GlaxoSmithKline.

EURO RSCG / Senior Art Director
April 2009 – April 2010

• Developed campaigns for business pitches.

• Worked on existing accounts such as DBS Bank, Heaven and Earth Green Tea, Speedpost.

FALLON ASIA / Art Director
April 2006 – October 2007

• Worked on Nike, Citibank, Holiday Inn, United Airlines.

Y&R SINGAPORE / Art Director
July 2005 – June 2006

• Worked on Singapore Tourism Board, OCBC bank, Marigold, Singtel Telecommunications, Lee Hwa Jewellery and Casio.