20+ Years of Brand and Marketing Leadership

Leading a 20+ person team across strategy, content and large-scale events for regional clients including Hilton, UOB, DSO and RQAM, with full budget ownership end to end.

• Led strategy and communications for Hilton's 2024 APAC General Manager & Commercial Conference for 1,300 senior leaders, from the first brief to the final survey: the strategic narrative and all content, including the conference theme, the email programme, the app selection, and the companion app's structure, interface and content, across 8 communications touchpoints. It reached 98% app engagement, and Hilton's Global CEO called it their best-organised global event that year.
• Made the team 50% more productive by bringing AI tools and new brief-to-delivery processes into the studio, and coaching the team on getting higher-quality work from Claude and ChatGPT.
• Took the 'Right By You: The UOB Story' gallery from a blank brief to a public launch that opened on time in March 2025, owning every piece of storytelling content along the way.
• Tripled RQAM's LinkedIn engagement and follower base through a content-led identity programme tied to their corporate purpose.
• Partnered directly with senior leadership at UOB and DSO National Laboratories, turning dense business priorities into messaging platforms and engagement programmes they could actually act on.

Ran operations and delivery across a 160-person, 6-market agency spanning Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, reporting straight to the CEO.

• Lifted average client profitability by 30%, measured on agency gross margin, by rebuilding workflow architecture, tightening resource planning and coaching market leads.
• Built executive dashboards covering pipeline, resourcing and operational health that 6 country heads and the CEO used to make faster, evidence-based calls.
• Standardised brief-to-delivery, quality and brand-consistency frameworks across all 6 markets, making output predictable at regional scale.
• Took direct ownership of hiring, performance reviews and development for the Malaysia client leadership team, cutting churn and holding onto key accounts.
• Oversaw Malaysia Airlines' 2022 brand film from brief to final cut, keeping creative, production and brand standards aligned throughout.
• Acted as the CEO's operational right hand, sequencing priorities and heading off risks before they surfaced across concurrent workstreams.

Owned commercial performance and account P&L across 20+ client teams in 6 markets.

• Grew AHC skincare account profitability by 60% in year-on-year revenue by reworking scope, renegotiating commercial terms and tightening delivery across the region.
• Won new business from Dole, Everise and Air Selangor, leading proposal development, resourcing and the recommendations that carried each competitive multi-market pitch.
• Carried full P&L responsibility across always-on programmes for Apple Fox Cider, Aeon, Cetaphil, Twilio and Mamee, balancing client goals against agency margin.
• Held onto clients and teams through steadier delivery, sharper brand consistency and clearer operating standards across markets.

Owned global communications and product marketing for the Emirates Skywards Frequent Flyer Programme, alongside group brand campaigns, the Emirates Flight Training Academy launch and global recruitment across 25 languages, 7 agencies and 6 direct reports.

Drove commercial revenue across AIA's insurance portfolio through university partnerships and digital campaigns, managing the dedicated budget.

• Beat youth-segment sales targets by launching data-informed microsite campaigns for university and campus audiences, managing 3 agency partners and tailoring messaging to each persona.
• Led full marketing and communications strategy across the insurance portfolio, strengthening brand credibility through integrated digital campaigns.

Worked alongside the Managing Director on business process reorganisation, CRM programme development, contact strategy and integrated campaigns across multiple markets.

• Grew key client revenue by 40% by building out CRM programmes, contact strategy and integrated campaign delivery.
• Beat every attendance projection on the Microsoft Windows Live launch across 5 markets, using CRM targeting and SEO to drive registrations.
• Grew the Qantas account by 25% after it followed me across from my previous agency.

My introduction to agency life in Asia, working closely with creative teams, planners and clients.

• Ran integrated campaign development across British Airways, Qantas, Pan Pacific Hotels, Ford, Peugeot and Land Rover, from creative briefs through to client delivery.
• Earned enough client trust that the Qantas account followed me to my next agency when M&C Saatchi closed.
• Supported the Regional Strategic Planning Director and Regional CEO on regional brand and tactical strategy across Southeast Asia.