Capabilities

The full toolkit.

Most careers go generalist, then specialist. The best ones keep going: deep specialism in one discipline becomes the foundation for genuine range across many. Mine is project direction and operational rigour, the part that keeps everything else honest. Brand strategy, integrated campaigns, content, digital, and AI all grow from there. Which means I don't only think strategically. I deliver.

Every skill is tied to the work that proves it. Pick a project to see what it took.

01

Strategy & Leadership

6 skills
01.1

Brand Strategy & Development

Owned brand strategy across Malaysia Airlines, British Airways, Emirates, Skywards, AIA and Air Selangor, and built the Emirates Flight Training Academy brand from scratch.

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01.2

Marketing Strategy

Lifted Emirates Skywards from 41% to 45%+ of airline revenue using marketing-mix and media-mix modelling.

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01.3

Operations & Project Management

Ran delivery across a 160-person, 6-market agency at Bonsey Jaden, lifting client profitability 30%.

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01.4

New Business Development

Won Dole, Everise, Air Selangor, Hilton, DSO and more via competitive multi-market pitches.

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01.5

Financial Rigour

Grown client profitability on the agency side, and added millions of dollars in incremental revenue on the client side.

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01.6

Internal Communications

Multiple internal campaigns across all channels at The Emirates Group, plus Hilton and UOB.

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02

Brand & Marketing

8 skills
02.1

Integrated Campaign Strategy

Directed 80+ integrated campaigns across business units at The Emirates Group, and dozens more when working agency side.

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02.2

Content Strategy

Owned the storytelling for The UOB Gallery, plus all client content across the past 7 years.

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02.3

Copywriting & Editing

In-house de facto Copy head at Emirates; drafted content across channels for NTU, Hilton, Dole and Malaysia Airlines.

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02.4

Employer Brand & Recruitment

Built full campaigns for Emirates pilot and crew recruitment, plus dnata and Emirates Aviation University.

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02.5

Global Advertising

Managed campaigns across Africa and South America at Emirates, plus global campaigns for Emirates Skywards.

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02.6

CRM & Loyalty

Directed marketing communications for 8 years at Emirates Skywards, growing membership from 8M to over 24M.

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02.7

Experiential Marketing

Owned strategy and comms for Hilton's 2024 APAC conference, which their Global CEO called the best-organised global event that year, plus the prestigious launch of Global Schools Group's 25th anniversary.

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02.8

Performance Marketing & Analysis

Ran performance campaigns for Emirates recruitment and loyalty, plus AIA, Dole, AHC, Cetaphil and Air Selangor, measured through Google Analytics and HubSpot.

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03

Digital, AI & Craft

6 skills
03.1

AI Platforms & Prompt Engineering

Daily, advanced use of Claude, Claude Code, ChatGPT, DeepSeek, Kimi, Copilot, Gemini, NotebookLM and Google Stitch.

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03.2

Web Design & Build

Designed, built and wrote the GSG25 anniversary microsite, live on GSG's own domain for launch day, and lascenting.com from first sketch to launch.

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03.3

Web & Digital Marketing

Built sites for DSO, apps for Hilton, and overseen dozens of digital marketing campaigns.

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03.4

UX/UI Design

Google-qualified; I provide and oversee sitemaps, wireframes, interfaces, prototypes, UAT and troubleshooting.

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03.5

Marketing Technology & CMS

Built and managed sites on Strapi, WordPress and Sanity, and chose the measurement and optimisation tools around them.

03.6

AI-Augmented Production

Cut content turnaround and lifted team utilisation by 50% by folding AI into the production process at Motion, with clients such as Hilton and UOB.

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20+ years across Asia and the Middle East. One consistent standard.

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