Experience

Culture Group Pte Ltd

• Singapore
• Entertainment Providers
• 1 - 100 Employee

• Managing Partner

  • Jul 2022 - Present

• Head of Client Delivery

  • Jan 2021 - Aug 2022

  Helping lead a band of thinkers, makers, and marketers across several offices in Asia-Pacific as part of Southeast Asia’s leading popular culture marketing agency. Our work at Culture Group begins in culture or passion points, what's now, new, and next. These would be anything you love to spend your time and money on – from music, streetwear, esports, K-Pop, to Web3. We tap on these pillars of pop culture to reach the most dynamic audience – Generation Z, and we help activate ownable platforms and distinctive programs for the region’s most progressive brands, media companies, and emerging ventures. Show less



Alliance to End Plastic Waste

• Singapore
• Environmental Services
• 1 - 100 Employee

• Global Project Manager

  • Jun 2020 - Oct 2020

  Helped lead a multi-market rockstar team from Litterati, Ketchum, Matchfire, TED-Ed, and Zeno to launch a global first for the Alliance to End Plastic Waste — the ALL_TOGETHER GLOBAL CLEANUP in celebration of World Cleanup Day 2020. Worked with the various partners to provide a turnkey solution for organizations to easily take part in a mission to remove litter, one piece at a time from the environment. This global initiative was anchored by Litterati, a smartphone app that helps pickup efforts be monitored with concrete data using artificial intelligence technology from the captured photos of litter. Youth and education initiative TED-Ed was also a key partner in this campaign helping to spark and engage interest of the next generation of environmental activists with virtual lesson plans and videos - ed.ted.com/cleanup. Leveraging the global network of the Alliance’s nearly 50 member companies, other organisations and citizens around the world, our team, for its first year, successfully created a global movement that helped the Litterati community reach 1M+ litter pickups for World Cleanup Day 2020. And easily became the highlight of my entire career. - The Alliance to End Plastic Waste is an international nonprofit organization partnering with government, environmental and economic development NGOs and communities around the world to address the challenge to end plastic waste in the environment. AllTogetherCleanup.org Show less



Brave Bison

• United Kingdom
• Marketing Services
• 1 - 100 Employee

• Activation Lead

  • Mar 2019 - Apr 2019

  Worked with the Brave Bison APAC team on a first to market initiative for SK-II Japan – the SK-II Beauty Influencer Camp which was participated by over a hundred brand influencers across Japan, together with top content creators and YouTubers from the region. Lead the planning, production, and execution of a series of branded activations and on-ground experiences in Tokyo, Japan, aligned with the SK-II Global Team and in partnership with local production partners, influencer networks, and YouTube among others. All work managed and delivered in both English and Japanese. Brave Bison is a social Video studio, working with brands, creators and platforms to create, distribute, and monetise video that’s fit for a digital world. Show less



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Regional Project Director

  • Feb 2019 - Mar 2019

  Worked with the McCann Truth Central APAC team to roll out “The Truth About Global Brands: Powered by the Streets” study for multiple markets in the region. Truth Central is the global intelligence unit of McCann Worldgroup responsible for the initiative which saw 20,000 of the agency network’s employees out to interview consumers. Helped cascade the study and its assets to the local markets, worked with the task force teams in China, Hong Kong, Korea, Singapore, Taiwan, Thailand, among others to ensure strategic localisation and consistency in overall messaging and purpose. Together with the Global and APAC Truth Central teams, helped manage multiple stakeholders, markets, executions, and timelines. Show less



VICE Media

• United States
• Media Production
• 700 & Above Employee

• Regional Client & Project Director

  • Apr 2018 - Oct 2018

  Worked with the VICE APAC and VIRTUE Australia teams to deliver a documentary style content for a global campaign that launched CloseUp’s new social mission #freedomtolove which celebrates and advocates inclusive and un-stereotypical closeness in all forms. Managed the relationship and requirements of the global CloseUp team to effectively translate the brand’s objectives to the creative team Lead the client through all the phases of the creative process from ideation to production, serving as a brand & creative expert offering strategic and timely solutions across productions in Australia, India, Philippines, and Singapore. Managed and worked with internal and external stakeholders, talents, production teams, across a content production in multiple markets, ensuring flawless execution on-time, on-budget, and full of fun! Show less



Mindshare

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Content Lead

  • Jan 2018 - Apr 2018

  Together with the Mindshare Content+ APAC team, helped produced an industry event called “Content Day” for Unilever Myanmar - a first in market initiative that brought a mix of leading media, creative, and tech players for a day of collaboration. Personally vetted multiple content proposals in market, and selected the final 15 local content publishers and creators in Myanmar that was given the opportunity to pitch integrated content solutions and land a 2019 marketing budget with Unilever Myanmar brands. In this period, also supported the Mindshare Content+ SG team on delivering various content projects across multiple clients. Show less



Mindshare

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Head of Content, Singapore

  • Apr 2015 - Nov 2017

  I lead the Mindshare Singapore content business division. Content+ is an integrated and global content offering of Mindshare. In Singapore, Content+ is a specialist unit responsible for delivering branded entertainment solutions through Activations, Digital Content Production, Influencer Marketing, and Partnerships across all of Mindshare Singapore Clients from Unilever, HSBC, GSK, Yum, Intercontinental Hotel Group, Legoland, Prudential among others. I lead a group of craftsmen, designers, thinkers, innovators, and storytellers. We created and executed campaigns with a strong focus on strategy & integration, design, technology, and production expertise.We delivered content solutions informed and executed with data, design, and distribution in mind to bring to life engaging and effective campaigns. I lead and worked with a stellar team, with enthusiasm and purpose, to deliver branded entertainment that doesn't interrupt but let's you lean in and make you want to hit share. Show less

• Senior Account Director, Content+

  • Apr 2014 - Mar 2015

  Transitioning from GroupM ESP, I worked closely with the Head of Discovery to help build the Mindshare Discovery offering. Responsible for training and managing the Mindshare Discovery team in exploring new ways of connecting brands to consumers with a strong focus on activation. Mindshare Discovery is the dedicated content specialist unit for Mindshare Singapore clients.Developed integrated proposals all through execution for various brands from Unilever, HSBC, Kimberly-Clarke, Ferrero Asia, among others. Helped manage and maintain the Mindshare Discovery pipeline against business targets. Show less



GroupM

• United States
• Advertising Services
• 700 & Above Employee

• Account Director, ESP (Entertainment, Sports & Partnerships)

  • Mar 2011 - Mar 2014

  Account Director for GroupM ESP (Entertainment, Sports & Partnerships). Working on branded content and activation campaigns for local & regional accounts across Maxus, MEC, Mediacom, and Mindshare as part of the centralised specialist unit for GroupM agencies. Developed integrated proposals across various GroupM clients from Unilever APAC, Ferrero Asia, Kimberly-Clark, Nestle, among others. Handled ideation, pitch, project financing, execution, timetable management and helped maintain pipeline for GroupM ESP, including business development - all across 4 agencies on multiple product verticals. Specific to United International Pictures, help promote film-brand partnerships across Asia-Pacific for select international movies under Universal with a focus on developing partnership leads for Singapore. Show less



JWT

• Philippines

• Account Director

  • Oct 2008 - Jan 2011

  Managed and lead projects and advertising campaigns for one of the biggest accounts of JWT Manila under Unilever - Cream Silk. As part of the Cream Silk Brand Developer team, was a key account lead in shaping strategic & creative development for new campaigns and products for local and test markets. Also handled Nokia, J&J, and Manila Hotel. For Manila Hotel, was the account lead in the pitch for the account won against other advertising agencies. For all of the above accounts, tasked with day to day Client servicing, managed delivery of campaigns with multiple internal stakeholders across Accounts, Planning, Production, and Creative teams. Managed delivery of all TV, Print, and Radio campaigns aligned with Clients objectives, budgets, and timings. Also conceptualized and created content for the JWT Manila official blog. Show less



Philippine Daily Inquirer

• Newspaper Publishing
• 200 - 300 Employee

• Editor-at-Large for Turista Travel Magazine

  • Mar 2010 - Dec 2010

  Managed & lead the Turista publication on a consultancy capacity while serving as a full time Account Director in JWT, Manila. Turista is a travel magazine for the Philippines under Philippine Daily Inquirer - the country's most widely read & circulated publication. With the support of JWT, I served as Editor at Large for Turista and helped conceptualize and create the content line-up for every issue. Task included sourcing and assigning writers and photographers per article, managing the cover story, editing, and approving all the content, from articles and photos that go in every issue. I was also responsible in coordinating with the Inquirer Publisher & Marketing team in terms of content alignment for advertisers. Show less



Lowe

• Philippines

• Senior Account Manager

  • Nov 2005 - Oct 2008

  Managed and lead projects and advertising campaigns for several key accounts for Lowe Philippines: Closeup Local & Regional, Unilever Philippines Enervon Multivitamins, Unilab Go Nuts Donuts, Doughnut People Inc. Dole Beverages & Packaged Foods Epson Dutchmill, Monde Nissin Natasha Women’s Fashion Apparel Far Eastern University Managed and lead projects and advertising campaigns for several key accounts for Lowe Philippines: Closeup Local & Regional, Unilever Philippines Enervon Multivitamins, Unilab Go Nuts Donuts, Doughnut People Inc. Dole Beverages & Packaged Foods Epson Dutchmill, Monde Nissin Natasha Women’s Fashion Apparel Far Eastern University



One Mega Group, Inc.

• Philippines
• Book and Periodical Publishing
• 100 - 200 Employee

• Contributing Writer / Stylist for Meg & Mega Fashion Magazines

  • Apr 2004 - Jan 2006