July 2025 — Present
Head of AI Content (Fractional)
SYS.Studio
- Lead AI-driven content strategy, building automated pipelines and branded frameworks for early-stage and enterprise clients.
- Collaborate with creative and technical teams to deploy social and ecommerce content powered by LLMs, generative visuals, and automation tools.
- Advise on AI tooling, architecture, and creative experimentation frameworks.
- Lead creative automation for AI-powered campaigns: UGC ads, avatar drops, and shaping SYS.Studio's own AI-native brand narrative across social platforms.
GenAI
LLM Pipelines
Content Strategy
Brand Frameworks
November 2021 — June 2025
Project Manager, Digital Innovations
INVNT Singapore (Web3, AI, XR)
- Played a key role in driving strategic business initiatives — creating project scopes, budget forecasts, and key assumptions across global accounts.
- Led project timelines and coordinated tasks with strategy, innovation, creative, and production teams to consistently deliver on time and on budget.
- Enhanced agency operations by optimising internal processes, implementing best practices across workflow consistency, retrospectives, and asset management.
- Key clients: Lamborghini (NFT, $1.6M auction), Emirates × AWS (MIRA XR platform), ABB (AI Avatar), Aespa/SM Entertainment, Xero, COP28, Levi's, ISS × Mad Dog Jones.
Web3
XR
AI
Global Accounts
Agile PM
November 2020 — October 2021
Head of Digital Strategy
First Wave Agency
- Worked with partnership team to create digital campaigns across planning, strategy, business, market, and consumer insight for in-house digital products.
- Covered e-mail marketing, website/microsite execution, social media, performance marketing, games, search, video, crypto/NFTs, and user experience.
- Launched Monopoly Explore! SG (Jan–April 2021) — a nationally syndicated interactive campaign.
- Achieved 5% growth in client base through strategic partnerships and new business development.
Digital Strategy
Performance Marketing
Partnerships
April 2016 — April 2020
Co-Founder & Managing Director
Vinyl of the Day Pte Ltd
- Built Southeast Asia's leading social commerce platform connecting vinyl and music collectors — featuring digital content, marketplace, and mobile app.
- Improved profit margin 17% by launching two business verticals: Singapore Community Radio and White Label Records (record store + bar concept).
- Grew the brand globally through partnerships, new business development, activations, and community networking.
- Supervised daily operations and trained a team of 6 in marketing, branding, and business strategy.
Entrepreneurship
E-Commerce
Community Building
P&L Management
July 2014 — February 2016
Head of Marketing, APAC
Rdio (acquired by Pandora)
- First marketing hire for APAC — built and led a team from the ground up to support artist/label content and marketing across 85 countries.
- Developed internal processes for content ingestion, marketing, and management.
- Conceived and launched user growth marketing (mobile, paid, organic social, display/retargeting, SEM, affiliate, offline lead gen).
- Established Rdio's influencer program and built relationships with record labels, management companies, media, artists, and brands across APAC.
Growth Marketing
APAC
Music Industry
Influencer
August 2013 — June 2014
Head of Digital & Social Media
Done! Group
- Managed client service across FMCG and B2B brand portfolio in APAC.
- Consulted clients on digital and social media strategy, competitive analysis, and integrated campaign delivery.
Social Media Strategy
FMCG
B2B
November 2009 — July 2013
Social Media Strategist
Yolk Digital (Grey Digital Singapore)
- Strategic planning and through-the-line creative concept development and production (apps, videos, content) for various clients' digital and social media initiatives across APAC.
Creative Strategy
Social Media
APAC