Resume

Experience

1. Jul 2025 - Present

   AI Forward Deployed Creative

   Original Copy Studio

   • Lead AI-driven content strategy, building automated pipelines and branded frameworks for early-stage and enterprise clients.
   • Work with creative and technical teams to ship social and ecommerce content made with LLMs, generative visuals and automation tools.
   • Advise on AI tooling, architecture and frameworks for creative experiments.
   • Lead creative automation for AI-powered campaigns, including UGC ads and avatar drops, and shape the studio's own AI-native brand on social platforms.

   GenAI · LLM pipelines · Content strategy · Brand frameworks
2. Nov 2021 - Jun 2025

   Project Manager, Digital Innovations

   INVNT Singapore (Web3, AI, XR)

   • Drove strategic business initiatives across global accounts, writing project scopes, budget forecasts and key assumptions.
   • Ran project timelines across strategy, innovation, creative and production teams, delivering on time and on budget.
   • Improved agency operations with consistent workflows, 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
3. Nov 2020 - Oct 2021

   Head of Digital Strategy

   First Wave Agency

   • Built digital campaigns with the partnerships team across planning, strategy, business, market and consumer insight for in-house digital products.
   • Covered email marketing, websites and microsites, social, performance marketing, games, search, video, crypto and NFTs, and user experience.
   • Launched Monopoly Explore! SG (Jan to Apr 2021), a nationally syndicated interactive campaign.
   • Grew the client base by 5% through strategic partnerships and new business.

   Digital strategy · Performance marketing · Partnerships
4. Apr 2016 - Apr 2020

   Co-Founder & Managing Director

   Vinyl of the Day Pte Ltd

   • Built Southeast Asia's leading social commerce platform for vinyl and music collectors, with digital content, a marketplace and a mobile app.
   • Raised profit margin 17% by launching two business lines: Singapore Community Radio and White Label Records, a record store and bar.
   • Grew the brand globally through partnerships, new business, activations and community.
   • Ran daily operations and trained a team of six in marketing, branding and business strategy.

   Entrepreneurship · E-commerce · Community · P&L
5. Jul 2014 - Feb 2016

   Head of Marketing, APAC

   Rdio (acquired by Pandora)

   • First marketing hire for APAC. Built and led the team supporting artist and label content and marketing across 85 countries.
   • Set up internal processes for content ingestion, marketing and management.
   • Launched user growth marketing across mobile, paid and organic social, display and retargeting, SEM, affiliate and offline lead generation.
   • Set up Rdio's influencer programme and built relationships with labels, management companies, media, artists and brands across APAC.

   Growth marketing · Music industry · Influencer
6. Aug 2013 - Jun 2014

   Head of Digital & Social Media

   Done! Group

   • Managed client service across an FMCG and B2B brand portfolio in APAC.
   • Advised clients on digital and social strategy, competitive analysis and integrated campaigns.

   Social strategy · FMCG · B2B
7. Nov 2009 - Jul 2013

   Social Media Strategist

   Yolk Digital (Grey Digital Singapore)

   • Strategic planning and through-the-line concept development and production (apps, videos, content) for clients across APAC.

   Creative strategy · Social media

Certifications

• Google AI EssentialsGoogle
• Google UX Design Professional CertificateGoogle
• MCP: Hands-On with Agentic AILinkedIn Learning
• Agile Project Management ProfessionalAtlassian
• Adobe Premiere Pro 2025 ProfessionalAdobe
• Data Science BootcampVertical Institute
• Career Essentials in Generative AIMicrosoft × LinkedIn
• AWS Partner Sales AccreditationAmazon Web Services
• Social Media Marketing ProfessionalHootsuite