Creativity is a muscle, writing is wrestling, and that’s me rolling happily in the mud.

I started my career in the art department, but I was my own copywriter even then. For over a decade, I worked extensively with high-profile brands across South-East Asia, Greater China and Korea – pivoting creative strategy into coherent, playful campaigns that flourish across mediums and markets. From print to social, TV to digital, events and activation – I've done it all. Today, I’ve made the leap into tech, looking for the next creative breakthrough by bridging emerging technology with human ingenuity.

My creative work have been recognised at the International Cannes Lions Festival of Creativity, D&AD Awards, One Show, Creative Circle Awards and Spikes Asia, among others. I've also judged at the Young Guns Awards and CCAs, served as an advertising mentor to the graduating class at Lasalle College of the Arts, and as a panelist with the Polytechnics’ Teaching & Learning programmes.

I find myself at my best when I look for the funny in things. The most dramatic parts of me are in my work – outside of it, I try to remain as simple a person as possible. Ultimately, my aim is to live a quiet but fulfilling life. Which is difficult because I watch Arsenal on weekends and you know what they’re like (#coyg). I’m also a pop culture junkie; I know too much celebrity trivia and think too hard about Star Wars. And because I can, I follow more cats than people on Instagram. 

Now – tell me about you.  I’m always open to hellos, collaborations, and opportunities. Drop me a message on LinkedIn or follow me on Medium.

In this role, I drive the region’s creative thought leadership, and form the internal and external strategies around product, partners and platform. My responsibilities include launching TikTok’s suite of creative products, designing agency education, and driving scaled engagements across APAC markets. My core passion is to bridge teams in TikTok with creative agencies across the region to spark serendipitous creative breakthroughs on the platform.

Highlights:

• Co-led TikTok’s creative thought leadership effort in collaboration with TBWA: Storytelling in the Next Creative Renaissance
• Co-led and launched TikTok Ad Awards across SEA
• Judged at or sponsored creative award shows in the region, including Creative Circle Awards (Gongs), Crowbars, Citra Pariwara, and AdFest
• Branded and launched TikTok Creative Exchange in APAC
• Launched TikTok for Good Launchpad in SEA and led stage content for Cannes Lions feature
• Worked with Dentsu Philippines to develop SEA’s first generative AI campaign on TikTok, telling stories of anonymous domestic violence survivors – Crystal winner at MADSTARS

At TikTok Creative Lab, we drive the region’s creative ecosystem, bridging creative serendipity and fresh innovation through insights and ideation across verticals. We work closely with brands and creative/media agencies to connect with audiences in whole new ways, building genuine brand love through authentic and community-driven storytelling. 

At present, I co-lead IdeaLab, a Creative Lab initiative that empowers the region’s creative agencies to trendjack, ideate and create around TikTok. I also focus on growing accounts in APAC and PH markets. My priority is to build brands’ creative confidence on TikTok and help them see the value of a long-term strategy on our platform. My clients include Unilever, P&G, Mondelez, Netflix, Spotify, Samsung, VISA, and McDonald’s.

As part of Google’s Brand & Creative specialist team, I help brands in Greater China and Korea go global on YouTube. One of my key priorities is to grow the creative capabilities of outbound gaming and retail clients – leveraging tailored and scalable solutions in data, education, and storytelling to drive business objectives and campaign effectiveness on our platforms. That said, I keep my job description flexible – I go where my clients grow. My clients include Anker, AliExpress, DJI, SHEIN, Yotta, and more.

Highlights

• Launched Brand Lab with a cross-functional team spanning insights, measurement, brand and creative to provide strategic guidance to China’s top e-commerce clients
• Developed an automated creative solution with sales, specialists and gTech to drive Display revenue
• Piloted a Creative Account Management workflow that combined data-driven expertise with creative education and inspiration, driving uptick in quarterly revenue with Taiwan’s top spending gaming client
• Created China’s first experiment with Text-to-Voiceover, driving +20% conversions and +18% impressions on YouTube versus non VO

Client list: Glico, Lufthansa, Singapore Power, Health Promotion Board, Johnson & Johnson, McDonald’s, Heineken, The Body Shop, National Council of Social Services, ExxonMobil, Breast Cancer Foundation, and Ben & Jerry's.

Highlights

• Won pitches for Glico, Singapore Power, Heineken, National Council of Social Services, Ben & Jerry’s, Hialid Santen, The Body Shop and Community Foundation Singapore.
  
• Key part of the creative team that launched McDonald’s’ bestselling Nasi Lemak Burger campaign, breaking both social media and sales records.
  
• Winner of 5 silvers and 2 bronzes at the Creative Circle Awards for work done on McDonald’s and Breast Cancer Foundation.
  
• Awarded the Graphite Pencil at D&AD for work done on Breast Cancer Foundation.
• Jury for Outdoor category at the Creative Circle Awards 2019

Client list: HSBC, Let Elephants Be Elephants, KitKat, Pizza Hut, SPCA, and Changi Airport.

Highlights

• Part of the key team on the Changi Airport account.
  
• Shortlisted at the Cannes Lions, Spikes Asia and Creative Circle Awards for work done on Let Elephants Be Elephants.
  
• Launched HSBC and TedTalks partnership event, winning a Marketing Execllence Award (Gold).
  
• Nominated to judge at the Young Guns Awards

Client list: Standard Chartered Bank, NAFA, Singapore Airlines, Lexus, Asia Square, Corona, Pernod Ricard, and Great Eastern.

Highlights

• Won brand pitches for Great Eastern and NAFA.
  
• Shortlisted at the Cannes Lions for work done on Lexus.