Work
I work with purpose-driven organizations on marketing strategy, go-to-market planning, and growth. I'm highly selective about the projects I take on, focusing on mission-led teams building something meaningful.
What I Do
I take on strategic advisory to help organizations design and execute their growth strategies. This includes measurement diagnostics, channel optimisation, and building marketing functions from the ground up.
My focus areas include DTC, e-commerce and non-profit organizations looking to scale their impact.
Selected Experience
Worked with leadership to create a marketing strategy with the primary objective of growing donor volume. Delivered an end-to-end audit and 12-month marketing strategy, including team onboarding, role rescoping, and implementation of key performance metrics and tools.
Led rebranding campaigns and market expansion for a clean, flavour-forward pantry staples brand. Managed rollout across online channels, trade shows, and consumer pop-ups in Singapore and the US. Launched the brand in the US market within three months.
Spearheaded content strategy and launched two podcast series, with flagship episode reaching 30,000+ downloads in 10 days and ranking 20th on Apple Podcasts business category in 2021. Refined product messaging across new offerings and supported Series C fundraise including investor pitch decks and PR strategy.
Built and led traffic and merchandising teams to launch Amazon.sg. The first consumer marketing hire in the region, delivering innovations including 2-hour shipping, cross-border fulfillment, and access to online content such as Prime Video and Twitch Prime.