Feb 2024 – Oct 2025 · 1 yr 8 mos · Singapore

May 2022 – Feb 2024 · 1 yr 9 mos · Singapore

• We're a data-driven B2B marketing consultancy that believes in keeping the human decisioning in B2B at the heart of our solutioning. We combine consultancy, strategy, creativity and content with media planning, omnichannel activation and delivery to drive unified experiences that provoke real action. Action that drives marketing performance, lead quality and measurable business growth.
• I am in charge of driving Insights and intelligence around the trends that surround our customers, their motivations, fears, drivers that are brought into the purchase decision-making and using this to arrive at insightful, audacious and effective solutions for our clients. My region of focus here is APJ.

Jan 2020 – Apr 2022 · 2 yrs 3 mos

• In addition to my role as a Planning Director on the Mastercard business, I am among the 9 'Experts' on the Finance Global Practice that is recently formed. The Global Practices are category-focused thought leadership and advisory units. They’re comprised of communities of subject matter experts across the McCann Worldgroup network contributing to a library of insights and perspectives to be repurposed with impact. The Finance Practice is formed to help and assist our network and our clients to build knowledge, expertise, credentials and POVs in this transformational new decade of financial services.

Jan 2019 – Apr 2022 · 3 yrs 3 mos

• Responsible for crafting insightful and actionable customer journeys for a formula milk brand, for its regional SEA markets - special focus on Vietnam, Malaysia, Indonesia and Hong Kong (Evaluating role of touchpoints, moment of truths, triggers, motivations) leading to recommendations that impact business and marketing strategies.
• Lead strategist on Global strategy projects for GsK
• Lead strategic thinking for Mastercard across South East Asia. This involves helping the brand champion the cashless revolution in the different markets, lead the conversation on safety and security of payments, help the next generation of consumers pay seamlessly and deliver experiences and narratives that money can't buy
• Leading the regional strategic community comprising of specialist strategists

May 2014 – Jan 2019 · 4 yrs 8 mos

• Lead Strategist on Wyeth (Growing up milk), L'Oreal, Maybelline, Himalaya Face Wash, Smartfren (telcom), Mentos, Happydent, Alpenliebe, Big Babol, Nestle Breakfast Cereal, Starbucks, Burger King.
• Wyeth S-26, a growing-up milk brand became the first in its category to break out of work that basically showed how product formula could magically make kids smarter or stronger. We started a new conversation with parents about how kids should never be compared. Instead parents should nurture their differences and uniqueness.
• L’Oreal’s anti-aging cream work did not play on the usual insecurities that women had about ageing. Instead, the product played a role of celebrating their current age as the best time of their lives.
• Starbucks wanted to sponsor the breast cancer month for the first time. We advised Starbucks on what should be the most meaningful role it could play. As a coffee brand that's about fostering the human spirit, Starbucks campaign was focused around inspiring people to raise their voice against breast cancer. This campaign has been instrumental in building the brand in Indonesia while driving proximity with Indonesians.
• Truth Central Lead for Indonesia wherein I've led research projects on Youth, Luxury market, Food Trends. Truth Central is McCann’s global thought leadership unit. McCann's Truth Central is a robust quantitative and qualitative studies wherein we create original research that can help shape and grow our Client’s businesses. The research aligns with McCann's philosophy to uncover powerful truths that can help solve brand's problems.

Dec 2014 – Jan 2018 · 3 yrs 1 mo · Jakarta, Jakarta, Indonesia

• I worked as a volunteer guide at the National Museum of Jakarta that has a collection of over 100,000 artefacts and objects. I have a deep interest in Indonesian history and after my advertising hours, I spent time at the Museum walking people through Indonesian history.

May 2011 – May 2014 · 3 yrs

• Lead Strategist on Lenovo India (PCs, Smartphones, Tablets) and
• Lenovo – Asia Pacific, Strategic Planner on IBM, Digital Planning Lead
• on Once Again (non-profit organization)
• Ogilvy Indonesia (May 2013-Nov 2013): Nestle Milo, Dancow Enriched
• Digital Strategist on Philips

Feb 2010 – May 2011 · 1 yr 3 mos

• Brands worked on: General Mills (Pillsbury Atta, Nature Valley, Haagen-Dazs, Pillsbury Dessert Mixes), CIBIL, Novartis, Cox & Kings, Digital Projects and worked as a New Business Planner

Jul 2009 – Jan 2010 · 6 mos

• Wrote about the intersection of advertising and new media
• http://www.talentzoo.com/in_the_news.php?authorID=352

Mar 2009 – Mar 2010 · 1 yr

• Modea is an interactive agency that constantly challenges the easy answers. I am a part of a dedicated group of thinkers and doers who want to build language and culture around a brand rather than just campaigns.
• Brands worked on: Newell Rubbermaid

Nov 2008 – Jan 2014 · 5 yrs 2 mos

• Dsplaced is an exploration of the human belonging - to a city, a country or even oneself. Through voluntary submissions, Displaced illuminates a universal palette of emotions that individuals often spend a lifetime trying to decipher. But most importantly, Dsplaced was an experiment in collective storytelling and people around the world became a part of this mosaic. The web was our chosen platform for this expression. We created a place that overtime will build itself into a rich tapestry of personal stories.

Jun 2007 – Dec 2008 · 1 yr 6 mos

• Research Analyst & Strategist on General Motors brand Chevrolet

Jun 2006 – Aug 2006 · 2 mos

• Brand worked on: Chevrolet, General Motors

Jun 2004 – Nov 2004 · 5 mos

• Assisted Servicing Team on Airtel