Jan 2025 – Present · 1 yr 5 mos

• I had the honour to serve as Jury President for the Creative B2B category at the Cannes Lions International Festival of Creativity 2025; the world’s most prestigious awards for creative excellence. As part of this responsibility, I led the global jury in reviewing work from across the world, determining the benchmarks of creative effectiveness, and celebrating the very best business-to-business creative work at the festival and through broader industry speaking engagements across the year.

Nov 2024 – Present · 1 yr 7 mos · Singapore

• I founded and launched the Singapore chapter of the International Advertising Association (IAA) in November 2024; the only global association that represents all areas of the marketing and communications industry.
• Positioning IAA Singapore as a hub for the international advertising community, reflecting the regional and global nature of the Singapore member base with a cross-border, global outlook.
• The chapter’s ambition - to be a critical presence for the industry in Southeast Asia; connecting with other IAA chapters worldwide to deliver consistent, internationally focused activity and provide global reach for members.
• As ambassadors of the Global Compass for the Marketing and Advertising industry, aligned Singapore’s mission with IAA Global - guiding members through industry transformation and serving as the gateway for brands and marketers seeking growth across borders.
• Championing thought leadership initiatives, professional development, and world-class events to help members navigate the evolving worlds of business, creativity, and technology.
• I serve on the IAA Global Board, contributing to international strategy and ensuring alignment across chapters.

Oct 2023 – Present · 2 yrs 8 mos

Jan 2021 – Dec 2024 · 3 yrs 11 mos

Jan 2020 – Jan 2021 · 1 yr

Dec 2018 – Present · 7 yrs 6 mos · Singapore · Hybrid

• Salesforce is the world’s leading customer relationship management technology, helping businesses build and improve customer relationships; helping organisations of all sizes re-imagine their business for the world of AI.
• As CMO and VP Marketing - ASEAN, I lead all aspects of the Salesforce Brand & Marketing efforts; accountable for regional strategy, pipeline contribution, and customer engagement. The focus is on balancing immediate pipeline generation with long-term brand building while aligning global ambitions to local execution.
• Accountable for setting the strategic direction & ambitions for the region;
• developing & executing customer-driven, locally oriented end-to-end marketing strategies & programs to increase customer demand, positively impact Salesforce brand equity & meet aggressive regional growth aspirations.
• As an advocate for Equality, I have also served as President of the Salesforce Womenʼs Network for the JAPAC region; with a charter to empower, invest & amplify the progress of women, creating gender-equality allies & taking action on equality.

Jun 2017 – Nov 2018 · 1 yr 5 mos · Singapore

• Intuit Inc. creates business and financial management solutions that simplify the business of life for small businesses, consumers and accounting professionals. Flagship products include QuickBooks® and TurboTax®.
• Intuit made a decision to withdraw business operations from Singapore in November 2018; with functions being relocated to the UK offices.
• Led Intuit’s expansion across a portfolio of 185 markets, shaping market entry strategy, brand positioning and demand programs across highly diverse economic and cultural environments.
• Owned the strategic planning process including growth aspirations, financial targets, forecasting and P and L accountability.
• Directed a distributed team across multiple regions and collaborated deeply with product, engineering and analytics to tailor propositions, launch strategies and customer experiences for each market.
• Introduced integrated, data led marketing approaches that accelerated acquisition and strengthened brand consistency while respecting local nuance.
• Built scalable toolkits, creative frameworks and localisation pathways to drive speed to market, coherence and cost efficiency across a very large global portfolio.

Dec 2016 – Jun 2017 · 6 mos · Singapore

• iflix is the leading Internet TV service for emerging markets, offering users the broadest and most comprehensive selection of content available; with over 170 studio and distributor relationships worldwide. iflix is available in ten markets across Asia, has recently launched in MENA, & continues to grow in key emerging markets worldwide.
• Consulted in this global role to build & scale the marketing function globally.
• Led brand development and refreshed the global visual identity to drive stronger relevance, impact and acceptance across emerging markets.
• Oversaw a 35 person in-house creative team responsible for integrated creative, content development, brand governance and localisation.
• Built and operationalised the global marketing function and created scalable playbooks, messaging frameworks and creative assets that supported rapid expansion into new markets.
• Partnered with studios, distributors and regional content partners to develop branded content and campaigns designed for local adaptation and relevance.
• Strengthened the entertainment brand narrative by combining audience insights with local cultural context to create campaigns that improved engagement, adoption and subscriber consideration.

Jul 2015 – Dec 2016 · 1 yr 5 mos · Singapore

• Overall accountability for Brand, Marketing, Customer Experience, Communications and Analytics for Manulife Singapore.
• Responsible for leading the development and implementation of digital and data analytics strategies for the business.
• I was asked to join Manulife in July 2015, with the specific remit of driving improved marketing capability & customer centricity within the organization.
• Key Achievements:
• o Creation of a new brand blueprint & positioning strategy – taken to launch within 3 months.
• Launched in February 2016, the Ready for Life brand positioning was designed to drive a rapid increase in brand awareness & consideration, & was executed across digital, social, print, outdoor, TV, radio & cinema.
• Ready for Life exceeded all expectations, increasing Unprompted Brand Awareness & Consideration by more than 13% & with all annual KPIs exceeded within just 3 months of launch. Importantly these results were sustained & further increased.
• Market Share increased by 16% - taking Manulife from number 6 in the category to number 1
• NPS scores improved by over 35% an important measure in an industry where negative NPS scores are the norm
• The Commercial achieved over 3.6 million online views in 3 months; a significant result in a market the size of Singapore
• Winner 'Excellence in Brand Strategy' category at Marketing Excellence Awards 2016.
• o Significant digital innovations were developed & launched:
• A refreshed Public Website; developed & launched via Agile methodology.
• A new Customer Website - for existing customers to access accounts & perform required transactions.
• A new eCommerce site; Manulife MarketPlace; to support distribution channels
• Re-engineered the internal communications approach & launched Facebook at Work as an internal collaboration & communication platform - driving greater employee engagement.
• o Development & implementation of the methodology & measurement process for net promoter score across the business.

Feb 2014 – Jul 2015 · 1 yr 5 mos · Singapore

• Mindshare is a global media agency network with more than 7,000 employees, in 116 offices across North America, Latin America, Europe, Middle East, Africa & Asia Pacific. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
• My role at Mindshare held overall responsibility for all marketing communications, internal communications and new business development across the Asia Pacific region – covering 16 markets.
• Adopted a transformational approach; re-engineered the PR, Content & Social Media Strategies, and led a significant piece of work to evolve the approach to Industry led event participation – including the development of a training program that rolled out regionally. This resulted in Mindshare more than doubling both volume of shortlisted & awarded campaigns across the region in key industry programs.
• Actively led & participated in pitch activity at a regional and local level.

Jan 2012 – May 2013 · 1 yr 4 mos · Perth, Australia

• iiNet is Australia’s second largest DSL Internet Service Provider (ISP) & the leading challenger in the Australian telecommunications market. A publicly listed & top 200 ASX company employing more than 2,000 staff across four countries.
• I joined iiNet in January 2012, reporting to the CEO with overall responsibility for iiNet’s marketing functions & portfolio of brands across all customer segments. I was specifically chartered with refreshing the Brand & developing marketing strategies focussed on driving organic growth in the eastern states of Australia. In just under 18mths I was successful in transforming the marketing approach & delivering a refreshed Brand platform & robust marketing strategies that resulted in significant improvement in business results.
• Key Achievements:
• Refreshed Brand Platform developed & implemented, repositioning iiNet in the market & delivering major gains across all brand health metrics nationally.
• Sophisticated strategies implemented delivering incremental growth to the business. Significant increases across key measures - lead generation increasing by 38% & sales increasing by 25% within first 12 months.
• Drove a transformation of marketing approach, resulting in savings of over $9 million in first 12 months. Introduced strategic planning & go to market processes to maximize efficiencies in investment.
• Led a significant piece of work to develop a sophisticated segmentation model (across both consumer and business customer markets) & embedded the new approach across all levels of the organization – from Board to call centre operators.
• Initiated full review of digital approach, optimizing media & creative & developing a Social Media Strategy to increase effectiveness. Strategies developed & implemented have resulted in a 20% increase to date in conversion across key digital channels.

Sep 2008 – Jan 2011 · 2 yrs 4 mos · Sydney, Australia

• Telstra is Australia’s largest & leading provider of telecommunications.
• My portfolio at Telstra was diverse, holding overall responsibility for; Telstra’s Relationship marketing (all below the line & online activity), B2B marketing, multicultural marketing, marketing into Asia under the Telstra International brand, strategic affiliate marketing & finally the portfolio of Telstra Business Awards, Telstra Business Women’s Awards & Corporate Events – with these responsibilities extending across all brands & segments.
• Key Achievements:
• Re-engineered approach & go to market methodologies for below the line (BTL) communications, resulting in a significant increase in return on investment & an increase in BTL response rates by over 200% across all customer segments.
• Development & implementation of Telstra’s Style Guide/Corporate Identity Strategy.
• Undertook a cross-company review of Telstra’s communications & led a formalization of style, copy & tone for all internal & external communications.
• Delivered integrated communications, programs & initiatives resulting in market share growth, improved brand image, & an awareness of productivity within Telstra’s Enterprise & Government marketplace; recognized by winning the 2010 Best Brand award at the World Communication Awards in London.
• Delivered a significant improvement to Telstra’s Awards Programs; reduced cost of programs by 1.4 million, increased ROI by 300%, increased value of PR by over 80%YOY, & acquired significant new sponsors with increased financial contributions. Exceeded all nomination & entry targets across both programs with 15% YOY growth.
• Developed & implemented a renewed Multicultural Marketing Strategy improving effectiveness in selected communities.
• Led Telstra’s involvement in Shanghai World Expo 2010; delivering a successful platform for Telstra to demonstrate support for Australian Government initiatives & further develop key customer relationships with significant revenue returns.

Aug 2002 – Sep 2004 · 2 yrs 1 mo · Sydney, Australia

• During this tenure at Telstra I held three Senior Marketing Roles at Telstra, across Consumer, Business & Government, with a focus on strategic marketing & loyalty.
• Group Manager – Strategic Marketing (Jan 04- Sept 04)
• Led & developed a national approach across all products & segments, to determine the appropriate value propositions to take to market in 77 defined market territories.
• Development of innovative territory based channel tactics & the implementation & application of effective customer oriented sales & marketing strategies, driving increases in market share, ARPU, churn improvement, revenue targets & whole of customer value for all segments.
• National Relationship Marketing Manager (March 03- Jan 04)
• Developed & managed the Below The Line Marketing strategy to assist in the delivery of target contribution from the relevant segments.
• National Vendor Manager- Marketing, Media & Advertising Services (Aug 02- March 03)
• Led & managed procurement projects to deliver preferred supplier panels (from RFP to contract) across marketing creative ATL/BTL, research & analytics, media buying & related categories.

Sep 2004 – Sep 2008 · 4 yrs · Sydney, Australia

• Australia’s largest national health care provider who looks after the needs of three million people. MBF (now Bupa Australia) offers health, travel, car, home and life insurance.
• At MBF I held overall responsibility for marketing across Health, Life & Travel Insurance Brands, the ClearView Retirement Business, & Group Corporate Services.
• During my tenure I evolved the MBF Brand making it contemporary & proactive to ensure it could encompass the company’s expanded brand/product portfolio; critical as the brand prepared for IPO which resulted in the acquisition by Bupa. My work evolving the brand not only achieved success in key brand measures, but also had a significant impact on the organization’s growth.
• Key Achievements
• Launch of new brand campaign to encompass extended brand/product portfolio, achieving an increase in brand awareness & key brand measures.
• Consolidated marketing services suppliers & engaged creative & media agency partners to support a refreshed brand & diversification strategy.
• Drove a segment based growth strategy, launching an industry first value proposition & segment based marketing activity resulting in a significant uplift in acquisition results. Reduced cost per acquisition from $1,000+ to under $150.
• Developed strategic sponsorship strategy & consolidated properties from 54 to 6 to actively support the growth, reputation & brand of the group.
• Pioneered marketing activity within multicultural markets with industry first initiatives, including an online in-language presence in the Chinese market resulting in significant growth in the community.
• Achieved cost reduction in excess of 5.5 million per annum.

Sep 2001 – Aug 2002 · 11 mos · Melbourne

• Saise was a small boutique company offering IT & T services to the small/medium business market.
• Reported to the Board of Directors, & advised on strategic direction of organization.
• Designed & implemented products, value propositions & sales & marketing plans.
• Managed Sales activity via Direct & Indirect channels & partners.

Jun 1999 – Sep 2001 · 2 yrs 3 mos · Melbourne, Australia

• Ansett Australia was one of Australia’s leading domestic & International airlines – until it’s unfortunate collapse post September 11 – in 2001.
• At Ansett I led a Greenfield, & very successful, direct marketing business increasing annual revenue by + 130%. The marketing model that I developed was adopted by airlines globally.
• Successfully built an integrated sales & marketing model with travel agent partners & franchisees maximizing revenue results for all parties.
• Developed & implemented predictive modeling methods, enhancing understanding of customer behaviour & increasing activation & revenue results.
• Designed & implemented a customer feedback mechanism & subsequently the integration of this market intelligence into the strategic planning process & broader dissemination throughout the organization.