I’m a brand builder, a strategist, an innovation thinker, a mother and a learner at heart. I’ve spent the last 15 years helping leaders and teams translate complex business agendas into human-friendly products, experiences and stories that make an impact.
In a world of chaos and uncertainty, I value a fundamentals-first, process-driven approach towards helping brands and businesses thrive. That means doing things the old-school way – understanding your users, living and breathing their lives, making sense of the challenges they face, designing products and experiences that make their lives easier and ultimately telling these stories to others in order to do the same for them.
When you solve a problem so well for a fellow human that they would go to no one else but you to solve their problem, you have in essence gained a willing customer.
My job is to help you acquire these willing customers and keep them.
I believe in a human-first approach to achieving that. Both externally and internally. A life-changing idea does not get out in the world by itself. Behind the scenes, tens, hundreds, thousands of people come together in big and small ways to contribute to that process. I am here to help you and your team steer through that process so the people who will benefit from your products and services can get to enjoy and appreciate them.
Work
ARC (Asia)
Business and brand leader at a technology start-up co-founded by Kiat Lim, Elroy Cheo and global music artist JJ Lin; reporting directly to the founders with responsibility across the customer proposition, digital products, go-to-market, member growth and experience
Friso (China, HK & Malaysia)
Led global brand strategy, digital product innovation and integrated activation for Friso’s maternal and child nutrition portfolio, with a focus on mothers and young children across key markets like China and Hong Kong
HP (India, Southeast Asia, LATAM)
Led strategy for Personal & Business Printing and Personal Computing. Translated user insights into culturally relevant strategies to drive sustainable business growth; developed integrated campaign toolkits to support local go-to-market strategies
Health Promotion Board (Singapore)
Developed insight-led behavioural-change strategies that moved beyond public-health communications, translating the motivations and cultural realities of specific audience segments into creative interventions designed to change behaviour.
Johnnie Walker (Singapore, Malaysia)
Led Singapore and Malaysia market strategy for Johnnie Walker, including its luxury portfolio, translating global brand platforms into culturally relevant positioning, audience engagement and integrated campaign briefs
Jaclyn Lee 