Marketing leader with a strong track record of supercharging businesses and teams, powered by creativity. 

Leadership and Business Management

• Achieved a 20% profit margin by developing and executing the business strategy to unify three acquired businesses into Dentsu Creative within six months.

• Transformed the agency’s creative reputation, resulting in a 200% increase in closed door pitch invitations and recognition through multiple industry awards.

• Secured high-value accounts ranging from $1M to $4M, including the largest win in a decade, by developing and implementing a targeted growth strategy.

• Boosted revenue by 60% for the top 10 clients, elevating client satisfaction scores to 7-8, in line with industry standards.

• Reduced operating costs by 20% through an overhaul of processes and the implementation of project-based staffing models.

• Achieved a 30% reduction in employee attrition and a 67 engagement score, on par with global averages, by redesigning the employee experience.

• Led employee communications throughout the transformation, achieving a high trust score of 75.

• Directed cross-functional collaboration with commercial, HR, legal, corporate communications, IT, and ethics & compliance teams to support business operations and resolve contracts.

• Served on the executive team, regularly presenting business and budget updates to local and APAC CEOs.

• Positioned the Singapore office as a key player in Dentsu’s global strategy, securing significant wins from Activision Blizzard, Moonton, Float Foods, and Sustenir, strengthening the agency’s standing in the APAC region.

• Established an APAC Hub and Spoke model for Activision Blizzard, facilitating business expansion across Australia, Taiwan, Japan, and Korea.

Marketing & Creative Strategy

• Achieved a 75% pitch win rate by shaping proposals end-to-end and presenting to C-suite and top government decision-makers.

  • Leveraged data and research insights to develop creative and campaign strategies. Integrated media and digital elements for cohesive solutions while designing operational and investment plans.

  • Developed bespoke proposals tailored to each client’s needs, aligning them with business offerings, which led to multiple successful conversions.

  • Managed cross-functional teams across creative, media, and digital to integrate thinking for proposals.

• Collaborated with 13 local market teams across APAC to deliver regionally resonant campaigns for global brands such as Activision Blizzard, Intel, Prudential, and Toyota.

• Directed digital and social campaigns for Bytedance (Lark), Activision Blizzard, American Express, and Intel, successfully achieving acquisition goals.

Innovation

• Drove over $500K in incremental revenue through the new product innovation, Dentsu VI, a global virtual identity solution.

  • Defined Dentsu VI’s product positioning and developed sales materials to support lead generation activities.

• Surpassed performance targets for the Forward SG festival by successfully introducing the multilingual Virtual Identity, River, which received buy-in from Deputy Prime Minister Lawrence Wong.

• Implemented Generative AI to reduce creative workflow lead times by 50%, accelerating campaign delivery while managing legal considerations.

People Development

• Designed bespoke training programs, launching AI masterclasses and conducting leadership workshops to upskill staff and enhance leadership capabilities.

• Created training documentation for junior talent to streamline onboarding and development, while leading the implementation of Diversity, Equity, and Inclusion (DEI) initiatives to foster a more inclusive workplace.