General info
Singapore
Strategic Marketing Manager and Fashion Media Strategist with over 14 years of experience across international fashion, luxury retail, and mall management. Proven leadership in orchestrating high-stakes campaigns for Wisma Atria and Takashimaya, managing SGD 1M+ budgets and achieving 2,100% digital growth. Specialist in high-concept Retail-IP collaborations (e.g., Barbie), luxury brand curation, and CRM digital transformation. Known for bridging commercial business objectives with award-winning creative direction.
Experience
Manager, Marketing
YTL Starhill Global REIT
Flagship Campaign Leadership: Conceptualized the 'Upon Iridescent Wings' 2025 Christmas Campaign, featuring a landmark Couture Barbie Exhibition with 70+ custom sustainable creations.
Media & PR Orchestration: Secured high-impact features in Tatler Singapore, Vogue, CNA938, and Marketing-Interactive, positioning Wisma Atria as an industry leader in experiential retail.
Strategic Operations: Oversee the Wisma Atria Rewards App and CRM loyalty strategy; manage casual leasing, tenancy negotiations, and the Concierge team for Orchard Road’s premier retail assets.
Media & PR Orchestration: Secured high-impact features in Tatler Singapore, Vogue, CNA938, and Marketing-Interactive, positioning Wisma Atria as an industry leader in experiential retail.
Strategic Operations: Oversee the Wisma Atria Rewards App and CRM loyalty strategy; manage casual leasing, tenancy negotiations, and the Concierge team for Orchard Road’s premier retail assets.
Assistant Manager, Marketing
YTL Starhill Global REIT
Oversaw a 1,200% expansion of online presence through aggressive social CRM and digital metric optimization.
Managed the GPSS Alpine Car Showcase and the ITE Christmas Light-up Ceremony.
Directed the mall’s marketing through the COVID-19 recovery period, pivoting to digital-first engagement strategies.
Managed the GPSS Alpine Car Showcase and the ITE Christmas Light-up Ceremony.
Directed the mall’s marketing through the COVID-19 recovery period, pivoting to digital-first engagement strategies.
Editor-in-chief
Couture Troopers
Established a digital media platform covering global fashion weeks (Paris, Milan, Singapore). Managed a team of 5 writers and secured official media partnerships for high-profile fashion events.
Advertising & Promotions Executive
Takashimaya Singapore Limited
Orchestrated the 24th & 25th Anniversary campaigns and the Beauty Hall Grand Launch (2018).
Managed art direction for ATL/BTL media across Mediacorp and SPH networks.
Managed art direction for ATL/BTL media across Mediacorp and SPH networks.
Marketing Executive (Lead)
Mondo Vantaggio Luxury
Directed in-house marketing and e-commerce UI/UX for a multi-label luxury powerhouse featuring Fendi, Saint Laurent, Gucci, Céline, Balenciaga, and Givenchy.
Marketing & Events Management Executive (APAC Region)
FIDé Business Solutions | eNow Pte Ltd
Managed regional PR and execution for Vietnam International Fashion Week and international couture exhibitions in Jakarta and Shanghai.
Editor
Designare Magazine
Shaped the editorial voice and creative vision for the luxury lifestyle publication. Managed editorial production, content strategy, and high-fashion editorial spreads.
Fashion Apprentice
Daniel Boey Pte Ltd
Executed large-scale fashion productions and runway events under the direction of the "Godfather of Singapore Fashion," Daniel Boey.
Marketing & Visual Merchandiser (Advertising & Promotions)
Isetan (Singapore) Limited
Executed integrated marketing and A&P activities for Isetan Scotts, focusing on department store events, fashion weeks, and seasonal sales.
Education
Bachelor of Arts (Honours) in Fashion Media & Industries
First Class Honours
Award: Future Leader Scholarship
Thesis: Moderated by Senior Academic Director of Condé Nast College of Fashion
Award: Future Leader Scholarship
Thesis: Moderated by Senior Academic Director of Condé Nast College of Fashion
Skills
Strategic Marketing: Mall Positioning, Tenant Relations, Budgeting (>SGD 1M).
Creative Direction: Retail-IP Collaborations, Fashion Curation, Event Art Direction.
Digital & CRM: App UX/UI Strategy, Social Media ROI, CRM Data Analytics.
PR & Media: Press Curation, Crisis Management, Media Buying & Planning.
Creative Direction: Retail-IP Collaborations, Fashion Curation, Event Art Direction.
Digital & CRM: App UX/UI Strategy, Social Media ROI, CRM Data Analytics.
PR & Media: Press Curation, Crisis Management, Media Buying & Planning.