• APAC Lead

    at Citizen Relations

    July 2019 - October 2019


    - Strategy and team lead for TCL Mobile’s product launches at IFA 2019. - Served as senior counsel on Febreze Homecare pitch for Japan in collaboration with sister digital agency, We Are Social Tokyo.

  • Head of Communications, APAC

    at HMD Global

    February 2018 - July 2019


    -Responsible for all strategic communications across APAC including corporate, consumer, product, events, executive profiling, B2B, crisis communications and internal communications. -Develop and implement globally-aligned communications plans for product launches and ongoing PR campaigns across APAC -Work directly with the regional leadership team/global marketing team and collaborates across functions including product marketing, market access, creative, digital and customer experience teams to ensure business and communication goals are met -Oversee regional PR agencies in all markets and guide local marketing teams to execute and implement communication strategies -Ambassador for HMD Global to develop, maintain and elevate key media and opinion leader relationships -Serve as crisis communications lead in-region, working closely with Global team, to ensure crisis preparedness within the APAC

  • Manager, APAC

    at Citizen Relations

    January 2017 - January 2018


    - Issues and reputation management, as well as brand-building strategy design for South Korea - Product launch strategy design for Japan - Day-to-day account management and new business development Client Experience: P&G homecare

  • Regional PR Manager

    at honestbee

    October 2015 - December 2016


    - Corporate Brand Building: planning and execution of communications strategies across regional markets - Singapore, Hong Kong and Taipei - Led market-entry launches for Hong Kong, Taipei and Niseko, as well as the Laundry vertical launch in Singapore. Led launch planning for Kuala Lumpur, Bangkok, Philippines, Jakarta and Tokyo - Established crisis framework, content strategy for LinkedIn and Measurement & Evaluation for PR - Established a strategic approach to PR with alignment to marketing campaigns and messages, working across Business Intelligence, Creative, and Corporate Strategy Teams - Playing key role in master narrative development and brand positioning as lifestyle platform - Project management for integrated communications campaigns - Conceptualisation and art direction of content layout and brand photoshoots for media use - Media engagement, relationship-building and internal stakeholder engagement - Day-to-day regional media point-of-contact

  • Senior Client Executive

    at Edelman Public Relations

    September 2012 - September 2015


    -Media relations, event planning/management, project lead, research, content strategy development, day-to-day account management, new business support -Led communications strategies for Samsung (Hand-held products), and spearheaded various Samsung flagship launches -Point-of-contact for Starbucks Singapore, led launch of the Starbucks Reserve, Clover Brewing System and 100th Store in Singapore -Led influencer engagement for Samsung flagship launches and marketing campaigns -Supported media relations and led the Journalist Visitation Programme for SWF, one of Asia's premier literary events which saw outstanding media coverage in both local and regional media in 2012 and 2013 -Award-winning PR Professional – JOHNNIE WALKER BLUE LABEL and Alfred Dunhill collaboration campaign won Consumer Launch of the Year at PR Week Asia 2014. The same campaign won World Luxury Award Gold for F&B. Starbucks Singapore 100th Store Launch is nominated for Best CSR Comms of the Year in PR Awards 2015.

  • Media Analyst

    at Insight Matrix

    August 2011 - August 2012


    - Daily media monitoring and weekly/monthly reporting - Media coverage and insights analysis - Industry trend reports

  • Asst Account Executive

    at Fleishman-Hillard

    January 2011 - July 2011



  • Bachelor

    at Murdoch University

    2011 - 2012 (1 year)