about me

All-rounded digital marketer, content producer and project manager with over 8 years of expertise. 

Currently steering social media strategy as the Social Media Lead at Shopee Singapore, I have directed award-nominated content production for diverse entities, from government sectors to multinational corporations globally. 

Fueled by a passion for impactful storytelling and cultivating a positive brand voice, I specialise in delivering meaningful, relatable narratives that spark engaging conversations within and beyond your consumer community

I also love exploring new ways to improve creative process and efficiency through the use of the latest technology.

In my free time, I enjoy a good workout session or snacking on all forms of potatoes. 🙂

2022 – current

social media & communications lead at Shopee Singapore

Content Strategy

Charting the growth of Shopee Singapore’s social media, push notification and EDM strategy and content, resulting in a surge of over 4X more user engagement in 2023.

Orchestrated paid media strategies across platforms, including TikTok Ads, Google Ads, and Meta Business Manager, improving cost efficiencies by over 30%.

Investing in data analytics and technology capabilities to stay ahead of industry trends, developing creative solutions that are both innovative and strategically sound.

Contributed significantly to the success of key Shopee campaigns (11.11, 9.9, GSS) through strategic audience engagement initiatives.


Team Leadership

Leading a dynamic team of social media and communication professionals for Shopee Singapore, serving as the primary decision-maker for the organisation's social media presence.

Identified whitespaces and growth benchmarks and spearheaded the implementation of best-in-class social media strategies that saw over 60 million social impressions in 2023.


Stakeholder & Project Management

Collaborated seamlessly with all marketing functions to ensure the success of campaigns through effective social media implementation.

Managed stakeholders at a senior management level, demonstrating effective communication and relationship-building.

Successfully managed budgets across all social media initiatives, ensuring resource optimisation, cost-effectiveness and overall project excellence.

2020 – 2022

senior producer at Edelman Singapore

Content Development

Manage all the video and production efforts within the company for projects that span throughout the globe by creating engaging video content and providing video solutions.

Part of successfully kickstarting the company's production and video capabilities. Production capabilities span from a deep expertise in video production, to print, OOH and digital mediums.

Leading a team of producers to provide compelling content and meaningful consultations for our clients and wider office.



Spearheaded new country-wide processes for creative production by utilising integration and automation technology, which was implemented in the wider office.

Day-to-day management of creative resources for the creative team of over 20 creatives and overseeing all creative timelines for campaigns.

Built and assessed a database of creative partners for multiple collaborations and maintaining healthy relationships with vendors.

Managing budgets and creating quotations for projects that require production efforts within the office, this too with the use of automation and collaboration technology.



Increased content production revenue by over 60% in under two years.

Production team was nominated 'Video/Production Company of the Year' for Marketing Interactive's Agency of The Year 2021

Edelman Singapore enters Campaign Brief Asia's Top 10 Hottest Creative Agencies 2021.


NOTABLE clients

Tourism Board, Ministry of Defence Singapore, VMware, Microsoft, HP, GSK.

2017 – 2019

assistant social media community at Mediacorp

Social Media Community Manager for Class 95, GOLD 905, Symphony 924 & Mediacorp Sports.


Analyze and Amplify

Weekly monitoring of engagement & performance, & competitors of brand's page.


Content Curate & Create

Link with content team to populate social calendar.

Create and produce content relevant to campaigns or brand.


Communicate & Respond

Day-to-day social listening which includes checking of comments/ messages and respond. Listen in to online sentiments facilitating & moderating conversations.


Study Brand & Platform

Define social value proposition, brand voice & best practices.

Identify new trends & which social platform to use to reach target audience.


Build Relationships

Establish trust through meaningful conversations, establishing deep brand loyalty with social audience.

2015 – 2017

freelance videographer

Involved in all aspects of the production, including ideation, filming and post production for various forms of media.


Notable Clients

Mediacorp Pte. Ltd, Hype Records, RHB Bank, etc.