Most careers go generalist, then specialist. The best ones keep going: deep specialism in one discipline becomes the foundation for genuine range across many. Mine is project direction and operational rigour, the part that keeps everything else honest. Brand strategy, integrated campaigns, content, digital, and AI all grow from there. Which means I don’t only think strategically. I deliver.
Every skill is tied to the work that proves it. Pick a project to see what it took.
Owned brand strategy across Malaysia Airlines, British Airways, Emirates, Skywards, AIA and Air Selangor, and built the Emirates Flight Training Academy brand from scratch.
In the catalogueMalaysia AirlinesNo. 03 Flight Training AcademyNo. 04 Emirates Pilot Recruitment
Lifted Emirates Skywards from 41% to 45%+ of airline revenue using marketing-mix and media-mix modelling.
In the catalogueSkywards My FamilyNo. 01 Skywards Tier AdvancementAHC Skincare
Ran delivery across a 160-person, 6-market agency at Bonsey Jaden, lifting client profitability 30%.
In the catalogueMalaysia AirlinesThe UOB GalleryGSG25 Anniversary
Won Dole, Everise, Air Selangor, Hilton, DSO and more via competitive multi-market pitches.
In the catalogueNo. 02 Hilton APAC Conference
Grown client profitability on the agency side, and added millions of dollars in incremental revenue on the client side.
In the catalogueNo. 01 Skywards Tier Advancement
Multiple internal campaigns across all channels at The Emirates Group, plus Hilton and UOB.
In the catalogueNo. 02 Hilton APAC Conference
Directed 80+ integrated campaigns across business units at The Emirates Group, and dozens more when working agency side.
In the catalogueNTUC My First SkoolNo. 05 Casillero del DiabloNo. 04 Emirates Pilot Recruitment
Owned the storytelling for The UOB Gallery, plus all client content across the past 7 years.
In the catalogueThe UOB GalleryGSG25 AnniversaryLA Scenting
In-house de facto Copy head at Emirates; drafted content across channels for NTU, Hilton, Dole and Malaysia Airlines.
In the catalogueLA ScentingGSG25 Microsite
Built full campaigns for Emirates pilot and crew recruitment, plus dnata and Emirates Aviation University.
In the catalogueNo. 04 Emirates Pilot RecruitmentNo. 03 Flight Training Academy
Managed campaigns across Africa and South America at Emirates, plus global campaigns for Emirates Skywards.
In the catalogueSkywards My FamilyNo. 04 Emirates Pilot Recruitment
Directed marketing communications for 8 years at Emirates Skywards, growing membership from 8M to over 24M.
In the catalogueSkywards My FamilyNo. 01 Skywards Tier Advancement
Owned strategy and comms for Hilton’s 2024 APAC conference, which their Global CEO called the best-organised global event that year, plus the prestigious launch of Global Schools Group’s 25th anniversary.
In the catalogueNo. 02 Hilton APAC ConferenceThe UOB GalleryGSG25 Anniversary
Ran performance campaigns for Emirates recruitment and loyalty, plus AIA, Dole, AHC, Cetaphil and Air Selangor, measured through Google Analytics and HubSpot.
In the catalogueAHC SkincareNTUC My First SkoolNo. 05 Casillero del Diablo
Daily, advanced use of Claude, Claude Code, ChatGPT, DeepSeek, Kimi, Copilot, Gemini, NotebookLM and Google Stitch.
Read the article
Designed, built and wrote the GSG25 anniversary microsite, live on GSG’s own domain for launch day, and lascenting.com from first sketch to launch.
In the catalogueGSG25 MicrositeLA ScentingRecruitBlock
Built sites for DSO, apps for Hilton, and overseen dozens of digital marketing campaigns.
In the catalogueNTUC My First SkoolSkywards My Family
Google-qualified; I provide and oversee sitemaps, wireframes, interfaces, prototypes, UAT and troubleshooting.
In the catalogueGSG25 MicrositeLA ScentingNTUC My First SkoolRecruitBlock
Built and managed sites on Strapi, WordPress and Sanity, and chose the measurement and optimisation tools around them.
Cut content turnaround and lifted team utilisation by 50% by folding AI into the production process at Motion, with clients such as Hilton and UOB.
In the catalogueNo. 02 Hilton APAC ConferenceThe UOB Gallery
20+ years across Asia and the Middle East. One consistent standard.
← Back to home
