The full toolkit.

Owned brand strategy for campaigns across Malaysia Airlines, British Airways, Emirates, AIA, Skywards and Air Selangor.

Lifted Emirates Skywards from 41% to 45%+ of airline revenue using marketing-mix and media-mix modelling.

Ran delivery across a 160-person, six-market agency at Bonsey Jaden, lifting client profitability 30%.

Won Dole, Everise, Air Selangor, Hilton, DSO and more via competitive multi-market pitches.

I have owned the project management of every project I've worked on for more than 15 years.

Grown client profitability on the agency side, and added millions of dollars in incremental revenue on the client side.

Multiple internal campaigns across all channels at The Emirates Group, plus Hilton.

Directed 80+ integrated campaigns across business units at The Emirates Group, and dozens more agency-side.

Owned the storytelling for The UOB Gallery, plus all client content across the past seven years.

In-house de facto Copy head at Emirates; drafted content across channels for NTU, Hilton, Dole and Malaysia Airlines.

Built full campaigns for Emirates pilot and crew recruitment, plus dnata and Emirates Aviation University.

Managed campaigns across Africa and South America at Emirates, plus global campaigns for Emirates Skywards.

Directed marketing communications for eight years at Emirates Skywards, growing membership from 8M to over 20M.

Owned strategy and comms for Hilton's 2024 APAC conference, lauded by their global CEO as the best he'd seen.

Crafted campaign strategy for my internal and external clients for more than 15 years.

Across many campaigns and tools for Emirates recruitment and loyalty, plus AIA, Dole, AHC, Cetaphil and Air Selangor.

Developed the Emirates Flight Training Academy brand from scratch while the academy was still under construction.

Skilled across Claude, Claude Code, ChatGPT, DeepSeek, Kimi, Copilot, Gemini, NotebookLM and Google Stitch.

Built sites for DSO, apps for Hilton, and overseen dozens of digital marketing campaigns.

Google-qualified; I provide and oversee sitemaps, wireframes, interfaces, prototypes, UAT and troubleshooting.

Both built and managed, including Strapi, WordPress and Sanity.

I find the right tools for the right jobs, across measurement and optimisation, for efficiency and effectiveness.

Through Google Analytics, HubSpot or research. The approach required is the approach taken.

Daily use of LLMs across the familiar AI tools for speed, effectiveness and rigour of decision-making.

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.