• About

    A strategist with a robust record of experience that stretches across creative development, cross-platform production, content marketing, product management and editorial journalism. Worked alongside such clients as BMW, Dove, Energizer, Expedia, Nissan, Singapore Airlines, Visa, Walt Disney Studios and WWF. Previous career stops include Microsoft, YTL and TBWA. Currently holds the position of Strategy Director at Dentsu Möbius Media.

  • Key Skills  &  Areas of Expertise

    Creative Strategy & Planning

    Crafting informed narratives and creative directions for messaging. Building measurable value for brands through the innovative use of new and traditional media.

    Business Development for Media

    Developing long-term value for media organisations through audience discovery, market validation, the establishing of new strategic partnerships and channel development.

    User Experience Design Strategy

    Enhancing the effectiveness and efficiency of digital channels and touchpoints through the application of Persuasive Technology theory.

    Content Development & Production

    The crafting and management of editorial, interactive and rich-media content, as well as its delivery across new and traditional media channels.

    Editorial Management

    The development and management of a print, broadcast, or new media property, its resources, workflows, and standards.

    Technical Skills

    Adobe Photoshop • Adobe Illustrator • Adobe InDesign • Adobe Premiere Pro • Adobe Audition • Apple Final Cut Pro • Apple Aperture • ComScore Media Metrix • Google Analytics • Omniture SiteCatalyst • Meltwater Buzz • Radian6 • HootSuite Pro • Microsoft Office: Word, Excel, Powerpoint • QuarkXpress • Web Programming: HTML, CSS, PHP

  • Experience

    DM2 (Dentsu Möbius Media)

    Strategy Director  September 2015 - Present

    Drives development and execution of Brand, Digital, Interactive and Social Strategies for clients such as Accor Hotels, Air New Zealand, Decathlon, FujiXerox, Mondelez, Singapore Airlines, Suntory and Walt Disney Studios (Walt Disney Animation, Pixar, Marvel, Lucasfilm).

    PACT Pre-Incubator

    Participant Entrepreneur  October 2014 - January 2015

    A 10-week programme focused on validating and developing a social venture through Introspection (Self-Discovery) and Experimentation (Problem-Customer Discovery). Combined 1:1 coaching with group workshops and mentoring.

    Creative Juice \ TBWA Kuala Lumpur

    Director, Content Strategy  Jul 2013 - Jun 2014

    Drove development and execution of interactive and social media strategies for clients such as Astro, BMW, Bursa Malaysia, CIMB, Cornetto (Unilever), DiGi Telecommunications, Dove (Unilever), Energizer, Expedia, Jacobs (Mondelēz), Mahsuri (Lee Kum Kee), Nandos, New Zealand Natural, Nissan, Red Bull Singapore, Tiger Energy Biscuits (Mondelēz) and Visa.

    Provided sales enablement insights, analysis and strategies for acquisition of new clients. Created internal processes for project management as well as feedback and issue management in the areas of web, social and mobile app development. Created internal processes for social media content management.


    Left this post to pursue my Masters at Hyper Island, Singapore.

    PopDigital Sdn Bhd

    Co-Host & Producer, Uma and Joe at the Movies  Jan 2013 - Jun 2014

    Content Producer and Presenter for Uma and Joe at the Movies, a podcast and online community for movie buffs. 

    PopDigital Sdn Bhd

    Director of Business Strategy  Feb 2013 - Jul 2013

    Developed, established and directed execution of business strategies. Helped establish The Greatest Hits, the Advertising and Production arm of PopDigital. Partner and client engagement in the creative, cultural, media and advertising sectors. Planned and executed digital strategies for client campaigns. Helped secure and develop the following campaigns: Nokia Lumia Live Centre (Online Video Series), #MiniFiction Festival and Contest with Mini and BMW, iClif Leaders Room (Online Video Series), Nissan's "The Almera Affairs with Kavin Jay" (Online Video Series), Pop by Jaya One (Brand Work and Digital Strategy).

    BFM Media Sdn Bhd

    Producer / On-Air Talent  Jan 2010 - Oct 2012

    Content Producer and Presenter for WTF: What the Flick and Fatstax & Handclaps, two of BFM’s more popular programmes. Built and managed a social media community around WTF: What The Flick. Appearances on several other programmes, most notably: Evening Edition, In Conversation, Style File, Hear and Now...In Malaysia and Tech Talk.

    YTL Communications Sdn Bhd (Yes 4G)

    Senior Manager, Content and Editorial  Dec 2010 - Feb 2012

    Drove strategy and development for all content-based products and services in the areas of news, entertainment, sports, tech and rich media. Hired and managed Content Development and Editorial Operations teams. Coordinated with Network, IT and Business Development teams for integrated product offerings.

    Manager, Content Development and Partnerships  May 2010 - Nov 2010

    Played an integral role in the formulation of the Content Strategy and Product Roadmap. Obtained approval for Strategy and Roadmap from Senior Management and Company Directors. Sourced and managed relationships with partners and vendors to ensure content products and services were built and ready to launch with the network.

    Catcha Digital Sdn Bhd

    Malaysia Editor, MSN Malaysia  Jul 2009 - Apr 2010

    Oversaw the re-launch of MSN Malaysia under Catcha Digital - a joint venture between Catcha Media and Microsoft. Managed all portal entry points. Supported development and rollout of new and updated versions of key channels across Southeast Asia including MSN Entertainment, MSN Life & Style and MSN Sports. Managed teams of editors and writers, overseeing content production on all key channels. Collaborated with regional editorial teams for global campaigns and initiatives. Helped in audience development for new channels and steadily raised traffic, unique users and engagement on the portal. Took the portal from under 200,000 daily visitors (Jan ‘08) to over 2.3 million (Apr ’10).

    Microsoft (M) Sdn Bhd

    Country Editor, MSN Malaysia  Jan 2008 - Jul 2009

    Supported development and rollout of key channels in Southeast Asia including MSN Entertainment, MSN Movies and MSN Sports. Maintained editorial oversight over all portal entry points. Managed outsourced editorial support. Provided support and training during the induction of the Southeast Asian Editor-in-Chief and the inductions of Singapore's and Indonesia's Country Editors. Collaborated with regional editorial teams for global campaigns and initiatives. Helped in audience development for new channels and steadily raised traffic, unique users and engagement on the portal. Took the portal from < 200,000 daily visitors (Jan ‘08) to 2.3 million (Apr ’10).

    Media Ontrack Ltd

    Acting Editor, ONTRACK Magazine  Aug 2007 - Dec 2007

    Planned and obtained approval for issue outlines and content plans. Coordinated with freelance writers, PR representatives and persons of interest for feature articles and interviews. Assembled and sub-edited content while overseeing publication layout and artwork.

    Star Publications (M) Bhd

    Columnist, The Star  Jun 2005 - Dec 2005

    Contributed a fortnightly column on Internet trends and digital publishing called Web Sen-se.

    Reach Publishing Sdn Bhd

    Features Writer & Columnist, PC.com Magazine  Aug 2002 - Dec 2002

    Contributed feature articles and columns on digital publishing, Internet trends, tablet computing and gadgets.

    TIME dotCom Berhad

    Film & Music Critic, Time.net.my  Feb 2002 - Aug 2002

    Covered the 2002 Award Season through winner predictions, features on nominees and other news articles. Reviewed new film and music releases.

    Sun Media Corporation Sdn Bhd

    Junior Writer / Intern, The Sun Daily  Jan 2002 - Mar 2002

    Wrote entertainment and lifestyle articles for Vox, the paper’s Sunday supplement. Contributed music reviews and articles to the paper’s music supplement.

  • Education

    Hyper Island, Singapore

    Digital Media Management, M.A.

    2014 - 2015

    Thesis subject: Applying Persuasive Technology theory and Fogg's Behavior Model to the creation of a digital user experience design tool.

    Richmond, The American International University in London

    Communications, B.A. cum laude

    2003 - 2007

    Minors in History and Art, Design and Media

    Thesis subject: "The Hidden Discourse: A Study of Political Satire in Contemporary American Standup Comedy."

    The Open University

    Creative Arts and Communications, B.A. (First Class Hons.)

    2003 - 2007