I am a Brand & Content Strategist

I help Singapore lifestyle, beauty, and retail brands grow through sharp content, consistent brand voice, and strategy that's actually built for Southeast Asian audiences.

With over a decade of brand management experience in Singapore — and a live editorial platform reaching Jakarta's expat community — I bring both strategic depth and regional market fluency to every engagement.

[View my work ↓] [Get in touch →]

Anothersole

Role: [Freelance] Brand Strategy, Copywriting, Shopify Website Design & Promtion Specialist, Email Marketing, Store Design & Visual Merchandising

Scope: I have been long-time partners with Anothersole in providing their Brand Management needs before we even moved to Jakarta. Some key events were the launch of Anothersole's retail pop-up stores at Takashimaya and Tang Plaza, Singapore. Last 2024 and 2025, I spearheaded key campaigns such as their Hello Kitty Launch and Summer 2025 Re-brand. I delivered visual merchandising concepts, store layout planning, email marketing campaigns on Klaviyo, and helped with UX design and discount settings on Shopify.

Result: We have consistently met sales targets and exceeded historical sales by over 20% for some sale events.

My Past Projects

The Powder Shampoo

Role: Brand & Content Strategy, Copywriting, Distribution Development, Retail Expansion

Scope: J

  • Joined when the brand sales has been stagnant for several months from its 2023 peak. Rebuilt the content and messaging strategy around two campaign lines for the minis range- "THE BEST TRAVEL HACK" and "TINY & MIGHTY"- which immediately resonated with the target audience and cut through on paid and organic channels.

  • Streamlined Facebook Ads programme, delivered email campaigns, coordinated UGC creators, and managed all social media copy. The refreshed messaging drove growth not just in Singapore but internationally, with meaningful sales contributions from the US, UK, and wider SEA.

  • On the commercial side, secured the brand's first travel retail distribution deal with Lagardère, coordinated Sephora pop-up activations in Thailand and Malaysia including booth design, and supported a UK trade show appearance.

  • Results: - +30% revenue growth in month 1, reversing a multi-month decline. Sustained growth every month: +22% in Month 2, +15% in Month 3, +20% in Month 4 — +110% total revenue growth across the 4-month engagement.

A store layout diagram for an April launch, showcasing various sections with handbags, shoes, and accessories. The layout has sections labeled with signs like "Soft Steps Strong Comfort" and "Make Good, Do Good," with shelves filled with shoes, handb
Display of shoes, handbags, and accessories on a pegboard wall and shelving unit in a retail store.
Display of handbags, small accessories, and straps on a retail store wall with a digital sign mentioning summer at Wisma.
Shoes displayed on wooden panels in a modern store with seating and indoor plants.
Display of shoes in a pink-colored kiosk inside a shopping mall.
Display of women's shoes in a department store with handbags on shelves to the left and a large poster of a woman in red to the right.
Hand-drawn architectural sketches of a modular storage unit with front and side elevations, labeled with design notes and color-coded panels.
Hand-drawn greeting with a red lipstick kiss, the word 'bonjour!' in yellow cursive.
A torn paper revealing a pink sky with clouds underneath, with handwritten text 'run after' and printed event details for 'Cherise 2016' at The Capitol Theatre in Stamford, dated October 30, 2015.
Interior of a boutique clothing store with a checkout counter, clothing rack, mirror, sofa, and clothing displays.
A white box with the words 'run after' written in cursive, placed on a fluffy white surface with a photo and dried flowers nearby.
Display of a white lace dress on a mannequin in a boutique, with decorative boxes and a beige gift bag on the floor, surrounded by wooden panels and a store window in the background.
White towel with black handwritten text 'run after' hanging on a wooden rack, with green foliage on the left side.
Gray gift bag with beige ribbon handles on a table, with flowers and other items in the background.
A woman in a checkered dress walking on a path made of black swirly rose sketches, with additional rose sketches floating in the background.
Woman in a long black and gray dress sitting on a pink background with illustrated roses in white and gray at the bottom.
A woman in a dress standing on paper rose illustrations with a small inset image of her looking down with a thought bubble of roses.
A woman in a checkered dress and sandals walking past illustrated roses on a white background.
Watercolor illustrations of three popsicles in pink, green, and yellow with a wooden stick.
Three colorful ice cream cones with different scoops topped with sprinkles, against a white background.