No, I do not own a fedora, panama or beret. Although alopecia tells me I very well should. Rather, I consider myself a creative wordsmith, cognitive psychologist, content designer, growth hacker, digital storyteller and moonlighting strategist. My passion, however, is singular: to create engaging content that, in turn, prods people to buy, act, experience, reflect or even divulge their secrets.

This, as you can deduce, is my body of work. Not exactly the sum of it, but some of my labours of love. They are the culmination of compelling insights, unfettered creativity and conscientious crafting; making use of channels such as TV, digital, social and on-ground.

In my career, I’ve earned my keep in advertising agencies such as Wunderman Thompson Singapore, TBWA Singapore, Dentsu Beijing, Mullen Lowe, and Mirum. While my accolades are not as prestigious as those of my peers, they are not without merit. They include Spikes Asia, Singapore Effies, Webby Awards, MARKies, Marketing Excellence Awards, and Creative Circle Awards. 

At present, I’ve pivoted into wearing my UX hat at GXS Bank–shaping meaningful content and seamless experiences. Oh, and you may have Googled alopecia. Or Jada Pinkett Smith. At least, that’s what my uncertified credentials in psychology tell me.