Selected Work
For more than 20 years across Asia and the Middle East, I've led integrated work for some of the world's largest brands: global campaigns, product launches, brand development, activations and large-scale events. A selection of the projects I owned or led sits below, each with the result it delivered.
USD 2M+
incremental revenue
Emirates Skywards Tier Advancement
92%
delegate engagement, a record
Hilton APAC GM and Commercial Conference
The full index
4% → 22%
Social / PR
+39%
Integrated Campaign
+23%
Social / PR
100%
Branding
Bronze
Branding
1,200+
Employer Brand
Live
Loyalty
90 yrs
Branding
AHC Skincare: SEA expansion
ecommerce share, four markets · Senior strategic lead
NTUC My First Skool: site and campaign
child registrations in four months · Project owner and copywriter
Casillero del Diablo: Legendary Pairings
online sales · Localisation strategy lead
Emirates Flight Training Academy
first cohort filled in under two months · Client-side brand lead
Malaysia Airlines: This is Malaysian hospitality
Kancil Awards 2023 · Project director and strategist
Emirates Pilot Recruitment
applications · Campaign and production lead
Emirates Skywards: My Family
shipped end to end, still live · Project and digital lead
The UOB Gallery
of heritage, opened on time · Strategy and comms lead