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Gallery 6: a long, top-lit studio under a sawtooth roof, 3 oak workbenches down its floor laid with documents, prints and screens, pin boards of prints on the white walls.

Gallery 6The workshopSkills.

Capabilities

The full toolkit.

Most careers go generalist, then specialist. The best ones keep going: deep specialism in one discipline becomes the foundation for genuine range across many. Mine is project direction and operational rigour, the part that keeps everything else honest. Brand strategy, integrated campaigns, content, digital, and AI all grow from there.

Every skill is tied to the work that proves it.

Back to Gallery 5

The skills

  1. 01Strategy & Leadership6 skills

    01.1Brand Strategy & Development

    Owned brand strategy across Malaysia Airlines, British Airways, Emirates, Skywards, AIA and Air Selangor, and built the Emirates Flight Training Academy brand from scratch.

    See the work in Gallery 3

    01.2Marketing Strategy

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

    See the work

    01.3Operations & Project Management

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

    See the work in Gallery 3

  2. 01.4New Business Development

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

    Dole, Air Selangor, Hilton, DSO National Laboratories, Global Schools Group

    See the work in Gallery 3

    01.5Financial Rigour

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

    Bonsey Jaden, Motion, Go/React, M&C Saatchi Group

    See the work in Gallery 3

    01.6Internal Communications

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

    See the work in Gallery 3

  3. 02Brand & Marketing8 skills

    02.1Integrated Campaign Strategy

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

    See the work

    02.2Content Strategy

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

    See the work in Gallery 3

    02.3Copywriting & Editing

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

    See the work

  4. 02.4Employer Brand & Recruitment

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

    See the work in Gallery 3

    02.5Global Advertising

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

    See the work

    02.6CRM & Loyalty

    Directed marketing communications for eight years at Emirates Skywards, growing membership from 8M to over 24M.

    See the work

  5. 02.7Experiential Marketing

    Owned strategy and comms for Hilton’s 2024 APAC conference, which their Global CEO called the best-organised global event that year, plus the prestigious launch of Global Schools Group’s 25th anniversary.

    See the work in Gallery 3

    02.8Performance Marketing & Analysis

    Ran performance campaigns for Emirates recruitment and loyalty, plus AIA, Dole, AHC, Cetaphil and Air Selangor, measured through Google Analytics and HubSpot.

    See the work in Gallery 3

  6. 03Digital, AI & Craft3 skills

    03.1AI Platforms & Prompt Engineering

    Daily, advanced use of Claude, Claude Code, ChatGPT, DeepSeek, Kimi, Copilot, Gemini, NotebookLM and Google Stitch.

    Claude, ChatGPT, Gemini

    Read the article

    03.2Web & Digital Marketing

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

    See the work

    03.3AI-Augmented Production

    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.

    See the work in Gallery 3

  7. 04Web Design & Build3 skills

    04.1Web Design & Build

    Designed, built and wrote the GSG25 anniversary microsite, live on GSG’s own domain for launch day, and lascenting.com from first sketch to launch.

    See the work in Gallery 3

    04.2UX/UI Design

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

    See the work in Gallery 3

    04.3Marketing Technology & CMS

    Built and managed sites on Strapi, WordPress and Sanity, and chose the measurement and optimisation tools around them.

    Cloudflare, Sanity, Strapi, Vercel, WordPress

20+ years across Asia and the Middle East. One consistent standard.

Next room

Gallery 7. The spiral ramp.

Experience.

Walk onThe current experience page ↗Let’s talk