The Elevator Pitch

Twenty years in brand, advertising, and marketing technology. Eighty-plus brands across categories, markets, and audiences. A simple guiding truth has shaped all of it: creativity without strategy is decoration.

As Regional Executive Creative Director at RAPP, I spent eight years building and leading creative departments across seven APAC markets – delivering ideas that are imaginative enough to win awards and disciplined enough to move commercial metrics. Because work that looks great but doesn’t drive change is just expensive art.

The Journey

My career has been built on a belief that great creative doesn’t start with a layout – it starts with understanding people. What they care about, what makes them act, and how brands earn the right to be part of their world.

I’ve directed regional and global work for brands that demand both strategic rigour and high creative standards: Nike, Mercedes-Benz, Canon, Rolls-Royce, Nestlé, UOB, Porsche, JLL and many more. The brief has always been the same – solve the business problem first, win the recognition second.

At RAPP, I sit at the intersection of data, strategy, and creative craft. My responsibility is not only to shape the work, but to ensure every idea, visual decision and experience can stand up in the boardroom – not just the awards stage. If the work can’t defend itself commercially, it isn’t ready.

Strategic Philosophy

Insight before execution.
Interrogate the problem until the real clarity emerges – what we’re saying, who it matters to, and why it should exist at all. Execution is stronger when it is built on something real.

Creative that performs.
With foundation training in art, copy, design and UX, I build ideas that move people from awareness to action. Beauty is important – but beauty that converts is better.

Challenge the question.
Strong creative often starts by reframing the problem. “What if?” consistently leads to better answers than “What’s safe?”

Leadership Approach

Build thinkers, not just doers.
I develop creative teams to look beyond the execution and understand the strategic engine behind the idea. Conceptual talent is common – strategic, accountable creativity is rare.

Stay creatively restless.
Relevance has a short shelf life. Even after two decades, I still chase the idea that keeps me up at night – because those are the ones that shift markets, brands, and sometimes careers.

Lead with clarity and humanity.
Direction, expectation, and support should never be optional. Creative excellence scales when the team knows the “why,” not only the “what.”

Some of the 80+ Brands I’ve Worked With

Athletic & Sport
Nike, Lululemon

Luxury & Automotive
Mercedes-Benz, Porsche, Rolls-Royce, Audi, Burberry, Ralph Lauren, Volkswagen

Cybersecurity & Tech
Palo Alto Networks, Juniper Networks, Google, Amazon Web Services

Financial & Property
JLL, UOB, Capitaland, Keppel Corp, Emirates Money, Marina Bay Financial Centre

Pharmaceutical & Health
Johnson & Johnson, Galderma

Oil, Gas & Electronics
ExxonMobil, Canon, Daikin, Hitachi, Toshiba, Singtel

Personal

Chinese-Eurasian Singaporean. Fluent in English, conversational in Chinese. Recharged by reformer pilates, travel, and long weekend hikes with my rescue dog – because leadership requires space to think as much as it requires the will to deliver.