About —

Born in Singapore and currently living in New York City for the past 12 years.

As a Creative Director at Razorfish I specialize in conceptual storytelling ideas, brand content strategy, and digital transformation across beauty, tech, automotive and CPG verticals. I have experience leading several national and global 360 campaign work, UX and UI product innovation, and managing design teams. My work focuses on helping brands identify their purpose and role in culture and delivering user-centered solutions that drive growth and engagement.

I also help global hospitality and F&B groups elevate customer experience and increase visibility and engagement through service optimization and leveraging strategic PR and media partnerships. In parallel, I advise top fashion publications (Harper’s Bazaar, GRAZIA) on trend forecasting and identifying emerging brands and talent to shape editorial direction.

I am a proud neat-freak, typography-obsessed (ask me about typefaces i’ve created), and love collecting hats both metaphorically and physically. I enjoy spending my spare time on Duolingo learning to count and order food in a new language, biking, and exploring new places to add to my Google Maps’ bookmarks.