Where did all my time go?

I’m a performance marketer and creative strategist with over 6 years of experience helping brands grow across APAC. I specialise in crafting full-funnel media strategies that combine data-driven optimisation with creative storytelling.

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My creative roots began in copywriting that grew into the intersection of branding, commerce, and conversion. I’ve learned how to turn data into stories: not just through dashboards and reports, but also through observation, whether on strolls or scrolls. 

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I’m also a creative specialist who experiments with new formats and tools, including GenAI to scale content sustainably. Staying on the pulse of trending topics, industry innovations, purchasing psychology, and world news keeps me ahead of the curve; it helps me build campaigns that resonate, not just reach.

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For leisure, bouldering, sewing, and reading non-fiction helps me reset.