About Me
I tell stories that sell.
I’m a Creative Director with over 16 years’ experience selling everything from headache medication to skinny jeans (and even sunglasses that play music). Prior to being a copy-based creative director, I was first a designer, then art director.
After graduating from Central St Martins, I honed my craft at global network agencies including Ogilvy, BBH and Grey Group. I then spent close to 3 years in eCommerce as VP, Regional Creative Lead at Lazada, where I spearheaded projects that closed the gap with their biggest competitors across 6 markets (Singapore, Malaysia, Thailand, Indonesia, Vietnam and The Philippines).
At Lazada, I built and launched campaigns for various verticals (including fashion and electronics), major sale events (such as our signature double-day sales) as well as setting customer value proposition strategies that increased consideration versus our competitors. In my tenure I also had the pleasure of taking on a range of cross-functional projects, where I worked on UI/UX, mobile game design, livestream and various other experiential projects, both digital and physical.
My Lazada highlight? Hearing kids at my son’s preschool chant a tagline I wrote during a grocery delivery.
I have a passion for truly big ideas that can cross borders globally, translating into work that not only feels tailored to local nuances, but is also effective.
In my previous role as Creative Director at Grey Group AMEA, I led a global campaign for Panadol that broke their traditional adaptation model with an idea that allowed for the creation of hyper-localised communications that succeeded in markets as disparate as Colombia, Nigeria, Taiwan, India and Denmark. This campaign ran for over 5 years.
As a creative director with a truly hybrid background, I bring a strategic mind and aesthetic eye to the table, on top of my expertise in copy. I pride myself on being an approachable leader and mentor on top of being a hands-on, collaborative team player. I am also a valuable asset in inter-agency beer pong competitions, hotdog-eating competitions, pub quizzes and so on.
I am an active member of the creative community, and have served on the jury for the Creative Circle Gong Awards since 2022. I am also a passionate advocate for new talent, and have served on the Crowbar Awards jury since 2019.
My motivations are creating ideas that not only sell, but inspire cultural progress – or even change.
Outside of the office, I read, run, write short stories and raise two boys with my wife.
Work Experience
Creative Director, We Are Social, 2024 – Present
Freelance Creative Director, BBH Asia Pacific, 2024
VP, Regional Creative Lead, Lazada, 2021 – 2024
Creative Director, Grey Group AMEA, 2017 – 2021
Senior Copywriter, JWT Singapore, 2015 – 2017
Freelance Senior Copywriter, Ogilvy & Mather Singapore / Bates CHI & Partners / Every Matter, 2015
Copywriter, McCann WorldGroup, 2014 – 2015
Copywriter, JWT Singapore, 2013 - 2014
Copywriter, BBH Asia Pacific, 2009 - 2013
Art Director, Avantworks, 2009
Freelance Art Director, Ogilvy One, Singapore, 2009
Intern, Ogilvy, Singapore, 2008
Intern, Ogilvy, London, 2007
Designer, Army News, Singapore Armed Forces, 2004 - 2006
Freelance, Ogilvy Redcard, 2005
Intern, Voice Ad, Singapore, 2003
Education
Central St Martins, London, Class of '08 - BA(Hons) Advertising
Temasek Polytechnic, Singapore, Class of '04 - Dip. Visual Communications
Awards
Hall of Fame Awards – Social Media Campaign of The Year
Creative Circle Awards – 2 Gold, 1 Silver, 1 Bronze
Young Guns - Bronze
APPIES (Asia Pacific Marketing Congress Marketing Effectiveness Awards) – Gold
D&AD Student Awards - Yellow Pencil
4AS Crowbar Awards - Best of Show, 1 Gold, 1 Bronze