Creative Director - The Calydo Pte. Ltd. - Singapore
(2024-04)
Design consultancy delivering website, branding and digital experience projects across multiple sectors.
- Delivered digital projects for clients across Singapore, Malaysia, Hong Kong, and US balancing user experience, branding and business objectives.
- Developed scalable design systems and brand playbooks that reduced design iteration time by up to 35% for internal client teams.
- Created interactive prototypes and user journeys for web development projects that reduced stakeholder feedback cycles by 40% since business launch.
- Partnered closely with developers and clients to ensure responsive implementation quality and reduce post-launch issues.
- Leveraged AI-coding agents to accelerate concept development, design exploration and production efficiency.
- Secured ongoing client subscriptions for website maintenance for 2+ years on average.
Affiliate Creative Lead - Partnera
(2025-08)
Worked at the intersection of creative production, performance marketing, and data analytics, supporting international affiliate campaigns across APAC, US, Brazil, and EMEA markets.
- Designed and optimised 30+ performance creatives monthly across global brands including US, Brazil and EMEA markets.
- Built internal reporting dashboard using HTML, CSS and JavaScript within two weeks for each program using Claude Code and Codex, improving campaign reporting and decision-making workflows.
- Collaborated with client teams and the Partnera internal affiliate managers to optimise creative performance through rapid testing and iteration.
- Produced creative briefs, campaign assets and reporting materials for specific affiliate campaigns.
Creative Design Lead - Homage Co Pte. Ltd. - Singapore
(2021-10 - 2024-04)
Promoted from Senior Creative Designer to Creative Lead within 12 months. Led creative initiatives across Singapore, Malaysia, Japan and ANZ markets for a fast-growing healthtech platform.
- Managed and mentored a team of 2 designers across three regions while overseeing brand, website visuals and campaign execution.
- Developed and implemented a comprehensive brand playbook within 2 months that improved consistency and reduced asset creation time by 25%.
- Directed visual design and creative execution for website, app, and campaign initiatives while partnering with Product and Engineering teams to reduce delivery timelines by 30%.
- Designed and maintained marketing websites and landing pages that supported product launches, campaign initiatives, and user acquisition efforts.
- Created wireframes, user journeys, prototypes, and interaction patterns to improve usability and support stakeholder decision-making.
- Partnered with Performance Marketing teams on landing page optimisation and A/B testing, contributing to a 60% increase in qualified audience growth and an average of 28% reduction in CPL within the first 6 months at Homage.
- Designed and executed 12+ CRM campaigns achieving average open rates of 42% and click-through rates of 3%.
- Worked with marketing to introduce new content formats that increased TikTok views by 25%.
- Utilised AI tools including Firefly and ChatGPT to improve ideation speed and creative production workflows.
UI/UX and Research Skills Trainer - With Kita Ltd.
(2025-04)
- Designed and delivered creative training programmes covering design thinking, branding, UX/UI design, and digital content creation.
- Guided learners through practical projects including wireframes, brand identity systems, and content creation using Figma, Canva, Notion, and Wix.
- Adapted teaching methods to support learners with diverse backgrounds and experience levels.
Creative Producer & Manager - Anthology Pte. Ltd. - Singapore
(2019-05 - 2021-09)
Led multidisciplinary projects spanning branding, digital experiences, campaigns and product design.
- Delivered 40+ projects across branding, campaign development, website design, UI/UX, copywriting and content production.
- Directed the design and launch of the Breadcrumbs mobile application for Mandai Wildlife Reserve, achieving 1,000+ downloads during its first month during the campaign.
- Collaborated with stakeholders across Singapore, Indonesia and regional markets to develop campaigns and digital products.
- Managed and mentored a team of designers, improving communication and ensuring task visibility to keep all project members in sync and meeting deadlines.
- Reduced delivery timelines through improved cross-functional collaboration with account directors, ensuring client expectations are met.
- Presented concepts, strategies and creative recommendations directly to clients and executive stakeholders as part of pitches or progressive project calls.
Freelance UI/UX & Graphic Designer - Freelance
(2018-07 - 2019-04)
Delivered branding, website, exhibition, and digital design projects for SMEs and enterprise clients, working directly with stakeholders from discovery through final execution.
- Conducted discovery workshops, stakeholder interviews, and project presentations to gather requirements and align project direction.
- Developed wireframes, user flows, and visual designs for web and digital products.
- Produced branding, marketing collateral, and campaign assets across digital and print channels.
- Designed and delivered a large-format exhibition experience for RHB Bank in collaboration with Boston Consulting Group, successfully adapting to evolving stakeholder requirements and timelines.
- Collaborated with developers and vendors to ensure design quality and successful project delivery.
Graphic Designer - Revv Advertising Sdn. Bhd. - Malaysia
(2016-12 - 2018-06)
Supported integrated marketing campaigns for leading property developers and consumer brands, delivering print, environmental, and digital assets across multiple customer touchpoints.
- Developed marketing collateral for major property developers including Sime Darby, Setia, Guocoland, and Naza TTDI, supporting new launches and promotional campaigns.
- Designed brochures, outdoor advertising, showroom materials, event collateral, and sales support assets while maintaining brand consistency across channels.
- Produced a total of 12+ large-scale "coffee table" books and corporate publications from concept through to physical mockups and final production.
- Collaborated closely with account managers, copywriters, printers, and production partners to deliver projects accurately and on schedule.
- Participated in creative concept development, campaign ideation, and visual storytelling for integrated marketing initiatives.
- Managed artwork preparation, print production specifications, and quality assurance processes achieving high accuracy and minimal production errors.
- Developed a strong foundation in typography, layout, branding, visual hierarchy, and stakeholder communication within a fast-paced agency environment.
