Brand Strategist - VML (WPP GROUP) - Chicago, IL USA
(2022-06 - 2026-06)
Brand advertising agency with 30K+ worldwide employees across 150 offices in 60+ markets worldwide.
- Drove end-to-end communications strategy for $7M United Soybean Board, strengthening farmer engagement, institutional visibility.
- Overhauled newsletters and optimized board communications, incorporating direct feedback from meetings, which drove a 27% increase in readership and 25% boost in brand awareness.
- Directed competitive research and white space mapping for CPG Pedialyte, chemical producer BASF, and Fortune 500 financial services company Thrivent, informing brand briefs and C-level presentations to sharpen positioning and market differentiation.
- Conducted key insight research to the "Kohl's Mom" persona development, guiding multi‑channel creative campaigns.
- Led consumer insight for No7 Beauty's brand repositioning, driving creative strategy that re‑engaged the brand's core female audience and guided agency campaign planning.
- Built go-to-market strategy for Thrivent's financial product, improving product visibility and institutional investor engagement.
- Led consumer research that helped win $6M Abbott Freestyle Libre account; synthesized behavioral and attitudinal insights to strengthen VML's pitch and demonstrate strategic capabilities.
- Led multi-round research and strategy pitch to secure Jaguar Land Rover, shaping brand positioning and communications roadmap across luxury and EV segments.
- Developed market penetration strategy for Procter & Gamble's Charmin x Target collaboration, leveraging audience insights and retailer dynamics to drive in-store and digital engagement.
Part-time Consultant - RV CAPITAL - Republic of Singapore
(2023-07 - 2025-07)
Family-owned $1.5B AUM hedge fund, serving global family offices and institutional investors across APAC and EMEA.
- Built a marketing strategy and budget recommending a shift to investor-driven fundraising focused on investor partnerships.
- Wrote, distributed 12+ monthly newsletters; boosted visibility 25+%, inbound interest via marketing collaboration for LinkedIn posts.
Investor Relations Intern - RV CAPITAL - Republic of Singapore
(2020-05 - 2020-07)
Family-owned $1.5B AUM hedge fund, serving global family offices and institutional investors across APAC and EMEA.
Planning & Strategy Intern - Grey Group - Republic of Singapore
(2021-07 - 2022-04)
- Achieved 200+ signup for a campaign for World Wide Fund for Nature through integrated marketing and audience segmentation.
- Conducted interviews with small/medium-sized businesses (SMBs) across Asia to shape Meta's regional outreach during COVID-19.
