With over a decade of experience, I enjoy solving brand challenges and creating culturally relevant work. Hands-on and strategically driven, I relentlessly push to make great ideas happen. I’ve worked across all channels, from film and social to experiential, with a love for unconventional concepts that go beyond traditional advertising. My experience spans industries from beauty and telecoms to FMCG and automotive. I’m a team player who values collaboration and cares deeply about developing talent.
- Experience across APAC, Europe, Africa and the Middle East
- 90+ awards, including Cannes Lions, D&AD, One Show, LIA, Clio, Spikes and Loeries
- Ranked #1 in ‘Singapore’s Most Awarded Creatives’
WORK EXPERIENCE
- Creative Director / Senior Copywriter, Freelance, May 2026 – Present
Available for freelance and permanent roles, keen to collaborate and bring strong ideas to life.
- Freelance Creative, M&C Saatchi Dubai, 2024 – 2026
Built scalable creative platforms and elevated execution from brand films to always-on content for luxury real estate brands, including Aldar, Meraas, Nakheel, and Modon.
- Creative Director / Senior Copywriter, Freelance, 2021 – 2024
Partnered with agencies including BBDO Germany, Memac Ogilvy, FCB South Africa, and GUT Miami, delivering culturally relevant work for brands such as IKEA, Coca-Cola (World Cup Qatar 2022), Sixt and Accor.
- Associate Creative Director, Ogilvy Singapore, 2019 – 2021
Ensured creative excellence at scale across multi-market campaigns in APAC for clients including Toyota, Nestlé, Cadbury, Japan Airlines and HSBC.
- Global Associate Creative Director (Unilever), Ogilvy Singapore, 2016 – 2019
Conceptualised and led global campaigns for Unilever beauty brand Pond’s and fabric conditioner Comfort.
- Copywriter, FCB South Africa, Mar 2016 – Nov 2016
Delivered impactful, award-winning campaigns for brands such as NIVEA, Savanna Cider and BMW, balancing creativity with strong brand alignment.
- Copywriter, Ogilvy South Africa, 2014 – 2016
Worked across a broad portfolio including Volkswagen, SAB, Adidas and WWF.
- Freelance Copywriter, Y&R South Africa, Sept 2013 – Oct 2013
Contributed to new business success, including winning the Lipton pitch.
- Copywriter, DDB Paris, Feb 2013 – Aug 2013
Developed campaigns for international brands such as McDonald’s, Greenpeace and Hasbro.
INDUSTRIES & CLIENTS
Beauty/Fashion: Pond’s (Global account), Nivea, Dove, L’Oréal, Aveeno.
Home: IKEA, Electrolux, Philips.
Sport: Decathlon, Adidas, Puma.
Transport/Fuel: Toyota (17 markets in Asia), Lexus (SEA), Japan Airlines (SEA), Wego, Volkswagen, BMW, Audi, Sixt Car Rental, Engen Petroleum, Castrol, Ouigo train, Changi Airport, Aston Martin, Porsche.
Finance/Insurance: AIA, HSBC, ENBD bank, Allan Gray Investment, ING Direct Bank, Santam.
FMCG: Unilever on Comfort laundry detergent (APAC), Pond’s (Global), Mondelez on Cadbury and Tang (APAC), Nestlé on Milo (Global), Colgate, Président Cheese, Maynards Sweets, Oros juices.
Food/Drink: Coca-Cola brands (SEA & Middle East), Red Bull, Lipton, Savanna Cider, SAB Beer portfolio, Guinness, Glenfiddich, Scottish Leader, McDonald’s, Foodpanda, Dentyne, supermarkets (Cold Storage, Giant and OpenTaste).
Media/Telcom: Netflix, FOX (APAC), Wechat, News24, L’équipe, Singtel, Bouygues Telecom, Pixstory.
Institutional: Singapore Government (Singapore Tourism Board, National Crime Prevention Council and Ministry of Culture, Community & Youth), City of Cape Town.
Hospitality/Real Estate: Accor Hotel, Choice Hotel, Marriott Bonvoy, Fairmont, Aldar, DHRE (Nakheel, Meraas, Jumeriah), Modon.