How would you describe your current role and the biggest challenges you face?

My current role is a mix of managing growth marketing, brand and product. Our service is 24/7, integral to some of our users day to day transport and our aspiration is to build a brand they will feel proud to be a part of. Biggest challenge I’m facing today is actually organisation structure and team roles and responsibilities.

What is a common misconception about the work you do?

That marketing is only handling branding and communication.

How did you get started in your marketing career?

I was a creative by training, but I’m passionate about building more than just great visuals and storytelling. Diving into consumer behaviour and how to communicate a product that speaks to them got me to expand my role when we first started the business, and I naturally took up the marketing responsibility.

Describe the most impactful marketing campaign/project you've personally worked on.

It isn't a campaign but the decision to have decals on our vehicles from the start. There were feedback from advisors warning us not to do it as singaporeans will be ashamed to drive our cars.

However we were convinced that if the design is good, consumers wouldn’t mind. And on hindsight this helped us tremendously in awareness and organically spun a flywheel where the more bookings we have the more awareness we got. However the downside is also whenever there’s an accident, the public will recognise and remember.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

Going all in on only growth marketing.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

Brands being able to continue distinguish themselves through storytelling and visuals.

What is your favourite marketing resource that you would recommend to this community? And, why?

I still believe in connecting and speaking with others in the marketing field to learn from their experience as one of the most useful resource. Hearing from their lessons as well as success helps in shaping your own strategies that’s contextual to the business you are managing.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

Singapore, ABC market, great local food!