Campaigns, launches & brand work — delivered end‑to‑end.

Planned and delivered campaign toolkits for Holistic Beauty, the 8.8 and 11.11 e-commerce campaigns, and the 2026 launch slate with the Hong Kong regional team.

Built campaign frameworks tied to business goals, supported content direction for house-brand products, and managed the full Watsons Community launch — covering logo, brand identity and activation toolkit — across multiple markets.

Strong delivery led to repeat engagements and referrals across departments, expanding the scope of work beyond the original brief.

Delivered seasonal campaigns for CNY, Raya and Beautopia, supporting Watsons' key trading periods.

Led the development of the Unik mascot for social stickers, AR filters and animated contest content — coordinating between in-house teams and third-party vendors including 3D developers, negotiating with clients and vendors, and managing budgets and timelines to ensure all assets went live accurately and on time.

Ran contest campaigns end-to-end across CNY, Raya and Ooh Nikmatnya — covering game development, microsite build, participant data handling, winner validation, T&Cs and prize structures. Managed budgets, vendor negotiations and live issue response throughout.

Campaigns drove sales growth for Ribena each time, and the account renewed multiple times as a direct result of both delivery quality and the client relationship built across each engagement.

Delivered seasonal campaigns and social media management for CNY, Raya, FIFA World Cup and Merdeka across multiple channels and retail touchpoints — supporting Eco-Shop's sales and brand visibility during key periods.

Supported the client through IPO preparation — coordinating corporate brand identity, cross-industry sponsorship and campaign assets aligned to their long-term business goals.

Managed vendor negotiations, budgets and timelines throughout, and secured the long-term renewal of the partnership.

Launched Grab's car-wrap advertising programme — rolling out the first 300 vehicles nationwide and establishing a brand-new revenue stream for the business.

Created SOPs and operational workflows covering driver shortlisting, installation scheduling, approvals, KPI tracking, advertiser reporting and driver payouts.

Once fully operational, led a clean handover to a dedicated team with all processes documented and running.

Supported the Grab driver app rollout across 14 cities — building the operational communication framework and managing all driver-facing content to support a smooth expansion.

Handled localisation and delivery of critical information across diverse regional markets, hitting adoption targets and keeping driver engagement on track throughout the transition.

Supported the launch of GrabAllStars, a performance-based driver loyalty programme designed to improve retention and optimise how drivers were allocated across the platform.

Managed the rollout of rewards and brand collaborations, kept internal departments and external partners aligned to KPIs and delivery schedules, and ran all driver communications end-to-end across in-app messaging, EDM and SMS.

Supported the smart #5 price reveal and market launch — developing the launch theme and coordinating event materials, social assets and media placements to build pre-announcement momentum and drive awareness ahead of the reveal.

Managed KOL and influencer partnerships to extend reach, then ran a year-end sales campaign specifically timed to drive conversions before the EV tax rebate deadline. Delivered across all workstreams on condensed timelines.

Supported the market debut of PROTON's first EV range, e.MAS, with an integrated launch strategy built to grow anticipation and audience engagement ahead of the official announcement.

Directed the full project — including a digital engagement platform with data capture, contest governance and winner selection criteria — and managed the media buy strategy that drove audiences to the live launch telecast.

Delivered high engagement rates and measurable participation, contributing to strong early momentum for the e.MAS in the EV segment.

Ran a wide range of projects for 7-Eleven — from nationwide festive campaigns to branded collaborations like the Pokémon Hunt — supporting the brand's retail sales, footfall and seasonal visibility.

Directed the full project lifecycle across photoshoot production, key visual development, localised retail assets and exclusive merchandise.

Coordinated across A&P, Fresh Food and 7Cafe as separate business units, each with their own stakeholders and commercial requirements — and delivered consistently enough across all three that each department came back independently with repeat briefs.