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

Worked with regional teams in Hong Kong to plan and deliver integrated campaign toolkits for Holistic Beauty, the 8.8 and 11.11 e-commerce moments, and the upcoming 2026 launch slate.

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

Owned campaign delivery for CNY, Raya and Beautopia — including development of the Unik mascot for social stickers, AR filters and animated contest content.

Ran client and vendor negotiations across in-house teams and 3D developers; managed budgets, timelines and technical workstreams to land assets on brief, on budget and on time.

Ran the full lifecycle of interactive contest campaigns — CNY, Raya, Ooh Nikmatnya — from game proposal and microsite build through participant data handling, filtering and winner validation.

Led budgeting and vendor negotiation, owned T&Cs and prize structures, managed reporting and live campaign issue response — directly contributing to lifted sales and account renewal.

Ran high-impact seasonal campaigns across CNY, Raya and the FIFA World Cup, integrated across channels and retail touchpoints.

Supported the client's brand work during IPO readiness — coordinating corporate brand identity, cross-industry sponsorship and a consistent campaign asset system tied to long-term business goals. Outcome: long-term partnership renewed.

Stood up a brand-new advertising revenue stream via car-wrap campaigns — rolling out the first 300 vehicles nationwide as a scalable out-of-home media product.

Wrote the SOPs and operational playbook behind the programme. Managed cross-functional teams across driver shortlisting, installation, KPI tracking, advertiser reporting and driver payouts — then handed the programme over to a dedicated team with full documentation.

Supported the Grab driver-app expansion across 14 cities — building the operational communication framework and managing driver-facing content for a seamless rollout.

Owned localisation and delivery of mission-critical information to hit adoption targets, sustain engagement and steer the transition for new users across diverse local markets.

Supported the launch of GrabAllStars — a performance-based incentive structure to lift driver loyalty and optimise resource allocation.

Ran the operational rollout of reward programmes and brand collaborations, coordinated KPIs and delivery schedules, and executed the in-app messaging, EDM and SMS communications end-to-end.

Delivered the smart #5 price reveal and market launch — building the launch theme and coordinating event materials, social assets and targeted media buys to compound pre-announcement momentum.

Managed KOL and influencer partnerships to widen reach, then ran a tactical year-end sprint to drive sales conversion ahead of the EV tax-rebate expiry — on compressed timelines.

Supported the market debut of PROTON's first EV range, e.MAS, with an integrated launch designed to compound anticipation ahead of the official announcement.

Directed the project lifecycle — including a digital engagement platform with data capture, contest governance and selection criteria — and ran a media-buy strategy that funnelled audiences into the launch event's live telecast, with measurable participation and clear EV-segment momentum.

Ran a diverse portfolio of marketing and operational projects — from nationwide festive campaigns to specialised branded collaborations like the Pokémon Hunt.

Directed the full lifecycle for high-visibility initiatives — photoshoot production, key visual development, localised retail assets and exclusive merchandise — coordinating across A&P, Fresh Food and 7Cafe business units and securing repeat work.