With a database of local Tourist Shoppers responsive to Global Blue’s email campaigns, the local malls treasure each opportunity of a possible collaboration with Global Blue. This was 2020’s Lunar New Year shopping campaign collaboration with ION Orchard. With the company’s market research of the demographics and spending behaviour of the mall’s Shopper, I: Came…

To uplift Singapore’s retail landscape, brainstormed with Global Blue’s management to leverage our Tourist-Only business model for a localised Drive-to-Store initiative. Developed and implemented the drive-to-store email campaign for Global Blue’s 29,000 member-strong network, currently residing in Singapore, to 21 participating luxury brands. Developed a training manual for the Account Managers to brief the Retailers…

I copywrote the brand Heliocare into a Verb – this encourages consumers to use it in their everyday conversation. The copywriting for these two ads plays on the assumption consumers have on skin damages from UV exposure. The copywriting for the ad targeted at golfers was done after 10 in-depth interviews with seasoned golfers. I…

My goal is to care for every facet of my community – to treat them as how I would like to be treated under the same circumstances.

Here’s to anyone I know – trying to find their way back.   My copywriting was used for an event organised for a collaboration between Singapore Polytechnic and The Yellow Ribbon Project in 2016.   The transition and the many 365 days of change and torture of the mind, unsaid and unheard. But through it…

The best time to prepare for a healthier future, is now. An assignment for a Radio and Television Production module, this work was recorded and aired periodically during school hours to remind students of the importance of keeping healthy. In this assignment, I came up with the script and the necessary sound effects. To listen…