My path from engineering --> marketing --> analytics has given me a slightly unusual toolkit: I understand how things are built, how they are positioned, how (and why) users behave, and how to use data to connect the dots. I am now bringing those perspectives together across product and growth.
For the details that don't fit in the hero: a closer look at my timeline, leadership, and communities that have shaped my path; from my scholarship and extracurriculars at NUS to Google Developer Student Clubs.
A roster of some of my work across product, brand strategy and marketing analytics: from Hexnode and GSK to NUS Business School.
Architecting the pre-launch initiative for a COPD indication in Singapore by researching patient pathways, mapping referral behaviour, and collaborating with Clinic Management System vendors to improve identification of uncontrolled COPD patients.
Owned product positioning, naming and launch strategy for Hexnode Genie AI, turning beta adoption data and competitive insights into messaging and brand direction that drove 15% product revenue growth in its first quarter.
Built messaging frameworks that standardized product communication across 5+ customer-facing channels, cutting campaign turnaround time by 32%.
Orchestrated the marketing and product strategy for Hexnode Academy's (V2.0) launch under Hexnode's Partner Program, lifting course completion rates by 12% within 30 days through research-backed UX alignment and onboarding.
We developed a 'success index' to predict the commercial performance of action films based on historical data and market trends.
We designed a research framework, analyzed primary data from our survey and provided actionable insights to make SIMBA a #1 choice among students.
We turned campaign data from Nykaa, Purplle and Tira Beauty into Tableau dashboards to uncover performance trends and improve marketing ROI.
We used SQL to turn customer data into behavioural, purchasing, and segmentation insights, helping Polar Bear Ice Creams build a data-driven CRM strategy for growth.
Personal projects, experiments, and other consequences of giving my curiosity access to a laptop on weekends.
An end-to-end CDP prototype that maps the buyer journey, predicts churn, models customer lifetime value using Gamma-Gamma, and generates recommendations for targeted customer engagement. Deployed as a Streamlit app and Dockerized for portability.
A fun product strategy game where you play as a Product Manager, diagnosing why at-risk users are unhappy and choosing how to spend limited resources to keep them from churning. Read the clues, make the call, and ship the right fix before your users leave.
{Game under construction}
I like having a few things to look forward to — a climbing session, a chess game, something cooking on the stove, or an idea I haven't quite figured out yet. I notice little things, get very invested in things I like, and usually have about 47 tabs open in my brain at any given time.
Outside of work, I am usually cooking all of my meals or building my side projects. I also swim when I need to shut down my brain. I care deeply about animals, and miss my cat and dog an unreasonable amount. Lately, I have been browsing the App Store and testing random games and apps. It's a questionable hobby, but I stand by it.
I like good conversations, people who make me laugh, and having a few little projects of my own on the go. Life is better when there's something you are excited to come back to.
"She brings me half-formed ideas and leaves with twelve more. Reads the documentation before asking questions, though — I respect that."
"She likes to simulate a room full of stakeholders by asking me to disagree with whoever she brainstormed with first. Honestly, I love the process."
"She describes the weirdest things with remarkable confidence and expects me to deliver the exact image. 7 out of 10 times, I get it right."
"She once made a commit just to get the exact hex code of a green square right. I stopped asking questions a long time ago."
"Between the decks, the site mockups, and whatever she's designing at 1am — we go way back."
"She brings the vision. I bring the frames, flows, and approximately 47 buttons she didn't know existed."
"I’ve kept her notes, plans, projects, lessons, lists, and little ideas through several chapters. Wherever she goes next, I suspect I’m coming too."
"Provided the soundtrack for every single one of these projects. No further comment."