Creative Strategist

With a background in Psychology and Media Communications, I’ve always been fascinated by people—how they think, feel, and what truly connects them.

 

At my core, I’m both a builder and a creative. That curiosity has led me into UX design, where over the past 5+ years, I’ve launched digital and offline experiences, led product discovery, shaped global products, and brought big visions to life. 

 

I’ve also co-founded The Collective, Singapore’s first mobile marketplace for home-based businesses, where I led product strategy, designed the app and web experience, ran campaigns, and drove adoption. Later, I founded Urban Folks Café, creating original recipes, leading social media campaigns, and building a community around good food and local partnerships.

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Across tech, startups, and F&B, I thrive on turning insights into ideas, and ideas into experiences that connect with people in meaningful ways. At the heart of it, I love blending creativity with strategy to build experiences that connect and create real impact.