Hi, I’m sabrina.
I started in journalism, which means I learned early that good communication isn't about what an organisation wants to say. It's about what an audience actually needs to hear.
That instinct has shaped 15 years of work across employer branding, internal communications, EVP development, employee advocacy, and content strategy, across tech, media, and social impact organisations in APAC and globally.
Most of what I do comes down to making complex or messy things clearer: helping organisations communicate culture more honestly, building frameworks that teams can actually use, and translating strategy into work that feels practical rather than theoretical.
Right now I work independently, supporting clients across financial services and technology on employer branding, internal communications, and content strategy projects.
I'm also open to full-time roles where communications is treated as a strategic function, not a support one.
how i work
I'm a solo practitioner, which means you get me, not a team of juniors. I work best when I'm brought in early enough to shape the thinking, not just execute someone else's brief. I'm comfortable with ambiguity, quick to get up to speed on context, and I'd rather ask questions at the start than deliver something polished that misses the point.
Most engagements start with a conversation. I don't do lengthy proposals until I understand what you actually need.
Clarity over cleverness
Good communications work isn't about being interesting. It's about being understood. I'd rather write something simple that lands than something sophisticated that doesn't.
Strategy that goes somewhere
A framework nobody uses is just a document. I care about whether the work is actually practical for the people who have to implement it, not just whether it looks good in a presentation.