What I do
I work with organisations and teams on a project or retainer basis. Whether you need someone to build an employer brand from scratch, navigate a period of workforce change, or create content systems that actually get used, here's where I tend to be most useful.
Employer Brand and EVP
Defining what makes your organisation worth working for, and building the content, frameworks, and channels to communicate it credibly. Includes EVP development, careers site strategy, recruitment content, and employer brand audits.
Internal and Change Communications
Helping organisations communicate clearly during periods of growth, restructure, or transition. Strategy, messaging frameworks, stakeholder engagement, and staged communications planning.
Content and Narrative Strategy
Building content systems, editorial frameworks, and storytelling approaches that distributed teams can use independently and consistently. Includes playbooks, templates, and operating frameworks.
Employee Advocacy
Designing and launching employee advocacy programmes that give people a reason to tell your story and the tools to do it well. Includes programme design, enablement content, and performance tracking.
what i’ve done
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ExpressVPN's careers site wasn't doing its job. The talent brand was underdeveloped, the messaging was generic, and the site wasn't converting. I rebuilt it from the ground up: developed the EVP, wrote the site copy, created recruiter enablement content, and built a multi-format content strategy spanning blogs, video, and social storytelling. Applicant quality improved by 248% and the site became the company's top hiring channel for key roles.
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GroupM had no employer brand presence across its 16 APAC markets at a time when competition for media and marketing talent was intensifying. I developed the region's first employer branding strategy from scratch, built internal communications programmes, and established employee advocacy initiatives spanning GroupM, Mindshare, MediaCom, Wavemaker, and Xaxis. We also produced one of Singapore's first virtual office tours.
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Airwallex needed a way to bring its culture and people to life across regions, with a distributed workforce and no existing advocacy infrastructure. I designed and launched Airwallex Voices, a 35+ member global employee advocacy programme, building the cohort strategy, enablement frameworks, content approach, and performance tracking from the ground up.
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Indeed's APAC team was scaling fast, with hiring up 200% across the region and employer reputation under pressure. I led Indeed's employer brand strategy across APAC, managing paid campaigns, reputation management, and event strategy across markets including Japan and India. I also co-edited the Inside Indeed culture blog, a long-running employee storytelling platform. Maintained a 76% positive Glassdoor rating throughout.
career history
TEKsystems, marketing consultant
Freelance engagement delivering internal communications, marketing, and sales enablement content across APAC markets.
Since Mar 2026
airwallex, employer branding partner
Maternity-cover contract supporting global employer branding across the People and Talent function.
Oct 2025 to Mar 2026
aware, senior communications manager
Led organisation-wide communications strategy across internal comms, media relations, digital platforms, and advocacy campaigns.
Jul 2023 to Oct 2025
expressvpn, global communications manager
Led a distributed team of 10 delivering global employer brand and internal communications programmes.
Oct 2021 to Mar 2023
indeed, apac employer brand manager
Built and localised Indeed's employer brand strategy across APAC including Japan and India.
Nov 2018 to Nov 2021
groupm, Talent Communications Manager
Built GroupM's first employer branding strategy across 16 APAC markets. Led the launch of All Means All, GroupM's inclusion and diversity initiative in APAC.
Oct 2014 to Oct 2018
Human Resources Magazine, Deputy Editor
Produced daily digital content and a monthly print magazine covering HR and talent across Asia.
Nov 2010 to Oct 2014
SGX Group, EVP Project consultant
Freelance engagement to build an EVP and employee communications support.
Since Apr 2026
selected work samples
give diversity a hand
One of the first LGBT-focused features published in a Singapore HR trade magazine.
indeed culture blog
Co-editor and writer for Inside Indeed, an employee storytelling platform covering life at Indeed across APAC.
indeed: working in singapore
A video my team produced for Indeed's employer brand content series.
expressvpn careers site
Rebuilt the global careers site and talent brand from the ground up.
aware’s 40th anniversary report
Annual report researched, written, and produced end-to-end.
groupm vr office tour
One of Singapore's first virtual office tours, produced for GroupM's Singapore office.