Founder
I help beauty, wellness, and fashion brands build social-first growth strategies that actually convert. With hands-on experience scaling campaigns for multiple 7-figure DTC brands, I specialize in turning social media from a brand awareness tool into a genuine revenue channel. My expertise spans organic content strategy, influencer and UGC programs and helping founders with the strategic thinking behind their social presence, not just the execution. I've worked across brand stages, from early-stage startups finding their voice to established names optimizing for conversion and retention. If you're a founder or marketer trying to figure out how to make social actually work for your business, whether that's building a content system, structuring a creator program, or translating your brand story into content that sells – that's where I can help.
Ran events with more than 80% attendance rate, and helped grow a membership program by 40% YoY, adding 10K+ members through events and content that drove a 155% increase in Instagram Stories clicks. If your audience feels passive and you want to build something people actually show up for — both online and in real life — I can help.
Managed email marketing for beauty and lifestyle brands, sending to over a million recipients, and 23.57% of total revenue attributed to email for a client — above the industry average. My campaigns consistently outperform industry benchmarks, with a 58% open rate in the 87th percentile, a 2% click rate, and a conversion rate in the top 21% of the industry. I help brands build email strategies that don't just land in inboxes, but actually convert.
I've built and managed influencer programs for brands across SEA and the US — from identifying the right creators, building databases from scratch, to maintaining relationships and securing coverage. My experience spans sourcing, briefing, negotiation, and in-kind partnerships, with collaborations including KraveBeauty and Tower28. If you're stuck, unsure who the right creators are for your brand, or struggling to measure ROI from your influencer activity, reach out and we can figure it out.
Good automation should save you time without making your brand feel robotic. I've built flows and systems for social and email that keep things running consistently in the background.
I've worked across both brand and agency sides, helping beauty, wellness, and fashion brands secure coverage in major fashion and lifestyle publications. Quick stats for a small CPG brand: Earned over $300K in media value and 2.7M organic reach within the first six months of their launch. If you're trying to build your brand's press presence, craft a story that gets picked up, or figure out how to approach publications without a big budget, I can help.
Spent close to a decade building social media strategies for beauty, wellness, and fashion brands — from early-stage startups to 7-figure CPG names. I specialize in helping brands become social-first by building awareness through content that resonates and funnels into revenue. Some quick stats: Grown brand accounts by 233% in followers, increased website sessions by 364% in six months, as well as generated 800K+ TikTok views for a small CPG brand within the first six months.
My preferred tool for consolidating data and keeping campaigns organized and visible. Especially useful when managing multiple projects, content pipelines, or influencer databases that need to be easy to update and share with a team.
An Adobe girl at heart, but Canva is hard to beat for quick turnarounds, branded templates, and collaborating with clients who need to stay on-brand without a full design team. A staple for social content and presentations.
My go-to for email marketing — the interface is intuitive, the segmentation is powerful, and the analytics give you everything you need to understand what's working, what's not, and where to optimize next.
My preferred tool for client walkthroughs, campaign briefings, and feedback rounds. It's faster than writing a long email, more personal than a document, and makes it easy to walk someone through exactly what you mean without a live call.
If you're trying to reach Gen Z, there's no better platform right now. I've used TikTok to grow brand accounts organically, test content formats, and understand what actually resonates — from behind-the-scenes to educational and storytelling content.
I use it to understand where traffic is really coming from, track UTM performance across campaigns, and connect social and email efforts to actual website behavior — so every decision is backed by data, not guesswork.
A great automation tool that's easy to set up and far more affordable than a lot of B2B alternatives. I use it to automate DMs, comments, and lead capture — perfect for brands that want to work smarter without overcomplicating their tech stack.
My go-to for organizing everything — from content calendars and campaign planning to SOPs, client documentation, and internal wikis. It keeps projects structured and makes it easy to collaborate without things falling through the cracks.
For when I need to go deeper on data and present it clearly. I use Tableau to visualize campaign performance, track KPIs over time, and turn raw numbers into insights that are easy to understand and act on.
Social media has been my world for close to a decade — building strategies, managing accounts, and developing content systems for brands across fashion, beauty, and lifestyle. From organic growth to community building and conversion, I've seen what works and what doesn't across platforms. If you're trying to build a social presence that actually moves your business forward, I can help.
Fashion has been at the core of my work from the beginning. From agency-side campaigns to brand strategy and social-first content for fashion brands across SEA and the US. If you're a fashion brand trying to build your social presence, find your voice, or grow an audience that converts, I can help.
Beauty is where I'm most at home. I've worked with some of the most exciting brands in the space, building social strategies, influencer programs, and content systems that drive real growth.
I've spent years building communities both online and in real life — from growing membership programs by 40% YoY to running 20+ sold-out events. I understand what it takes to turn an audience into a loyal community that shows up for your brand.
I have a strong eye for visual storytelling and brand aesthetics, built through years of creating and directing social-first content for fashion and beauty brands. I can help you think through how your visual identity translates across platforms and resonates with your audience.
Going freelance was one of the best decisions I made — and within six months I'd built my first $10K month. It wasn't without its challenges, but I figured out how to land the right clients, position my services, and build something that felt sustainable. If you're thinking about making the leap or trying to figure out why your freelance business isn't growing the way you hoped, I'd love to help you work through it.
I've worked with iconic footwear brands including Manolo Blahnik and Rupert Sanderson across PR, press releases, and social media. If you're a footwear brand looking to grow your presence or refine your communications, let's talk.
I founded gentle mood, a bootstrapped soap and skincare brand. Secured press coverage, influencer partnerships, and prime shelf space in top retail stores without an agency or big budget. If you're a wellness brand trying to grow with limited resources, I can help you figure out what to prioritize and how to get in the right doors.
I help ambitious brands articulate their story and scale their social media presence through research-led strategy, compelling content, storytelling, and community-driven execution. Launching my agency gave me the chance to wear many hats, including set styling, photography, and writing. The brands in my portfolio include WeWork, Amazon, Sulwhasoo, KrisShop and more. Socials: http://instagram.com/heyweekendstudios
Building systems and frameworks that help DTC businesses optimize social media, build a funnel to convert followers into buyers, and grow their community through practical guides and strategies. behindthefeed.co
First social media hire responsible for leading U.S. social strategy and influencer management, building a database and fostering relationships with 100 top Asian influencers in the U.S. Successfully grew Love, Bonito US Instagram (@lovebonitousa) by 233% in followers, surpassing targets by 156%; and contributed to the increase in website sessions by 364% within six months through social media and community efforts. My key responsibilities include: - Plan, refine, and execute monthly social media plan, supporting global and local marketing initiatives. - Manage Love, Bonito’s ambassador program; including negotiation with KOLs for in-kind partnerships. - Build and create database and SOP for UGC - Built interest in Love, Bonito’s membership program, LBCo+, through engaging content captured during community events, generating an increase in clicks on Instagram Stories by 155%. - Foster relationships with existing LBCo+ and contributed to the growth of +10k members, a +40% growth in the first half of the year YoY through community events. - Pitch and collaborate with top Asian-American brands such as Krave Beauty, Tower28, August, Everyday Humans, and SIN for in-kind partnerships and in-store activations.
[gentle mood was placed on pause due to an opportunity to relocate to New York!] gentle mood was created to inspire a low-waste lifestyle with beautiful, functional products to uplift your day. The Japanese concept, zakka, believes that if you make good choices about the objects you surround yourself with, they will pay you back with joy. We take inspiration from this to redefine the humble bar soap and transform this everyday ordinary item into something extraordinary. More than just soap, we hope this humble everyday object inspire your day, elevate your mood with its soothing colours and energising scents while being kind to your skin and the environment. - Featured in 10+ top publications, including Vogue Singapore, The Straits Times, and The New Paper. - Earned a media value exceeding $300K with an organic reach of 2.7M. - Achieved 800K+ views and 2000+ hours of playtime on TikTok within the first six months through engaging and relatable TikTok content, including behind-the-scenes and small business stories. - Generated over 3K+ shares and 3.5K+ saves on TikTok, fostering strong audience engagement. - Secured prime shelf space in leading stockists, including Editor’s Market.
Developed and executed PR strategies to maximize media coverage, including writing press releases, designing creative press kits, and hosting media events like Sephora Press Day. Led art direction, visual merchandising, and collateral production for events such as Bulgari’s Splendida launch in Kuala Lumpur. Created and managed social media strategies, producing engaging visuals, videos, and animations for company platforms and brands like Astalift, Hada Labo, IT Cosmetics, and Sephora, ensuring consistent updates to showcase collaborations.
Six 1 One is a multi-label fashion distribution company representing prestigious European brands, including Manolo Blahnik, Serapian, and Roger Vivier. Developed seasonal marketing plans and executed PR strategies, including organizing events to showcase collections and secure media coverage. Created and distributed press kits, collaborated with Italy HQ on brand activities, and partnered with departmental stores like Takashimaya on product marketing. Monitored press coverage and managed Manolo Blahnik Singapore’s social media account, which grew to 10K in two months.
Assisted in preparing various reports, including sell-through, shipment, and trend reports, while managing store requests, reordering processes, and inter-store transfers across South Asia and APAC. Created seasonal training materials and product merchandising books, processed and tracked orders, prepared purchase orders, and handled additional ad-hoc tasks as needed.
