Digital-first, Story-driven
I find what's really stopping them from choosing you — then build messaging and proof that resolve it.
My Approach
Funnel diagnostics alone isn't enough — we need to diagnose with empathy.
Most marketers think for the customer: "How can we serve you better at this stage of the funnel?" It's noble, but it's incomplete.
Instead, let's think like the customer. What is my pain here? Why does this matter for me? Where is this going? Why should I trust you?
When we see through the customer's eyes, we understand what truly matters to them. And when we understand what truly matters, we can craft messaging that resonates and build proof that earns trust.
My Background
Long cycles. Trust as the conversion driver. Scepticism over price.
Dashboards, CRM, training platforms, data analytics, custom JS trackers. Infrastructure that compounds.
16 years dedicated to messaging. Narrative structure, emotional beats, what makes people care.
Webflow, GA4, CRM, automation. Marketing muscle to move fast and scale.
I'm not a strategist who hands off a deck and walks away. I'm a hands-on marketing leader who can identify the right stacks, channels, and mediums quickly — and execute on them. Stories matter, but you can't take forever to build them. That's where digital-first comes in.
Case Study 1
Fractional CMO • 2024–2025
Up to $60K transactions • HCSA-regulated
The challenge
HCSA commoditises every dental practice in Singapore. Same restrictions. Same look. Same claims. Same marketing playbook.
OSD genuinely innovates — but can't say it. The regulations don't just limit what you advertise; they limit what you communicate. So most practices stop trying.
The patient's question
"I'm willing to pay for quality — but why the premium? Is there actually a difference? Everyone looks the same."
The insight
The battleground isn't in the ads space. Brand awareness doesn't mean brand understanding — and if I don't understand your brand, how can I choose you?
So we stopped trying to win on reach and focused on the consideration set — where understanding happens. We weren't going to give patients a masterclass in dentistry or justify premium pricing outright.
Instead — I know this is what you're looking for and here's how we do it. And why how it's done matters. If you are looking for this level of finesse, we're the one for you.
We let them feel the value — let them experience the value.
What I built
I created a brand experience, not an information dump. A naturally-flowing journey, with value chunked into mini chapters — each earning a little more trust.
BX Website
Differentiated through beautiful UI/UX design, and frameworks — not claims
Patient Dashboard
18-point smile analysis, fully personalised
Clinic Experience
Trust signals, celebrity proof, authority cues
EEAT Content
Credibility earned, not claimed
The journey chapters
Gold
Flexible payment plans — removing friction
Friendship
Dedicated treatment consultants — someone in your corner
Overcoming adversity
Minimal extraction, pain management — fear addressed
Wisdom
Consultation design — guidance, not sales
The result: When you can't shout, you have to be clever. I placed golden nuggets of value along the entire customer journey — each one earning trust, building understanding, creating differentiation.
The work required heavy distillation — jargon had to go, regulations had to be navigated, competition had to be studied. What remained was something clear, refined, and unmistakably OSD.
This is how I differentiated OSD when everyone else looks the same — and how I turned HCSA from a limitation into a competitive moat.
Case Study 2
Fractional CMO • 2021–2024
B2B Design & Build • Covid era
The context
Covid. Brutal for commercial fit-outs. The obvious play: bid on "office renovation Singapore," run LinkedIn ads, compete when prospects are already comparing 3–5 vendors.
The question I asked
If I'm the customer, where am I before I start searching for contractors? What uncertainty am I trying to resolve first?
The insight
Before anyone searches for "office renovation," they're trying to answer a simpler question: How much space do I actually need?
A 27-person company with front-facing needs, collaboration space, a server room, and room to grow — do they need 3,000 sqft? 4,000? It's genuinely hard to know. And that moment of uncertainty happens before the competitive bidding begins.
What I built
Users input their requirements — headcount, meeting rooms, workstations, pantry size, server room needs. The calculator tells them how much space they actually need, with results delivered via email.
Capture
Email + specific space requirements
Signal
They're actively planning an office move
Timing
Before they start looking for contractors
The result: In-market accounts captured before competition even knows they exist. Combined with refreshed brand positioning and targeted campaigns, revenue tripled in 18 months — through Covid.
Same instinct, different context. Understand the complete customer journey, find the opportunity, and arrive first.
Advised TagRise on GTM strategy during product-market fit phase.
2023
SembCorp Power campaign — 2nd largest OEM market share within 6 months.
2017–2020
DBS/POSB, CapitaLand, NEWater. 27 international awards. This is where I learned story.
2001–2017
Philosophy
I don't walk in with answers. I walk in with a method for finding them. The people closest to the problem know things that haven't made it into the brief.
I'll have a point of view. I'll also change it when evidence contradicts. Conviction plus intellectual honesty — not stubbornness dressed as strategy.
Show what you've done, not what you'll do. Documented reality beats aspiration. This applies to how I position brands — and how I'd want to be evaluated.
Premium customers aren't confused. They're uncertain whether this place is right for them. Education isn't the answer when scepticism is the problem.
The Advantage
Everyone can run ads. GenAI writes copy. Growth hacks are documented everywhere. Execution has been commoditised.
What remains essential is the ability to see through the customer's eyes — to find the real barrier underneath the stated objection, and to build proof that earns trust instead of demanding it.
I bring 16 years of storytelling craft, digital muscle to move fast, and the instinct to think like the customer rather than just for them.
If your challenge is reach or awareness, I'm probably not your person.
If your challenge is building trust for a new category, premium justification, or converting high-consideration prospects who understand the product but haven't decided you're the right choice — that's the problem I'm built for.
I won't have your answer on day one. I'll have a method for finding it. And I'll find it faster than someone who skips the diagnostic work.
December 2025