Work Experience

Australia Independent AI & Technology Consultant

SEP 2025–PRESENT

Running an independent consultancy delivering AI-powered solutions, automation systems, and digital products. Architecting and shipping agentic workflows, intelligent automation systems, and AI-powered tools that solve real operational problems for clients across diverse sectors.

Currently partnering with organisations spanning digital agencies, wildlife conservation, and other industries to deliver end-to-end solutions including AI automation, advanced analytics and measurement frameworks, and custom web applications. Projects range from intelligent workflow systems and data pipeline architecture to consumer-facing digital products.

Independently launched products including UTMHub.co, a SaaS platform helping marketing teams build trackable URLs with GA4 channel attribution, and Rottosnorkel.com, a live snorkelling guide for Rottnest Island providing real-time safety ratings across 39 locations. Leading with rapid prototyping, building working solutions quickly, validating with data, and iterating based on evidence.

Australia Media Activations Lead – Initiative Perth @ KINESSO

MAR 2023–AUG 2025

Initially joined as Group Performance Lead at Reprise Digital (Mediabrands, Interpublic Group) in March 2023, managing the Perth office team and driving team integration, thought leadership, and new revenue opportunities across enterprise-level clients. Following the Reprise/KINESSO merger in October 2023, transitioned to Media Activations Lead, overseeing performance and addressable activation teams delivering operational excellence, strategic digital media consulting, and MarTech guidance across Western Australia.

Successfully rebuilt high-turnover teams from the ground up, implementing comprehensive talent development frameworks and establishing sustainable recruitment and retention strategies that reduced turnover by 75% within 12 months. Designed and implemented structured mentoring programmes and career progression pathways for team members, resulting in 3 internal promotions and measurable skill development across all team levels. Established cross-functional workflows between media and analytics teams, facilitating improved collaboration and knowledge sharing that enhanced overall campaign performance and client satisfaction.

Regularly conducted client presentations and stakeholder alignment sessions, managing relationships with senior executives and marketing directors across major Western Australian brands. Contributed to thought leadership initiatives that earned Initiative MFA "Changer" recognition in 2024, while continuously aligning team capabilities with evolving client requirements and market demands. Working closely with Initiative's Head of Perth, ensured seamless service delivery and business growth through periods of organisational change and team scaling.

Malaysia Co-Founder & Head Of Ad Operations & Tech @ Creme Digital

JUL 2016–FEB 2023

Co-founded and scaled Creme Digital into Malaysia's premier digital marketing agency, mentoring and developing 20+ employees across technical, strategic, and client service disciplines. Designed comprehensive career development frameworks spanning Junior to Director levels, implementing weighted-average scoring systems that improved employee motivation, performance reviews, and professional growth trajectories.

Led client relationship management and business development initiatives, delivering compelling presentations to secure major accounts including Hilton Malaysia. Conducted strategic stakeholder workshops and training sessions, establishing Creme Digital as the first Malaysian Facebook Blueprint-certified agency and winner of "Advertising+Marketing's AOTY Best Local Media Agency 2021" Award.

Directed technical teams across 6 publisher partnerships, managing complex stakeholder relationships and cross-functional project delivery. Featured as Facebook agency panellist at KL small business events, presenting to 50+ CEOs and marketing professionals—directly generating new client relationships and establishing industry thought leadership position.

Independently architected and deployed comprehensive campaign tracking and financial management systems, while building team evaluation frameworks that transformed how the agency approached talent development, client service excellence, and operational efficiency. Orchestrated the conceptualization and launch of Tag Management/Analytics Solutions consulting arm, positioning the company as a key regional player in advanced measurement solutions.

Malaysia Business Consulting Manager @ CtrlShift

JAN 2014–JUL 2016

Led paid advertising sales and business development initiatives, growing the company's key telco account 15% for 4 consecutive quarters to reach MYR 5,000,000 in annual revenue. Proposed strategic media buys across direct ad platforms, online publishers, and programmatic exchanges through the company's proprietary multi-DSP hub while consulting on DMP integration, attribution modelling, and cross-device retargeting solutions.

Spearheaded an agency trading desk pricing initiative by collaborating with C-suite executives on resource costs, licence commitments, and profit targets. This culminated in a flexible 4-tier DSP/DMP pricing framework with 42 cost variables, reducing the pre-sale-to-sale timeline and securing a major banking client within 3 months.

Managed key operational improvements including the company-wide migration to Google GSuite for 50+ employees and deployment of a tailored Salesforce CRM solution. Recognised as a top-3 company presenter following intensive presentation skills training.

Malaysia ERP Sales Consultant & IT Department Manager @ KSRS

JAN 2013–DEC 2013

Led the company's business development efforts of a cloud-based Enterprise Resource Planning solution covering accounting, staffing, customer relations, sales pipeline, procurement and maintenance—presented to government, retail and construction clients as the first Ramco Cloud-ERP reseller in Malaysia.

Global Musician @ Various Employers

2006–2012

Professional musician spanning two decades, from early training at age 10 through conservatory studies in Rotterdam to freelance performance work beginning at 16. Built a distinguished international career as trombonist and euphonium player, performing with prestigious orchestras and ensembles across five continents and 20 countries, including appearances at world-renowned venues such as Amsterdam's Concertgebouw and the Royal Castle in Stockholm.

Delivered featured solo performances and recordings with the Malaysian Philharmonic Orchestra and Sweden's Malmö Fire Brigade Band, with performances broadcast on national television and radio across multiple countries. This extensive musical background—representing the majority of my professional life until 2012—developed core competencies in precision, collaboration, and performance under pressure that continue to inform my leadership approach in technology and business environments.