Driving growth through innovation and transformation based on actionable insights is what keeps me going.
I had the opportunity to work with the smartest colleagues on many interesting projects, answering different business and research objectives. This all, across multiple countries and industries such as FMCG, technology and hospitality.
I have worked in both agencies (Kantar and Behaviorally) and client roles (Resort World Sentosa) prior to joining Lynxeye. My experiences provided value to stakeholders from streamlining processes to ideations in my previous roles. My inquisitive and not-conforming-to-tradition self brings a different lens to the table.
I have a B.Sc. in Business and Management from University of London with more than 4 years of consumer research experience.
What is corporate purpose?
To me, it means that a company has a clear and long-lasting answer to the question “Why?”. In volatile industries with a changing climate, that answer will be put to the test where it’s crucial to dig and think deeply about it.
—A purposeful brand is innovative and constantly staying relevant by understanding its micro and macro environment. A brand that is trustworthy and ethical in consumers’ eyes.
When do you love your work?
The most satisfying part of my work is working with the most intelligent group of people in Lynxeye and the fruits of the collaboration that comes from this. I enjoy working on multiple and different streams of ideas that shape the final piece, which together create impact to drive brand growth.
Name a great purpose example
A purposeful brand to me is innovative and constantly staying relevant by understanding its micro and macro environment. A brand that is trustworthy and ethical in consumers’ eyes. One brand that comes to my mind is Amazon. From an e-commerce platform to cloud services and smart homes (Alexa) to smart grocery (Amazon DASH). Amazon is definitely innovating and positioning itself to be the frontline for the tech industry.