the golden gate bridge

June 21, 2021

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Tell us about yourself and your current role

I am a Singapore transplant in the Bay Area since 2017. My PR and marketing career spans APAC, the U.S. and Europe. Before coming to the U.S., I spent three years as Director of Corporate Affairs at Levi Strauss & Co. for Asia, Middle East, and Africa. Earlier, I was with P&G Asia for 12 years, spearheading marketing communications for SK-II and a legion of other global beauty brands. 

My current role is with Singapore Global Network, based in San Francisco, leading content marketing strategy, marketing programs and execution, and communications in the U.S.

How did you get into PR?

I started my PR career with P&G, and I immediately fell in love with it. PR is a crucial marketing pillar directly contributing to the P&G business. 

What do you love about PR?

I love PR for its creativity and storytelling nature. I am passionate about creating brand stories and messages rooted in consumer insights and target audience understanding. Since I came to the Bay Area, I’m exposed to new ideas, new tech, and new PR and marketing approaches. Most recently, I’ve learned about Clubhouse as a platform to share brand stories, build thought leadership, and connect with new customers. 

Why are you in PRSA-SF? What do you feel the benefits have been for you? 

2021 is my 4th year with PRSA, and I am grateful for the networking and collaboration opportunities with other board members to serve the Bay Area PR community. Someone told me it would take five years to feel at home as a transplant from Asia, but being with PRSA-SF, I feel a sense of belonging and a family atmosphere as we genuinely support and care for one another. 

What are you hoping to accomplish during your year as co-director of programs with PRSA-SF? 

I’m restarting with the PRSA-SF board in May 2021 and excited to co-chair the Programs Committee with David Boman. We aim to enhance PRSA-SF’s credibility and thought leadership by collaborating with strategic partners and key influencers. Our 2021 programs are focusing on subject areas such as:


  • Core PR competency – cutting edge PR capabilities/skills
  • Key PR trends - Tech/Health Care/IPO/Sports/Music PR
  • Media Expertise - Meet the Media
  • Ethics/D&I/Purpose Observance 


What's one piece of advice you wish you would have known when you started out in PR?

Internal communications are equally as important as external communications. Internal PR is even more critical in many cases, as employees are the best brand ambassadors for a company’s products and services.

What are some of your hobbies? What do you do for fun?

During the pandemic, I became an avid chef at home. I’ve been cooking almost every day, recreating my mom’s recipes or using YouTube cooking videos. I also have learned to make some new dishes from our HelloFresh meal subscription service.