Creative Director. Bilingual writer.
I create ideas rooted in culture, language, and human insight.
CV
Professional Summary
My experience extends beyond advertising. Trained at a sports school and later qualified as a lawyer, I eventually found my place in the art of communication.
I have also managed an art gallery and co-founded ArtSociate, where I continue to curate art exhibitions. This close engagement with the arts shapes how I think about storytelling, nuance and meaning.
A people person at heart, I stay grounded through everyday life, taking the LRT, being active in my child’s school and engaging with the community. These moments keep me connected to culture as it’s lived, not just observed.
Infusing cultural insight and lived experience into my work gives it depth, relevance and lasting impact.
Skills
Writing Campaign Ideation Branding
Crafting Local & Cultural Insights
Creative Team Management
Work Experience
November 2018 - May 2020
Senior Copywriter Bahasa, JWT Malaysia
Joining JWT Malaysia gives me the opportunity to fulfil my desire to work on local brands that speak directly to the increasingly important Malay target market. It is very gratifying to be a part of the team that handles Safi by Wipro Unza. From female skin care to personal care, we enhance the bond between the masses and a brand that has a special place in their hearts. This is the first time I have focused on a local brand that has a strong presence in the local market. What is most interesting is that my communication and ideation has the room to be expressed in a more colloquial and grassroots tonality; which is quite refreshing for me after years of working with international brands.
March 2013 - October 2018
Senior Copywriter Bahasa, Publicis Groupe Malaysia
After managing an art gallery for almost two years, I decided to come back to advertising. And it was Publicis Malaysia that opened its door to me. I had the opportunity to work with mostly FMCGs accounts namely NESCAFE, MAGGI, Nestum, 100PLUS, Lactacyd, Drypers and Garnier. I too, for the first time had the chance to work on automobile accounts namely Audi and PROTON. Some of these accounts require Malay insights and approach which I managed to work on a few campaigns that were developed first in Bahasa Malaysia. NESCAFE holds a special place in my heart as I helped the team to bring back brand love amongst the Malay consumers. We worked closely with the clients to develop Pagi Itu Rezeki campaign which is a territory that NESCAFE wants to own (morning part of the day that is). This campaign resonates well with consumers as it sits well with their cultural belief and faith.
June 2011 - February 2013
Art Gallery Manager, Galeri Chandan
Managing the art business is an art in itself. I was not only managing the local art show (which is once a month mind you) but also coordinating traveling shows within the region. Never thought I could pull it off, but I did and loved it.
My job scope extends across a broad spectrum of responsibilities; conceptualisation of art shows, ensuring the cost of producing the show stays within approved budget, marketing and promotion, coordinating art shows in Indonesia and Singapore, media coverage, scout for talents and everything that comes in between. Assisted by a business development executive, an over-qualified gallery executive and a gallery assistant, our team members complement each other. The challenges are rarely predictable, hence never a dull moment in managing an art gallery.
June 2006 - May 2011
Copywriter, Grey KL
I was a copywriter specialising in Bahasa Malaysia communications for Grey for five years. My responsibilities include conceptualisation, branding and writing for print ads, TV and radio scripts as well as below-the-line mediums. I attend and supervise TV shoots and radio recordings that are produced in BM. This job has honed me to work within tight deadlines and to think on my feet. I must say that I do enjoy the adrenalin rush, creative thinking and writing process. Credit to my legal training, I have an analytical and critical mind, which has helped me in delivering my work on-time every time. It is very satisfying to see what you imagined in your head and shared with your team 2 months earlier, come ‘alive’. A natural team player, wife, mother of two energizerboys, daughter and daughter-in-law juggling between roles is a challenge that I undertake to fulfil every day.
July 2005 - April 2006
Pupil in Chambers, Zain & Co.
Before I was persuaded to join the `dark side’, I completed my pupilage at Zain & Co. under the supervision of Mr. Samuel Hong Soo Choon; it was the best nine months ever. I was exposed to litigation and corporate legal work. I had the chance to appear before magistrates numerous times (civil and criminal open court), for mention, plea in mitigation, bail and also remand applications. And I was also trusted by the firm to appear before Judicial Commissioner in Chambers for mention. And of course, I was given the opportunity to learn (the usual) how to write a proper legal opinion, due diligence, research and also legal translations. The highlight of my week was my participation in the Dock Brief programme run by the KL Legal Aid Centre, a pro-bonolegal services for those who can’t afford a legal representation. The experience gained is priceless.
Few months in 2004
Freelance BM Copywriter, Euro RSCG KL
This was my first break into advertising. I was called in to assist the agency with BM copywriting as at that point of time they had two heavyweight accounts, Maybank and Hotlink, which required extensive BM communication. Their BM writer was swamped. So here I came along, with only an outsiders’ knowledge of what exactly is advertising but I jumped straight into it. I was assigned to writing, translating and proof-reading print ads, radio scripts, leaflets, booklets and user manuals. Within a month I learnt and understood what the big picture of advertising and I very much enjoyed it (and the pay).
Work Experience
November 2025 - Present
Creative Director, SPIN
My time at Ogilvy was a truly positive and formative creative experience. I moved on to SPIN
when I was offered the opportunity to work on the rebranding of Tabung Haji a uniquely Malaysian GLC financial institution.
The chance to engage deeply with an institution rooted in faith, finance and national responsibility was something new for me, and one that would add a valuable dimension to my practice. It was a challenge I was excited to take on.
