An end-to-end content studio that helps businesses tell better stories. www.rethnk-content.com

Storytelling in business matters.

Rethnk. wants to change the way brands engage their audiences - through factual content.

From best practices to product development, we tell compelling stories about your business, develop strong thought leadership branding and shape narratives that will have a lasting positive impression of what you stand for.

Resonate with the right emotions and facts.

Content strategy for CX and DX. Content production, monetisation and partnerships. As part of the company’s digital pivot, drive continuous engagement beyond the event, with useful and relatable content.

- Create an internal content ecosystem from scratch, to lead and drive content strategy from editorial content planning, development and production, to creative production of content assets for partners and exhibitors.
- Assemble a core content team, built to scale, of natural storytellers with the objective to help businesses (including ours) utilise content to fulfil customers’ needs of sharing, learning and networking; to help companies stay relevant to their industry’s needs.
- Taking a customer-centric approach, content plans are derived from customer insights and developed to validate the emerging needs of customers (that fits the various personas of sponsors, delegates and exhibitors).
- Lead the content team to conceptualise unique and value-added content of all formats from articles and case studies to videos, infographics and UGC/ KOL content, with the intent to update and inform, drive customer acquisition and retention.
- Identify key content and knowledge partners to establish meaningful partnerships with and ensure content as a business is scalable.

Projects include: Industrial Transformation Asia-Pacific (ITAP), CAREhab-SRC 2020, IoTAsia+, SFF x SWITCH 2020, SITEX 2020.

Content strategy for DX.

UX copywriting, copy editing, content planning and management.

Drive content innovation and nurture digital mindset across the English Current Affairs unit. Design and launch content initiatives that will address the shift in customer behaviour towards digital. Increase discoverability of content.

Recent pieces - cna.asia/interactives | cna.asia/wanderlust
Previous project, CNA’s first social-streaming series - cna.asia/check-in

Other completed projects include National Day Message 2019, National Day Rally 2019 and Singapore Bicentennial interstitials.

Lead a team of producers to create content, both short and long forms, from ideation to production. Build 360 campaigns for the documentary and commercial content teams.

Some other projects include documentary series Tapestry: Heart of ASEAN, Start-UP (Seasons 5 and 6), Luxe Asia (Seasons 4 and 5) and Millionaire Minds Season 2. Was also involved in OB productions i.e. National Day Message 2017, National Day Rally 2018, and the 51st ASEAN Foreign Ministers’ Meeting (AMM).

Transmedia content, interactives and explore new ways of storytelling. Some completed projects include a 360VR mobile app for MHA (Counter-terrorism), visualisation of Lee Kuan Yew's proclamation speech for SG50, a series of narrative short films for SG50, motion graphics series for the 75th Anniversary of the Fall of Singapore, National tribute videos, and entrepreneurial series Start-UP (Seasons 3 and 4).

Was also involved in OB productions i.e. Remembering Lee Kuan Yew, National Day Rally 2015 and General Election 2015.

Social media content development for the purpose of marketing and brand recall. In a year, the RWSentosa Youtube Channel saw 60% growth in subscriptions and engagement.

Part of the campaign task force that clinched the prestigious PATA Gold Awards 2015 in the Marketing – Hospitality category, with the #RWSMoments Integrated Campaign.

Collaborations, personal and paid projects. Worked with Brownbook magazine, Billionaire magazine, Kult3D for brands like Nixon, Art Stage and Lacoste, and System Sovereign for British Council.

Reporter of S. League (FAS) for a season in ‘08/09. Editor of a monthly BFI editorial, The Savvy Dollar in ‘14/15.

Conceptualisation, project management, and content production. Some clients include Mediacorp, Channel NewsAsia, Panasonic and CREATIVE.

Managed a team of young creatives to develop and produce original and branded content. Initiated a YouTube channel that shared lifestyle and edutainment content - SinemaTV SG: www.youtube.com/sinematvsg.

Produced a regional online lifestyle series, The Panasonic Beauty Wagon 2013, that travelled to these cities - Thailand, Malaysia, Indonesia, Vietnam and Singapore.

Created two seasons of M for Magic, a web series that featured street magicians and local celebrities. Second season picked up by LUMIX.

Produced and directed TV commercials and branded content for COKE, F&N, NTU NBS & MBA, and beauty brands.

Created online video content at AsiaOne and RazorTV. Involved in live studio recordings when RazorTV first launched. Developed a pilot web channel on RazorTV that offered niche sports coverage. Worked on special projects commissioned by the MCI and the SPF.

Worked at a few local production houses where I scripted, produced and edited on-air promos, interstitials and corporate videos.

Journalism and New Media.

Film major.