I graduated with a BBA with Merit in marketing from the National University of Singapore, and an MSc in marketing from the University College Dublin. As a practitioner, I have a decade of experience in various industries managing marketing communications, public relations, advertising and brand governance. This began in the public sector in the areas of donations management and education. I then ventured to the private sector in markets related to endowment properties, health and wellness, and halal travel and tourism.

I am also a Chartered Marketer (UK) and hold an Advanced Certificate in Training and Assessment (ACTA). In 2018, I was awarded the Adelaide Scholarship International to pursue a PhD in marketing at the University of Adelaide Australia. My research interests are interdisciplinary and include consumer behavior and brand effectiveness in emerging markets.