Observation, Understanding & Action

I focus on understanding why people choose what they choose and help brands act on that insight. But this curiosity goes beyond work. It shapes how I see the world, connect with people, and approach everything I do.

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Who I Am

I'm a thinker driven by a simple question: why do people choose what they choose?

This approach was forged at the University of Amsterdam, where I studied Communication Science in a program ranked first in the world. That's where I learned to decode behavior systematically, not just intuitively. Now at NUS, I'm translating that foundation into product marketing strategy, focusing on how technology shapes decision-making and market dynamics.

At Havas, I worked across major consumer brands including Reckitt and Honasa, translating consumer insights into messaging frameworks, leading competitive analyses, and coordinating cross-functional delivery from strategy to execution. My role sat at the intersection of research, strategy, and campaign development; connecting what people do with why they do it, then turning that understanding into work that moves the needle.

I don't move fast for the sake of speed. I move deliberately. I ask questions until the picture becomes clear, then I act with conviction.

I observe before I react. I look for what others overlook. And I believe the best strategy comes from understanding not just what people do, but why they do it.

I take the shape of the challenge without losing substance.

I'm drawn to things that require patience and presence. Chess taught me to think several moves ahead. Photography taught me to notice what others walk past. Films and music remind me that the best stories aren't told, they're felt. And reading gives me the space to think slowly in a world that moves fast.

These aren't just hobbies. They're how I stay grounded, curious, and human.