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What I Do

Leveraging on my marketing and brand experience, I help businesses build brands that differentiate, and find growth that is profitable and sustainable.

While I have a primary focus on fintech branding and fintech marketing, I also support funded startups across different industries who use technology to improve customer experience in meaningful ways.




Whether you are a startup, scaleup, or an investor who owns a portfolio of businesses, I partner with your teams or agencies to help you with 3 core areas critical for any business today:

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Brand Building

Together, we create a complete set of blueprint for all your teams to deliver a brand that stands out in the market:
  1. Your brand strategy / architecture (who you are, who you serve, what you do, what you stand for, how you do things)
  2. Your identity (name, logo, expression)
  3. Messaging strategy
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Growth & Profitability

We will dive into and work together on your plan to achieve profitable growth:
  1. Reviewing your customers and business KPIs
  2. Customer journey mapping
  3. Identifying and applying best practices
  4. Go-to-market planning using sales funnel and life-cycle approach
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People Development

 I can support you on:
  1. Team structure rework
  2. Talent recruitment and selection
  3. Goals and vision setting
  4. Continuous leadership support

There are 2 ways we can work together depending on your needs:


Project basis

We work together for an agreed time period to diagnose your company’s key challenges, prioritize your top focus area, and develop your go-to-market plan.

I apply brand architecture frameworks and go-to-market plans used by global corporates, adapting these for startups’ use.


Fractional CMO

For a few days a month, as a tech branding and tech marketing expert, I bring in thought-leadership, mentor the team, and be there for key decision-making.

In either case, I deliver through partnership with agencies and teams:

If you are working with existing agencies: I provide management, guidance, and thought-leadership to get the best outcome.

Alternatively, I can recommend an agency or freelancer of choice from my network who I partner with to match different scopes and budgets.
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