I am currently a PhD candidate in Business (Marketing) at Singapore Management University.

My academic journey began with a Bachelor's in Business Management, focusing on marketing and corporate communications, also at SMU. I then earned a Master's in Innovation Management from Central Saint Martins, University of the Arts London.

My professional experience spans various sectors. I spent two years in London working for a startup that began in experiential marketing and later evolved into the tech space, developing a platform for community engagement and customer acquisition. Back in Singapore, I spent nine years running several small businesses, gaining valuable experience in both B2B and B2C environments. These ventures included launching a fashion designer's brand, managing B2B distribution of UK products, founding a B2C beauty service business, and working as a wedding and family photographer.

The COVID-19 pandemic in 2020 prompted me to reassess my career path. As a believer in systems thinking, I analyzed my experiences to identify common threads. I realized I thrive with time autonomy, have a passion for continuous learning, and find meaning in adding value to people's lives. This systematic approach led me to pursue a career in academia, starting my PhD journey in 2021.

My varied experiences in business and entrepreneurship, both in B2B and B2C settings, now inform my research in marketing. This background helps me bring real-world insights into my academic work, giving me a practical perspective on business and marketing dynamics.

Although I've stopped commercial photography, I continue a personal project called Conversational Portraits. This involves photographing subjects while engaging in meaningful dialogue, helping me practice empathy, active listening, and thoughtful questioning. It's become a tool for understanding life and human experiences, producing images that capture raw emotions. However, I've learned to value the process as much as the output. This practice aligns with my belief in lifelong learning and personal growth, skills that enhance both my academic work and daily life.