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2015 - 2018


Uber, Asia Pacific

Strategy and Campaigns, Regional Marketing (APAC)

  • Pioneered and measured Uber’s Year-in-Review campaign, a personalized, data-driven retrospective of the year; expanded the program from a single city to 120+ cities in 3 years

  • Established Uber’s first integrated occasion-based campaign targeting the Airports use-case, achieving an uplift of 27% in intent and up to 100% in saliency; led a team of 40+ in multi-geographical locations

  • Developed regional ride-sharing brand strategy covering 12 markets, managed annual budget of US$7M, led post campaign analysis and debriefs

  • Managed global cross-functional partners in design, technology and business development; owned relationships with creative and media agencies

  • Selected to join Uber’s Bar Raiser Training and Recruitment Program, designed to strengthen organizational hiring and diversity standards (only 3% of Uber’s population are Bar Raisers)

  • Upskilled 100+ marketeers in Uber’s first regional training and strategy workshop in partnership with APAC CMO, resulting in 95% CSAT score from participants

Brand and Campaigns, Country Head

  • Formulated and launched go-to-market strategy for uberPOOL in Singapore, accounting for 25% of all trip activity within the first 3 months; co-led uberPOOL’s expansion strategy for Southeast Asia

  • Piloted cash payments in Singapore, the first developed city to test an alternative to cashless payments, subsequently adopted by developed Uber markets in EMEA, USA and Australia

  • Hired, trained and managed 4 brand marketeers on the country marketing team

Country Marketing Manager

  • Designed targeted lifecycle campaigns to nurture referrals, resulting in 500% increase in acquisition; adopted by emerging markets in Southeast Asia

  • Partnered with APAC RGM and Director of Policy and Communications to navigate discussions with Singapore’s Minister of Transportation and Infrastructure for favorable ride-sharing regulations

  • Led and grew local and regional partnerships with multinationals such as MasterChef, Lifetime, Starwood and Standard Chartered Bank



Ogilvy Public Relations | Singapore

Senior Account Executive, Technology & Innovation

  • Engaged senior stakeholders at Canon and UPS to deliver CSR initiatives and seasonal campaigns; coordinated with client teams in Southeast Asia

  • Designed Twitter’s regional brand narrative, leveraging consumer insights and key trends on the platform

2012 - 2013

The Asian Banker | Singapore

Digital Media Editor

  • Initiated digital transformation of four core businesses; implemented new social and content strategy generating additional 5% new revenue  

  • Co-ordinated product and research teams, resulting in prototype of the flagship iOS application


2018 - 2019


2008 - 2011

INSEAD, France | MBA Class of July 2019

  • President, Technology, Media and Telecommunication Club

  • Organised and secured funding for Product Games, a global product management competition for FT Top 50 business schools, partnered with Deputy Dean of INSEAD, Google and Accenture Strategy

Nanyang Academy of Fine Arts, Singapore | Diploma in Design and Media

  • Awarded 50% scholarship from Singapore Ministry of Education

  • Internship at JWT as Creative Strategist


  • Awarded a Zone 4 rating (Exceeds Expectation) or higher at Uber for 4 consecutive review cycles

  • Bronze (Digital illustrations), Spikes 2018

  • Winner (Asia), Annual Shorty Awards 2017 – best of global brands on social media

  • Finalist (Data Visualization), 9th Annual Shorty Awards 2017

  • Bronze (Best Digital Idea), MARKies Awards 2017 - best of regional marketing & advertising campaigns

  • Finalist (Mobile/App Design), Drum Design Awards 2017


Women in Business and Tech: Led the Women of Uber APAC chapter, promoting gender diversity and the advancement of female employees, partnered with Lean in Singapore, HeForShe and TEDxWomen, Running, Culinary Arts and Gastronomy, Student Coaching, Visual Design

English (native), Punjabi (native), Hindi (fluent), French (basic)