Strategic design, shaped across global markets.

Creative Lead with 11+ years of experience bridging brand, marketing, web, product and video across APAC, US and EMEA markets. I partner with product, engineering, marketing and executive teams to ship scalable digital experiences, design systems and growth-focused creative.

I've led design at startups and scale-ups, built teams from scratch, and shipped work that reached millions of people. I care deeply about the intersection of craft and impact.

How I think about design

I start with strategy, not surface. I work close to product, engineering and marketing to understand the business goal, then simplify complex problems into clear, usable experiences that move the numbers. Years of working across markets and cultures taught me to design for context, balancing craft with measurable impact.

Work experience

Creative DirectorThe Calydo
2024-Present
Affiliate Creative LeadPartnera
2025-Present
Creative Design LeadHomage
2021-2024
Creative Producer & ManagerAnthology
2019-2021
Freelance UI/UX & Graphic DesignerFreelance
2018-2019
Graphic DesignerRevv Advertising
2016-2018

Education

BA (Hons) CommunicationLancaster University (Sunway Campus)
Advertising Design, First Class Honours
2013-2016
GCE A-LevelsMethodist College Kuala Lumpur
Economics, Psychology, Business Studies
2011-2013

Skills

Web Design
UI Design
UX Design
Design Systems
Responsive Web Design
Wireframing
Prototyping
Art Direction
Brand Strategy
Visual Identity
Campaign Design
CRM & Email
User Research
Usability Testing
A/B Testing
Accessibility

Tools

Figma
Webflow
Framer
Photoshop
Illustrator
After Effects
Canva
Affinity Suite
VS Code
Notion
Google Analytics
Claude Code
Cursor
Codex

Beyond screens

Travel photography is my favourite creative outlet, a way to see and frame the world a little differently. Away from work I am a handheld gamer, usually on my Steam Deck, and a steady reader of fiction and fantasy. I even tried starting my own podcast once, called Curious Tales.