Hello! I’m Jodie.
A creative, passionate professional with over 11 years of experience and expertise in client partnership, brand building, and integrated marketing strategies.
Dedicated to driving results, to crafting and shaping cultural brands that resonate with everyday consumers. Agile, resilient to change, resourceful and is able to thrive in fast-paced, changing and multicultural environments.
As a seasoned client partner and branding expert, I have built, shaped, and led a multitude of APAC brands and integrated marketing campaigns across Lifestyle & Destination, FMCG, healthcare, alcohol & spirits, and F&B sectors. I have had the privilege of establishing, growing and leading high-impact brands and consumer-led marketing activations, as well as social, digital, and integrated Go-To-Market strategies - all of which have driven meaningful engagement, brand uplift and business results.
Portfolio
2018 - HUGO BOSS
MBS Flagship Launch x Joseph Schooling
That time we helped launch Hugo Boss’ flagship store at Marina Bay Sands with a brand film starring iconic ambassador Joseph Schooling—traveling to Austin, Texas to capture his story and unveiling the final film at an exclusive launch event.
2021 - WARNER MUSIC ASIA
Project Unsung
That time we partnered with Warner Music Asia to break mental health stigma across the music industry, brought together international artists like Nathan Hartono, Kiiara, and Elderbrook to share their personal stories, and created a campaign that fostered authentic conversations and emotional connection with audiences online.
2018 - MARINA BAY SANDS
New Brand Platform Launch — Come Alive
That time we redefined what Marina Bay Sands stands for, leading the development of the Come Alive Brand platform—from shaping the strategy and creative expression to establishing visual principles, bespoke creative executions, and comprehensive branding communications guidelines.
2023 - McDONALD’S SINGAPORE
Scream for Ice-Cream
That time we celebrated Singapore’s first day of going mask-free post-COVID by rewarding the city for finally being able to scream, laugh, and cheer out loud again
63M video views on TikTok
4x quantity of Ice-cream cones given
Organic media pick up on >52 platforms
2023 - McDONALD’S SINGAPORE
The McGriddles® Breakfast Drop
That time we made McDonald’s McGriddles hypeworthy again, reigniting its cult status and making it a must-have for the Gen Z audience.
+55% product sales from 2022
Sold out 2 weeks early
+8.5% brand affinity scores amongst Gen Zs
76M PR value
2024 - McDONALD’S SINGAPORE
It’s A Singapore Thing - Garlic Chilli Sauce
That time we crowned McDonald’s Garlic Chilli as the National Sauce and sent it to Singaporean’s overseas .
+ Brand metrics uplift by 9 points
+ Highest monthly footfall in 2024
+ Surpassed sales targets and increase of $6.5m compared to YR2022