Hello! I’m Jodie.
A creative, passionate professional with over 10 years of experience in client partnership, branding, and marketing campaigns. Dedicated to driving results and crafting cultural brands that resonate with everyday consumers. Agile, adaptable, resourceful who thrives in fast-paced, multicultural environments.
As a seasoned client partner, I have built, shaped, and led a multitude of APAC brands and integrated marketing campaigns across FMCG, healthcare, tourism & destination, alcohol & spirits, and F&B sectors. I have had the privilege of leading high-impact brand platforms and activations, as well as social, digital, and above-the-line (ATL) campaigns, all of which have driven meaningful engagement and business results.
Portfolio
2018 - HUGO BOSS
MBS Flagship Launch x Joseph Schooling
To mark the grand opening of Hugo Boss' flagship store at Marina Bay Sands, I had the privilege of being part of the creative team behind this impactful brand film featuring iconic brand ambassador, Joseph Schooling. We traveled to Austin, Texas, where Schooling was studying at the time, documenting his journey in a way that embodied the brand’s spirit. The finished film was unveiled at the exclusive Hugo Boss launch event at Marina Bay Sands.
2021 - WARNER MUSIC ASIA
Project Unsung
I spearheaded this mental health awareness initiative in partnership with Warner Music Asia, aimed at breaking the stigma around conversations about mental health. The campaign featured a diverse group of international artists—including Nathan Hartono (Singapore), Kiiara (USA), and Elderbrook (UK)—who bravely shared their personal experiences with mental health struggles and offered an intimate look into the emotions behind their music.
2018 - MARINA BAY SANDS
New Brand Platform Launch — Come Alive
Beyond its majestic columns and luxurious hospitality, what truly defines Marina Bay Sands? I was part of the team that developed and managed the creation of its new brand platform, Come Alive — from strategy and creative expression to visual principles, and eventually, a bespoke set of creative executions and branding communications guidelines.
2023 - McDONALD’S SINGAPORE
Scream for Ice-Cream
McDonald’s Singapore’s ice cream business suffered a significant decline during the pandemic, with sales dropping by 73%. Safe distancing measures made it nearly impossible to indulge in the simple joy of an ice cream on the go. But on August 29th, Singapore’s first mask-free day marked a turning point. To celebrate this milestone, I led the team in developing an interactive digital billboard inviting people to reclaim the joy of enjoying a McDonald’s ice cream cone, providing a sweet moment of freedom to celebrate the occasion.
2023 - McDONALD’S SINGAPORE
The McGriddles® Breakfast Drop
Our brief was to make this product desirable to the Gen Z target audience. So, we decided to spark a breakfast craze by rebranding the traditional 'breakfast launch' into a 'breakfast drop,' transforming the McGriddles® into the breakfast version of exclusive Supremes and Yeezys. I led the campaign and orchestrated the merchandise launch event at McDonald’s stores.
2024 - McDONALD’S SINGAPORE
It’s A Singapore Thing - Garlic Chilli Sauce
In Singapore, McDonald’s Garlic Chilli sauce is so beloved, you’ll find packets stashed in nearly every fridge. It’s not just an accompaniment to McDonald’s food—Singaporeans use it on fried carrot cake or mix it into Maggi mee. That’s how obsessed the nation is with McDonald’s Garlic Chilli. But no other McDonald’s in the world has it. I managed and orchestrated this brand activation to give Singaporeans living and traveling overseas—a taste of home, with a little piece of Singapore’s unique McDonald’s experience.