I help organisations navigate complexity by turning difficult business problems into intuitive product experiences.

12+ years based in Singapore, designing for global markets including China and Japan

Currently leading the UX function for APAC at The Trade Desk — partnering with product & engineering to simplify creative management and encourage retail data usage in campaigns run by global advertisers.

Portfolio Highlights

Creative Health Framework

Transformed creative troubleshooting from a collection of ad-hoc alerts into a scalable framework for preventing, prioritising, and resolving issues across a global advertising platform.

Systems Thinking | Framework Design | Platform Strategy

Intent-Based Itemset Builder

Reframed itemset creation from manual product selection to intent-based definition, enabling users to describe desired products in natural language while AI assembled the underlying item set.

Enterprise UX | AI Workflows | Product Strategy

Japan Tax Workflow

Redesigned Oracle NetSuite’s Japanese consumption tax workflow following the 2019 tax reform, automating complex calculations while maintaining compliance with local accounting practices and reporting formats.

Enterprise UX | Localization | User Research

International Design Playbook

Established Oracle NetSuite’s internationalization playbook, creating a shared framework for globally-ready software that was adopted across APAC, LATAM and EMEA and went on to influence Oracle’s design system.

Internationalization | Design Systems | Platform Strategy

Professional Experience

The Trade Desk

UX Senior Manager

Sep ’23 to Present

Leads UX for Asia Pacific on the world’s largest independent DSP, managing a team of 3 designers while hands-on designing key platform features – including creative management workflows, agentic AI-powered targeting and creating custom geofences.

Oracle NetSuite

UX Manager (Japan & APAC)

Jan ’19 to Sep ’23

Led UX strategy and design for Asia Pacific, managing a team of 5 designers across Singapore and Hyderabad while delivering localised UX solutions for Oracle NetSuite’s core Enterprise Resource Planning (ERP) product.

Standard Chartered Bank

UX Consultant

Sep ’17 to Jul ’18

Drove innovation and design of digital products for HR transformation initiatives at the Bank, spanning peer feedback, performance & rewards, onboarding, and skills marketplace. Also led research, design, and delivery of a customised HR support portal for the Bank.

DSTA Singapore

Head Digital Innovation

Sep 16′ to Aug ’17

Engaged stakeholders across the Ministry of Defence and the Singapore Armed Forces to identify digital transformation opportunities for National Service. Developed concepts leveraging AI, data analytics, and IoT, including leading the team behind “My NS Buddy” — a chatbot prototype featured in the Straits Times.

Let’s talk.

Open to senior UX roles and select freelance engagements.

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