Bio

I work for an international education group looking after marketing and admissions. I wasn’t always in education. Having started my career in a digital marketing agency pretty much at the turn of the century, I went on to join a news portal and an e-commerce portal when digital was like the ‘dark social’. Data was sketchy, and internet speeds on dial-ups made the digital experience untenable, not to mention inaccessible given the lack of smartphones. There were no CDPs to provide complex data-driven insights. Digital marketing was not serious enough to be considered a career option. After about five years in digital marketing, I decided to change track when I became a parent. I had no training to be a parent, and I knew that this would be a defining role in my life. I took up a professional qualification in early childhood education, following which I entered the education space. It has been a highly fulfilling journey for me on a professional and personal level. Having a teaching qualification has helped me understand what matters in an education setting. Over the years, I have grown as a marketer in the education space. Having started my career in digital marketing, leading the digital transformation came naturally to me. We now have rid ourselves of data silos and misaligned team goals through this transformation and have achieved offline and online integration of the customer lifecycle. We currently are very close to achieving the single source of truth and a 360-degree view of our parents. Marketing automation and conversational AI have also helped us enhance our service standards and extend the personalised approach in the admissions process that our schools are known for. Our philosophy is grounded in the inbound approach of meaningful conversational marketing with content as its core. Along the way, I also moved to Hong Kong for four years, where I assumed a role that included setting up a business in a new country. I did a deep dive into start-up mode while working on the strategic vision of the new venture. I am a life-long learner and restless when it comes to acquiring new skills and competencies. At the same time, I am a change evangelist. I have spoken at several events such as The Virtual Martech Summit, Brand and Marketing Leaders Summit, EduTech Asia, Student Recruitment and Marketing Asia, IBC Asia International Schools APAC conference, etc. I am passionate about sharing and learning from my peers and driving innovation and excellence in my work and my team.