Resume
Over a decade leading creative across enterprise SaaS, cloud, data infrastructure, and consumer technology, on top of an earlier career in design.
Experience
Couchbase
Ramp creative leadership during organizational transition. Direct visual identity evolution, event creative strategy, and design operations transformation.
- Set CKO theme and direction within 2 weeks of joining, on a Dec-to-Feb runway
- Reworked all 8 executive keynotes into one clean, stage-ready story
- Introduced a design-ops discipline and a Canva self-service system from zero
- Built a Gemini-based AI brief builder and unified the design portal, Canva, Adobe libraries, and Figma into one system
- Worked with our brand agency to define the company personality archetype, then built the interim brand to match its tone and voice
Delphix
Led a complete brand transformation for a data infrastructure SaaS company. Rebuilt positioning, visual identity, and messaging framework with measurable business impact.
- Delphix rebrand: 300+ assets in 90 days, no agency
- Built a new messaging framework with the CEO, CMO, VP of Product Marketing and VP of Brand
- Helped build a buyer journey map, mapping the signals that resonated with buyers, then used it as the north star for messaging and brand positioning
- Design system and self-service tooling: 60% reduction in creative ticket volume, measured against tracked ticket data before and after launch
- Team leadership: 100% eNPS, zero churn over 5 years
- Summit Award: one recipient every two years, first ever from marketing, unanimous exec selection
SustainableIT.org
Built the brand from zero at founding: logo, identity, and the full visual system. Ran a lean global rollout across the US and EU.
- Brand from zero: complete identity, guidelines, digital presence
- Global rollout across two regions
- IMPACT Awards brand and physical trophy design
- Created the IMPACT Awards brand identity, and set event design direction for IMPACT Awards 2023, 2024, 2025 and the Symposium
- Attended by 50+ senior executives, including the CTO of Wells Fargo and the CIOs of BNP Paribas and Choice Hotels
- Production efficiency: turnaround from 5 days to 1 day
Druva
Brought structure and consistency to a growing enterprise software brand. Clarified voice and identity, built in-house video, and implemented the first creative operations system.
- Part of the brand repositioning team: reset the narrative and how we told our story, and rebuilt the L100 and sales decks with an external agency
- Built in-house video production capability
- Directed a diamond-sponsored AWS re:Invent booth on the theme “Moving a Mountain of Data”: cast The Mountain, the world’s strongest man, for autograph sessions, and built a virtual mountain-climb game where points were exchanged for swag
- Grew social across YouTube, X, and LinkedIn
- First creative workflow (Wrike): intake, tracking, and SLAs
- Centralized design library and asset taxonomy
Electronic Arts
Designed interactive campaigns and digital experiences for the Pogo gaming platform, supporting an $80M business.
- Game launch and sponsor campaign design
- Reusable email and landing page template systems
- A/B testing program to improve conversion
Skills & tools
Creative
- Adobe Creative Suite
- Figma (systems, components)
- Keynote / PowerPoint
- Web design principles
Operational
- Design operations
- Monday, Asana, Jira, Wrike
- Vendor management & SLAs
- Design system architecture
Strategy
- Brand strategy & positioning
- Messaging frameworks
- Competitive analysis
- Google Analytics
AI & Emerging
- Generative AI (Claude, GPT)
- Workflow automation
- RAG & prompt engineering
- MCP systems
Education
& awards
Lim Kok Wing Art Institute
Bachelor of Arts in Design & Communication · Malaysia
Full Sail University
Associate of Arts in Digital Media · Florida
Summit Award, Delphix
The company’s highest individual honor: one recipient every two years, first ever from marketing, chosen by unanimous agreement of the full executive team.