About
Born & raised in Singapore and now based in Chicago, I am a young creative producer/writer/strategist with extensive track record in the advertising, journalism, and music business/entrepreneurship space.
I’m always seeking ways to marry creative problem solving with finding out what makes people, things, and movements click. I look at everything with my East meets West lens. I’m excited by the creative process, nostalgia, writing for no audience, counterculture, music turned up loud, and the work, the work, the work.
Education
B.S Journalism, B.A American Studies, w/ minor in Art, Theory & Practice
Diploma in Mass Communication
Work Experience
Building a superconnector for Singaporean students and young professionals in the United States, supported by the Singapore Global Network and the Economic Development Board.
Shadowed senior executives on content strategy and business development teams in the NYC office. Learnt about the business side of journalism and entertainment IP, and how the New York office supported the London business.
Performed creative copywriting and advertising production duties at VIRTUE Worldwide, VICE’s creative agency arm.
Independently produced, wrote, and contributed to creative decisions for multiple regional accounts, which include Coca-Cola Creations, Marina Bay Sands, McDonald’s and more.
Shadowed and reported to Head of Production for the weekly chain of events in advertising production for TVC, digital, and social.
Took personal initiative to curate diverse cultural knowledge and information to develop weekly company-wide creative “Reader’s Digest” for internal circulation (Ashley’s Digest!)
Worked in close collaboration with strategists, suits and creatives (small team of <10) in high-pressure creative agency environment
Established in 2019, Wildflower was a pre-eminent vinyl record store for Gen Z music lovers in Singapore, focused on reviving analog ethics for a digital age.
I've built and managed Wildflower's presence since I was 16, selling records out of my bedroom. When I was 18 (2021), I partnered with Spades Room, a multi-label stockist store, to take Wildflower to its first brick-and-mortar retail experience.
Wildflower is lucky to have been featured on Esquire, TimeOut, FEMALE, CNA Lifestyle, Singapore Art Week and more.
Developed creative ad copy, performed proofreading, editing and other ad-hoc duties in the creative department
Mentored by 2 creative directors who helped me develop and understand brand voice to independently write for integrated campaigns, and for mediums ranging from TVC to print to film scripts to OOH.
Worked on pitches, proactives, and a lot of always-on social: understood the inner workings of an ad agency, and had the blessed opportunity of being put on real work at any given time
Clients: Amazon, National Museum of Singapore, Great Eastern, Mediacorp, Children’s Aid Society
Frequently undertake freelance writing, editing and general media gigs, ranging from:
Building marketing strategies for companies like The Better Milk (a plant-based milk startup in Singapore)
Executive producing and set designing for “Debunked”, web series online web series featuring emerging creatives and pop culture figures in Singapore
Being a documentarian archivist for “Class Acts” (2022, dir. Deon Phua and Hwee En Tan), a feature-length documentary on creative subculture pioneers of 1990’s Singapore
Awards
Fall '23
Awarded x3 (2020, 2021, 2023)
Awarded x7 times
Presented to students who display the most outstanding performance at each module in school.
Features
Temasek Polytechnic School of Design
Ngee Ann Polytechnic