A wee bit about me
I am part growth marketer, part product designer, part “why isn’t this converting yet?”
I led the rebrand and growth engine behind FieldEx, turning strategy into traffic and traffic into actual revenue. I’ve built affiliate sites, scaled cold outreach, and made a 3-person team deliver results that feel slightly illegal.
Aside from my job, I enjoy gaming, sports, anime, and watching shows, and I always appreciate a good cup of coffee.
Some of my projects
I like turning ideas into traction.
What started as a curiosity for design slowly evolved into a full-on obsession with marketing, figuring out how to get the right message in front of the right people, and actually make it convert.
I’m not just interested in making things look good; I care about what they do. Traffic, leads, revenue. Whether it’s SEO, paid ads, landing pages, or cold outreach, I’m always thinking about how each piece connects and compounds.
At the end of the day, I just enjoy building systems that grow. And once they’re running, figuring out how to make them grow even faster.
Website builder
SEO
AI
Analytics
Creatives
Outreach
Experience
Petaling Jaya, Malaysia
FieldEx Pte Ltd
Jan 2024 – Present
Marketing Director
Grew website traffic from 100 to 175,000 monthly visits in 12 months via SEO, Google Ads, LinkedIn campaigns, and gated resources mapped to buyer intent.
Generated 2,000+ qualified cold leads via targeted ebooks, checklists, and templates optimized for high-intent, TOFU/MOFU keywords.
Built and led a high-performing in-house team of 3, scaling operations working with external partners for cold outreach, design, and content production to accelerate growth.
Directed FieldEx’s full rebrand from Custella, owning brand strategy, ICP definition, messaging architecture, and a complete rebuild of an enterprise-grade website using Webflow.
Developed and executed a data-driven demand generation engine, aligning cross-functionally with sales, product, and customer success to drive predictable pipeline and revenue growth.
Increased inbound pipeline by 550% while lowering CAC, through a high-leverage mix of programmatic SEO, performance marketing, lead magnets, and outbound campaigns.
Managed 6-figure ad budget across Google, LinkedIn, and Meta, running aggressive A/B tests on creative, copy, and audience segmentation to optimize CPL and conversion rates.
Optimized campaign and landing page performance through continuous CRO efforts including A/B testing, session tracking, and UX enhancements — driving double-digit increases in CVR.
Reported weekly on pipeline contribution, CAC, CPL, and ROI, forecasting results and influencing go-to-market strategy through actionable insights across leadership.
Petaling Jaya, Malaysia
Custella Sdn Bhd
Oct 2019 – Dec 2023
Product Designer
Led end-to-end product design across FieldEx’s core CMMS platform from initial discovery and concepting through launch and iteration delivering wireframes, interactive prototypes, and high-fidelity designs with a focus on usability and visual clarity.
Collaborated closely with PMs, engineers, and stakeholders to reimagine contract, work order, and asset workflows aligning business goals with user needs to shape product strategy and implementation.
Leveraged qualitative research, field observations, and usage data to identify friction in technician and back-office workflows, resulting in redesigned experiences that reduced task execution time by 40%.
Drove continuous experimentation through rapid prototyping and A/B testing, iterating features based on real-world field feedback and uncovering new opportunities for automation within the service lifecycle.
Built and maintained a reusable design system in Figma that accelerated dev handoff and ensured consistency across platform modules and the customer-facing Webflow site.
Remote
Masoative
Sept 2021 - Dec 2023
Growth Marketer
Scaled SEO traffic from 0 to 190,000 monthly visits in 12 months using BOFU content.
Built and executed affiliate strategies to drive revenue and expand publisher reach.
Managed affiliate partners; negotiated contracts to ensure profitability and compliance.
Secured sponsorships from multiple software companies.
Optimized affiliate campaigns through performance tracking and ROI analysis.
Remote
Freelance
Jan 2017 - Dec 2021
Product & Web Designer
Designed and launched digital products and websites for early-stage businesses, owning the full lifecycle from wireframing to final UI balancing usability, aesthetics, and conversion from day one.
Led the product design of a tablet-based POS system for Tiana Delight, translating operational workflows into an intuitive, real-world interface for daily use.
Built and launched the website for Only 10, a niche SEO agency structuring the site architecture, crafting conversion-focused pages, and some technical SEO.
Worked directly with founders and operators, turning rough ideas into functional, market-ready products often bridging the gap between design, product thinking, and early-stage marketing execution.
Contributed beyond design by shaping positioning, messaging, and go-to-market direction ensuring products didn’t just look good, but had a clear path to traction.
Education
Sarawak, Malaysia
2014 - 2018
Bachelor of Multimedia Design
Swinburne University of Technology
Shah Alam, Malaysia
2013
Foundation in Science
Sime Darby College
Ipoh, Malaysia
2002 - 2012
High School
Anglo Chinese School
Skills
SEO / SEM
Paid Media / PPC
Email Marketing
Social Media Marketing
Content Marketing
Affiliate Marketing
Influencer Marketing
Programmatic SEO
Advertising
Marketing Automation
Retargeting
A/B Testing
Campaign Management
AI Automations
Product Design
Webflow Development
Stakeholder Management
Budget Management
Sales Alignment
Vendor/Agency Management
Hiring and Onboarding
OKRs / KPIs
Demand Generation
Growth Marketing
Go-To-Market (GTM)
Lead Generation
Funnel Optimization
Digital Marketing
Brand Strategy
(CRO)