Having helped reposition the branding of Giordano from a mass discounter to a fashionable basic casual wear provider for youth.
What would be your dream brand to work on and why?
It's more like a dream industry. The banking industry is going through exciting and challenging times as local banks are in the midst of acquisitions and mergers.
I'd probably be a musician as I have played by ear since three and can play most instruments without strings, or maybe a teacher for marketing/advertising subjects.
What was your big break?
Handling the regional marketing for Giordano in 2000. That was the first time that a market outside Hong Kong was tasked to take the lead in regional advertising. I was fortunate to gain lots of exposure from the launch of the twins campaign for 'Simply Jeans'.
Who was your mentor?
My first job was with the Ministry of Home Affairs, police department.
At the time, I was reporting to the director of manpower, Heng Chee How, who is now deputy secretary general of NTUC Trade Union House. Although my stint was for about a year, he pushed me to pursue my dreams further.
My other mentor is Charles Fung, my ex-chief operating officer, and current COO (Southeast Asia) of Giordano.
Is there a secret to your success?
I've always felt that one has to share experiences and ideas. Secondly, having a supportive and understanding husband and family always helps.
How do you handle difficult clients?
In my line of work, it's more like sometimes having to serve difficult customers. I always believe that one has to be sincere and strong in product knowledge. Once you are confident, explaining the situation to the customer is easier.
Putting myself in the customer's place is also a good practice.
What advice would you give to the next person to do your current job?
Have great people management skills, Prioritise and be able to accept criticism graciously. As many people have their own thoughts about how marketing should be done, be open, hear them out first and then execute.
What are you currently reading?
A Peacock in the Land of Penguins by Ken Blanchard.
