Retail, especially in the luxury and large-format space, is about more than just transactions—it is about crafting immersive experiences that leave a lasting impact. As the Centre Director of Phoenix Mall of Asia and Senior VP — Marketing for Phoenix Malls South, my role is centred on curating world-class luxury experiences, shaping customer journeys, and setting new benchmarks in experiential retail. Leading in this dynamic space comes with its own challenges, but I have always believed that passion, vision, and an eye for detail can shatter barriers and open new opportunities.
From orchestrating grand events to designing immersive environments, my role is to craft moments that resonate with our audience.
The Weekdays
My days are a seamless blend of strategy, creativity, and an unwavering commitment to crafting world-class experiences at Phoenix Mall of Asia. Mornings begin with dynamic discussions. Even as the day winds down, my passion does not. Whether attending industry events, exchanging insights with global thought leaders, or taking a quiet moment to read and reflect, I am always looking for inspiration.
The Weekend
For a large-format retail professional, weekends are often busier than weekdays. With the highest footfall pouring into the mall, ensuring that every visitor’s time and travel are valued is a responsibility I take seriously. Weekends are when our most curated experiences, events, and activations come to life, designed to captivate, and engage.
Most weekends, you will find me at the mall, either fine-tuning an upcoming activation or simply observing the energy of the space.
The Toys
I am not someone who chases technology for the sake of it, but I do appreciate gadgets that enhance efficiency. A great pair of noise-cancelling headphones is a must — whether for long-haul flights or zoning into work. My Kindle is a constant companion; while I love the feel of a paperback, digital reading has made travel lighter. And of course, my phone is my lifeline—emails, calendar, retail insights, and even mood-board inspiration, all in one place!
The Logos
Logos are more than just visual symbols; they represent legacy, craftsmanship, and a brand’s philosophy. That said, a brand is much more than its logo—it is the story, the experience, and the emotional connection it fosters. The most compelling brands are those that seamlessly blend tradition with innovation.