Digital growth · MarTech · AI · Singapore
I’ve spent 15+ years across software, digital marketing and marketing technology, including a decade leading digital acquisition and MarTech at a regional bank. These days I also build AI systems myself, from agents and workflows to apps for problems I care about.
I can walk a Managing Director through a digital strategy, then go home and build the agent that runs part of it.
Path
From running campaigns to understanding attribution. From using MarTech to governing it. From talking about AI to building with it.
ST Electronics
Military software projects. Promoted twice in three years.
Singapore Turf Club
SEO, SEM and microsites. Four RPA bots turned week-long manual work into minutes.
Parkway Pantai
Four corporate websites. Launched the first digital content hub. Organic traffic up 20–50%.
Regional bank
Digital marketing for SME and business banking. Regional MarTech governance across five markets.
SystIQ
AI systems that answer, qualify and book enquiries for service businesses.
A decade in banking
I led two HQ teams: Digital Solutions, which I built and hired from scratch, and Web Management. We ran paid and organic search, paid social, display and website journeys for SME and business banking.
Much of the work was building the system around the campaigns: tagging standards, deployment and access processes, agency SOPs. We rolled them out across the region and spent a lot of time working out why Adobe, Google and agency numbers disagreed. I also ran the regional training on search, tagging and measurement.
Work
Reading about AI only goes so far. Each of these started with a specific problem, then got tested by me end to end until I found where it broke.
Independent AI consulting · 2026–now · Singapore & Malaysia
“Having a website is not the same as having a system.”
SystIQ builds AI assistants for service businesses. They answer enquiries on the website and WhatsApp, qualify leads, book appointments and hand over to a person when they should. Every conversation becomes a tracked funnel state, so owners can see what is working.
Chinese spelling practice for primary-school kids. It started at our dining table: photo OCR for spelling lists, dictation, pinyin, and streaks that make practice stick.
wordbamboo.com ↗Ask FX banking data questions in plain English. A LangGraph pipeline writes the SQL, an evaluator checks it, and the answer comes back as a chart.
BigQuery · LangGraph · Streamlit
A weekly planner with focus and rest timers, plus small celebrations when the work gets done. Built around how I like to plan a week.
A contextual AI tarot app. Readings take your question and situation into account, not just the card drawn. An experiment in making AI interpretation feel personal and consistent.
auratarot.app ↗Principles
Reading helps. Building shows you what the diagram leaves out.
Traffic, rankings and AI visibility mean little unless they connect to an outcome someone cares about.
A good team shouldn’t depend on one person remembering how everything works.
Use it where it improves the experience, the economics or the workflow. Fashion is not a reason.
Beyond the CV
Husband and father of two. Most of my side projects start with a problem at home.
Frequent tinkerer, occasional beer lover. I measure progress against yesterday’s version of me, and 1% better is a good day.
It fits in some ways. I care about meaning, think in systems and spend a long time on the “why”. I’m also an engineer by training and fairly decisive when something needs to get done.
Where I’m strong
What I watch for
Contact
Leadership & advisory
Senior roles and advisory work in digital growth, marketing technology, AI search and applied AI.
AI systems for your business
If enquiries come in faster than your team can answer, qualify and book them, that is what SystIQ is for.
What problem are we actually trying to solve?