Hello! I'm Nicole, a Brand Strategist based in Singapore. For the past 10 years, I have worked within brand & marketing teams to translate deep community empathy and strategic vision into intentional, emotionally resonant brand experiences.
I started my career in creative direction, and now I am focused on brand strategy – understanding audiences through research, developing campaign positioning, optimising digital performance, and designing customer experiences that matter.
This has given me deep understanding of brand and marketing in all functions. Strategy grounds the team in purpose and outcomes, whilst beauty as an articulation in complexity, and invitation to be curious.
My experience in a nutshell…
I am currently a Creative Lead in the Brand & Marketing Team at Synthesis, a Creative Data Consultancy. Previously, I have worked with renowned hospitality groups like TAO Group Singapore, The Kilo Collective and The Lo & Behold Group, as well as design studios like Currency Design and Do Not Design and ecommerce brand Ask and Embla.
I've trained in User Research and Data-Driven Decision Making at Hyper Island to learn industry-standard approach to customer insight and campaign measurement.
My ideal weekend...
Is active and outdoorsy: walking, biking, swimming, running… anything to keep moving and soak up the day. There would also a coffee or wine date wedged in there somewhere, plus a home-cooked meal with loved ones.