PROFILE
· PEOPLE-CENTRIC
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CREATIVE DIRECTOR
· COACHING
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PROFESSIONAL EXPERTISE
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HIGHLIGHTS
“At Klook, I was given the opportunity to reshape the creative team’s structure and introduce metrics for a more precise assessment of our team’s achievements. I had the privilege of leading 15 skilled individuals in design and video, and mentored 11 designers from various regions.
I am honoured to have initiated two pivotal projects:
1. The ‘Creative Minipod’ was developed to nurture talents based on their expertise, promote a culture of specialization and excellence.
2. The introduction of the Design Language System (DLS) aimed to streamline workflows, enhancing consistency and collaboration between the central and local design teams.
Both these initiatives posed rewarding challenges, and hopefully set to deliver enduring benefits to the team and the organization.”
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CAREER OBJECTIVES
Dedicated to continual growth in business acumen and creative leadership, I am committed to enriching organisations. By empowering teams to champion “Co-creation, Collaboration, and Value Creation,”
I aim to ensure the delivery of impactful and meaningful teams, products, and services.
CAREER TIMELINE MANAGING ART DIRECTOR CREATIVE DIRECTOR 2017 2018 2013 2012 2011 2009 2008 REGIONAL ART DIRECTOR CREATIVE STRATEGIST SENIOR MARKETING CREATIVE ART DIRECTOR SENIOR BROADCAST DESIGNER
DIGITAL PRODUCT INNOVATION AND STRATEGIES +65 8748 2272 | kai@goodmedia.design | LinkedIn | Portfolio KAI
LEADERSHIP
TEAM MANAGEMENT
CROSS-FUNCTIONAL
VISIONARY
INNOVATOR
CREATIVE LEADERSHIP & STRATEGY
TEAM MANAGEMENT & DEVELOPMENT
PRODUCT & SERVICE INNOVATION
BRAND STEWARDSHIP & MARKETING
PROCESS OPTIMIZATION & QUALITY ASSURANCE
CROSS-FUNCTIONAL COLLABORATION
PROFESSIONAL EXPERIENCE
CREATIVE DIRECTOR | KLOOK E-COMMERCE PLATFORM
2022 - Present
• Team Management : Lead a central creative team of 15, including design, video and motion graphic professionals. Occasionally oversee 11 designers from various markets. Established efficient team structures and enhanced briefing and coordination processes.
• Brief & Prioritization Refinement : Instituted new marketing briefs to enhance the clarity of project objectives. Developed a prioritization system to ensure timely and impactful project execution.
• Competencies & Metrics : Defined new input metrics and competencies based on role levels, ensuring a standardised evaluation process across the board.
• Strategic Planning : Construct quarterly OKRs (Objectives and Key Results) to ensure the creative team attunes to Klook’s primary business objectives.
• Marketing Campaign Framework : Implemented a comprehensive marketing campaign structure to better define project objectives based on campaign phases. This structure was complemented by an After Action Review (AAR) feedback system, promoting continuous improvement for subsequent campaigns.
• Innovation in Collaboration : Launched the “Creative Minipod” initiative based on design specialisations. This initiative centralized design efforts and fostered collaboration among central and local teams according to their design talents.
• Design Workflow Optimization (In Progress) : Initiating a design language system to establish a cohesive workflow between central and local teams. Our ongoing efforts aim to enhance design consistency across all markets and streamline processes. Anticipated outcomes include increased productivity, strengthened collaborations, and a unified design approach across all markets.
CREATIVE DIRECTOR | HYPER CASUAL GAME & EDUCATION LINE - LIBII
2018 - 2021
• Product Development, Strategy & Innovation : Led and defined Libii’s hyper-casual and educational game line. Collaborated with key stakeholders for feature ideation and strategy, drove innovations in game designs that aligned with company objectives.
• Market Research & Data Analysis : Researched and assessed gaming trends; innovated game mechanics to enhance engagement, conversion, and retention; managed A/B testing to optimise user experiences.
• Branding & Marketing : Oversaw the company’s branding, promotional campaigns, and marketing communications in collaboration with the marketing team.
• Team Training : Organised training and brainstorming sessions with the Art and Creative Team, emphasising strategic and innovative thinking for game development.
Achievements:
• Launched six educational apps for Libii within six months: Chuchume ABC , Chuchume Shapes , Chuchume Colours & Fun , Chuchume Animals , Chuchume Cars and My Talking Pan
MANAGING ART DIRECTOR | EDUCATION LINE - DR.PANDA LTD
2016 - 2018
• Creative Leadership : Managed and defined the Art & Design Direction for upcoming Dr.Panda games and applications.
• Concept Development : Ideated and developed creative concepts, overseeing the journey from Art Direction and UI/UX to the final product, ensuring alignment with company and product strategies.
• Process Optimization : Redesigned the company’s production, art review, and approval processes to streamline operations.
• Resource Management : Handled art assets and resource planning, coordinating between production and technical support teams.
• Team Supervision & Quality Assurance : Led the Art Team through production to meet stakeholder requirements and upheld quality, consistency, and compliance of art throughout the process. Supervised the Marketing Creative Team to ensure marketing materials conformed to production standards and objectives.
Achievements
• Launched 4 Dr.Panda Main Products in 2 years : My Doumi - Virtual Pet Game , Dr.Panda Learn & Play, Dr.Panda Trucks and Dr.Panda Train.
• Pioneered and initiated Dr.Panda first educational line.
REGIONAL INTEGRATED ART DIRECTOR | DIGITAL CONTENT & SERVICES - SAMSUNG ASIA PTE LTD
2013 - 2016
• Product Development : Worked closely with the Regional Head of Games & Creative Director, focusing on games, entertainment, and learning apps for Samsung devices.
• App UI/UX Design : Oversaw the entire design journey, from creative concept to final product, ensuring alignment with brand and product strategies.
• Cross-Functional Managemen t : Collaborated with agencies and production house to ensure optimal product representation.
• Marketing Collaboration : Partnered with the Regional Marketing Team to create strategies and materials for product launches in international markets.
Achievements
• Designed and launched three global products between 2014 and 2015: Samsung Circo, Samsung Kidstime, and Samsung mZine.
SENIOR MARKETING CREATIVE - NUBEE PTE LTD
August 2011 - July 2013
• Marketing Strategy : Led the Marketing Creative Team, design and execute marketing strategies for mobile games on iOS and Android.
• Team Leadership : Directed a team of marketing artists and social media specialists, create unique campaign experiences both in-game and online.
• Game Production : Actively participated in game production, focus on in-game monetisation, animation, special effects, and UX/UI design.
• Social Media Campaigns : Developed and executed social media strategies for player engagement alongside the team.
Achievements
• Produced a myriad of high-quality marketing campaigns which gained immediate attention from International players in Asia and US
ART DIRECTOR - LIGHTS AND SHADOWS PTE. LTD
July 2009 - June 2011
• Artistic Direction : Oversaw artistic elements in animations and graphics for advertising agencies, international brands, and the film industry.
• Campaign Development : Conceptualized and finalized designs for various TV promotional campaigns.
• Team Leadership : Guided the Motion Graphics and 3D Team for commercial productions.
EDUCATION
• 2021 INSIGHTS FOR INNOVATION
Name of Institution IDEO U
• 2017 CERTIFICATE IN MANAGEMENT TRAINING
Name of Institution Milestone
• Academic Qualification in Marketing GRADUATE DIPLOMA IN MARKETING ( 2014 - 2015 )
Name of Institution Marketing Institute of Singapore
• Academic Qualification in Design ADVANCED DIPLOMA IN MULTIMEDIA ( 2001 - 2004 )
Name of Institution RMIT University of Melbourne, Australia
