Page 61 - MASALA Magazine Vol.15 Issue 7 | October - November 2024

And although fandom communities can’t be manufactured, once There is something
a spark is lit, brands can gain dedicated communities of passionate

fans once they know how to nurture that spark into a flame. magical about creating
Immersive experiences: We’re seeing a shift from storytelling to
story-living. Brands can no longer just think about creating social campaigns that can move
impressions or simply offering a photo opportunity; a successful
campaign today involves fully immersing consumers in the a community of people.
experience, making it something they will remember long after
your event. Tapping into the human senses is key — they want to There are a lot of things that excite me about the future:
be active participants, not passive observers. It’s not about the scale
of the activation, but about how long you can hold their attention • The first is AI; it’s certain that AI technology will be everywhere

and keep them engaged. The focus should be on immersive and in the years to come. It’s an inevitable force of workplace
personalised experiences that continue to resonate and stay relevant revolution, and at Vero we are embracing this trend as an
in their digital ecosystem, sparking lasting interactions beyond opportunity for growth. We recently launched an AI-powered
the physical event. We’re seeing this come through across social business unit, Rover, which is a space where we can pilot and
platforms, with TikTok Shop redefining the ‘shoppertainment’ experiment the use of AI across our entire workflow and roster

experience and YouTube recently partnering with Shopee in of services. I’m very excited to see where this takes us, and what
Indonesia. innovations we can work on together with our brand partners
AI: Artificial intelligence is this year’s buzzword, and while there and clients.

has been a lot of discussion around what this tech means for brands • I’m also excited to be working with creative young talent across
and the future of marketing and communications, the consistent the region — the cultural drivers and change makers — and
takeaway is that AI is going to change how quickly we can access having fun while doing it.

data and insights to inform strategy, improve efficiency, and enable
a new generation of AI-powered humans. Brands shouldn’t be • Finally, I hope that one day, I can also inspire the next generation
afraid to embrace AI across their work functions to enable quicker of women leaders in the industry.
testing of ideas, failing, learning, and refining. Tell us a little about your personal life and support systems –

In a field that is often fast-paced and evolving, how do you what excites you outside of work, and how do you manage a

maintain your creative energy and drive? What inspires you good work/life balance?
and keeps you motivated? It’s always challenging to manage a healthy work-life balance,
I love it when I see a brand execute a campaign that moves me — especially when you’ve invested so much time and effort over the
whether it makes me laugh, cry, or look at something in a completely years to build your career and you feel personally motivated to give
different way. There is something magical about creating campaigns it everything you’ve got. But when you truly enjoy the work that
that can move a community of people, the way Spotify has with you do, you don’t feel like the work takes away from your balance.
iconic data-driven campaigns that tap into different subcultures, That said, there are a few things that help me personally maintain
or Duolingo with its playful and strategically-unhinged marketing a healthy balance in my day-to-day life. The first is Vero’s flexi-work

tactics that continue to win among young people. structure, which means I’m able to work from home when I need

As a professional in this fast-paced industry, I’m motivated to to. This flexibility makes it possible for me to sneak in a workout
continue creating smart and strategic work for brands in this region during lunch or paint my nails during a creative brainstorm. It also

who not only want to move the market, but who also want to make lets me work from any of our offices in Singapore, Manila, Jakarta,
a difference through their work. We’re in an interesting time in and Ho Chi Minh when I travel, extending business trips into
history where we’re seeing a lot of dramatic changes happening long weekend breaks. The second major thing is pure, meticulous
around the world. Brands, alongside policy makers and industry planning. I’ve always been a planner, and I plan for my clients, my
leaders, are navigating these changes without any kind of rulebook, family, and myself. One trick I’ve learned for maintaining a healthy
and this is both a challenge and an opportunity to create new ways balance is planning all my holidays at the start of the year, so I
of thinking for the benefit of not just brands, but also of people always have something to look forward to. As an explorer, making

and the planet. sure I have time to travel helps me unlock a lot of the creativity
I bring to my work because I find so much inspiration from the

Looking back on your career so far, what would you say has been culture, places, and people I encounter.
your proudest professional achievement, and what are you most
excited about for the future? Finally, do you have any advice for young people, particularly
I’m not really one to gun for personal accolades. But twice now young women of colour looking to enter the corporate world or
be a vanguard in mostly male-dominated industries?
in my career, I was encouraged by my bosses to apply to industry
competitions, and both times I ended up walking away with huge First, don’t be afraid of making mistakes. This is where you make
wins that have made a massive mark for me in my career. One beautiful and unexpected discoveries. Second, worrying is a waste
of them was the Cannes Young Lions Southeast Asia (Under of time. There is nothing that ever gets better or prevented because
30), which is a professional achievement I’m so proud of and you worried about it more. So, focus on being solutions oriented
grateful for. Winning meant I was able to attend the Cannes Lions and make the best decisions you can with the information you
International Festival of Creativity in France as a competitor and have available. Last, and perhaps most important for long-term

representative of Southeast Asia, allowing me to meet like-minded growth, is to find and work with good people. Regardless of race or
people from around the world and learn from some of the best gender, if you surround yourself with talent who are all motivated
talent in the industry. to learn and grow together, you’re setting yourself up for success.

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