When I look back on my career, I realize that every era—no matter how different—offered new opportunities for those willing to learn, adapt, and take a leap. My journey has spanned from the days of the Yellow Pages right up to today’s AI-powered world, and if there’s one thing I’ve learned, it’s this: The future always belongs to the curious and adaptable.
The Yellow Pages Era: Learning the Ropes
Fresh out of university in the 90s, I started my career at a marketing consultancy firm. Back then, “lead generation” meant flipping through thick Yellow Pages directories, cold-calling prospects, and meeting clients face-to-face. The internet was still a novelty, so success was about persistence, relationships, and mastering the basics of marketing.
Internet Boom: Direct Marketing in a Digitalizing World
As the internet began to transform the world, I seized the chance to expand my horizons—literally. I moved to Bangkok and took on a branch manager role, helping clients with direct marketing solutions. Even then, our tools were mailers and printed catalogs, but the buzz about digital transformation was growing louder. I learned to spot trends and act early.
The OgilvyOne & Database Marketing Chapter
With technology accelerating, I joined OgilvyOne’s database marketing division. Here, I dove deep into data-driven marketing, campaign analytics, and customer segmentation. I saw firsthand how smart use of data could unlock new growth, setting the stage for everything that followed.
Banking on Data: Leading Campaign Analytics at OCBC
Next, I stepped into the world of banking at OCBC, leading the campaign analytics division. We used data and insights to drive targeted campaigns, optimize customer engagement, and deliver measurable results. I learned that the right technology, paired with the right strategy, could transform even the most traditional industries.
Loyalty & Beyond: Consulting for Airlines and Retail Giants
The next chapter brought me to Aimia, where I consulted on loyalty programs for airlines, retail, and petrol companies. Understanding customer loyalty became my obsession—how do you build relationships that last, no matter how fast the world changes?
Entrepreneurship: Digital Publishing & Social Media Growth
Inspired by everything I’d learned, I started my own digital publishing business. With a database built from scratch, I dove into email marketing and, later, harnessed the explosive growth of social media platforms. This business didn’t just grow; it gave me the freedom to be a stay-home mom while building something of my own.
Now: AI Strategy Consulting & The Next Big Wave
Today, as my kids are grown and independent, I’m embracing the next wave: AI. The excitement I felt in the early days of the internet is back—only bigger. As an AI Strategy Consultant, I help businesses unlock new value with cutting-edge tools, showing them how to future-proof their strategies and thrive in a world that’s changing faster than ever.
The Lesson: Opportunity Favors the Lifelong Learner
Looking back, my story is simple: Every wave of change brings new opportunities, but only for those willing to ride it. I thrived because I stayed open, kept learning, and was never afraid to try something new. Whether it was Yellow Pages, email, social media, or AI, I found ways to use each new tool to create value—for my employers, my clients, and myself.
If there’s one message I want to leave you with, it’s this: The world will keep changing, but opportunity never goes away. Keep learning. Stay curious. Embrace the next wave. That’s how you thrive—no matter what era you start in.
