Your journey has been nothing short of inspiring. Can you share more about your personal and professional story?
My journey has been shaped by both personal and professional experiences that have deeply influenced the way I lead today. In 2010, I was diagnosed with breast cancer while juggling the responsibilities of being a mother to two young children. It was also the same period during which I was navigating some significant career transitions. That period of my life was incredibly challenging, but it was also a watershed moment. It forced me to rethink my approach to leadership, career and what truly matters. Professionally, it led me to understand the importance of taking on a people-first approach as a leader, and the significance of building brand stories with a strong sense of empathy. Today, as Head of Corporate Marketing at Etiqa Insurance Singapore, I lead with a sense of clarity, care and courage.
Overcoming cancer while balancing motherhood and a high-powered career is no easy feat. How did these experiences change your outlook on life and leadership?
Battling cancer while raising two young kids changed the way I see things. It made me pause and think more deeply about what truly matters. I used to be very focused on results, always pushing forward and moving fast. That experience shifted something in me. I began to lead with more empathy, to be more present, and to make decisions with greater intention.
Leadership, to me, is no longer just about targets or outcomes. It is about building trust, showing care, and creating an environment where people feel safe, supported and able to do their best work. That shift has shaped how I lead today, and it reflects the values we live by at Etiqa. I am grateful to be in a place where people come first and the work we do is grounded in purpose.
The marketing landscape is evolving rapidly. What trends should marketers pay attention to in the coming years?
The marketing landscape is evolving faster than ever, especially with technology and consumer behaviours shifting so quickly. I believe that one of the biggest trends marketers need to focus on is authenticity. Consumers are increasingly looking for brands that stand for something meaningful, not just taking their products as-is. Personalisation is also key — people want brands that speak to their unique needs and experiences. To achieve this, purpose-driven marketing will continue to rise in importance. It’s not enough to just have a great product; consumers are asking brands to take a stance on social issues and show that they care about more than just profit.
At Etiqa we take a customer-centric approach, where we keep the overall goal in mind. We believe in creating deeper connections beyond sales to ensure that our marketing reflects the values that truly resonate with our audience.
At Etiqa Insurance Singapore, you’ve led some impactful campaigns. What’s your philosophy when it comes to creating marketing that truly resonates?
I am a firm believer in creating marketing that is real and meaningful. My experience with cancer really pushed me to focus on authenticity in all aspects of my work. It is not about flashy campaigns or just ticking boxes of what a campaign should look like — it is about crafting narratives that truly resonate with people on a human level. We ask ourselves: “How can we genuinely support our customers and address their real concerns?” This ‘people-first’ mindset is central to every initiative. The #WithYou campaign, for example, was not just about insurance; it was about offering support and solidarity through both positive and challenging times.
By focusing on empathy, connection and a clear sense of purpose, Etiqa aims to create marketing that builds long-term brand loyalty and fosters a sense of community.
The #WithYou campaign was an emotional hit. What was the inspiration behind it, and what made it so successful?
The inspiration behind #WithYou came from a deeply personal place. It was about showing empathy for people during one of the most challenging times in their lives. Whether it is dealing with a personal loss, a health scare or any other hardship, everyone needs support. The success of the campaign stemmed from its authenticity. We did not just talk about insurance; we created a campaign that acknowledges and supports the emotional needs of people. It spoke to a core human experience — the need for connection and support during difficult times. The campaign was successful because it was authentic and aligned with the audience’s need for a steadfast partner that cares and is compassionate during challenging times.
Insurance is often perceived as a ‘serious’ industry. How do you inject warmth and relatability into your brand messaging?
Being a ‘serious’ industry does not mean it has to feel cold or distant. In my experience, the key is to humanise the brand. People do not just buy a policy; they want to feel understood, supported and cared for. That is why we focus on the emotional connection in our messaging. Whether through campaigns like #WithYou or our employer branding, we try to show the human side of our work. It’s about creating relatable, warm narratives that connect with people on a personal level. When you build a brand that feels approachable, people are more likely to trust you and engage with your message, no matter how ‘serious’ the industry might be.
What does leadership mean to you?
Leadership, for me, is about empowering others. It is about creating an environment where people feel supported, valued and trusted to bring their best selves to work. It is also about leading with empathy — understanding the challenges your team faces and helping them navigate through those moments with care and clarity. A good leader does not just value results; they invest in the growth and well-being of their people. Leadership is not about being the loudest or most authoritative voice in the room; it is about inspiring and guiding others through shared purpose and values.
This philosophy is reflected in how I engage with my team at Etiqa. The progressive and transparent
nature of Etiqa’s culture allows me to conduct meaningful conversations and understand their personal and professional goals, which helps me to better support them in their journeys toward achieving it.
You embrace the ‘leaders eat last’ philosophy. How does this translate in your day-to-day leadership?
The ‘leaders eat last’ philosophy is about leading with humility and service. It is about putting your team’s needs first, being there to support them and ensuring they have the resources and encouragement they need to succeed. In my day-to-day leadership, I am constantly asking myself how I can serve my team better. I strive to create a culture in Etiqa where everyone feels seen and heard, where we support each other through challenges, and where the focus is always on collective success. It is not about the leader getting credit or accolades; it is about empowering others to shine and lifting the team to greater heights.
I also believe that the ‘leaders eat last’ philosophy, in turn, extends to a “customers eat first” philosophy. This means the team prioritises the customer’s needs in all interactions. We strive to make processes easier, offer more personalised experiences and ensure accessible support to delight our customers at every turn.
How has your personal journey influenced the kind of brand work you lead today?
Going through real-life challenges early in my career taught me to value clarity and sincerity — and these personal values have become the cornerstone of my communication style and the brands I build. I have learnt that authenticity matters more than perfection, and that people connect with messages that feel genuine and human, not rehearsed or overly curated.
I am naturally drawn to work that feels grounded, not to projects with overly polished facades. To me, branding is not about saying more, it is about saying what truly matters — it is about distilling a message to its essence and presenting it in a way that resonates deeply with people. This approach helps foster genuine connections, builds trust and leaves a lasting impact.
What’s one thing marketers often forget in the race to deliver results?
It is easy to fall into the trap of treating our audience as data points or personas, rather than real people with unique experiences, emotions and needs. We may get caught up in formats, funnels and performance metrics, but what really cuts through is relevance and emotional clarity – the ability to speak to someone’s deeper needs, desires and pain points in a way that feels personal and sincere.
A campaign becomes meaningful when it empowers someone to feel seen or understood. That’s the moment when the trust begins — when the audience feels like the brand is acknowledging their perspective and speaking directly to them. This connection lays the foundation for long-term loyalty.
Otherwise, even with the most advanced the targeting, if the message lacks a human touch, the campaign will neither resonate nor connect. I am grateful that Etiqa believes that marketing is always rooted in real, meaningful experiences. The supportive, purpose-driven culture here allows me craft campaigns that not only drive results but also build deep, emotional connections with our customers.
