About

I'm a regional market lead in SaaS, based in Singapore. Most of what I know about marketing, data, and AI, I figured out by actually doing it — often on a lean team, across multiple markets, with no playbook handed to me.

This site is where I write those experiences and learnings down.

The topics I cover — data analytics, go-to-market strategy, SEO and GEO (search for both humans and AI), and AI tools — overlap more than people expect. That thread of practical, cross-functional thinking is what ties everything here together.

I've spent a lot of time on the data side — building dashboards and digging into analytics the old-fashioned way, without AI doing the heavy lifting. There's no shortcut to understanding how data actually becomes a decision. That foundation is what makes AI genuinely useful now: I use it to move faster, surface patterns that I'd have missed, and scale analysis that used to take much longer. I also build tools with AI: automations, small web apps, things that scratch a specific itch. Some of those live here too.

Whether you're figuring out your first marketing role, running a lean team, or just trying to get more out of AI without drowning in the hype — hopefully something here is useful.

I'm based in Singapore and run more kilometres than is probably advisable.

Read the blog to see what I've been thinking about lately.