Meet the communications expert at Redhill who reduced customer acquisition costs by 38 per cent through strategic PR

What is the work you believe you are here to do?

At the end of the day, my work is about helping brands tell stories that truly matter—stories that connect, inspire, and reflect the diverse world we live in. Communications today isn’t just about sending out polished messages; it’s about being real, relevant, and engaging across cultures and platforms. I’m particularly passionate about amplifying Asian voices on the global stage in bold, smart, and grounded ways.

Additionally, I’m committed to challenging the traditional notions of leadership in this space. As a woman leading a global role from Singapore, I want to show that women can — and should — be shaping the narrative at the highest levels. That’s a big part of why I do what I do.

What principle guides the way you lead, even when it’s hard?

My two guiding principles are clarity and integrity. In challenging moments, people don’t expect perfection, but they do deserve honesty. Trust is built not when things are easy but when they’re challenging.

That’s when transparent and respectful communication matters the most. I also lead with a long-term perspective: Will I still stand by this decision five years from now? This mindset helps me act with purpose, even under pressure.

One of the most challenging moments in my career was restructuring the marketing department of a major e-commerce company in a country with strict labour laws. Beyond the professional implications, I knew the personal stories behind each name — someone had just had a baby, another had signed a mortgage, and someone else was newly engaged. 

Delivering that news honestly, empathically, and respectfully wasn’t easy, but I stayed anchored in those two principles. Looking back three years later, I’m confident I did my best — and my team recognised that. 

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What is the biggest misconception people have about the work in communication that your company does?

One of the biggest misconceptions about our work is that communications is only about media coverage or writing press releases. In reality, it’s far more strategic. We help leaders shape narratives, manage reputations, and align stakeholders in ways that directly impact business outcomes.

Also, because Redhill operates in diverse markets, many believe one-size-fits-all messaging works — but it doesn’t. We specialise in crafting globally coherent and locally relevant communications, ensuring the message lands meaningfully — whether you’re speaking in Jakarta, Singapore, or San Francisco.

A lot of CEOs and CFOs may not realise this, but PR has a direct impact on SEO. Media coverage is crawlable by Google, and when leveraged properly, it can significantly boost discoverability and trust.

In my experience heading marketing at Carro — now Southeast Asia’s first unicorn car marketplace — strategic PR didn’t just build brand credibility; it reduced cost per lead by 60 per cent and customer acquisition costs by 38 per cent.

That translated into significant savings on paid media and generated goodwill for a once unknown brand. That’s the true power of PR — if you know how to unlock it.

If you could be remembered for one thing through the work you do, what would it be?

I want to be remembered as fearless. Fearless doesn’t mean reckless; it means stepping forward even when the outcome isn’t guaranteed. I hope people remember me as someone who led with clarity and conviction, even in uncertain times, and always chose progress over comfort. 

What’s one leadership lesson you wish you learned earlier?

One leadership lesson I wish I had learned earlier is that leadership is like being a music conductor. As a leader, it’s not about controlling every note or dictating every move. It’s about recognising and appreciating the unique strengths — or “tunes” — of each individual on your team.

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A great conductor knows how to combine different instruments, understanding that each has its own sound and plays a crucial role in the symphony. When you lead with this approach, you allow each team member to bring their best “tune” to the table, and when the team comes together, the performance is greater than the sum of its parts.

That’s why, when I hire people, I’m not looking for them to fit a specific mould. I encourage talent to be themselves, leverage each other’s strengths, and work together to do great things for our clients. When everyone feels empowered to play their unique tune, we create a harmony that drives success.

When you look at the state of the world today, what gives you hope?

When I look at the world today, the resilience and creativity of people everywhere give me hope. Despite our challenges, a growing movement of individuals and communities is coming together to innovate, push boundaries, and drive change.

If a woman like me — born in India — can come to Singapore at 23, build a successful career, make this country my home, and form close ties with locals who now feel like family, it shows the power of opportunity and connection.

That collective drive for progress, along with personal stories like mine, keeps me hopeful about the future. Oh, and you need to hear me speak Singlish. Trust me, you’ll be impressed.