Hello. I'm Catherine.

I am always fascinated with what influences people's behavior, and that led me to study Psychology and pursue a 20-year career in advertising, finding the most effective way for brands to connect with their audience. Now, I'm bringing the same strategic discipline to cultural institutions because I believe in the power of arts and culture in improving quality of life.

My career has spanned global strategy, regional operations, and local market planning across Southeast Asia, North America, and now Europe. This has helped me understand how different stakeholders see the same problem, and use that to build collaboration.

I remember my first mentor in advertising told me that the three most important factors in media strategy were audience, audience, and audience. I have worked with brands such as P&G, Dell, and FrieslandCampina at WPP, and on the marketing side at Haleon and Glico, to identify audiences who are most likely to respond and design investment strategy, and measure the impact of media in driving brand KPIs.

Outside of the media, I love going to museums and cultural events (a few favourites below). I have volunteered at the National Museum of Singapore, represented the Singapore Pavilion at La Biennale Arte in Venice, and more recently at TART, a non-profit art gallery and cultural space in Villach, Austria.

A few favourites

Calcio Storico, Florence A medley of rugby, soccer, and wrestling that originated in Florence in the 16th century.

Vogalonga, Venice A non-competitive 30km boat race to celebrate Venice and the waters around it.

Le Battaglie delle Arance, Ivrea The Battle of Oranges, as part of Ivrea's Carnival season.

World Nomad Games Biannual competition for the traditional sports of Central Asia.

Rembrandt Day, Leiden The city turns into a 17th-century stage to celebrate Rembrandt, who was born here.

In 2024, I took a break from my full-time career to complete a Master's in Arts Management and Administration at SDA Bocconi, to learn about what it actually takes to run an arts and cultural institution. In August 2026, I completed a cross-cultural arts management program with ArtSpire (India) and Soléart (Italy), conceptualising a cultural hub with a peer based in India.

Today I work as an independent consultant across both disciplines: media strategy for brands and partnerships and audience strategy for cultural institutions.

For cultural organisations, I bring the discipline of commercial media planning to partnership, audience, and measurement challenges: I start from evidence, focus on a few priorities, and leave behind something your team can run.

Two decades, one throughline

• 2024 – PresentIndependent Consultant (Media Strategy) + hands-on arts sector work: La Biennale Arte, Museo Poldi Pezzoli, TART Gallery
• 2024 – 2025Master in Arts Management & Administration, SDA Bocconi (Cum Laude)
• 2023 – 2024SEA & Taiwan Area Media Lead, Haleon (Singapore)
• 2020 – 2023Global Strategy Director, WPP (New York)
• 2018 – 2020Regional Media Lead, Glico Asia Pacific (Singapore)
• 2012 – 2018Planning Director, WPP (Singapore & Philippines)
• 2004 – 2012Early career in media: OMD, Dentsu, WPP (Singapore)