Summary
A marketing leader who builds the systems herself. Fifteen years leading marketing across Asia, Australia and Europe, and twenty in the industry: festivals, sponsorship, media, a food business, B2B electronics, and B2B SaaS. I take marketing from strategy to working software, and I have carried full P&L as a founder twice. The strategy is half the job. The other half is the machine underneath it.
Experience
Head of MarketingDec 2023 – Present
ScreenCom Group · Netherlands (team across NL and Bulgaria)
- Marketing leadership across four product brands plus SCG Partners, the corporate brand, following the 2025 merger that formed the group.
- Built 21 custom HubSpot modules and 30 templates running multi-brand email and web across five web properties.
- Built the event lead capture system: badge scanning, OCR, and live HubSpot sync.
- Ran the communications for the merger, and the marketing for the group’s industry conference.
- Consolidated fragmented product, sales and marketing content into a single source-of-truth framework, and built AI agent systems on documented standards.
Marketing ManagerAug 2023 – Dec 2023
ScreenCom · pre-merger
- HubSpot marketing operations, multi-channel campaign delivery, and sales-marketing alignment across the digital signage portfolio.
Lecturer in Digital MarketingOct 2023 – Jan 2026
Tio Business School, Hengelo · concurrent
- Delivered bilingual digital marketing teaching to higher-education students.
MarketingApr 2022 – Aug 2023
LicenseQ · SaaS legal-tech, remote
- Owned all marketing: social, SEO, SEA, content and email, on HubSpot, Salesforce and Marketo.
FounderJul 2020 – Jul 2021
Ameera’s Kitchen & Ameera’s Kedai · Enschede
- Built a Malaysian food business from a pandemic layoff, then grew it into an EU-wide Malaysian groceries e-commerce operation in six languages. Ran the whole stack, from the kitchen to the SEO.
Business Development RepresentativeOct 2018 – Jul 2019
Altium · B2B electronics
- The hinge between marketing and sales: event execution, prospecting and qualification on Salesforce and Marketo.
Before: founder and operator, Southeast Asia
Chief Executive OfficerAug 2013 – Jun 2017
Maretia Asia, Kuala Lumpur · events, festivals, artist management
- Led a team of 32 across three divisions: a festival and nightlife entertainment operator across Southeast Asia, with an artist management arm booking talent for corporate and private events. Full P&L.
FounderDec 2015 – Jun 2017
Jivana Asia · lifestyle brand
- Built a lifestyle brand across fashion, music, arts, travel and culture, with a team of 22. Full P&L.
Sponsorship & Marketing DirectorJan 2013 – Jul 2013
NJB Productions (later Maretia Asia)
- Sponsorship and marketing at Net-Operating-Income level; stakeholder and customer-experience leadership.
Earlier2006 – 2013
Kuala Lumpur
- Talent & Creative Director, XYZ Networks; Consulting Partner, Programdna; Event Coordinator for the first Car of the Year Carnival (COTY2U) at the New Straits Times.
- Freelance consultant in PR, communications, sponsorship and events from 2006, including protocol events and a national competition-law conference, and an interim sponsorship and marketing directorship for a major global energy-drink brand (under NDA).
Systems shipped
HubSpot module system21 modules, 30 templates
Event lead capturebadge, OCR, live sync
Multi-brand migrationthree-path framework
AI agent systemson documented standards
Source-of-truth frameworkportfolio-wide content
EU-wide e-commercebuilt and run solo
Education & languages
University of South AustraliaBSc Psychological Science
HELP University CollegeFoundation, Arts
FluentEnglish, Dutch, Malay
ConversationalPunjabi, Hindi
SpokenIndonesian
BasedNetherlands, works across Europe