Cheryl is a digital maven with 17 years of regional marketing, branding, and communication experience, largely in the technology and professional services space. She has developed and led large-scale marketing, branding, communications, and innovation strategies and initiatives on both global and regional levels. 

In addition, she is also an entrepreneur in experience and in heart – having founded a startup (and failed!). She eventually founded a Marketing & Communications boutique agency which she ran for 7 years. Now, her side hustle/passion project is a fashion brand that she launched in her late daughter’s name. 

She is also passionate about helping other women shine because she has been fortunate to be given opportunities and support when she needed it. 

In 2017, Cheryl co-founded Crazycat, a network for the everyday women from all walks of life who are living life serving their own purposes. She also sits on the Corporate Communications Advisory Committee at the Singapore Muslim Women’s Association (PPIS) as a non-Muslim member.

As a strong believer in sharing knowledge, Cheryl also delivers keynote talks, panel sessions, training programmes, and workshops across markets on topics related to her work in English and Mandarin. 

Lastly, Cheryl loves traveling, art, history, and sports & fitness, and indulges in them when she is not busy being a mom.

Cheryl is an alumnus of the Royal Melbourne Institute of Technology and Columbia Business School.