Building compelling brand stories by fusing powerful images with data to conceptualise marketing tactics. Michelle takes pride in having a digital-imperative attitude and solid project management abilities. She has demonstrated experience directing a variety of campaigns (above-the-line (ATL), below-the-line (BTL), and through-the-line (TTL) marketing) across mediums. Her main areas of focus includes leading, creating, and carrying out campaigns that involves integrated marketing communications, intercultural communication, and strategic brand management. Managing B2B and B2C branding and marketing initiatives in the Asia Pacific regions were among her past experiences. These years of experience have taught Michelle that building and maintaining relationships with clients are important. The integrity of a product or service should not be compromised and clear communication to the team makes work more efficient.