finance marketing


Fintech. It’s a sector we’ve been hearing – and talking – about a lot for the past five years.

And the conversation isn’t going to stop any time soon.

When you grow up with a strong work ethic and a passion for taking on new challenges, there’s no doubt that you’ll do well in life. That you’ll be drawn to situations and opportunities that others might find daunting.

In this issue of the Marketing Expert Series, we meet Robin Ang – co-founder and Group CEO of Finology. Those of you who have been following this Series will remember that we spoke with Finology’s Head of Marketing, Vahid Ebrahimi, in a previous issue.

This time around, we deep dive into the why’s and wherefores behind the founding of Finology – a company that continues to grow, evolve and provide fintech innovations and solutions to an ever-changing society.

Hi, Robin, thank you for joining us in our Marketing Expert Series. Let’s kick off with a little context, can you tell us a bit about yourself? How did you get to where you are now? 

Sure. Growing up in a family of restaurateurs, entrepreneurship is second nature to me. I was raised in a humble environment where I learned the importance of hard work, people, innovation, perseverance, and passion in approaching life’s challenges. This has taught me to remain optimistic in the face of setbacks and maintain a positive outlook.

Building on this foundation with over two decades of entrepreneurial experience, I am now eager to tackle innovative ideas in the Fintech industry.

I am drawn to this rapidly growing field because it offers ample opportunities for investment and development in areas such as lending, insurance, real estate, and automotive. I am also passionate about finding ways to empower individuals and help businesses become sustainable and effective.

You’re the co-founder and group CEO of Finology. In a previous interview in this Series, we spoke with Vahid Ebrahimi Fakhari, Finology’s Head of Marketing, we touched on the importance of fintech and the innovations Finology stands for. What led you to found Finology and what role do you believe the company will play in the future?

By 2017, my partner, Jared Lim, and I had already established a reputable presence in the financial industry through Loanstreet, a consumer financial marketplace that we co-founded in 2012.

It is incredibly fulfilling to see the impact our technology has had on so many people, from uncles and aunties to young families and new professionals, all of whom have been able to access affordable credit and improve their lives in so many ways.

However, we realised there was still much more to be done. We observed a growing frustration with manual loan application processes that were slow, cumbersome, and lacking in accessibility. This sparked our mission to create a financial solution that would eliminate these barriers and make financial products accessible and seamless for all.

And so, Finology was born – a name inspired by the idea that finance can be accelerated through technology. Our mission is to make financial products accessible and seamless for everyone, everywhere.

Can you tell us about some of the most effective strategies that you and the team at Finology have implemented in recent years? Is there an achievement you’re most proud of?

We’ve got a couple of tricks up our sleeves that have helped us achieve great things over the past few years. For starters, we’ve invested a lot of resources into technology to make our solutions even better and give our clients a top-notch user experience. We’ve also joined forces with some of the biggest names in finance, as well as consumer brands and platforms to broaden our reach and offer more services to our valued clients.

As for what we’re proud of, there are two things that stand out. Firstly, the recognition we’ve received from the industry. Being named one of the best fintech companies in the Asia Pacific region by leading publications is a huge deal for us. It’s a reflection of all the hard work our team puts in, and we’re determined to keep raising the bar.

And secondly, but most importantly, is the trust our clients have in us. Our client retention is key to our success, and it’s amazing to see our clients coming back for more and more solutions. We feel incredibly fortunate to have such fantastic support from our clients.

The world has changed in the last few years, with the Pandemic and the shift in the economy, how has Finology been impacted by these changes?

The pandemic has definitely kicked things into high gear in the financial world. All of a sudden, there’s a huge demand for digital transformation, and that’s led to some exciting partnerships and collaborations between traditional finance players and fintech/insurtech companies like us.

We think this is all for the better, as it’s creating new opportunities to make finance more accessible and user-friendly for everyone. At Finology, we’re making the most of these changes by always improving our solutions and building relationships with even more partners.

Another silver lining of this global crisis is that it has pushed countries that were behind the times in terms of technology to catch up faster. This means a bigger market for us to explore and serve. It’s a pretty exciting time to be in finance, right?

How did the developments over the last few years affect your strategies as both co-founder and Group CEO?

The past few years have been a rollercoaster, and we’ve had to roll with the punches. To keep up with the changing landscape, we’ve sharpened our focus on making our end-to-end solutions even better for our clients. We’re also staying ahead of the game by investing in technology and building strong partnerships.

On top of that, we’ve put together a team for business development and marketing to boost our growth in the local market while making a name for ourselves regionally. It’s been a lot of work, and we look forward to seeing our efforts pay off.

In your opinion, what are some of the biggest challenges facing the fintech industry today?

One of the biggest challenges facing the fintech industry is regulation. As the industry grows, we must have clear guidelines in place to protect consumers and ensure stability in the financial system. The challenge is finding the right balance between innovation and protection.

Another challenge is the constantly-evolving consumer expectations. We believe in staying ahead of the curve and continue to offer unique solutions that make a difference in people’s lives.

Finally, data privacy and security are top concerns. With more and more financial transactions happening online, companies must implement strong security measures to protect their client’s sensitive information. At the same time, we must also make sure we are transparent about our data practices and give people control over their information.

How have these challenges affected the direction and strategies you’ve implemented with Finology?

Challenges keep us focused, reminding us to stay ahead of the curve and to continuously innovate.

Where do you see the overall fintech sector heading in the next five to ten years?

In the coming years, we’re bound to see some exciting changes in the fintech world. Advances in technology and shifts in consumer behaviour will continue to drive growth and development.

Here are a few trends that we’re watching closely:

  • More and more people are turning to digital and mobile banking services.
  • Alternative lending and investment options are becoming increasingly popular.
  • Technology is helping to bring financial services to people who were previously “underbanked.”
  • Artificial intelligence and machine learning are becoming more integrated into financial services.
  • Financial wellness and education are becoming a bigger priority for everyone.

All in all, the fintech sector is poised to play a vital role in shaping the future of finance and financial services. We’re eager to see what the next decade brings!

With all the digital disruption industry and the fintech innovation we’re seeing now, do you believe that there will be a continuing need for a human touch amongst all this technological advancement?

Definitely. While technology is advancing rapidly, it’s unlikely that it will completely replace human interaction in finance. People still value the personal connection and human empathy that comes with financial advice and support.

For example, even though Finology offers end-to-end digital solutions, we still give room for manual intervention. This is especially true when it comes to outlier financial decisions and circumstances.

So, I believe there will always be a need for a human touch in the fintech industry, complementing technological advancements.

Any advice you’d give to aspiring fintech entrepreneurs and marketers? 

I’d say, first, find a real pain point in finance and create a solution that solves it. That’s how you’ll stand out from the crowd. Second, reach out to others in the industry, build partnerships and learn from their experiences. Lastly, don’t be afraid to test and make changes to your product or marketing strategy based on customer feedback. Continuously improve to meet the evolving needs of your target audience.

It’s been great to learn more about you and your work, Robin, thank you for sharing your experience and insights with us. How can people connect with you if they’d like to know more about you or Finology?

You can connect with me on Linkedin and, visit to know more about what we do as a company.

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The finance industry is a complex arena, requiring special insight and expertise to excel. With the last few years, the industry – like all other industries – had to make monumental changes to adapt to the changes in human behaviour.

In this issue of the Marketing Expert Series, we talk fintech, banking and how they’ve changed. More than that, we are given the rare opportunity to catch a glimpse of the inner workings of the industry. Our guide for this journey? Kevyn Eng, vastly experienced, Head of Growth and Marketing at Hugosave, Singapore’s first Wealthcare® and savings app aimed at helping users manage their finances more healthily.

Hi, Kevyn, thank you for joining us in our Marketing Expert Series. Let’s kick off with a little background, can you tell us a bit about yourself? How did you get to where you are now? 

I started my career in Public Relations with two of the world’s most respected consultancies—Fleishman-Hillard and Burson Marsteller—serving finance, industry and B2C clients. I had the chance to be exposed to the dynamic world of Banking and Finance.

In 2009, I entered the banking space, specifically, payments. In those days, marketing was an end-to-end function that combined today’s business (product marketing) and marketing roles (marketing communication). I’m always grateful for the wide exposure and opportunities to be involved in almost every component of the integrated marketing spectrum. For instance, I was fortunate to have entered banking at the point RBS took over ABN Amro’s payment business and, within two years, executed another brand change to ANZ. In this short span of time, I was thrust into two major bank rebranding exercises and that experience really taught me much.

2011 was another interesting year when I worked on Marketing Communication for private banking clients in Southeast Asia. Though frequent travels were tiring, the direct exposure and working relationships formed with agencies and partners across Malaysia, Indonesia and Thailand were valuable. Today, I still keep in contact with some of them.

2019 was yet another milestone year when I moved into the Intelligent Banking business. Leveraging open banking, cognitive banking and ecosystems, we pioneered changes in mindset, processes and business models, all within a giant bank with a global presence.

Today, I’m leading the Growth and Marketing department of Hugosave, Singapore’s first Wealthcare® and savings app.

You’re the Head of Growth & Marketing at Hugosave. Please tell us about Hugosave and the work you do there.

Launched in July 2021, Hugosave is Singapore’s first Wealthcare® and savings app which helps users become financially fit by spending smarter, saving more, and investing diligently, starting with gold.

Today, more than 50,000 users in Singapore are using Hugosave to optimise their finances. The Hugosave Growth & Marketing department commercialises the business, driving customer acquisitions and CLV whilst optimising acquisition and customer costs. This is done through an in-depth understanding of users’ needs and behaviours, and close coordination and collaboration with many internal stakeholders. We actively acquire and engage our clients through a mixture of broad-based marketing to personalised communication triggered via our CRM platform.

Building the Hugosave brand from a nobody to a multi-award-winning name, the high-performing team deploys a multi-lever approach involving PR, Branding, Content, Social, Communities, Digital Marketing and advertising channels. We also plan and execute innovative campaigns, rewards and partnership activities.

What sort of impact did the COVID-19 pandemic have on Hugosave?

Covid-19 has fundamentally changed the way the world works. On a macroeconomic level, it has significantly disrupted supply chains, impacting the global movement of goods and services. This increased the cost of doing business and jacked prices of goods and services up across the globe.

In Singapore, where natural resources are scarce, we are heavily reliant on global supplies. The increases in prices have definitely eroded our savings, disrupting our financial plans and reducing our purchasing power.

The need to save has never been more apparent. Consumers have now a heightened awareness of the need for sufficient emergency funds and saving for rainy days. It’s a double whammy when they now have to spend more on daily essentials due to inflation. Hugosave is well-positioned to help customers save in a painless manner. In line with our Little, Often, Early mantra, we think consumers can still achieve savings when they set aside small amounts of savings on every spend they make. Our Roundups feature on our Hugosave Debit Card does just that. It rounds every transaction up to the nearest dollar and saves the spare change, aka Roundups, in Gold. The precious metal is widely accepted as a safe-haven asset and an inflation hedge.

Consumers can also set scheduled savings in Gold, in any amount starting from S$0.01. This automation at the back allows customers to continue with their daily lives with minimal disruptions and pinch.

Hence, this is a golden time for Hugosave to engage our prospects and encourage them to start their Wealthcare® journeys, and hopefully with us.

How have the developments of the COVID-19 Pandemic affected your strategies as Head of Growth & Marketing? What challenges and/or developments have you had to adapt to since 2020? How have you overcome them?

From a marketing outreach perspective, we see the shift in our budget and investments fully into digital marketing, content creation and public relations.

Whilst we continue to believe in face-to-face interactions with our prospects, the situation during Covid-19 forced us to be sharper in the way we communicate, to further simplify complex finance terms for consumers. Online attention is also way shorter than a physical interaction and so messages needed to be more succinct and on-point.

What sort of lasting impact do you believe the pandemic’s forced acceleration of digital transformation has had on your industry?

The digital wave has accelerated faster as a result of the pandemic. From eCommerce to content consumption, the digital space is now the default for many Singaporeans. As a by-product, our push towards a cashless society has also moved quickly.

Does this then see the death of the piggy bank since there’s even lesser use for coins? Here’s where we introduce Hugosave’s digital piggy bank. Rounding up transactions to the nearest dollar, the cents are now saved and invested in Gold. So not only do customers save from incurring unnecessary processing fees from banking coins, they have a good chance of seeing the investments grow and protecting savings from inflation.

In the world of personal finance and Wealthcare®, a similar wave is happening. Innovations and tech disruptions to traditional banking services have grown tremendously.

Opening banking and SGFinDex paved the way for data democratization, and clients now have greater control over their information. With that, it also spurs growth in Wealthtech apps with better journeys and simpler and easier-to-understand propositions that help clients manage their finances more efficiently and effectively.

Do you think that this impact has permanently changed how you and your team go about your work? Where do you see your strategies going in the next few years?

Definitely, Hugosave is primed at the right time with the right proposition built by the right team.

In times of FUD, people turn their attention to saving opportunities as they tighten their belts. This makes the environment ripe for a business like Hugosave. We provide a platform for our clients to protect, preserve and grow their savings without feeling the pain. From automated savings with every spend via our Roundups feature to scheduled money pots, savings are invested in relatively lower-risk assets such as Gold, enabling their growth.

As a Weathcare® and savings App, we naturally reach out to our customers on a mobile-first principle. Over the Covid-19 period where physical interactions are limited, we make our marketing investments digital. Social media, in particular, Instagram and TikTok is key channels we utilise to get our messages out.

We have also taken the opportunity to explore audio podcasts via Spotify and Twitter Spaces. These platforms enable us to deliver our messages where our clients are. Apart from performance buys, we have also embarked on building our communities on Facebook & Telegram. It’s very interesting to note that our TG community has grown and overtook our Facebook Group within four months of its inauguration.

Communities will continue to be our focus and way to drive multi-way conversations. As we continue to dish out information and bite-sized education on personal finance, our communities will benefit from discussions with us, and amongst themselves.

How do the last few years impact your insight into how personal finances should be managed? Do you have any suggestions for people on how to better control and manage their financial situations?

Savings has almost become a forgotten topic as Cryptocurrency speculation sweeps across the youth’s mind space with the ‘get rich fast’ opportunities. The bull run of the crypto space prior to 2020 saw many trying their luck. Arguments that savings were too slow in accumulating wealth and such investments would work far better.

Looking back now, many have now understood that such speculations are highly risky and should be taken with much caution. With a gloomy economic outlook, people now turn their attention back to savings.

In Hugosave, our philosophy is to start your savings journey with a little, often, early. Start small to avoid feeling the pinch and slowly increase once it becomes second nature.

Keep a schedule going so that you continuously buy into the market, achieving dollar averaging and the potential to mitigate timing risk. Finally, start as soon as you can so that you enjoy the power of compounding interests.

Any advice you’d give to young and/or aspiring marketers? 

My personal mantra is, “Keep going, you’ll get there”. Marketing is a diverse, dynamic, ever-changing industry that continues to reinvent itself as it responds to consumer and social developments. Sometimes, it feels chaotic and frustrating when plans change and we pivot fast to keep ahead and stay relevant. Bite the bullet, keep going and you’ll get there.

It’s been great to learn more about you and your work, Kevyn, thank you for sharing. How can people connect with you if they’d like to know more about you or Hugosave’s work?

Follow me on my LinkedIn or simply visit the #Hugoverse!

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For external to the sector, financial technology may seem completely alien. The truth is, however, that the world of fintech (finance technology) is not so far removed from our daily associations – we use it all the time, whether we’re fully aware of it or not. More than that, however, is that fintech leads the way in data-driven marketing, allowing for great strides to be made in this aspect. 

Joining us for this issue of the Marketing Expert Series, is the Head of Marketing for award-winning fintech company, Finology: Vahid Ebrahimi Fakhari. Passionate about data-driven digital marketing and the impact that it is making across all kinds of industries, Vahid takes us through his – and Finology’s – story.

Welcome to the Marketing Expert Series, Vahid! Thank you for joining us! You’ve done so many amazing things in your life, can you tell us a bit about yourself? How did you get to where you are now? 

Thank you for inviting me, it’s my pleasure. 

Originally from Iran, I’ve decided to pursue my studies in Malaysia for a Bachelor in Marketing and a Master in Business Administration (MBA). 

After graduating, it was quite difficult to find a job that fit my education qualification. So instead of just waiting for the mountain to fall on my lap, I took a job at a start-up called Loanstreet, (a financial marketplace under Finology) as an intern to kick start my career. I took this opportunity to sharpen my hard and soft skills. After much blood, sweat and tears, metaphorically speaking, I managed to get myself converted into a full-time employee as the company’s Digital Marketing Executive. 

Over the past few years, I have worked on multiple aspects of marketing and business development from campaign ideation to execution, developing marketing strategies, expanding revenue streams, and working closely with clients and partners on multiple projects. 

Fast forward to today, I’m Head of Marketing for Finology and leading Loanstreet our marketplace platform. 

What was it that drew you to this line of work? Was it something specific?

During my first year of working as a digital marketer, I found out that I enjoy creating data-driven strategies based on out-of-the-box thinking, and that’s what gives me fire. The fact that what I do requires both critical thinking and creativity made me pursue this line of work. It’s not just one thing or one set of skills to be good at: it’s a mixture of soft and hard skills and I realized I enjoy being a generalist and contributing to the holistic growth of the business.  

Currently, you are the Head Of Marketing for Finology. Please tell us more about Finology and the work the company does.

Finology is a FinTech company that specializes in enabling seamless access to financial and insurance products. Our mission is to simplify the process within the conventional financial sectors through our API services and market distribution channels. 

Our recent recognition includes being the Seedstars’ Global Winner of World Competition 2020/21 and Frost & Sullivan’s Asia Pacific InsurTech Entrepreneurial Company of the year (2020).

Data-driven marketing has been shifting the way in which many industries are approaching their marketing strategies. Is it the same for you and Finology? Why do you think that data-driven marketing is becoming such an important aspect of businesses?

Data is fundamental to marketing – always has, and always will be. 

Traditionally, marketers use data like market studies that were available at the time and their assumption of the target market to meet marketing objectives, which often requires a lot of trial and error. 

Today, where businesses are mostly in the digital space and with digital tools in place, the data that marketers get are in real-time. It means that marketers can now measure, analyse and improve their marketing strategies and optimise their campaigns in real-time by personalising the customer experience, targeting well-defined marketing segments, building long-term engagements that lead to customer retention while getting new customers.

Now, COVID-19 – the pandemic has had a clear impact on all sorts of industries; in what ways has it affected Finology and your strategies there?

We did feel the pinch. Fortunately, because of the diversity of the products and services we offer, we managed to tackle the situation. Of course, we had to re-strategise and shift the focus on the products and services that demand was spiking. 

For example, due to movement control orders, motor insurance renewal centres were closed and people had to renew their insurance online. This created a spike in demand. Finology provides online insurance renewal through API services by enabling distribution channels to provide this service digitally. This service is available on our very own marketplace platform, Loanstreet, as one of the very first movers in this sector.

Another instance would be that during this pandemic, we can see a spike in online content consumption. Since we also produce personal financial content via our marketplace, Loanstreet, we took this opportunity to refocus on increasing traffic to our blog.

Are you anticipating any long-lasting trends based on what the fintech industry has experienced during the pandemic?

The pandemic has accelerated the shift to online banking, advancing the existing trend by several years. Many people who switch to using online services during the quarantine will continue to do so even after things are fully back to normal. Customer behaviours have changed and financial institutions must follow it and work with fintech companies to digitise their services. 

What about you, personally, when this pandemic is over, what’s next for you?

I can’t wait to start travelling, meeting my friends and colleagues more often. As much as working remotely is a new normal, I believe meeting face to face helps ideas to thrive and build stronger relationships.

Any advice you’d give to young and aspiring marketers specialists? 

Don’t limit yourself to your job description. Learn from different aspects of your work and business. It’s always good to be very good at a certain set of skills, but also it’s important to know why you are doing what you are doing.  

As a marketer, you are the frontline of the company and it’s important to know other parts of the business. So you have to have good critical thinking skills to understand your business, products and audience, learn about your competitors, get insights from other teams, do A/B tests and make sure to prioritise your marketing efforts based on your ROI.  

Thank you for sharing your story with us, Vahid. How can people connect with you if they’d like to know more about you?

People can always connect with me on LinkedIn.

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COVID-19 has forced change on many industries all around the world; pushing businesses and individuals into a digital transformation that they may have preferred to forestall. Given these changes, the resulting growth in e-commerce and e-business shouldn’t be that surprising. Retail and business services have had to rethink their current and future approaches to success and growth. The finance industry is no different. 

Meet Roger Leng, head of the E-Business and Digital Marketing team at UOB Kay Hian. An experienced marketer and content strategist, Roger has worked in and around the finance industry for many years. Join us for this issue of the Marketing Expert Series as Roger takes us through his experiences in the industry, navigating the changes and challenges of digital marketing and the essential digital transformation of the global pandemic.

Hi, Roger, thank you for taking part in the Marketing Expert Series! Let’s start with some background, can you tell us a bit about yourself? How did you get to where you are now? 

Hi! I currently lead the E-business and Digital marketing team at UOB Kay Hian. Previously, I was the Head of Content and Marketing for, the business-to-consumer division at iFAST. 

During my time at iFAST, there were marketing agencies that used to come to us to pitch their strategies to increase our web visibility and to “clean up” our technical setup so that our webpages are “search-friendly”. It was during this time that I realised it is much better to learn the basics of digital marketing to better understand and be able to relate to their suggestions and validate their claims. Hence, I took up a digital marketing course at the General Assembly and that is how I ended up where I am today.

Was there something that drew you to this line of work? Were there any specific experiences that attracted you to it?

When we were advertising on Facebook and Instagram, I was intrigued by the potential outreach which could number to millions of viewers since everybody is on social media these days.

Furthermore, I was very interested in the ways we could design the website from a technical standpoint to make sure Google “can find us” and the potential clients will “see us” at the front page of their search results.

As you mentioned, right now you are the Head of E-Business and Digital Marketing for UOB Kay Hian. Can you tell us a bit more about how E-Business and Digital Marketing fit together?

E-business at UOB Kay Hian refers to the equity trading business. With the onset of the COVID-19 pandemic and the commitment from the biggest Central Banks in the world to shore up the financial systems, there is an increasing number of first-time users who are just starting out with trading.

More importantly, demographically, these users belong to the emerging affluent generation aged between 25 to 40 years old. They will be on social media on a daily basis and most of their daily routine tasks are digital.

In order to reach this audience, UOB Kay Hian needed to engage in digital marketing to showcase who we are and let people know about our capabilities. We are then able to capture a certain percentage of their mindshare and follow with remarketing strategies.

You have a bit of experience in the finance industry in Southeast Asia. How have marketing strategies evolved for the world of finance over the last few years?

The strategies have certainly evolved tremendously over the past 3-5 years. I would say that COVID-19 has accelerated this evolution, and now more and more businesses recognise that adopting some form of digital marketing is essential to their survival and success in the future.

On a cost-benefit analysis, the ability to reach out to a specific target audience for a fraction of the cost is certainly very attractive to the executives. The key is to clearly identify which channels should be used. Those channels need to then be reviewed and evaluated along with any digital assets. It’s also important to be bold enough to change channels, tactics, and assets when necessary.

COVID-19 has impacted a lot of companies and industries all around the world in the same way. Have your own marketing strategies for UOB had to change because of the pandemic?

Yes, certainly. Here at UOB Kay Hian, we have to accelerate our digital marketing strategies and to revamp our digital footprint. Our goal is to ensure our website is visible on Google whenever potential leads search for investment ideas and a platform to start trading.

What about for you, personally, when this pandemic is over, what’s next for you?

I believe there is more to come in the digital marketing space. I will be keen to learn more strategies and push the boundaries on the combination of both digital marketing and business requirements. 

Traditionally, businesses have been reluctant to spend marketing dollars on digital media due to the lack of quantitative results. However, with this pandemic, it is clear that going digital is essential and costs can be managed. 

We have to evolve from having impressions and click throughs. These are basics and we need to go beyond this basic level to have a more meaningful engagement session with our target audience. 

Any advice you’d give to young and aspiring finance or banking marketers? 

Always be bold and try new strategies but remember to evaluate and don’t be afraid to ditch it if it’s not working at all. Be humble and accept that not all methods will work but keep an open mind. 

Thank you, Roger, for sharing your experiences with us. How can people connect with you if they’d like to know more about you?

Feel free to reach out to me via my LinkedIn profile and I will be happy to share my experiences. 

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

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