Strategy & Impact Highlights
Head of Content
Strategy
Strategic Communications and Content, Creative Direction, Innovation, Stakeholder Engagement and Leadership
Led the creative vision and multi-platform content and communications strategy, establishing the organisation as a globally recognised impact storytelling brand.
Developed and delivered over 400 narratives and programmes on climate, conservation and social impact—blending narrative craft with accessible calls to action and sustained audience engagement.
Directed and led award winning narratives and series on topics such as wildlife, mental health, women empowerment and sustainable tourism to achieve greater reach, relevance and emotional resonance.
Forged a data-informed, audience-led content strategy—drawing on analytics (e.g. YouGov, SEMrush), emerging technologies and UX to shape high-performing, compelling narratives.
Championed OBW’s global thought leadership, representing the organisation in international storytelling, advocacy, philanthropy, impact and media forums.
Built and nurtured cross-functional, high-performing teams, fostering a culture of creativity, autonomy and excellence in high-pressure environments.
Cultivated strategic alliances across civil society, storytellers, media, policymakers, philanthropists, as well as public and private sectors, such as UNHCR, WWF and Temasek Foundation—aligning mission, amplifying impact and deepening credibility.
Impact
Key Achievements
​
Elevated the voices of under-represented communities and grassroots advocates through 400+ social impact, conservation and environmental narratives—humanising frontline realities, challenging stigma and inspiring audiences to think, feel and take action.
Drove over 160M story views and sparked more than 1.6M tangible actions in volunteer sign-ups, donations and advocacy for social impact.
Piloted innovative storytelling formats such as interactive maps, VR, data visualisation stories and educational content creating accessible, thought-provoking, emotional and visceral experiences—deepening connections with existing communities and building new audiences, resulting in a 254% boost in engagement.
Wildlife conservation and climate series, A Wild Life and Our Better Earth reached 30M+ views and catalysed 300K+ actions across Asia, translating empathy into meaningful impact for conservation.
Built key collaborations across public and private sectors, co‑raising funds through in‑kind and financial sponsorships.
​
Won over 30 international awards and nominations, including Webby honours—affirming OBW’s role as a global leader in social impact storytelling.
Tackled evolving challenges such as COVID-19 and shifting organisational structures with agility and strategy—designing and implementing timely pivots to ensure continuity, adaptability and long-term impact.
Comunications Manager
Rebranded in 2021 to Bringing Back Our Rare Animals.
Strategy
Content, Media & Communications Strategy and Crisis Management
​
Developed and led a global media and communications strategy that positioned the organisation as a critical conservation voice on the international stage.
Crafted and executed digital content strategies that fused scientific insight and conservation urgency with emotive depth and layered narratives—using video, social media and storytelling to shift hearts and drive action.
​
Directed a full digital overhaul, including website redesign, social platform strategy and video production—strengthening engagement, brand consistency, visibility and credibility.
Managed international media relations, building strong editorial partnerships and securing earned media coverage to amplify the cause across borders.
Led crisis communications during moments of tension and uncertainty—shaping narratives with care to turn challenges into momentum for advocacy and support.
Impact
Key Achievements
​​
Translated complex conservation science into powerful, accessible storytelling—reframing extinction from an inevitable fate to an urgent, solvable crisis and rallying global attention around one of the world’s rarest rhinos.
Boosted social media engagement by 800%, galvanising a global community of conservation supporters for the critically endangered Sumatran rhino and catalysing an international veterinary collaboration to deliver life‑saving care.
Created high-performing campaigns across paid and earned media, with over 1.5M organic views—turning digital storytelling into a vehicle for connection, empathy and action.
Mobilised audiences and deepened donor relationships through emotionally resonant stories and sustained engagement campaigns—sparking volunteerism, awareness and long-term conservation support.
Secured over MYR100K in donations through targeted fundraising, media outreach and a flagship event featuring a PSA video with Dr Jane Goodall as Guest of Honour.
Wildlife Documentary Director (Freelance)
Strategy
Filmmaking and Media Strategy
​
Directed and produced Operation Sumatran Rhino, an internationally acclaimed wildlife conservation documentary, sparking global awareness for the critically endangered Sumatran rhino.
Conceptualised and led a three-year production, managing a multi-camera crew in the jungles of Borneo while overseeing all phases from pitching to post-production.
Developed and executed a global media and marketing strategy in collaboration with National Geographic, elevating the documentary’s reach, engagement and long-term impact.
Represented National Geographic at international conservation forums, media events and podcasts, advocating for wildlife conservation and the power of impact storytelling.
Impact
Key Achievements
​​
Became the first Malaysian-produced wildlife film broadcast in 120+ countries, earning top ratings and recognition as a National Geographic case study.
Catalysed strategic stakeholder engagement and policy dialogues which sparked the formation of the Sumatran Rhino Rescue—a global alliance focused on addressing the immediate crisis and securing the long‑term conservation of the Sumatran rhino.
Won multiple international awards and nominations, including at the Asian Television Awards and Matsula Film Festival, for excellence in wildlife documentary filmmaking.