About Chini
I’m a digital marketer, content strategist, and sometimes technical writer with over a decade of experience partnering with innovative brands across APAC. My focus has always been on driving growth, creating strategic content, and boosting brand visibility.
How it started
At uni, I studied philosophy and biology, fascinated by the intersection of science and human understanding. My research interests led me to Argentina, where I spent four incredible months at Proyecto Carayá, helping rescued monkeys return to the wild.
When I got back, I put honours on hold to explore graphic design, something I had always been drawn to. That creative shift eventually led me to marketing, where I found the perfect blend of creativity and strategy. Through it all, I’ve had the most supportive friends and family who have always encouraged me to pursue what excites me.
To deepen my marketing expertise, I completed an MBA in Marketing at UTS, where I built lasting connections with peers and mentors who continue to shape my career today.
How it’s going
Since then, I have worked with forward-thinking brands on projects that bring together innovation and strategy. For me, digital marketing success is about precise testing, clear communication, and meaningful results.
Content is at the core of my work, from shaping compelling narratives to building strategies that drive engagement. I take a data-driven approach, combining SEO, user-centric design, and brand storytelling to ensure every piece of content contributes to a larger strategy.
Beyond digital marketing, I have led experiential campaigns and events that create lasting brand experiences. I am especially drawn to fast-moving environments like startups, where I have developed growth strategies that push boundaries and deliver real impact. The ever-evolving nature of marketing keeps me inspired and constantly improving.
What’s next?
The future of marketing excites me, especially the ways AI, automation, and immersive media are reshaping how brands engage with audiences. The ability to create hyper-personalised experiences at scale is something I find particularly fascinating, and I am always exploring how to integrate new technologies into effective marketing strategies.
To stay sharp, I share insights on my blog, connect with fellow professionals, and keep a close watch on industry trends. Moving forward, I am focused on testing new tools, mentoring the next generation of marketers, and continuing to drive impactful campaigns with data-driven strategies.
Outside of marketing, I draw inspiration from travel, modern art, vintage fashion, and philosophy. These interests keep me curious and creative in everything I do. And through all of it, I know I have an incredible support system behind me, which makes every step of the journey even more rewarding.