I lead finance operations and reporting at First Page Digital Singapore. I oversee end-to-end financial control, from monthly P&L and cashflow management to media buy tracking and campaign-level profitability.
A key challenge is to preserve what we call our internal ‘triangle of love’ balance. This involves maintaining internal accountability across sales, account management and operations, especially with evolving pricing models and the need to drive cost efficiency. Given the rapid pace of change in digital marketing, driven by emerging AI tools, shifting platform algorithms and evolving client expectations, a second key challenge is to align financial strategy with ongoing marketing innovation. This is also where the excitement lies, being part of a digital-first business where finance must be as agile and creative as the marketers.
I soon found myself drawn to the structure and impact of finance
Being part of the journey to grow First Page Digital from a 30-person SME into a 150-strong, well-established company in Singapore over the past six years has been amazing. Our revenue has grown tenfold, and we’ve built strong brand awareness globally. I led the development of structured systems that clarified accountability and improved profitability across departments.
My career started in an unexpected but meaningful way. I graduated with a degree in tourism management and my first job was on the front desk of Far East Hospitality. This gave me exposure to operational excellence and customer interaction, but I soon found myself drawn to the structure and impact of finance. I am fascinated by how it sits at the core of every decision in a business, empowering smarter decisions and shaping a company’s direction. I seized an internal opportunity to transfer to the finance department and began ACCA at the same time. That was the turning point in my career.
ACCA has been incredibly valuable, not just as a qualification but as a mindset. It trained me to think globally, act ethically and adapt to change. The network is supportive and inspiring, and I often rely on shared insights and resources from fellow members. It also gave me the confidence to grow from someone without a traditional accounting background into a finance leader.
I’ve been fortunate to have had great mentors throughout my career, but I’m especially inspired by leaders who offer both harmony and vision. My current CEO, Shane Liuw, exemplifies this, blending strategic thought with deep human connection. He’s a bold decision-maker who embraces risk when necessary, yet consistently prioritises the wellbeing of people. That balance has profoundly influenced the way I lead my own team and foster cross-functional collaboration.
I’m passionate about empowering women in finance, particularly working mothers
I aspire to one day build my own advisory brand to support startups and SMEs in laying strong financial foundations. I’m also passionate about empowering women in finance, particularly working mothers, by creating a platform that supports growth with authenticity and balance.
If I weren’t an accountant, I could see myself as a model. I worked as a part-time model for four years during university. It was a fun and enriching experience that taught me confidence and presence. While I could have continued down that path, I knew it wasn’t a long-term plan for me. Ultimately, I was drawn to a career where I could create lasting impact, which led me to finance.
