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Portfolio & Highlights
A curated collection of career highlights from across my journey in tech, including content, music and digital strategy. Scroll through for select moments and milestones. For a full resume, feel free to reach out via the contact form.
Product & Content Operations Leadership
For TikTok, I played a central role in shaping the platform’s music identity across new and emerging markets. Working at the intersection of content strategy, product innovation, and music culture, my efforts helped supercharge TikTok’s music experience for millions of users. Overall, my role blended strategy, storytelling, and systems-thinking with a mission to grow music culture, streamline discovery, and deliver impactful artist experiences. Those efforts included:
🧭 Crafting TikTok’s regional music strategy
📚 Building a scalable content engine via a marriage of human editorial and AI/ML mastery
🧠 Enhancing music UI/UX across platforms and key pages, such as FYP
🌐 Engineering smarter metadata systems
🤝 Expanding artist collaboration frameworks
📊 Turned insight into action for strategic music programs (e.g., SoundOn, Elevate, Ripple AI, In The Mix, Artist Pages)
🚀 Driving regional content marketing wins
Editorial Strategy & Go-To-Market
At Google and YouTube, I helped define the music editorial and go-to-market strategies for one of the most powerful platforms in the world. I worked across YouTube Music and YouTube Shorts, leading initiatives that shaped the editorial voice, surfaced the right music to the right users, and supported artists in building sustainable digital careers. Those efforts included:
🎧 Leading content programming across Southeast Asia and supported APAC
📈 Boosted platform engagement through content curation
🧭 Defined YouTube’s music voice in the region for Gen Z and Gen Alpha
🥁 Launched high-impact music campaigns directly with artist management and influencers
🔍 Improved music discoverability through metadata
💡 Bridged industry needs with platform tools
My personal favourite moment? Developing a regional first music recommendation model using available Android fitness and weather data. This model is still in use today.
Content Strategy & Licensing
BandLab is a leading social music platform and creator tech company, empowering musicians globally through free creation tools, distribution services, and artist-first products. I played a pivotal role in shaping both the creative and legal ecosystems that allowed millions of users to create, share, and collaborate seamlessly as shown in the video above. My work combined content strategy, licensing, and product development to help fuel the platform’s explosive growth from 5-18M users. Today, that number is over 60 million.
Highlights:
🎵 Curated and programmed 10,000+ assets daily, shaping music discovery across the BandLab platform
📚 Designed and scaled BandLab’s first full-service content library "BandLab Sounds", from original sound packs to remixable tracks
🤝 Negotiated partnerships with publishers and licensors to grow BandLab’s content ecosystem
🧠 Authored BandLab’s User IP and Licensing Policies, protecting creators while enabling innovation
🎧 Licensed and cleared 1,000+ tracks and 6,000+ loops per month for seamless user creativity
🚀 Shaped content and licensing strategy for M&A deals and major product launches
A&R + Global Marketing Support
Capitol Records is one of the most iconic labels in the world: home to The Beatles, Katy Perry, Sam Smith, and countless other legends. I had the rare privilege of being the only Malaysian to have worked in its storied tower in Hollywood, joining the A&R and Marketing Strategy team at a pivotal time in the label’s evolution. My role bridged creativity and commercial thinking, working across artist development, market intelligence, and international release strategy.
🌍 Supported A&R and global strategy teams during a high-output period across multiple genres and territories
🎙️ Assisted in A&R coordination for emerging and marquee acts, including pitching demos and compiling track feedback
📈 Contributed to release strategy and market development for international artists breaking into the U.S. and Asia
🧩 Developed competitive intelligence reports on streaming trends and genre shifts across North America and Asia-Pacific
🎧 Participated in music reviews, listening sessions, and artist development meetings alongside senior executives
💼 Helped organize internal artist showcases and worked cross-functionally with marketing and digital teams
Digital Strategy & Education
Music Ally is a globally respected authority in music business intelligence, education, and digital strategy working with major labels, tech platforms, and rights holders to decode the future of the music industry. I joined the team during a key period of expansion in their education and training offerings, contributing to the development of cutting-edge learning resources and strategic insights for a global music audience. In this role, I worked at the intersection of digital streaming, music publishing, and copyright education helping to break down complex industry systems into clear, actionable knowledge for professionals, artists, and executives alike.
📚 Co-developed educational training modules on streaming economics, publishing structures, and copyright strategy — used by clients including major labels and collecting societies
🌐 Researched and translated global industry trends into digestible insights,
🎓 Built course material that covered everything from metadata accuracy to rights management
📊 Contributed to market intelligence briefs for internal and external stakeholders
Copyright & Rights Administration
Music Reports, Inc. is one of the most trusted back-end rights and licensing engines in the U.S. music industry — serving major DSPs, broadcasters, and rights holders by managing mechanical, sync, and performance royalties at scale.
As part of the Licensing & Data teams at MRI, I worked behind the scenes of the digital music economy — helping to organize, standardize, and validate the royalty flows that power streaming platforms and support songwriters. Here are some highlights:
🧾 Managed and maintained rights and licensing data for large-scale digital service providers (DSPs) and publishing clients.
🔍 Reviewed, validated, and updated music royalty information to ensure accurate payment and compliance across thousands of works.
📊 Assisted in reconciling song ownership and publishing splits, contributing to the integrity of industry-wide databases.
⚙️ Supported backend processes that helped platforms meet regulatory and contractual obligations.
A&R + Global Marketing Support
Yonder Music was a pioneering mobile music streaming service owned by Axiata Group, one of Asia’s largest telecom conglomerates. As one of the earliest players in Southeast Asia’s streaming space, Yonder operated with a bold vision: to deliver zero-rated, premium music access across multiple regional markets including Malaysia, Indonesia, Bangladesh, Nepal, and Sri Lanka. As one of the earliest employees in a regional strategy role, I worked across product, content, and telco integrations shaping how millions accessed music in emerging markets.
🎧 Led content ops and across Malaysia and Indonesia
🚀 Drove regional launch efforts, curating local catalogs and culturally relevant playlists
📱 Helped pioneer zero-rated streaming by embedding music services into mobile data plans
🎼 Built editorial campaigns and brand content spotlighting regional talent.
📊 Optimized metadata and UX for multilingual user bases in underserved markets
🤝 Activated exclusive drops and artist campaigns through telco and brand partnerships