Digital marketing · Martech · Community · Hong Kong
I'm a digital marketer who builds my own tools. Over 11+ years across London and Hong Kong I've run the website, content, analytics, CRM and events for a regional workspace operator, launched programmes across Hong Kong, Southeast Asia and India, and built several products of my own with AI tools. At Garage Society all of it runs on organic channels, with no ad spend. What I enjoy most is the stretch after launch, when you look at what people actually do and fix what isn't working. Some of what I've built has worked and some hasn't, and the projects below say which. Outside work I play in a few bands, run trails and race long-distance triathlons.
A selection of what I've taken from an idea to something live. I've said plainly what happened with each one.
I built our Webflow site, social channels, newsletter and analytics setup myself, and I use AI tools for copy, SEO and page speed. I review the numbers regularly and keep adjusting the site, the content and the tracking.
Result: a steady flow of inbound enquiries from organic channels alone, with no paid advertising.
A site and brand built end to end with Claude, Git, Vercel and Airtable. I also made the visuals and blog posts, and set up Search Console, analytics and the email form.
Status: live, and being tuned with search and analytics data.
I led the concept, programme model, marketing plan and pitch for a government innovation campus tender, with a workspace operator and a design firm as partners. It covered startup cohorts, events, investor access and a four-stage framework for moving members through the programme.
What happened: we reached the final round. The client then scrapped the tender and nobody won.
I designed the brand and ran an innovation hub with Changi Airport's innovation team.
What happened: it ran for a short period. It sat behind the check-in area, which limited how many people could use it.
A platform for the people who came to our talks and events. It grew a large email community around the programme.
What happened: we never found a way to make money from it, and covid ended it.
A series of member interviews. I record a 20-minute conversation, transcribe it with AI, draft the write-up in a structure I've set up, then edit it and turn it into carousels and video.
Status: ongoing.
Also: freelance websites and copy for LEAP Global Group and BC Rangers FC, goodruins.com (a live band archive), Swingby (a playground-finder web app), and a Lantau Peak stair-climb game.
I don't specialise in one channel. I build the whole thing, put it in front of people, and then tune it with real data.
Running digital marketing from the website to the campaigns: building and tuning our Webflow site for search and conversion, then driving enquiries through content, social, email, events and partners. I've scaled operations from 3 to 15+ locations while maintaining brand consistency and driving engagement.
Building and shipping my own products with AI tools, from websites to small web apps and automations connected through Git, Vercel and Airtable. I also manage product roadmaps and ERP/CRM implementations, and I bridge the gap between technical teams and business needs.
Building strategic partnerships and bringing together diverse stakeholders around shared goals. From mentoring startups to speaking at TEDx, I create connections that drive mutual value.
Leading teams through transformation and uncertainty. I've successfully restructured a 10-person team into a lean 2-person operation without sacrificing service quality, proving efficiency doesn't mean compromise.
Creating meaningful programs that foster engagement and retention. Launched Garage Academy with 600+ knowledge-sharing events and grew a community from zero to 8,000+ active members.
Webflow, Google Analytics 4 and Search Console for the site and search. Mailchimp for email, Airtable and OfficeRnD for CRM and operations. Git and Vercel for sites I code myself, and Claude and other AI tools for drafting, building and automating. I'm self-taught on all of it, learned by doing, and I'm comfortable working alongside developers without being one.
Wearing multiple hats across a small, agile team. I lead our marketing strategy, manage product development, cultivate partnerships, and drive business development across Hong Kong and regional markets. Recently rebuilt our entire digital presence on Webflow, implemented AI-driven workflow improvements, and restructured our operations to be 35% more efficient while cutting costs by 20%—all while maintaining the community-first culture that makes us unique.
Leading cross-functional initiatives spanning marketing, product, partnerships, and business development. Successfully navigated team restructuring during market downturn, achieving 20% increase in customer retention through strategic program development.
Scaled operations from 3 to 15+ locations across Hong Kong, India, and Southeast Asia. Developed cross-market brand strategy increasing awareness by 30% and established Garage Academy as industry thought leader.
Built all digital marketing channels from ground up, achieving 180% year-over-year growth. Launched first regional marketing campaigns and developed content strategy framework resulting in 75% increase in engagement.
Managed £1.1 million grant program operations and technology implementation. Led innovation workshops for 132 public sector participants.
Music, mountains, and pushing limits. These projects keep me balanced and remind me why building things matters.
From modular ambient noise to indie rock, music is where I explore texture, space, and collaboration.
Modular ambient noise duo
Exploring texture and space through experimental synthesis. Creating immersive soundscapes that blur the line between music and sonic art.
Listen & Learn MoreSolo electronic experiments
Electronic experiments and odd offcuts. Solo work exploring beats, loops, and soundscapes with a focus on spontaneity and experimentation.
Listen & Learn MoreFour-piece experimental rock
Pushing boundaries with space rock and noise. A collective exploration of volume, dynamics, and controlled chaos.
Listen & Learn MoreThree-piece indie rock
Hong Kong-based indie rock band. Raw energy meets melodic hooks in a blend of garage rock and post-punk influences.
Listen & Learn MorePushing physical and mental limits through trail running, marathons, and long-distance triathlons. It's where I find clarity and test resilience.
Member of Team Char Siu Siu, competing in mixed pairs trail running events across Hong Kong's challenging terrain. There's something meditative about navigating technical trails while your body screams for you to stop.
Significant races completed
2025 HK 100 Half, 2024 Moontrekker - 30k Mixed Pairs, 2024 HK 100 Half, 2023 North Face 50k - DNF, 2023 MoonTrekker - 30k Mixed Pairs - 5th, 2019 MoonTrekker - 30k Mixed Pairs 5hr00 - 3rd - interview, 2019 HK50 West - 8hr52 - 3rd, 2018 Lantau 50 - 5h53 - 84 / 202
Road marathon runner, balancing speed work with endurance training. Running 42.2km is less about the race itself and more about the discipline it takes to get there. Every long run is a lesson in pacing, patience, and mental toughness. Significant races completed - Hong Kong, Tokyo, Osaka, Kyoto, Fukuoka
Competing in long-distance triathlon events, combining swim, bike, and run disciplines. The training volume required forces you to become efficient with time and strategic about recovery. It's three sports in one, and somehow it all makes sense when you're in the zone. Significant races completed - Langkawi Full Ironman, Xiamen 70.3, Cebu 70.3, Phuket 70.3
Always happy to chat about marketing, product, trail running or gear acquisition syndrome. If you're in Hong Kong, let's grab a coffee.
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