Why I Started BrandEXP?

Founder & Director of BrandEXP. Brand strategist. Employer brand believer. Experiential architect.

After more than two decades in brand, marketing, and communications—across both agency and client-side roles—I’ve seen how the most powerful employer brands are built: from the inside out.

I founded BrandEXP to help organisations become brands people genuinely want to work for—and stay with, not because of polished campaigns, but because of the clarity, culture, and connection they offer from within.

Early in my career, I was fortunate to be one of the first people to bring the concept of employer branding and marketing into the APAC region—introducing the idea that talent engagement should be as strategic, creative, and brand-led as any consumer campaign. Since then, I’ve led global and regional initiatives that have helped shape how brands attract, retain, and inspire the people who power their business.

My career has spanned high-impact work with some of the world’s most respected brands. I’ve led employer brand strategy in-house for institutions like GIC, JPMorgan Chase, and Standard Chartered, and shaped Employer Value Proposition (EVP) activations and internal campaigns around the world. Earlier in my career, I partnered with global brands like AIA, AMEX, Bristol-Myers Squibb, Coca-Cola, John Swire & Sons, and Mars from the agency side—executing both external and internal employer branding campaigns that engaged passive talent and employees, and elevated visibility in competitive markets.

I’ve also led broader brand marketing initiatives for organisations like Nokia, Swiss Re, Sun Life, and Virgin Atlantic—driving strategic messaging and engagement across diverse audiences.

With experience on both sides of the table, I bring a rare dual lens to every project—blending creative ambition with business precision. I understand the importance of data-driven decisions, stakeholder alignment, and the emotional connection great brands make with their people.

But BrandEXP isn’t just about employer branding.

We operate at the intersection of brand consultancy, employer brand strategy, and experiential design. We help organisations:

• Define who they are (brand)

• Communicate it with credibility (employer brand)

• Bring it to life in ways people can feel (events and experiences)

  
  

In an increasingly digital world, nothing beats real-world connection. Whether you’re launching an EVP, hosting a leadership summit, or aligning teams post-transformation, we design experiences that embody your brand—building belief, energy, and momentum from the inside out.

BrandEXP isn’t just a consultancy. It’s a belief in the power of experience to build brand—and a commitment to helping organisations show up with authenticity, clarity, and impact.

Let’s build something real with tangible outcomes.

— Jennifer