Melbourne · Open to growth & marketing roles

Brand ideas that move the numbers.

I'm a creative strategist turned growth lead. I've spent 10+ years building campaigns for Microsoft, Telekom Malaysia, OPPO and Takeda, and most recently running growth and CRM at a fintech. Engineer by training, storyteller by trade.

Get in touch → Résumé (PDF)
23MMalaysians reached with a gen-AI platform
100kGen Z users for Microsoft's AI chatbot, in half the time
27knew telco users in two weeks
10+years across agency, startup and in-house

Selected work

Each one started with a business problem and a human insight. Open any card for the full story.

Growth & CRM / Bless Payments / 2026

Growing a fintech for migrant communities

I ran growth as Growth Lead at a remittance and Visa travel card app, owning acquisition, activation and lifecycle across several corridors.

CRM selection & CleverTap rollout "Blessed Cards" travel card giveaway Canada, Lebanon & Ramadan launches Creator & UGC ad engine AI-assisted email production
The story
Problem
A young fintech needed downloads to turn into verified, active card users across several migrant corridors, with a lean team and budget.
Approach
I evaluated CleverTap, MoEngage, HubSpot and Freshworks, then rolled out CleverTap and mapped the journey from download to KYC to card claim to first spend. I built "Blessed Cards", a travel giveaway that made activation the entry mechanic, and set up a creator and UGC pipeline for paid social.
Results
Results coming soon.
Digital strategy / Giga, Singapore

Every E is an eSIM

An AI-powered scanner that turned every letter "e" in Singapore into an ad for a challenger telco.

27kusers in 2 weeks
+23%eSIM switches
The story
Problem
Giga launched 5G months behind its bigger competitors, with millions less to spend.
Insight
Telco sign-up in Singapore was stuck in-store: paperwork and long waits. Giga's eSIMs activated instantly.
Solution
We built the campaign around one letter. People scanned any "e" they saw, online, on the street or even on rivals' logos, to unlock an eSIM and prizes.
Results
27k new users in two weeks · +15% daily sign-ups · +23% eSIM switches · +47% engagement.
Digital strategy / Telekom Malaysia

AIdentiti Kita

A generative-AI music platform that let Malaysians sing their national-day anthem in languages they'd never spoken.

23MMalaysians reached
5×Kancil awards
The story
Problem
Malaysia's largest telco wanted to reposition from "telco" to "techco" on National Day.
Insight
Many Malaysians were wary of AI, and most had never tried it, because tools weren't built for non-English speakers.
Solution
We chained 7 AI APIs so anyone could sing a beloved patriotic song in 17 Malaysian languages and dialects.
Results
23M unique Malaysians reached · 65% were first-time AI users · 5 Kancil Creative Festival awards.
Creative strategy / Microsoft India

Who is Ruuh?

We launched Microsoft's first Indian AI chatbot as a social media personality, not as a piece of tech.

100kusers in half the time
40%earned media
The story
Problem
Get 100,000 Gen Z users talking to Ruuh within a month.
Insight
Testers liked Ruuh's personality far more than her next-gen capabilities.
Solution
We positioned Ruuh as social media's newest sensation, someone everyone wanted to talk to.
Results
100k users in half the expected time · 40% earned media, saving a large share of the media budget.
Creative strategy / OPPO India

India's first live commerce launch

A flagship phone launched as an unfiltered livestream talk show during lockdown.

2×opening-week sales
+169%engagement vs past launches
The story
Problem
OPPO's market share depended on retail stores, and lockdown had closed them.
Insight
Buyers missed hands-on demos and on-the-spot deals more than instant purchase, which e-commerce already offered.
Solution
A live talk show with real-time demos and deals viewers could redeem as they watched.
Results
2× opening-week sales on campaign weekend · 169% higher engagement than previous launches.
Social strategy / Takeda, Thailand & Indonesia

Humans Against Dengue

A celebrity-led movement that made dengue prevention something people wanted to join.

50×engagement vs owned
3×video views
The story
Problem
Drive awareness of and conversation about dengue vaccination across two markets.
Insight
Every past dengue campaign in the region was grim and fear-based.
Solution
We created the "Humans Against Dengue" platform, fronted by singer Metawin, who invited millions of fans to join.
Results
3× video views vs brand videos · 50× engagement rate vs owned channels.

Experience

Agency, startup and in-house roles across India, Singapore, Malaysia and Australia.

  1. 2026
    The Orbispace InitiativeOperations support (contract)

    Supporting an education charity that runs Pitch for the Planet and PowerHer.

  2. 2026
    Bless PaymentsGrowth Lead

    Growth, CRM and lifecycle for a remittance and travel card fintech serving migrant communities.

  3. 2023 – 2024
    Grey Malaysia & SingaporeHead of Digital & Social

    Led platform, content and creative-tech strategy for Telekom Malaysia, Takeda, Giga, Lenovo, NEA and KWSP.

  4. 2022 – 2023
    Antler SingaporeFounder

    Co-founded the esports startup gamerr.gg and joined the SEA founder community.

  5. 2021 – 2022
    RazorLabsAVP, Product Strategy

    Founding team member. Led go-to-market for Voyze, a social "voice" product for executives.

  6. 2019 – 2021
    AutumnGreyStrategy Lead & Sr. Creative Director

    Led strategy and creative-tech work, then rebuilt and mentored the creative team through the pandemic.

  7. 2018 – 2019
    Alpine Creations, SingaporeMarketing Manager

    Rebuilt the digital footprint with teams across six countries.

  8. 2014 – 2018
    Autumn WorldwideCopywriter & Creative Planner

    Worked on launches for Xbox One, Windows 10 and Ruuh (Microsoft), plus campaigns for Diageo, Dettol and HP.

  9. 2010 – 2014
    NorthCap UniversityB.Tech, Computer Science

    The engineering foundation behind my creative-tech and growth work.

Brands I've worked with

Microsoft · HP · PepsiCo · Diageo · OPPO · Reckitt · Lenovo · Takeda · Telekom Malaysia · Giga · Schneider / Luminous · NEA Singapore · KWSP · Bless Payments

Let's make something that moves.

I'm open to growth, lifecycle and marketing leadership roles in Melbourne, and to select freelance strategy projects.

salilshahane@gmail.com LinkedIn Résumé