Cultural Strategist (Signs, APAC)
Growing up mixed and in Malaysia, immersing herself in different cultures was an inherent part of Catherine’s upbringing. After a brief stint in law school, she learned two things; 1. Never to drink from an opaque glass (thank you, Donoghue v Stevenson) and 2. She was more interested in observing and understanding her classmates’ behaviour than being a participant. Through research, Catherine was able to combine her love for cultural intersectionality, people observing and making a difference. She strongly believes we are in a powerful position to advocate for consumers (a responsibility she does not take lightly!) and strives to help brands view their audience through a more emphatic lens – people first, consumers second. Her past experience in Singapore has exposed her to various cultures across APAC markets and what it means for brands. During her free time, Catherine can be seen cafe-hopping across Asia with a book in hand.