ME | Ashlynn Sum

YouTube APAC Creative Studio via Maker Lab

Led creative initiatives across key teams, driving brand, creator, social, and product strategies, delivering significant regional impact.
Championed campaigns in entertainment and retail, driving significant growth in engagement and brand awareness across global and APAC markets.
Partnered with global teams to refine YouTube’s branding and messaging, enhancing brand awareness and audience perception in the region.

Played a key role in Covid-19 communication efforts globally.
Led creative marketing campaigns in Southeast Asia, Oceania, and North Asia, tailoring strategies and campaigns for regional needs and drove engagement.
Assisted with global rebranding efforts, defining the brand’s tone-of-voice and localising content to align with regional cultural nuances.
Co-founded and led APAC's sustainability initiative, laying the foundation for its future prominence as a key brand pillar.

Grew and managed a team of 22 creatives, executing high-impact campaigns across brand, CRM, PR, and digital channels for Uber's Rides and Eats business in 15 countries across Australasia and North Asia.
Fostered collaboration with key stakeholders across regional and global marketing, product, and creative teams.
Led creative direction for multiple product launches, including Rideshare, Direct Dispatch, and Uber Eats, overseeing communication and campaign rollouts in diverse markets like Jakarta, Myanmar, Bali, Cambodia, Japan, and Taiwan.
Directed localised campaigns to boost brand presence and user acquisition, achieving measurable growth in market penetration and brand awareness across APAC.
Active in Women of Uber, UberPRIDE & BrandativeX (committee for workspace improvement)

GOVT Pte Ltd.

Creative Group Head (Copy), February 2015 – February 2016

Led a team of creatives to produce regional and local campaigns for beloved brands like Häagen-Dazs, A+E Network, Ice Mountain, Nescafé, POSB, and Pernod Ricard.
Spearheaded campaign strategy and execution, driving brand growth and audience engagement across digital, print, and experiential channels.

Leo Burnett

Copywriter, October 2012 – December 2014

Key creative team member for P&G brands (SK-II, Ariel, Downy), driving impactful messaging and innovative campaigns.
Led, conceptualized, and executed campaigns for Earth Hour and Breast Cancer Awareness Month 2013, resulting in significant engagement and awareness.

Mullen Lowe

Copywriter, September 2010 – October 2012

Created award-winning campaigns for top Unilever brands such as Knorr, Breeze, IKEA, and Citra, driving brand awareness and engagement across multiple markets.
Initiated and led Lowe Singapore’s social media presence. Strategized, executed and managed content across platforms like YouTube, Facebook, and Twitter to grow engagement by 200%.

Band Pte Ltd

Copywriter, September 2009 – June 2010

Strategized and wrote for MasterCard, Cisco, K2/Velosi, Asia Pacific Breweries Limited, The British Club, and Seagate.

TBWA\ Tequila\

Junior Copywriter, Dec 2007 – July 2009

Crafted and produced campaigns for Singapore Airlines (in-flight), Soo Kee Jewellery, SK Jewellery, Beiersdorf (Nivea), Eu Yan Sang, Resorts World, Photolibrary, Haagen Dazs, Sony Entertainment Television, Visa and VivoCity.

Ambrosia Communications

Junior Copywriter, Jan 2007 – Nov 2007

Developed engaging copy for high-profile clients like Ciba Vision, Starbucks, Canon, Phillip Capital, Wyeth, and Marigold.

The Secret Little Agency (Dec 2005)

Fun facts:

Has experience working in a music store, transcribing court hearings, and presenting on radio.

A proud BTS Army 💜