My Projects
Discover a portfolio of impactful projects spanning academic collaborations, extracurricular leadership, and professional ventures. From working with industry partners during my MBA to launching HealthConnect, my work combines strategy, innovation, and a commitment to social impact. Each project reflects my passion for solving challenges, driving meaningful change, and making a positive difference in communities. Explore how I bring ideas to life with purpose and creativity.
Current Projects
01
AI-Powered Consulting Transformation -
Empowering Strategic Impact and Efficiency for Impact Co.
Designed and implemented a comprehensive, customized AI solution to transform consulting workflows for Impact Co., a leading Melbourne-based social impact consultancy.
The project significantly enhanced operational efficiency, productivity, and strategic decision-making capabilities. Our tailored AI Agent streamlined critical internal workflows, resulting in considerable time savings, enhanced quality of deliverables, and strengthened competitive positioning.
The solution garnered strong stakeholder support, with enthusiastic engagement from project managers, consultants, and senior leadership, reinforcing the organization's capacity to amplify its positive societal impact.
02
The Empirical Agency - Marketing Course
This marketing course projects "T-Shape Marketing", "Build "Your In-House Marketer", "Step Up: Your In-House Marketing Playbook" are ideally for SMB Owners, new marketers, managers and teams designed to up skill real world marketing capabilities, ensuring they can execute strategies that align with business goals and drive measurable outcomes.
This course bridges that gap—transforming individuals with the right attitude, aptitude, and behaviours into capable, confident in-house marketers.
03
BC Skin Clinic - Business Strategy and Digital Transformation
This project focuses on driving innovation and efficiency at BC Skin Clinic through a comprehensive business strategy and digital transformation. Key areas of focus include improving products and services, optimizing the supply chain, enhancing customer satisfaction, and developing a more efficient, connected operating system for practitioners. By fostering seamless connections between practitioners and clients and implementing a long-term strategy, the initiative aims to position BC Skin Clinic as a leader in the aesthetic dermatology industry while delivering exceptional patient experiences.
04
HealthConnect - Digital StartUp
HealthConnect is a SaaS platform designed to revolutionize health and wellness services in Cambodia. This all-in-one digital solution connects clients with clinics, wellness centers, and beauty providers while empowering businesses to streamline their operations. HealthConnect combines essential features such as appointment scheduling, telemedicine, loyalty programs, eHealth ID integration, and e-commerce functionality to create a seamless experience for both customers and providers.
RMIT MBA
Partner Projects
01
Designing Future Learning Spaces for RMIT University Using the 5E Design Thinking Methodology
In collaboration with RMIT University, we used the 5E Design Thinking Methodology to design innovative postgraduate learning spaces. Our research question focused on leveraging future technology and fostering dynamic, interactive, and practice-based education to better prepare students for their desired careers.
Key tools included empathy mapping, PUGH and impact-effort matrices, DVF framework, business model canvas, and prototyping. The final design integrates smart technology, flexible layouts, and hands-on learning environments, aligning with industry needs and RMIT’s sustainability goals. This project highlights the power of design thinking to drive impactful educational innovation.
02
Digital Entrepreneurial Venture: CairnConnect
CairnConnect is a socially impactful digital platform designed to combat loneliness among Australian university students. By leveraging advanced technologies such as AI-powered matchmaking, real-time availability tracking, and gamification, CairnConnect facilitates meaningful in-person connections while promoting student well-being.
Through a subscription-based model, CairnConnect ensures an engaging, secure, and user-centered experience, with additional rewards from local partnerships. Developed using frameworks like Lean Canvas, MVP methodology, and Agile Development, the platform aligns with privacy regulations and accessibility standards, positioning itself as a scalable, innovative solution for the Australian market.
03
Case Study Report:
Strategic Analysis of the Commonwealth Bank of Australia (CBA)
This project focused on conducting a strategic analysis of the Commonwealth Bank of Australia (CBA) to provide recommendations that improve shareholder and stakeholder value. Using frameworks such as PESTLE analysis, Porter's Five Forces, SWOT analysis, and critical success factor prioritization, the report examined CBA's external and internal environments.
The analysis highlighted CBA's strengths in digital banking and customer service, while identifying areas for improvement, such as geographic diversification and fintech adaptation. Recommendations included implementing fee-free QR code transfers to enhance customer experience and expanding into international markets to reduce reliance on the Australian market.
04
Case Study Report:
Strategic Analysis of Telstra Group Limited
This project analyzed Telstra's strategic positioning using PESTLE, Porter’s Five Forces, and SWOT frameworks, focusing on critical trends like digital transformation, regulatory compliance, and sustainability. Telstra’s strengths include market leadership, technological innovation in 5G and AI, and a robust network infrastructure, while weaknesses such as high operating costs and reliance on the Australian market were addressed.
Key recommendations include expanding international market presence, developing AI-driven customer and employee tools, forming strategic partnerships with companies like Netflix and Microsoft, and investing in 5G and 6G technologies. These strategies aim to ensure Telstra’s long-term growth, competitive advantage, and stakeholder satisfaction.
05
Company Analysis and Strategy Recommendations:
REA Group
This project analyzed the strategic positioning of REA Group, a leading digital advertising company focused on real estate. Using PESTLE, Porter’s Five Forces, and SWOT frameworks, the analysis identified critical factors such as technological innovation, market dependency, and the competitive landscape.
Key recommendations included leveraging AI and data analytics for personalized property recommendations, integrating AR/VR for immersive property tours, expanding into Southeast Asian markets, and enhancing real estate agent platforms with AI tools. These strategies aim to enhance REA’s customer experience, diversify revenue streams, and sustain long-term growth in a competitive global market.
06
Leadership Effectiveness in the Digital Age
Tim Cook: Apple
This report critically analyzes Tim Cook's leadership at Apple, focusing on his ability to drive innovation, deliver exceptional customer experiences, and uphold ethical standards in the digital age. Cook’s leadership fosters a culture of collective innovation, balancing sustaining and disruptive technologies, such as the M1 chip and Apple’s integrated ecosystem.
Central to his success is a customer-centric approach, leveraging seamless integration across hardware, software, and services to enhance user experiences and loyalty. Additionally, his ethical leadership prioritizes privacy as a fundamental human right and advocates for sustainability and inclusivity, setting new industry standards.
Despite challenges in areas like AI and global supply chain ethics, Cook’s leadership exemplifies how innovation, ethics, and customer focus can coexist to ensure sustained success in a rapidly evolving digital landscape.
07
Marketing Communication Challenge
Challenge 1: Target Audience Identification
Analyzed a Disneyland ad targeting families aged 25-45, emphasizing tech-savvy, middle to upper-middle-class parents who prioritize creating memorable family experiences. The ad appealed to the conviction stage of the hierarchy-of-effects model by combining Disney's trusted brand with a 34% discount, fostering purchase intent through emotional and rational appeals.
Challenge 2: Packaging and Product Positioning
Examined the packaging strategy of "Who Gives A Crap" toilet paper. The brand uses playful, colorful designs and a humorous name to stand out. Its differentiation strategy highlights eco-friendliness and social responsibility, appealing to environmentally-conscious consumers who value sustainability and ethics over price.
Challenge 3: Remote Conveyor Ad Development
Created a remote conveyor ad for Samsung’s BESPOKE Cube Smart Air Purifier with the tagline: "Breathe Like You’re in the Swiss Alps." The ad emphasized the product’s ability to deliver crisp, fresh air in a relatable and aspirational way, using a sensory metaphor to connect with the target audience.
Marketing
Projects
01
Kizuna HR-ASIA
Digital Marketing Strategy
Collaborated with Kizuna HR-Asia, a trusted HR solutions provider with over 12 years of experience, to develop and execute a comprehensive digital marketing strategy. The project focused on establishing their online presence, building brand trust, and driving engagement through Facebook, Telegram, and community-focused campaigns. Key contributions included creating a brand guideline, automating Facebook messages, designing content schedules, and crafting strategic campaigns to highlight job opportunities and services for Cambodian workers seeking ethical and legal employment in Japan.
This project emphasized innovative digital solutions and impactful communication to align with Kizuna's mission of empowering Cambodian workers with sustainable opportunities abroad.
02
The Garden of Spring
Marketing Communication Strate
This strategy focuses on increasing in-store foot traffic by targeting Millennials, Gen Z, and scent enthusiasts who value personalized fragrances. Key initiatives include storytelling campaigns, exclusive in-store events, influencer collaborations, loyalty programs, and a digital media strategy leveraging platforms like Instagram and TikTok.
The strategy employs consumer segmentation frameworks, IMC (Integrated Marketing Communications) principles, and the AIDA model (Awareness, Interest, Desire, Action) to craft a comprehensive approach. Tools such as psychographic and behavioral profiling, customer journey mapping, and creative style deduction were used to align campaigns with audience needs. A 12-month timeline, informed by the campaign lifecycle model, guides implementation across awareness, engagement, and conversion phases.
Positioning Statement:
"The Garden of Spring offers exclusive niche fragrances that transform personal memories into curated scents, reflecting individuality and life's cherished moments."
03
Alumly
Marketing Communication Campaign
The "Beyond Your Resume – Showcase Your Skills" campaign was designed to address the experience gap for Gen Z students entering the workforce, positioning Alumly as a skills-first platform that highlights unique abilities beyond traditional resumes.
Key objectives included achieving 10 million social media views, securing 3,000 user-generated submissions, and driving 10,000 new platform registrations. The campaign utilized creative tactics such as a 1-Minute Viral Interview Series, a 60-Second Pitching Challenge, and University Orientation Booths, supported by influencer engagement and A/B testing for optimization.
The integrated strategy combined social proof, experiential marketing, and data-driven insights to maximize impact. Results were tracked through platform sign-ups, social engagement, and brand recall surveys, ensuring measurable success.
Extra Curricular
Projects