Christina has over 29 years of expertise in consumer-brand dynamics, business operations and marketing communications. As the VP of Marketing at Honestbee, Christina oversees the Branding, PR, Creative, and Marketing teams across 8 markets in Asia, in addition to managing regional partnerships, loyalty programmes, and building optimisation strategies for business growth. Prior to Honestbee, Christina was Managing Director at Dentsu Singapore. This role followed her 10 years at NTUC Fairprice as Chief Marketing Officer, where her strategic leadership played a key role in the leading grocery retailer's digital and brand transformation. She was responsible for rolling out the nationwide customer loyalty programme for NTUC. Christina speaks regularly at Regional Marketing and Retail industry conferences. Most recently, she spoke at ‘Market Research in the Mobile World Asia Pacific’ (2019), the ‘Customer Experience Conference’ by Marketing Magazine (2016), and was the keynote speaker at the ‘NTUC Fairprice Partners’ Convention’ (2016). Christina was also a speaker at the ‘Women Leaders of New Asia Summit’ in 2011. She has served on the Award Jury for the Institute of Advertising Singapore’s Hall of Fame 2018 Award, Markies Award 2019, and PRISMS award (PR) 2019.