I run performance campaigns by day and write about football whenever I can. Data tells me what's working. Storytelling is how I make it land.

Football is my first love. Sports in general comes right after — from badminton to death diving, tennis to the NBA… if it moves, I'm in.

Fashion's been growing on me too. Since moving to Amsterdam, I've been discovering loads of independent brands. Back in Malaysia, I once queued behind my favourite radio DJ at a shoe store — he gave me a wink. Core memory.

I speak five languages if you count Cantonese and Hokkien (which I do). Trying my best in Dutch. Already wanting Black Mirror to drop another season.

There's a lot of noise out there. I like making things people actually care about.