Lydia Ng

Professional Background

From customer insight and marketing leadership to systems transformation

My career has moved through market research, digital strategy, marketing leadership, consulting and technology implementation.

I began by learning how to understand customers and markets through evidence. I then moved into digital marketing and media, helped build digital capability inside a major enterprise, and later led marketing in a fast-growing technology business.

Today, that commercial and customer background informs how I approach transformation: understanding the real business problem first, then improving the process, workflow or system behind it.

“Technology is not the starting point. The starting point is the customer, the business objective and the way work actually happens.”

Marketing & Growth Leadership

Experience across brand, digital marketing, customer acquisition, go-to-market and market-building, from agency and enterprise environments to an early-stage technology company.

Strategy & Transformation

Experience translating commercial and operational problems into clearer customer journeys, processes, CRM structures, workflows and digital operating models.

Hands-on Digital Systems

Increasingly hands-on work across automation, AI workflows, CRM, digital platforms, APIs, data systems and custom software, so strategy can move beyond recommendations into implementation.

Featured role

Grab Singapore

First Head of Marketing, Singapore

Early Singapore team

Joined during Grab’s early growth phase in Singapore and led local marketing as the business was establishing its presence in a rapidly developing ride-hailing market.

The role required operating in a fast-moving environment where brand building, customer acquisition, market education and execution had to happen simultaneously.

Market-building · Go-to-market · Growth · Customer acquisition · Marketing leadership · Operating in ambiguity

Digital marketing leadership

Singtel

Digital Marketing Communications Manager

Inaugural digital marketing communications team

Part of Singtel’s early move toward a dedicated digital marketing communications capability. Worked within a large enterprise environment where traditional marketing, digital channels, customer communication and organisational processes were increasingly converging.

Enterprise digital transformation · Digital communications · Customer journeys · Stakeholder management · Organisational change

WPP / GroupM

Digital Marketing & Media

An early digital practitioner working across media, digital strategy and campaign performance for major brands. This was formative experience at a time when digital was moving from a specialist discipline into the centre of modern marketing.

Digital strategy · Media · Performance marketing · Cross-channel thinking · Agency and client environments

The bridge

Thinktechniq

Founder & Consultant

Consulting work across strategy, growth, digital transformation, CRM, workflow automation and digital systems.

Over time, the work has moved into the operational layer beneath marketing and growth: improving workflows, connecting systems, automating repetitive work and building lightweight digital tools where existing platforms are insufficient.

Business transformation · Process improvement · Automation · CRM · AI workflows · Digital systems · Implementation

Consulting & research foundations

Mastercard Advisors

Consulting & strategic initiatives

Consulting experience supporting business and strategic initiatives in an enterprise environment. This added another layer: approaching problems through structured analysis, stakeholder requirements and business decision-making, rather than only through execution.

Consulting discipline · Structured problem-solving · Enterprise context · Business strategy

Ipsos / Unilever

Market research & consumer insight

The professional foundation was market research and consumer understanding: ask the right questions, understand behaviour, identify patterns and distinguish assumption from insight before deciding what action to take. That discipline still shapes how strategy, automation and system design are approached today.

Research · Consumer insight · Evidence-led decisions · Analytical thinking · Customer understanding

The thread across my career

  1. Understand people

    Research & customer insight

  2. Create demand

    Brand · Marketing · Digital

  3. Build markets

    Growth · GTM · Leadership

  4. Improve how organisations work

    Strategy · CRM · Processes · Workflows

  5. Build the solution when needed

    Automation · AI · Digital systems · Software

Business understanding first. Technology with purpose.

My value sits in the space between commercial thinking, customer understanding, operations and technology. I can work with leadership on the business problem, with teams on how the process actually works, and with technology deeply enough to help design — and increasingly implement — the solution.

“I did not start with technology. I started with customers, markets and business growth. Technology became the means to solve increasingly complex business and operational problems.”