Always looking to bridge the gap between the person on the street and the boardroom, Bel has over 20 years’ experience in driving brand strategy across different categories and consumer segments, and now heads VCCP Singapore’s strategy team. Her growing client portfolio includes Cathay Pacific, Deliveroo, Toll, Shell, Sun Life, BMW, Lexus, Spotify, IKEA, Singtel, Singapore Airlines, Singapore Tourism Board and National Environment Agency, with a focus on design thinking and behaviour change. Prior to VCCP, Bel was a qualitative researcher at Flamingo Research International and led Backslash APAC, an editorial and cultural strategy start-up within the TBWA network - primarily to inspire and inform about culture as it happens and how we can convert cultural insights into brand opportunities.