Since 18, I’ve tinkered with random ventures, from blogging to coaching businesses on social media. I thought I’d stay in marketing, until a year at a New York startup made me want to start my own startup.
While my friends took high-paying jobs, I spent almost two years building without pay. It was scary, but nothing else would make me grow as fast.
When my cofounder left, I took on the technical side too. In under a month, I went from non-technical to shipping features to real users by myself.
I love solving problems and making life better for the world. Here’s a peek into that.
Welcome,
Snowball
A consumer social app that reached 1,800+ users with no paid acquisition.
users, with no paid acquisition
1,800+
App Store rating
4.9★
Snowball IRL members
1,190
I took over engineering as a solo founder after the CTO left, and was shipping production features within a month. In 8 months I wrote 862 commits across 339 merged pull requests, over half the codebase’s activity, and built 10+ major features end to end with AI tools like Claude Code.
I also owned the product design, set the roadmap, ran releases, and hired 9 interns from 320+ applicants.
Snowball IRL, the community side, grew through 7 free in-person events, and every one was oversubscribed. After 9 iteration attempts, I made the call to wind Snowball down.
React Native, Expo, Supabase, Express, Prisma, Google Cloud Run
Live on the App Store and Play Store ·snowball.day
Snowball IRL events
My Gym Coach
A workout app I built to get my first pull-up at home.
It shows a 3D demo of each exercise, tracks sets and runs a rest timer.
An iPhone app built to help elderly parents build a regular walking habit. It was the first time I designed for this target audience so it was a fun experience to prioritise accessibility and ease of use.
Expo, Next.js, Supabase, Claude API
JEN
An AI time management assistant (won $10,000 grant)
I co-founded it, designed the full app and did the prompt engineering behind its recommendations. We won a $10,000 VIP grant and got into The Hangar, NUS’s startup incubator.
After beta tests with 30+ people, we decided to pivot because we had no defensible moat.
A promo video from when JEN was still called NOVAPitching JEN
SIXR Marketing
My marketing agency, which grew out of social media coaching.
social media project
$100,000
other client projects
8+
followers on my own TikTok
12,000+
of coached owners went viral
90%
I started out coaching business owners on Instagram and TikTok. About a year in, I legally incorporated SIXR to offer social media management too, and kept coaching alongside it.
The biggest win was the Singapore Computer Society’s 12-month social media project, worth $100,000. I led a team of 4 to present a 60-slide proposal. We closed 8+ other projects worth more than $20,000 in total, and partnered with another agency to make TikTok content for HBO Asia, SquirrelSave and more.
On the coaching side, close to 10 business owners went through the 3-month program I built, and 90% of them made videos with over 100k views. I also coached Beauty Insider’s marketing team of 6, who hit 1,000 TikTok followers in a month.
On my own TikTok, my most viral video, the first in a series on starting a small business, hit 2 million views. Growing it got me invited to a live interview on CNA938 to talk about social media management.
Coaching calls, 2021
Firework
My year in New York, doing B2B marketing ops.
I worked onsite in the New York office. It was my first and only time in B2B SaaS, and where I learnt marketing ops properly, running the company’s HubSpot, GA4 and other tools.
I also wrote and sent 2 newsletters a week to 100,000+ subscribers.
New York, 2023
Fairing
LinkedIn posts and growth ideas for a New York startup.
When I got back to Singapore, my supervisor from Firework, who had moved to Fairing, invited me to work with him as an independent contractor. It was a short stint, alongside the rest of my semester.
Planning the #SubwaySpotlight posts“We are kinda like dry shampoo”
Portfolio Tracker
A dashboard for my investments.
Brokerage apps never made it easy to see the whole picture, so I built my own. It shows what everything is worth against what I’ve put in, what I own and how each year went, so I can check in and plan my next move in a minute.
Since 18, I’ve tinkered with random ventures, from blogging to coaching businesses on social media. I thought I’d stay in marketing, until a year at a New York startup made me want to start my own startup.
While my friends took high-paying jobs, I spent almost two years building without pay. It was scary, but nothing else would make me grow as fast.
