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Rachel is a Strategy Director at We Are Social Singapore where she leads global social, campaign, and always-on channel strategy for clients. She began her career as a curator of contemporary Southeast Asian art at the Singapore Art Museum, before exploring how her interest in culture and people translated into creating meaningful, impactful brands. She has holistic experience across qualitative and quantitative approaches to insight and brand strategy, from semiotics to data science. She has worked across client accounts including Estée Lauder Companies for APAC and NA, Samsung, Marina Bay Sands, Hilton, Dyson and SodaStream. Prior to joining We Are Social, she built and led the trends offering at Synthesis, a data science marketing consultancy.