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With a sterling 10-year career in brand / franchise consulting and the tourism sector, Josephine has garnered extensive experience in branding, marketing communications, business and corporate development. 

Previously Director at Retail Consultancy A.S. Louken, Josephine has spearheaded branding, marketing communications, research and franchise projects in multiple industries including retail, wholesale and distribution (AV, power tools & LPG), beauty, fashion, furniture, healthcare and F&B.

She has also advised the Singapore National Youth Council on the branding and marketing communications for the prestigious Singapore Youth Award that led to its facelift in 2008. For 4 years, she was instrumental in driving the activities that have strengthened the consulting team and output of A.S. Louken and elevated its profile.

During her tenure with the Singapore Tourism Board, Josephine headed the Fashion and Food & Gift Retail Departments and was responsible for forging public-private sector collaboration to achieve win-win outcomes in numerous projects, most notably, the formation of Marina Bay Working Committee, Premium Food Gifts Retail Program at Changi Airport and Great Singapore Sale. She also led multi-agency discussions to promote competition in GST Refund operations by endorsing the entry of Europe-based Premier Tax Free.