Where communities come to life

I curate events that meet a company's objectives but, more importantly, build community.

In four years as a marketer, I've learnt that brands can do their utmost online, with group chats and consistent social posts, but a strong sense of community needs curated physical touch points.

These are the events I've created to turn audiences into communities.

● Muslim Pro

Creator Circle

The first of its kind at Muslim Pro. A network and event series that brings creators of any kind (social media creators, podcasters, artists) together to talk about what matters most, united by one goal: creating positive impact.

There is no follower threshold. If their content resonates with us and our audience, they're part of the network.

Program Structure

I conceived, pitched and led Creator Circle end to end, from concept and curation to speaker lineup, programming and on-the-ground execution. Because Muslim Pro is rooted in faith, I designed the format to feel more approachable for a younger audience, opening each session with the real pain points young Muslims face today.

  • Singapore pilot, The Olive Tree Speaks: Held in solidarity with Palestine. We opened with Muslim Pro's October aid initiatives, followed by Ustazah Alaniah on resilience in the Quran, and Hafizah Gazali, a Singapore fashion designer who plants olive trees in Palestine. I ran the hands-on activity myself, a class where guests made their own preserved olive tree dome as a lasting reminder of resilience.

  • Jakarta, Ramadan Re:charge: Centred on resetting intentions for Ramadan. Maulidya Putri Aji, a polyglot influencer encouraging youths to love the Quran again, spoke on the Quran manifestation method and tawakkul. Guests then made their own Ramadan journals for their progress, goals and post-Ramadan intentions.

Impact:

  • Hosted a pilot with 30+ creators that earned good reputation in Singapore

  • Every creator who attended the Creator Circle, created 2 videos for the event and how their daily routines have changed after using Muslim Pro.

  • Strong sign-ups to join the network after launching in Singapore and Malaysia

  • Replicated the format in Indonesia with a new theme

  • Built trust and presence in the community beyond app downloads: "Creator Circle does not equate to downloads. We build trust, community, and show people that we are here, physically."

What I’ve learnt:

  • Build a follow-up plan immediately after the event that keeps creators engaged, so the network stays alive rather than gathering only at each event. (I created the Muslim Arts Grant that was on track to continue but paused due to company lay-off)

  • During the pilot, I did not make content creation mandatory due to the nature of the event. However, I have since changed that for the subsequent Creator Circles.

  • Mixed genders events (Especially in the context of Muslim Pro) should be clearly separated. This can be done through either conducting separate sessions or having separate tables for Male and Female.

● Muslim Pro

Langkah Baik

A modern kajian for young professionals preparing for Hajj and Umrah. The name means "good steps" and plays on Labbaik, a reminder that every journey to Baitullah begins with a single intention and a small step.

What I did:

I planned and organised the event with our partner Maybank Indonesia, balancing two goals: building community and driving app downloads.

My target audience was youths who had just entered the workforce and were saving to go to Baitullah. For Indonesia's "kalcer" culture, where communities gather around people and things they relate to, I chose Ustaz Bachrul Alam, known as the "ustad kalcer", to host because he already makes faith approachable for younger crowds.

I chose Kunto Aji as the performer because his songs are faith-inspired and his story of returning to faith fits the theme. The lineup also included Ustaz Dennis Lim, with conversations around Hajj and Umrah preparation.

What I’ve Learnt:

  • Free tickets drive sign-ups but not commitment. Registrations and attendance are two different numbers, and I should plan for the gap.

  • Timing matters as much as content. The event fell on a day when many Indonesians were out at Hyrox and the Jakarta 500th birthday celebrations, so we were competing for attention with big city-wide events.

  • Every market has its own culture. Understanding Indonesia's "kalcer" behaviour shaped the choice of host and performer, which made the event feel relatable.

  • A partnership event has to serve two goals at once: the brand's community goal and the partner's business goal.

● Muslim Pro

Internal Company Events

Work hard, play hard. Ramadan and Eid are Muslim Pro's busiest periods, so I wanted my colleagues to feel the love through fun and games, because we spend almost a third of our lives at work.

2025 Town Hall

Dress as your favourite character

We gathered both our colleagues in Singapore and Malaysia to dress up as their favourite characters. A cheerful way to end the year, as we celebrate huge milestones.

After the Town Hall, we proceeded with randomised games so that our colleagues can work together as a team!

Ramadan Break Fast

Are you smarter than a primary 4 student?

Ramadan is the time of the year where OTs are at an all time high. Our brains would be working 24/7, so why not use that as a way for us to remember our Primary School syllabus!

It wrecked our brains, but we ended the day with so much laughter and grumbling stomachs.

Eid-together

Show us your culinary talent

It’s not a secret that everyone has their own hidden talents. For some of our colleagues is making their own Satay from scratch and for some, they whip up fresh matchas.

We got to learn a little on their heritage but also taste a bit of their home.

● The Gift Expert

Live Engraving Station

My first big job as a marketer, and my first engraving live station.

I ran the on-site activation and solved a problem the client hadn't planned for. I wanted every guest to have a smooth experience, so I built a queue system that gave each person their own queue number, emailed them to confirm their engraving name, and notified them when their item was ready for pickup. The client had set aside no budget for this, so I built it myself using Microsoft Office.

Impact:

  • Delivered a personalised, organised customer experience at zero additional cost

  • Proved I can figure it out when there's no budget and no playbook

  • The platform did lag a little when there were multiple people scanning the QR code at the same time, but this taught me how to vibecode.