About
Su Lin
Download CV hereSu has been working in social since the platform was still an experiment and navigated every shift since. Algorithm changes, format pivots, channel explosions. Fourteen years of cycles gives you something no brief can teach, understanding the constant - people and what truly moves them.
As Creative Director, she has led cross-functional teams of 10+, shaped creative and social strategy for clients including Disney, Nespresso, Singtel, Health Promotion Board and managed work across every budget reality from flagship enterprise campaigns to scrappy, high-stakes executions where every dollar had to earn its place. Social is her speciality but her work spans ATL and integrated.
Recognised at international level - Spikes, Effies and Addys, and across local award circuits too. Beyond the work, she was a judge at Cannes Lions and evaluator of creative standards across large agency networks. She thinks like an agency creative, understands how a client thinks, and builds work aimed at the person on the other end who has no obligation to care, until they do.
What I do?
/01
Creative Direction & Leadership
14 years leading integrated and social-first creative. Built and managed cross-functional teams of 10+.
/02
Brand Strategy
Shapes briefs, builds creative territories and connects brand positioning to work that performs. Understands both the business ask and the human truth underneath it.
/03
Social & Platform Strategy
In social from the beginning. Understands platform behaviour, community dynamics and how to engineer content that earns attention rather than buying it.
/04
Client & Stakeholder Management
Worked directly with senior clients across MNCs and government bodies.
Clients
Recognition
Cannes Social Media Jury
2022
EFFIES
2 Gold, 2 Silver, 2 Bronze
SMMA
1 Gold
GONGS
4 Silver, 1 Bronze
SMARTIES APAC
1 Gold
SHORTY'S
Finalist
SPIKES
1 Silver
HASHTAG
4 Gold, 6 Silver, 1 Bronze, 1 Shortlist
MEA/MARKIES
4 Gold, 4 Silver, 3 Bronze
