since young, i loved animals, puzzles, and being endlessly curious about how things work.
for the past six years i've worked in startups — with brands from fortune 500s to indie labels, across southeast asia and europe.
now i help founders sell better by cutting through the noise.
the idea
you can feel something's off — you just can't name what. so you get stuck in the "shoulds": post more, be everywhere, rebrand, start over.
the block could be anywhere — the copy, how people find you, or where the funnel leaks before customers buy. usually it's a few of these at once. from the outside, i can point to what's actually costing you the sale — then give you the fixes, ranked by effort, so you know what to try first.
and usually, it's easier than it sounds.
the way i work
i've been there, done that — so when the path isn't obvious, i can sit in the fog with you instead of rushing you out of it. if you're at a crossroads, i'm a good person to think it through with.
but i'll never make the decision for you, or pretend i know the answer. what i can do is help you find the best way forward with what's actually in front of you.
the goal is the best decision you can make right now — not the "right" one.
how it works
we talk
you tell me what you're building and where it feels stuck. no prep needed.
i find where it breaks
i look at the whole path from the outside — from your message to your checkout — and name where it's slipping, and why.
clear next steps
you leave with a short, honest list of what to change — and what to ignore.
no jargon, no fluff, no "just do more." often the most useful thing i'll tell you is what to stop doing.
selected work
led the regional launch — $x million in media (figure under nda). owned it end to end from the tiktok side: budget, planning, results, all client comms, and troubleshooting through localisation. ran the measurement too (mmm, brand-lift studies), so spend mapped to real outcomes rather than vanity metrics. awarded a spot bonus twice for performance.
partnered with a portfolio of high-growth uk retail brands to scale revenue through tiktok — across tiktok advertising and tiktok shop — optimising for real sales value, not just spend.
i design bespoke travel for highly sensitive people, anywhere in the world — quiet, restorative journeys handled end to end, with white-glove care. i don't only advise on selling; i do it, in my own business, every week. beyondprestigewine.com↗
kind words
it has been a great pleasure to work with christine. she is bright, passionate, and knowledgeable in her domain, and always gives the right advice in a timely manner whenever a problem arises. she's responsive to every query, with excellent communication — a valuable partner to have. i'd highly recommend her, and look forward to working together again.
christine was handed some of the largest, most scrutinised key accounts in the region — across entertainment and ride-hailing, industries she hadn't worked in before. she picked up the nuances fast and pivoted seamlessly through the ambiguity, building deep relationships with clients and internal teams alike.
within months she was confidently running these accounts, and cross-functional teams looked to her to lead the client engagements. an amazing partnerships manager — and a great person to be around.
the person behind it
singapore-raised, now based in porto, portugal. ex-tiktok client partner (singapore & london), smu class of 2020 (business and psychology) — and still endlessly curious about why some things sell and others don't, how technology evolves, and how we interact with it.
i work best with founders of intentional, conscious brands who'd rather do a few things well than chase everything at once.
the practice is called sunlitoracle. i also read and write in mandarin, which opens doors to audiences most advisors can't reach.
say hello
the first step is a free 30-minute call. you tell me what's stuck; i'll give you an honest read on where it's getting lost and one or two things to try. no pitch, no pressure.
book a free 30-minute call