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Our Drama-Makers
In the House!
Meet the team behind the Drama — and at the heart of every story we create.
Leading the Drama
The visionaries driving our organisational journey to new heights
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Melvin is the leader of SDE, dedicated to sustaining our success and futureproofing our business. With over 25 years of experience in marketing and advertising, Melvin has held leadership positions at renowned agencies such as Young & Rubicam, DDB, and BBDO Singapore. His expertise doesn't stop there. He was also an inaugural member of the Global Esports Federation and served as Senior Advisor and Vice Chairman of its Metaverse Council. Today, he is an active advocate of Web3 blockchain technologies and has served in advisory roles for startups/projects in this space. Through innovation, he aims to propel the company forward and solidify SDE's position as a leading media and entertainment company - one that is known for inspiring change through compelling content, products and the “stickiest” of audience platforms.
CloseSusanna is a content leader with an illustrious career in media and entertainment that spans over 30 years. She has led the ideation, creation and innovation of creative assets and experiences for renowned companies - such as Ogilvy & Mather, the National Kidney Foundation (NKF) Singapore, and the Singapore International Foundation (SIF). Having started as a journalist at SPH Media's The Straits Times, she has gone on to spearhead top-performing editorial and production teams for MediaCorp's Channel NewsAsia and meWATCH (formerly Toggle). With her creative work burnishing newsrooms and boardrooms alike, Sue's commitment to creative excellence transcends formats and genres in her quest to bring every story to life.
CloseWith her background in Mass Communications, Gail first started out as a defence journalist and covered several events and deployments of the Singapore Armed Forces such as the humanitarian and disaster relief mission following the 2004 Boxing Day tsunami. Over the course of her career, Gail has taken on many different portfolios, from helming a content creation hub, to international networking in defence policy matters, communications research, capability development as well as strategising campaigns and operations. As part of her professional development, Gail also spent a year in the Lee Kuan Yew School of Public Policy to obtain her Master in Public Administration (2013) and completed the General Management Programme in Harvard Business School (2023).
Gail's diverse experiences and commitment to continuous learning have shaped her approach to strategic communications and storytelling, making her a valued contributor in her field.
CloseLeveraging the Drama
The strategists powering our corporate and commercial endeavours
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Patrick oversees commercial engagements for SDE and is passionate about building brands and unlocking new possibilities for clients, while driving sustainable financial growth for SDE. Before SDE, Patrick spent over three decades in the advertising and media industry where he held key roles including VP Sales and Operations, GM Sales and Marketing, Senior VP Advertising Sales at MediaCorp, and launched several print titles (Kids Company and Family, Style, TODAY newspaper). In 2014, he joined MyChinaChannel as CEO, during which he brought fresh content such as China Super League (Football) into Singapore and Malaysia, and launched a Chinese kids Channel on StarHub TV.
CloseJanice is a seasoned media professional, overseeing strategic business engagements and partnerships at So Drama! Entertainment. She has more than 19 years' experience in media broadcasting, branding, marketing, and business development, across diverse companies ranging from MediaCorp and SPH Mediaworks to Dermalogica. Her broad experience, combined with her core skills of adaptability, creativity and interpersonal communication, enables her to dive deep into the hearts and minds of clients and stakeholders, to deliver winning strategies that bring growth for everyone.
CloseDelivering the Drama
The creatives shaping our every story with imagination and innovation
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Chris is a creative leader with over 20 years of media and entertainment experience across the Asia-Pacific. Spearheading multidisciplinary creative strategy, development and production in branding, marketing and communications for the world's top brands – spanning Disney, Discovery, HBO, MTV and NBCUniversal – he has also been trusted by clients including Formula One (F1), Universal Destinations & Experiences and the Prime Minister's Office (Singapore). The recipient of 100+ international awards for his work in creative direction and content creation, Chris believes in the collaborative power of creative solutions to entertain, educate and engage.
CloseWith some 15 years of experience in the content business, Celine is not only an inventive creator, but also a highly-skilled problem-solver. From ideation through to completion, you can count on her for flawless execution of projects that will please you (and more importantly your bosses).
Her mantra: “Every problem has a solution. You just have to be creative enough to find it.”
CloseWith more than 30 years in the content creation and distribution business, Kumar has vast experience in developing high-quality content strategies, putting together teams to produce compelling content, and optimising distribution across traditional and digital channels.
Kumar has overseen many memorable innovations that has transformed the Singapore radio landscape - from launching Singapore's first music streaming website to its first mobile music app. He has launched engaging visual and multimedia content extensions into the digital space tailored to diverse audiences.
He has also been instrumental in helping local media and telecommunications conglomerates expand their business portfolios and revenue pipelines locally as well as in overseas markets.
Despite his many years of experience, Kumar continues to believe that he is still learning on the job.
To quote Mahatma Gandhi: “Learn as if you will live forever, live like you will die tomorrow.”
CloseA creative and dynamic marketing professional with multi-national experience, Phyllis has led data-driven communications efforts for several industry-leading global brands. She has crafted compelling creative and integrated marcoms strategies across online and offline channels. She has also demonstrated track record in running award-winning campaigns at her time with top media and creative agencies. She believes that in brand building, the audience has to be in the centre of it , especially knowing the consumers' desires to enable the building of great brand experiences.
CloseFrom audio engineer, concert production manager to senior project manager, Chandra has two decades of experience in the show tech industry and is the go-to person when it comes to staging large scale corporate event, concerts, conferences and other live event productions. Whether you are planning for a virtual event or a hybrid one, there's nothing this friendly giant can't manage. Afterall, comfort is the enemy of progress.
CloseAndy started his formal dance training under the direction of Lionel Araya, and represented Singapore in numerous global competitions, bagging home champion titles and other prestigious awards. He has earned his choreography recognition at an early stage of his career, and performed in and/or choreographed numerous local theatre productions over recent years, including RENT, The LKY Musical and La Cage Aux Folles. He was the choreographer for NDP 2017 too.
CloseElevating the Drama
Our partners in exploring and forging new creative and commercial horizons
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