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.

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.