Based in Singapore, Yean is responsible for managing IPG Mediabrands’ online media planning teams as well as leading the strategy and development of all digital media activities, working across Asia. As regional digital lead for clients such as Johnson & Johnson, Microsoft and MasterCard, Yean develops and manages integrated digital strategies combining online, search, mobile and social media, supporting clients in ensuring these strategies cascade through all communication touch-points and markets. Her understanding of consumers and their digital journey across brands allowed her to probe and interrogate consumer triggers, turning them into actionable and measurable outcomes. Yean was previously General Manager Digital of emitch Queensland Australia, part of Aegis Media Pacific. Prior to Aegis, Yean held positions on both the creative and client side. She was Head of Digital and Direct at Clemenger BBDO Brisbane, and performed various roles in Singapore at M&C Saatchi, Zuji, Jurong Point and Sembawang Leisure to name a few.