Serena is a strong advocate for strategic branding and people development. She works closely with HR and business leaders across various industries to improve their organisational brand experience and service culture, primarily through their people. Serena oversees the training curriculum and courseware development initiatives at Imageworks. She also ensures all materials and methodologies stay relevant through constant research, product enhancement, facilitation improvements, and team alignment.

By virtue of her wealth of experience in sales, marketing, business development, and human resource management, as well as some 20 years in senior management, she is able to help clients review their learning and development strategies to contribute effectively to business growth. Before joining Imageworks, Serena was a Consulting Lead at FT Consulting, helping to put some of Singapore’s favourite home-grown brands on the global map. Serena was also General Manager of Singapore Press Holdings’ Magazines unit. She launched and grew the country’s most popular lifestyle publications in collaboration with major advertisers and creative agencies. As Department Manager at DKSH, she also managed many FMCG and retail brands.

Serena is a versatile, extroverted, and all-rounded team player with a knack for fostering good relations, among colleagues, clients, trainees, and other stakeholders.

Sing Ming is an accomplished and well-received organisational development consultant and facilitator. He has more than 30 years of experience in assisting clients initiate and implement impactful programmes that transform organisational development requirements into successful outcomes. Being a certified assessor of the Singapore Quality Award (SQA), he has helped many organisations align their business goals to transformational outcomes with improved financial returns. He is also well experienced in cross-cultural contexts and has trained and coached major clients in the banking, automotive, tourism, government, and defence sectors. Sing Ming has an extensive experience in developing consulting and training interventions for the public sector, MNCs and local SMEs. This makes him a captivating trainer in sharing service-related stories and real-life experiences that provide participants with memorable learning journeys. He is a thought leader and evidently knowledgeable in transforming the customer experience through customer touchpoints and performance development opportunities.

Sing Ming founded Spectrum Management Consulting in 2003 which still actively provides service strategy, blueprinting and failsafing consultancy, mystery service audits, performance management consultancy, and SME Management Action for Results (SMART) programmes. Prior to that, Sing Ming was Director, Corporate Services and Consulting at Service Quality Centre. This was where he pioneered the work of many SQA consulting projects and helped several organisations clinch prestigious SQA awards. In 2018, Imageworks and Spectrum forged a formal partnership to run programmes together, leveraging each other’s strengths to deliver best-in-class training solutions to their regular and new clients.

Cindy Tien is a seasoned speaker, trainer, and coach in personal branding, emotional quotient, and social intelligence. She has also worked with global MNCs and corporate clients from diverse industries. Her experience ranges from banking and financial institutions, property developers, luxury and retail, government agencies, and universities. Cindy believes that everyone has the potential to be an authentic personal brand. She therefore takes pride in helping individuals elevate their ability to influence and connect with people through their appearance, behaviour, and communication skills.

With more than a decade of global sales experience in the advertising, financial, and travel industries, Cindy is able to interact well with people across all levels. She’s able to understand corporate needs, and deliver effective solutions to meet client requirements. Prior to her corporate career, Cindy travelled the world with Singapore Airlines as a flight attendant for 6 years. During this time, she acquired an appreciation for high standards in service excellence and managing perceptions through visual communication.

Cindy’s motivation stems from her immense interest in the study of human behaviour. Her client-facing roles over the past 20 years have led her to believe that a well-lived life reflects true confidence in self and focuses on developing human connections, to attain success and happiness. A lifelong learner, Cindy is certified in Image Management, Behavioural Consulting as well as Emotional Intelligence. She is sought after as an authentic, fun, and edgy influencer who brings results to the table. Cindy is a professional member of Asia Professional Speakers Singapore (APSS), Association of Image Consultants International (AICI), and Primetime’s Keynote Asia’s Women Speakers.

Jenny Lie is an intrinsically creative trainer who combines an influencing style of communication and strategic thinking. Her skills has earned her high levels of respect across different tiers of leadership throughout her 20-year career. Trained as an accountant, Jenny initially started with the government service. She then went on to develop her career in investment analysis, strategy planning, business development, stakeholder engagement, and strategic communications. Her work has taken her to numerous countries and provided rich experiences in collaborating with stakeholders and co-workers of diverse cultures, races, and ethnicities. Jenny comes across as a highly articulate trainer who provides her participants with fresh insight into real-life issues based on her wealth of experience as a leader and mentor. Highly intuitive, she has also been commended for her ability to translate learning concepts into simple yet practical solutions for transformational change.

Jenny’s business sense is strongly evident in the way she aligns her facilitation style to business outcomes. She is also well augmented by her appreciation of international working cultures. Despite this, she remains down-to-earth and derives personal satisfaction from helping others become confident, self-assured individuals. Jenny is also a family advocate and in her free time, teaches and facilitates family and marriage preparation classes. She believes in a yearly adventure or two that enables her as a coach to stretch her limits. Clients applaud Jenny for her exceptional dedication to service. She constantly ensures that every individual comprehends and experiences image insights and results personally and professionally.

Pei Lin’s forte is to distill key protocol, etiquette, and image concepts and present them in a practical and structured manner for her government and corporate clients. Her training clients appreciate her strong understanding of the challenges of today’s competitive operating environment and how she transforms knowledge into action. Prior to her image consulting career, Pei Lin spent nine years in the civil service, working as a Senior Manager at the Public Utilities Board. Through her various portfolios, she gained valuable management experience, including extensive planning, implementation, and public relations. She was also instrumental in completing Singapore’s first reservoir in the city, the Marina Barrage, a massive 3-year project which won several international awards. Notably, she was also one of the appointed media spokespersons for the Marina Barrage and was heavily involved in several high-profile events such as the launch of the Barrage.

Pei Lin holds a degree in Civil Engineering (2nd Upper Honours) from Nanyang Technological University (Singapore). She is also effectively bilingual in English and Chinese. Pei Lin completed her professional certification in image consultancy in Mar 2010. She joined Imageworks full-time as a corporate trainer in Aug 2010 and has been actively training and consulting since then. Pei Lin also completed her ACTA certification in Aug 2014.

Kum Yoke has an active career of more than 20 years in human capital development and business process re-engineering. Her expertise lies in delivering consultancy and training services in performance and change management. In addition, she also specializes in transforming teams to meet organisational goals.

Kum Yoke is well experienced in cross-cultural contexts across Asia, Europe, and USA and has trained clients from the retail, tourism, healthcare, and government sectors. With her deep and diverse industry experience, she has honed her ability to articulate concepts effectively. Using real-life practical examples, she clearly illustrates learning points and helps participants to bridge between concepts and practice. Kum Yoke also has the innate ability to connect with a wide range of audiences, from C-suite management to frontliners. A firm believer in lifelong learning, she applies current methodologies of learning in the training programs. Her skills have therefore been crucial in helping learners enhance their capabilities and performance. Kum Yoke’s sincerity and passion in helping organisations and individuals realise and achieve their performance potential are also evident in her training facilitation.

Kum Yoke has also designed and developed consulting and training interventions to strengthen Service Excellence capabilities for supervisory and operational levels. Many participants have given feedback that Kum Yoke’s course delivery has motivated them to want to enhance their capabilities and excel in their customer handling and relationship-building skills.

Clarinda Lim is an effective trainer who communicates ideas persuasively, clearly, and logically. She is also passionate about talent development. Tapping into her natural ability to connect with people from diverse groups and ages as well as her empathetic and nurturing traits, she identifies and brings out the best in people. She credits her degree in Philosophy to her ability to think critically, analyse deeply and communicate cogently. She uses these skills to help organisations align training solutions to talent development needs. As a result, participants typically comment that Clarinda synthesises knowledge and experiences into practical insights that make learning meaningful to their personal and professional development.

With almost a decade devoted to marketing and promotions at Singapore Press Holdings, Clarinda has worked with a cross-profile of clients. The profile of her clients ranges from financial, property, beauty, wellness, food, beverage, travel, and transportation industries to technology companies. Her key role included working with clients to strategise, develop and implement innovative campaigns through SPH’s media properties. Clarinda also helmed a popular lifestyle column. As part of her community involvement, Clarinda actively mentors youths and young adults and pursues causes for the family. With a level of refinement in her elegant style and demeanour, Clarinda inspires her training participants to raise the bar on their personal branding authentically, thus helping them to become better versions of themselves.

Sherrin is an energetic, passionate, eloquent, charismatic, and effectively bilingual trainer, with more than 12 years of experience in customer service management. Sherrin’s training experience started from her employment with Singapore Airlines, where she helped to achieve high standards in grooming and etiquette during her years of service. She was also selected to represent as the “Singapore Girl” in many SIA events for more than 10 years. Sherrin is ACTA certified and has trained Service Excellence programmes for many prestigious brands, established organisations, and government agencies. She has also facilitated Singapore Citizenship programmes, developed courseware for the Ministry of Manpower, and led Smart Nation Singapore programmes for Workforce Singapore. Additionally, Sherrin is a certified and experienced NLP and EQ Coach and Trainer. She holds a Business degree with specialisation in Marketing, as well as a Mass Communication diploma.

For 2 years from 2011 to 2012, Sherrin stayed and worked in Shanghai as a marketing and events specialist. During this time, she facilitated and coached in service excellence, interpersonal relationship skills, team building, and cultural integration programmes for the local Chinese and international staff. In giving back to the community, Sherrin volunteers her time as a council member of the Singapore Hokkien Huay Kuan. In particular, she has served as Master of Ceremony (MC) for several of their events. At one of the events ‘Winter Solstice Festival’, Sherrin was also filmed by Mediacorp as MC for the Huay Kuan. She was subsequently selected by the producer of Mediacorp to be featured in their Singapore Cultural Program.