Serena is a strong advocate for strategic branding and people development, working 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, keeping all materials and methodologies 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, with some 20 years in senior management, she is able to help clients review their learning and development strategies to contribute effectively to business growth. Prior to 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, and General Manager of Singapore Press Holdings’ Magazines unit, launching and growing 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.

Sherrin is a highly sought-after trainer who excels in navigating organisational dynamics and imparting strategic service initiatives to enhance customer experiences. Her contributions to organisational development and culture transformation among client organisations have helped instil a sense of purpose, cascade shared values and foster customer-centric ethos, leading to improved customer engagement and business performance.

Over her 12 years of experience in corporate training, coaching and consultancy, Sherrin has successfully facilitated professional image and service excellence programmes for prestigious brands and established organisations, in banking, finance, luxury retail, professional services, government agencies and more. She is also a certified NLP and EQ coach, and is a lead facilitator of the Singapore Citizenship Programme, where she orchestrates dynamic experiences for high-impact engagement.

An AICI- and AIM-certified image professional, Sherrin has received significant media attention with interviews on Mediacorp’s primetime news and in The Straits Times. Her expert insights on non-verbal communication such as body language, and colour and style, have positioned her as an industry thought leader. Known for her personal presence and ability to connect deeply with individuals, Sherrin has coached senior leaders to develop their leadership gravitas and authentic confidence.

Before joining Imageworks, Sherrin flew 12 years with Singapore Airlines. As a Leading Stewardess, she led teams, upheld high safety and service standards, interacted extensively with premium class passengers, managed customer complaints, and resolved service challenges gracefully. She also trained crew members in interactions with customers of different nationalities, races and cultural sensitivities, all within a high-intensity work environment.

With a captivating storytelling ability, Sherrin’s engaging, innovative and motivational workshops leave participants inspired for transformation, while garnering repeat client engagements and referrals. Passionate, charismatic, and effectively bilingual, Sherrin is committed to empowering individuals and driving organisational excellence.

Sing Ming is an accomplished and well-received organisational development consultant and facilitator, with 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’s extensive experience in designing and developing consulting and training interventions for the public sector, MNCs and local SMEs make him a captivating trainer in sharing service-related stories and real-life experiences that provide participants with a memorable learning journey. He is a thought leader and evidently knowledgeable in transforming the customer experience through different customer touch points 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, 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 worked with global MNCs and corporate clients from diverse industries including 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, and 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, 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 which 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 is one that 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 and 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.

Pei Lin excels in distilling key concepts of protocol, etiquette, image, emotional and social intelligence, presenting them in a practical and structured manner for her government and corporate clients. As a certified Practitioner for Enneagram in Business Leadership, EQ-I 2.0, and EQ360, Pei Lin has a personal vested interest in understanding and empowering people through emotional intelligence.

Her ability to connect with individuals from diverse backgrounds and create a safe space for learning and sharing is highly valued by her training clients. They appreciate her profound understanding of the challenges in today’s competitive environment and her talent for transforming knowledge into actionable insights.

Before her image consulting career, Pei Lin spent nine years in the civil service, working as a Senior Manager at the Public Utilities Board. In this role, she gained valuable management experience through extensive planning, implementation, and public relations. She played a crucial role in completing Singapore’s first reservoir in the city, the Marina Barrage, a three-year project that won several international awards. Additionally, she served as a media spokesperson for the Marina Barrage and was actively involved in high-profile events, including its launch.

Pei Lin holds a degree in Civil Engineering (2nd Upper Honours) from Nanyang Technological University, Singapore, and is effectively bilingual in English and Chinese. She completed her professional certification in image consultancy in March 2010 and joined Imageworks full-time as a corporate trainer in August 2010. Since then, she has been actively training and consulting, leveraging her expertise to empower others through emotional intelligence and professional development.

Lara is a visionary leader with a unique talent for bringing people together, earning her the nickname “super connector.” With extensive experience spanning finance, consulting and the built environment industries, she has cultivated a deep understanding of professional presence and relationship management that resonates with global executives and leaders. A graduate of University College London, Lara’s career has taken her across continents—from London to China to Australia, with stops in many places in between. This extensive exposure to diverse cultures and industries has equipped her with the versatility and insight to train professionals who need to network and connect with greater impact and confidence.

Now based in Singapore, Lara channels her vast experience into helping others succeed. Her approach to training is both practical and inspiring, focusing on effective communication, cultural sensitivity, and building authentic connections. She serves on the advisory board of several social enterprises, reflecting her commitment to social responsibility, and occasionally judges business competitions at schools, demonstrating her passion for nurturing the next generation of leaders.

Lara’s training sessions are designed to boost influence and presence, particularly for those engaging with leaders and decision-makers. She emphasises the importance of empathy, adaptability and a global mindset, ensuring that participants leave with the skills and confidence needed to make a lasting impression. Outside of her professional endeavours, Lara is a dedicated family person, often spending quality time with her husband and two daughters. This personal side of her adds warmth and approachability to her training, making her sessions not only informative but also engaging and enjoyable. If you’re seeking a trainer who can elevate your team’s stakeholder engagement skills and help them connect well with a diverse clientele, Lara’s expertise and empathetic approach will make a tangible impact.

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, and 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 and with real-life practical examples to illustrate learning points and help participants to bridge between concepts and practice. Kum Yoke has the innate ability to connect with a wide range of audience, from the C-suite management to the frontliners. A firm believer in lifelong learning, she applies current methodologies of learning in the training programs to help learners enhance their capabilities and performance. Her 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 fedback 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.

Abigail is a warm and engaging trainer with a strong ability to connect well with Imageworks’ training participants through her sense of humor and sensitivity to issues and emotions. Her specialisation in image and etiquette has enabled her to positively impact diverse learner groups at MNCs, SMEs, government agencies and educational institutions to contribute to their personal and professional development.

With more than 13 years of experience in image consultancy, she is a trained and Certified Image Professional (CIP) and Etiquette Consultant accredited by the Association of Image Consultants International (AICI). She served on AICI Singapore’s board of directors from 2015 to 2020 and contributed to the industry’s best practices in helping to individuals to shine. Abigail is also a Certified World Academy Professional Make-up Artist, Master Practitioner in Neuro Linguistic Programming (MNLP), Certified Practitioner for Enneagram in Business Leadership, Diploma holder in Excellence in Human Value-based Education, and an ACTA-certified trainer. Apart from facilitating training for adults, Abigail has guided children and youths in character building for the past 15 years. Abigail believes that “the end of education is a good character”.

Highly artistic and multi-talented, Abigail is also a Certified Professional Ballroom and Latin dancer registered with the National Association of Teacher’s Dancing (NATD). She has represented Singapore in the World Dance Sport Federation Championships (WDSF), and attributes her poise and posture to her exposure in various dance styles.

Clarinda Lim is an eloquent trainer who communicates ideas persuasively, clearly and logically. She is empathetic, nurturing and passionate about people development. Tapping into her natural ability to connect well with learners from diverse groups and ages, she confidently identifies opportunities for growth and brings out the best in people. She credits her degree in Philosophy to her ability to think critically, analyse deeply and communicate cogently as she helps organisations align training solutions to talent development needs. Participants typically comment that Clarinda synthesises knowledge and experiences into practical insights that makes 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 from the 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 in an authentic manner, helping them to become better versions of themselves.

Rae is a seasoned bilingual trainer with domain expertise in sales, data strategy, and customer experience management. Over the past two decades, she has garnered diverse professional experiences spanning hospitality, sales, training and consultancy, advertising, and real estate management.

Having contributed significantly as part of the opening team in Resorts World Sentosa, Rae gained invaluable on-field experiences in managing and delighting guests. Rae was also a Training Facilitator at TWG Tea Company, a renowned luxury tea brand, where she conducted workshops on brand cascading, product knowledge, sales, and service skills for retail staff members (local and regional), franchisees, and partners of this luxury brand.

Rae is known amongst her participants to be an approachable trainer and mentor, recognized for her stylish dress sense, makeup artistry, and encouraging personality. She effortlessly connects with participants, making learning enjoyable and effective. Alongside her role at Imageworks, she serves as a Programme Manager at the Academy of Image Mastery, guiding aspiring image consultants in their journey toward personal branding mastery.

Rae is also an avid personal development advocate with a keen interest in fine arts and fitness. She holds a Business Management degree, an Image Consultancy diploma from the Academy of Image Mastery and is a certified Neuro-linguistic practitioner.