B.Bus, MBA, DACE, AIM CCM, Gallup Certified Strengths Coach
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.
B.A, AICI CIC, ACTA, CBCC
Senior Consultant & Corporate Trainer
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.
B.Acc., AICI CIC, ACTA
Senior Consultant & Corporate Trainer
Jenny Lie is an intrinsically creative trainer who combines an influencing style of communication and strategic thinking that has earned her high levels of respect across different tiers of leadership throughout her 20-year career. Trained as an accountant, Jenny started with the government service and 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 to 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, and is 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 own personal limits. Clients applaud Jenny for her exceptional dedication to service, ensuring that every individual comprehends and experiences image insights and results personally and professionally.
SU PEI LIN
B.Eng(Hons), AICI CIC, ACTA
Senior Consultant & Corporate Trainer
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 instrumental in bringing to completion Singapore’s first reservoir in the city, the Marina Barrage, a massive 3-year project which won several international awards. 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 in this area since then. Pei Lin also completed her ACTA certification in Aug 2014.
B.A., AIM IEC, ACTA
Learning Consultant & Corporate Trainer
Clarinda Lim is an effective trainer who communicates ideas persuasively, clearly and logically. She is 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 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.