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.

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’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.

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 25-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.

Lara is a management consultant by training, an entrepreneur by choice and an educator at heart. Since 2014, she co-founded DigitalMatter – a tech consultancy for real estate developers, architects, engineers and contractors. Built on the principles of DigitalFirst and LifestyleFirst, Lara has always managed her teams remotely by default, provided unlimited leave and generous family benefits, and implemented digital best practices within a laggard construction industry.

Her team describes her as a “visionary and compassionate leader”. This translates into her training style. Expect her to question your status quo and challenge you to stretch further. And she will do this within a highly collaborative environment with everyone smiling along the way.

Known by her friends as a “super connector”, Lara is always resourceful in seeking answers. With experiences across finance, consulting and the built environment, she has worked with the Big (banks and governments) as well as the Small (start-ups and non-profit). Lara holds a Bachelors Degree in Economics from University College, London. Her work has taken her from the UK to Mongolia to Australia and most places in between.

Lara has a big heart and wants to see everyone in society succeed. She has contributed to curriculum development at aidha, a micro-business school for domestic helpers, as well as Bagosphere, an L&D training program for rural youth in the Philippines. Lara serves on the advisory board of several social enterprises and thoroughly enjoys judging business competitions at schools and universities. When she’s not in the boardroom, classroom or zoom room, you’ll find her spending time with her incredible husband and two daughters.

Sherrin is an energetic, eloquent, charismatic, passionate and bilingually-fluent 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 selected to represent SIA as the “Singapore Girl” in many events over the course of more than 10 years with the company.

Sherrin is ACTA certified and has trained Service Excellence programmes for many pretigious brands, established organisations and government agencies. She has facilitated Singapore Citizenship programmes, developed courseware for the Ministry of Manpower and led Smart Nation Singapore programmes for Workforce Singapore. Sherrin is also 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, where 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 and has served as Master of Ceremony (MC) for several of their events. In one of the events ‘Winter Solstice Festival’, Sherrin was also filmed by Mediacorp as the MC for the Huay Kuan. She was subsequently selected by the producer of Mediacorp to be featured in their Singapore Cultural Program.

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 has 15 years of service and sales experience with strong exposure in adult learning and development, corporate training solutions, data strategy and customer experience management. Prior to re-joining Imageworks, Rae was a Training Facilitator at TWG Tea Company, where she actively facilitated brand cascading, product knowledge, and selling and serving skills for local and overseas staff, franchisees, and partners of the luxury brand.

Rae is an enthusiastic personal development advocate with a keen interest in beauty, fitness and healthy living. She holds a Business Management degree and further pursued personal interests to attain an image consultancy diploma from the Academy of Image Mastery. Rae is a stylish dresser, gifted makeup artist and encouraging mentor, which makes her an approachable trainer whom participants have enjoyed learning from. With a relatively disciplined and determined perspective of how life should be lived, Rae has an appreciation for the fine arts and is a firm believer in healthy living attainable through fitness and good dietary habits. Apart from facilitating training programmes at Imageworks, Rae is also a Programme Manager at the Academy of Image Mastery, inspiring fellow aspiring image consultants in their journey towards personal branding mastery.