Hi! I'm Alexie

Welcome to my personal website. Get to know me & the work I've done.

person in brown jacket doing snow ski blade trick

Live Fast.
Learn Fast.
Innovate Fast.

Professional Expertise

MacBook Pro near headphones
MacBook Pro near headphones
Business Development & Marketing

Having been in the marketing industry for over 10 years, Alexie has seen it all through the eyes of a full-fledged marketing agency.

In her days as a 24-year old partner in Euphoria, Alexie has maintained silo/hybrid aspects of annual marketing plans for clients such as Microsoft, HTC, Toshiba, Sony, Renckitt-Benckiser, Pacific Trustees, Kao, 3M, etc.

My experiences lie in digital marketing, BTL marketing, event management, business driving initiatives.

person using black iPad
person using black iPad
Project, Tech Implementation & Change Management

Whether it's working with investors to set up and structure various departments as a new business or as a purpose-driven hire for organisations to exert change, project management is an aspect which I've honed. Areas I've handled include: Top-down stakeholder communications, horizontal coordination, resources gathering, team management towards integrating purpose-driven change.

With the advent of technologies, I've been proud to be able to assist organisations of varying sizes to implement low cost and easy to use tech solutions to automate departmental processes, reduce overall human resources costs, and to increase work and data efficiencies.

person holding stainless steel strainer
person holding stainless steel strainer
Hospitality & Retail Implementation & Management.

Helping food & retail businesses survive the ever-competitive market since 2016. As most food & retail businesses are resources intensive with diminishing margins & high competition, we ensure that you do not be a statistic of 90% of food businesses collapsing within its first year of operations. Hint: its not just marketing you'll need.

Expertise include: Menu design, kitchen design, food quality and cost management, training, key business development, front-of-house service training and management.

Accreditations

Bachelors in Marketing Management 2009 - Northwood University
NLP Introductory Course 2016 - NLP Australia
Certificate in Entrepreneurship 2016 - Bond University
Food Photography Certification 2018 - RMIT
Certificate 3 Commercial Cookery 2018 - TAFE Kangan
Diploma of Hospitality 2019 - TAFE Queensland
Personality Profiling 2024 - ZiweiBazi Academy

Experiences

Founding Partner: Euphoria Recruit & Euphoria Digital.

2011 - 2016

person using MacBook Pro
person using MacBook Pro
Head of Catering: Lentil As Anything

After my position in Euphoria, I made the decision to go on a learning journey. I loved food and wanted to challenge myself. That's when I decided to be a chef. I flew to Melbourne to learn cookery whilst working in Lentil as Anything as a volunteer chef. During my time at Lentils, I was quickly promoted to Head of Catering within the 3 months of joining. I not only managed key stakeholders but I led a team of 10 to run the catering department.

Responsible for food production, food deliveries, event setup/management, team recruiting & training, stock management, managing clientele enquires, management reporting, and handling payments.

A one-stop marketing agency focused on BTL marketing activations & digital marketing campaigns. I founded these organisations after being made partner during M&A of 2 Marketing Agencies. Having demonstrated my capabilities in acquiring contracts, organisational structuring, and team building; I demonstrated that being young was not a limitation if you dare to try.

During my time in this org, I was responsible for over 10s of millions in annual contracts before bidding goodbye and consolidating my position that which I co-founded and grew.

2017 - 2018

Contracted Chef; Business Consultant

2018 - 2023

After learning the ropes and in/outs of the position at Lentils, I decided on more challenging role of being a contracted chef & business consultant. During my contracted project times, I would fly out to different kitchen settings as added human resources which helped me to learn the ropes in different food settings from bulk food production to renowned dining spots. In addition, I served to assist businesses to grow and profit.

I have helped set up 3 businesses and maintained their performance through audits and reviews. The mixed nature of my roles allowed me to learn different operative aspects of different kitchens which helped me best understood: how to set up F&B outlets with the highest probability for success.

Vegan cookery demonstration during Wesak Day Festival, 2018 Melbourne.

Current Endeavours: Consultant & Investor for Agri/Food, Tech, Green Energy & SMEs.

2024 onwards

Focused on Tech drivers, ESG & Agricultural development businesses. Malaysia agricultural scarcity and environmental/social impacts are aspects that I've championed since 2015 however, always feeling helpless that such aspects are greatly ignored by Malaysia.

As I drove across Australia, I witnessed first-hand the devastating effects of global warming through the Eastern wild forest fires of 2019 and storms & floodings in rural Western Australia. I learned to appreciate ESG in a different light. Always feeling helpless that my singular efforts are not enough, investments/efforts in Agriculture & ESG helps to bring greater impact for our communities, nation and world at large. Now finally, South East Asia is waking up to this lacking.

Interests

Explore my blog for my writeups on areas that interest me.
In this diversified blog, I detail my learning journeys & share recipes and art projects I'm proud to be part of!