I was brought in through word of mouth to build something that didn't exist yet, a TikTok live commerce channel for a brand starting from zero in an emerging sector. Reporting directly to the CEO, I had full ownership of figuring out how to make it work.

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That meant designing the MCN structure from scratch, creating onboarding processes for both streamers and merchants, and personally recruiting a network of around 50 creators. Within three months, I'd onboarded 8 merchants and our top-performing stream hit 60K SGD in GMV. A big part of the job was navigating TikTok's whitelisting process  which nobody had a playbook for, which included building a direct relationship with TikTok's team. That partnership eventually led to us co-hosting seminars at their office to attract new streamers.

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One of the highlights was being brought in three weeks before Singapore Food Festival to set up LetsTok as the official livestreaming partner. I ran the entire operation.  from securing TikTok's support and partnering with merchants, to organising Creator's Night (100+ creator signups, oversubscribed), to running daily livestreams across a two-week period. I also emceed and created content on the ground with merchants, which was genuinely one of the most fun stretches of work I've had.

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