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BEFORE I CALLED IT A PLAN B, I BUILT ONE.
I KNOW WHAT IT TAKES TO REFRAME EXPERIENCE INTO FREEDOM.
The Unchained Coach, copywriter, author, speaker and business owner of 20+ years
BEFORE I CALLED IT A PLAN B, I BUILT ONE.
I KNOW WHAT IT TAKES TO REFRAME EXPERIENCE INTO FREEDOM.
The Unchained Coach, copywriter, author, speaker and business owner of 20+ years
ABOUT ME
IN A NUTSHELL
A British National, I spent my childhood in Malta. Sun, sea, a gloriously uncomplicated childhood — and absolutely no idea that one day I'd end up building a business in Singapore that would change the way people see themselves.
I came to Singapore planning to stay for 18 months. That was more than 30 years ago. I became an English teacher and Head of Department, but with two children under two, I began questioning whether the conventional working life still fitted the life I wanted.
So I did something different. I took what I already knew about language, communication and how people think, reframed its commercial value and used it to build Proof Perfect—Singapore’s first dedicated copywriting agency. I wasn’t starting from scratch. I was starting with experience.
Over the next 20-plus years, I worked with multinationals, SMEs and government agencies across Asia, built a team of ten and navigated every recession, restructure and technological shift that came our way. What began as my own way out of employment became a successful business, and gave me the freedom to build my work around my family and my life.
THE SECOND REFRAME: REALISING MY REPUTATION HAD VALUE
I had spent years hiding behind my corporate brand. Doing excellent work. Delivering for other people's visions. Never really thinking about how I showed up — because the company brand was what mattered, right?
Then one day a young copywriter hyperventilated because I walked into the room. She knew exactly who I was and had become a copywriter because of my influence.
That moment taught me something important: experience alone does not create opportunities. People must be able to see it, understand it and recognise its value. My reputation had been entering rooms before me, but I had never deliberately turned it into an asset. While I was getting on with the work, I had accidentally built a personal brand. The question I couldn't stop asking myself afterwards was: imagine what I could have done if I'd done it on purpose.
That is why visibility remains part of my work today. Not visibility for its own sake, but visibility that turns expertise into authority, income and opportunity.
WHAT I DO AND WHY IT'S DIFFERENT
I help experienced professionals unchain themselves from dependence on one job or employer as AI reshapes the future of work. Together, we turn their decades of experience into visibility, income and impact, creating new ways to earn and a business built on their terms, around the life they want.
What makes my approach different is the combination of coaching, commercial experience and language. I have spent more than 20 years helping leaders, founders and experts articulate their value in competitive markets. I know how the way you describe your experience can either open doors or quietly close them.
But we do not begin by inventing a shiny new identity. We begin by reframing what you already know: the problems you understand, the results you can create and the expertise people could trust you to provide. From there, we shape your positioning, message, offer and route to market.
Some of my clients want to create a Plan B alongside their career. Others are preparing to leave employment and build something of their own. What they have in common is that they do not want their future to remain entirely in the hands of one organisation.
ON A PERSONAL NOTE
Beyond the work — I play saxophone badly and love it anyway - it's such a sexy sound. I've been a devoted Alice Cooper fan since age 14 and not remotely apologetic about it. He's my idol.
I believe your network is your net worth and I invest in mine constantly — including in my own coaches, because even coaches need coaches.
My family is my why. My children are now incredible adults and watching them navigate the world they inherited is the best thing I've ever had a front-row seat to.
I built my business to give myself more choice over how I worked, where I worked and how my life fitted around it. Today, I help other experienced professionals create that same freedom to choose their life, their way.
MY STORY IN PICTURES
I grew up here in Malta, a small island in the Mediterranean. It was the most wonderful childhood and I have very fond memories. School in the morning, swimming at the Beach Club every afternoon.
Where I ended up
I planned to stay 18 months, and now it's been 30 years in Singapore.
When I had an office
Before I brought my business online, we operated from a shophouse like these as a team of 10 in-house staff at our peak. Pretty, aren't they?
I'm a proud minion
The Hollywood Walk of Fame. Had to visit my idol Alice Cooper's star. I've been a fan since I was 14. Glad to be a minion.
INVESTING IN MYSELF
Your network determines your net worth. I'm constantly fuelling my business by learning new skills, working on myself, investing in myself and surrounding myself with inspiring people. Even coaches need coaches.
My why
My why - my family. All grown up now into incredible adults. Proud mum :)
Inspiring the next
I give occasional talks on branding and marketing and this was a visit to a local girls' school to empower them to set up their stalls as a mini business at their school fete.
I love the sax
It's simply my favourite sound. So, I dabble a little.
Catching up with old friends is the best! And my sis! Oh yes, and on the day this photo was taken, we drove through a rainbow! I kid you not. Bizarre and very magical!
IF YOU'RE READY TO DISCOVER WHAT YOUR EXPERIENCE COULD BECOME
Book an
UNCHAINED AUDIT
session with me
In 60 minutes on Zoom, we’ll look at the experience and expertise you have built, uncover the opportunities hidden within it and identify the clearest first step towards creating your Plan B. You’ll leave with a practical direction—not another vague instruction to “follow your passion.”
Let's take that first step!
GET YOUR UNCHAINED AUDIT
Let’s have coffee online for 60 minutes on Zoom, where we'll look at your profile, your message, and your next chapter together and give you the roadmap to take your next steps.
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Straight-talking insights for experienced professionals who want to turn what they know into income, options and greater freedom over what comes next.
