OtterHalf

Ever proposed something, only to be counter-proposed with something even better? ✨ I’ve been running OtterHalf, a marketing agency specialising in operating as fractional marketing teams for businesses, for 1.5 years. 🦦 During this time, I’ve encountered a range of client responses to proposals—some counter with requests for discounts, others propose performance-based compensation, while some accept our proposals as-is. But one particular situation stood out: a client not only counter-proposed but came back with something even better. This client was FortyTwo, Singapore’s largest homegrown e-furniture site. We began with a discovery call to understand their pain points, goals, and key internal statistics. 🔍 In the second proposal call, we presented our initial research on Haylee—their mattress sub-brand they wanted us to market—along with our strategic approach, six-month revenue projections, and proposed cost. Almost immediately, their team countered with something unexpected: “How about we work on a revenue share model on top of what you proposed?” It took me a moment to process what I heard—this was the first time a client offered something even better than what we’d envisioned. I even asked, “Why would you do that?” because it seemed too good to be true. Needless to say, we entered into this arrangement in November, becoming Haylee’s fractional marketing team. By December, we had launched their first marketing campaign. The results? 📈  3.8X MoM units sold 📈  3.7X MoM revenue growth 📈  1.8X MoM traffic growth December was also their best-performing month in the past 12 months. 🙌 Looking back, I believe the success of this partnership came down to three key factors: 🤝 Trust They trusted our expertise completely and gave us full autonomy to run their marketing. In every call, they reminded us that while they’d share feedback, we had the final say. 📊 Data access We had full visibility into their internal dashboards, allowing us to track performance and adjust in real-time. 🌍 Shared purpose Supporting non-profits is baked into FortyTwo’s Haylee team’s operations. I learned that all returned mattresses undergo a thorough quality control process and, if they’re in good condition, are donated to non-profits. Love it when businesses, in whatever capacity they can, contribute to a better world. While it’s still early days, I’m already learning so much about the business model that could work best for us, the types of clients we want to attract and collaborate with, and the importance of constantly evolving and staying open to new ideas to deliver even more value. 📷: Didn’t sleep on the chance to snag a shot with CTO Jasper Chen at the Haylee booth in Qoltured by FortyTwo, their showroom.

Could fractional work benefit you? 💼 When I started OtterHalf, a marketing agency with a core focus on operating as businesses’ fractional marketing teams, I began noticing a growing curiosity about the fractional model. I’d often get questions from people—sometimes business leaders looking for cost-effective expertise, and other times individuals seeking meaningful opportunities amidst the current job market challenges. The concept of fractional work seemed to resonate with both groups in different ways. So, when Wui Lynn, presenter of the segment Work It on CNA 938 radio, interviewed me about fractional work, I was excited to share my thoughts! Among other topics, I spoke about how fractional work benefits both businesses and individuals. 💡 For businesses, it’s about accessing experienced talent on a part-time basis without incurring the cost of full-time hires, as well as having the flexibility to scale up or down based on their needs. 💡 For individuals, fractional work can be a practical option to earn income. It reminded me of a conversation with a friend—a C-suite executive who had been seeking new employment opportunities for over six months. He shared how demoralising it was to send out resumes and receive no replies. Eventually, he stopped listing his decades of experience because it made him seem “too expensive” to hiring managers. For him, fractional work offered a viable path—an opportunity to apply his expertise across multiple businesses that truly valued his skills. I also shared two tips that worked for me when I transitioned into fractional work: 👉 Understand the value you bring to the table. 👉 Invest in your personal brand, especially on LinkedIn. I hope sharing this resonates with at least one of you, benefits your journey, and sparks new possibilities P.S Thank you for having me on this segment, CNA 938. Not forgetting Terng Shing Chen and Shereen Ismet from SYNC PR Agency for securing this media opportunity for me. 🙏

What happens when you dare to believe in yourself? 💭 When I was laid off from my previous company and considering starting OtterHalf, a marketing agency with a core focus on operating as businesses’ fractional marketing teams, it wasn’t an easy decision. While I might appear super positive in many people’s eyes, I am my own biggest critic. Thoughts like, “What if I fail?” clouded my mind—until someone asked me: “But, what if you succeed?” That simple question stopped me in my tracks. While I had plenty of answers to “What if I fail?”, I realised I had none for “What if I succeed?”. It became a source of hope, guiding me through countless decisions as I worked to turn an idea into reality. 🌟 Looking back on how much OtterHalf has achieved this past year is a powerful reminder that we’re far more capable than we often give ourselves credit for. I began 2024 never imagining the otters would accomplish so much in 12 months—especially after struggling to find our footing midway through the year. But we did. 🙌 Grateful to my support system, our clients, partners, and the team—every one of them has contributed to making this journey possible. Here’s to even more wins in the coming year, because we dare to believe we can. 💪

What behaviour are you willing to tolerate at work? I stepped into the world of management at a relatively young age. Becoming Head of Marketing at Foodpanda, a global food delivery platform, at 27 was something I didn't expect. Back then, I was learning on the job and largely relied on what I’d observed about workplace culture in my first four years of experience. I had seen cultures that empowered people to thrive—and others that made showing up to work feel like a chore. As I assumed leadership roles in subsequent companies, I had the opportunity to attend leadership workshops, and what one trainer said stuck with me: "Culture is the worst behaviour that the leadership team is willing to tolerate." At first, I wasn’t sure what the trainer meant. But over time, I began to connect the dots between the behaviours tolerated and the cultures they shaped. I remembered instances where top performers were rewarded despite their less-than-ideal behaviours, and I witnessed the damage they caused to team morale. When I founded OtterHalf, a marketing agency that acts as fractional marketing teams for businesses, I wanted to build a company with a culture that makes people feel safe bringing their authentic selves to work. And we were intentional in doing that by landing on four core values that guide us in everything we do: 🚫 Don’t be an asshole We’ve all encountered difficult people, and we know this is non-negotiable. Whether dealing with clients, colleagues, or members of the community, it’s essential to treat everyone with kindness and empathy. There have been times when people, including myself, were called out for even remotely acting like an asshole—but this is a practice we actively encourage. 🌍 Be a force for good We strive to create positive change through our actions, whether it's working with clients who want to create a better tomorrow, volunteering or supporting non-profits in their marketing. We want to use our influence responsibly to leave things better than we found them. 🏃 Sustained momentum This isn’t a sprint; it’s a marathon. We believe in maintaining progress and moving forward, showing up consistently with a focus on long-term impact. 💪 Stronger together OtterHalf was born from a difficult layoff experience, but the founding team leaned on one another to turn it into something positive. That’s the spirit we carry forward today: supporting each other through tough times, lifting one another up, and coming back stronger as a team. Today, I am proud of the culture we've built. Despite being a 100% remote company, I see a group of people who consistently show kindness and authenticity, make meaningful contributions, maintain steady progress, and, as a team, grow stronger together. What behaviours have you seen shape workplace culture—for better or worse? P.S. The otters rarely hang out. But when we do, we gotta make sure it's packed with loads of activities. Merry Christmas, everyone! 🎄