Annie's career in events began in the early 1990s. She cut her teeth on large-scale productions including Singapore's Christmas Light-Up projects, and handled media and event work for major clients including the then Community Chest of Singapore, government agencies and corporates. Her scope soon grew to advertising campaigns and fundraising — including a 10-month campaign that raised over S$1 million for a local voluntary welfare organisation.
After a dozen years in the industry, Annie founded Red Box Events Pte Ltd in 2003. Within six months, she'd landed a two-year contract with the then Social Development Unit — and went on to plan and execute 1,000 singles events in just two years, a record that still stands today.
Having built her own career from scratch, Annie understands the climb entry-level event practitioners face. In 2007, she began teaching — joining Republic Polytechnic as an Academic Associate, and going on to train at BCA Academy and SHATEC. An ACTA-certified trainer, she has since developed and delivered courses for SACEOS, SNEF, MACEOS, STB, Kaplan Singapore, International Management Sports College, Agape Connecting People, and SSTC Institute, spanning soft skills, corporate events, and Red Box's own dating-events course. Annie remains the trainer behind every Red Box Consultancy course today.
Her client and training experience spans non-profit, retail, education, motor vehicles, finance, FMCG and government sectors. Beyond the classroom, Annie served as Immediate Past President of the International Women's Federation of Commerce and Industry Singapore (IWFCIS), sits on the Advisory Board of Lutheran Community Care Services (LCCS), and is an active Rotarian.
In 2025, Annie became Asia's first Certified MyMarq Consultant, bringing fingerprint-based profiling into Red Box's programmes.
See Annie's Training Courses →