Sai Main.

St. Jude Children's Research Hospital wanted to honor AAPI Heritage Month — and reach Gen Z, one of the hardest audiences for a healthcare nonprofit to move. The goal wasn't just awareness. It was honoring a community while supporting a mission to save children's lives.

Skipped the traditional press push. I helped concept a live Twitch stream-a-thon modeled on a radiothon — partnering with Asian Hustle Network and four AAPI-owned small businesses for a two-and-a-half-hour live program where founders shared their stories and encouraged donations in real time. I led the campaign strategy: identifying partners, shaping the narrative flow, adapting messaging for Gen Z, and coordinating across partners, nonprofits, and internal teams.

It worked because it never felt transactional. The founders weren't promoting St. Jude — they were telling their own stories about resilience, community, and why the mission mattered to them. PR isn't about noise. It's about connection.

In 2019, Rakhine State was one of the most scrutinized places on earth. Myanmar's government convened a national investment fair to bring economic development to the region — and every international outlet covering it arrived skeptical. My agency handled the PR, working alongside the State Counsellor's own communications team.

Built the international media strategy: an investor-facing narrative, wire-service outreach, and press operations for a national event where one wrong quote becomes a global headline. Prepped spokespeople and kept messaging consistent across government, investors, and foreign press.

When a story is contested, you don't win with spin. You win with preparation, precision, and giving journalists something true and specific to report.

Disney on Broadway wanted to show up for AANHPI Heritage Month in a way that didn't feel like a logo swap. The brief: make it authentic, and make it travel.

Put the community at the center. Aladdin's AANHPI cast members went on camera talking about their own heritage, in their own words — and those stories became the campaign, amplified across Disney on Broadway's platforms for Heritage Month.

Cultural campaigns land when the brand steps back and amplifies the people who actually live the story.

Thousands of young workers in Myanmar left school early to support their families. The Myanmar Mobile Education Project (myME) brought the classroom to them — on buses. Samsung backed it, and needed the partnership told right.

Framed it as a global story about the students, not a local story about a donation. Built the communications around the kids and teachers on those buses, and positioned the partnership inside Samsung's worldwide citizenship narrative.

CSR earns attention when it's about the people served, never the check size.

Lucyd Eyewear — a smart-glasses brand — needed national visibility in summer gadget season, the single most competitive pitch window of the year.

Built the outreach strategy around producers' calendars instead of the brand's: a seasonal narrative, segment-ready framing, and the right producer at the right moment.

National TV is won on the producer's calendar, not the brand's. Your job is to make their segment easy to say yes to.

Telenor, a young telecom brand in Myanmar, needed a mass-market moment — something the whole country would talk about, not just see.

Oversaw communications for a large-scale experiential event engineered to break a Guinness World Record: the stunt itself, the official adjudication, and press operations for a national-scale spectacle.

A spectacle is 10% idea and 90% logistics. Big swings only work when the operations underneath them are boring and bulletproof.