I'm a product marketer who's a little obsessed with why people do what they do.

That curiosity started with a Psychology degree and hasn't stopped since! It's taken me from launching baby brands across APAC, to growing a furniture startup's app, to working alongside Google PMMs to drive adoption on one of India's largest fintech platforms.

What I've learned across all of it: people don't adopt products because they're well-designed. They adopt them because something made them feel understood, excited, or like they finally found what they were looking for. My job is to engineer that moment.

I care about the human on the other side of every campaign I build. And I'm at my best when I get to sit at the intersection of product, psychology, and storytelling.

Take a look around — and if something resonates, I'd love to chat!
✍🏻 rebeccatsooyi@gmail.com

🎯 The Challenge: Launching Google Pay’s first digital credit card in a "debit-first" market.

🚀 The Mission: Bridge the gap between complex engineering signals and a simple, reward-driven user journey.

🏆 The Win: 20,000+ applications in Phase 1 via a data-optimised lifecycle strategy.

👉🏻 View Strategy (click here)

🎯 The Challenge: Singapore's first-time homeowners are overwhelmed. The HDB renovation journey is complex, expensive, and full of decisions nobody prepares you for. Most content online is either too generic or trying to sell you something.

🚀 The Mission: Build a trusted, product-led content brand that demystified the homeowner journey — using real tools, real numbers, and a real couple's experience as the content itself. The goal was to create genuine authority in a noisy space without a budget or a brand name behind us.

🏆 The Win: Secured a strategic content partnership with HDB (Singapore's national housing authority), co-creating educational videos and a featured article for first-time flat buyers. Generated SGD$20k in brand sponsorships within 4 months through 12 strategic partnerships — all inbound, all values-aligned.

⚙️ What made it work: We didn't start with content. We started with a product — a free ID Presentation Deck and Property Tracker built to solve a real user problem. The tools created trust. The trust created community. The community created commercial opportunity. That's the PMM instinct applied to personal brand building.

👉🏻 View Profile (click here)

🎯 The Challenge: Pivoting a legacy furniture retailer into a community-first social platform to capture users at the "Inspiration" stage (top-funnel) before they enter the "Shopping" stage.

🚀 The Mission: Map the entire 12-month homeowner journey - from house hunting to renovation - to identify where HipVan could solve "pre-purchase" friction.

🏆 The Win: Reduced Cost Per Install (CPI) from $21 to $8 in 60 days and significantly increased long-term customer Long Term Value (LTV).

👉🏻 View Strategy (click here)

🎯 The Challenge: Launching a new-to-market baby brand in a saturated landscape by competing on values (sustainability) and product innovation (bamboo) rather than just price.

🚀 The Mission: Conceptualise a 360° GTM roadmap, from defining the brand’s mission and vision to executing a physical retail launch. The goal was to build a scalable "Brand Playbook" that could maintain consistency as the brand expanded across APAC.

🏆 The Win: Successfully established a lasting market presence in Singapore and scaled the brand into Mothercare stores in Malaysia and Hong Kong. By acting as the brand guardian, I ensured that regional partners adhered to the core strategy and retail concepts, resulting in a cohesive brand identity across all three markets.

👉🏻 View Strategy (click here)