Your Storytellers



Managing Partner

Adeline is the Founder of SG Story. She has approximately 17 years of agency and in-house experience in public relations and marketing communications. She has a strong focus on technology, corporate and consumer practices, and has worked on brands including Agilent Technologies, Dell, ExxonMobil (motor sports PR for Mobil 1 brand), F5 Networks, Hitachi Global Storage Technologies, Microsoft, Siemens, Resorts World Sentosa, Volkswagen and VeriSign.

Her core expertise includes multi-markets development and execution of traditional and digital media campaigns, as well as thought leadership programs across Asia Pacific. Adeline also spent some time working in Beijing, China in 2008 where she provided strategic counsel to both international and domestic brands.

Prior to setting up SG Story, Adeline was the South Asia and Korea corporate communications lead at Dell where she worked with the country managers and business unit leaders to conceptualize and execute multi-market campaigns. She also managed the PR agency network across the region and worked closely with the agency teams to support business needs and drive results.