Hi, I’m Jing Ying, founder of LUMOS Marketing Co.
I’m a marketer, founder, and ex social entrepreneur who’s spent more than a decade helping both businesses and communities grow through strategic communications.
From co-founding a social enterprise that delivered thousands of school shoes to leading marketing for Singapore’s largest giving platform, and now running my own fractional CMO practice, my through-line has always been turning purpose into practical, scalable action.
My Why behind My What
What drives me? The same ethos that’s guided me since the start of my career: helping good people do great work, with clarity and confidence.
With 15+ years of experience across brand, digital, 360 marketing and go-to-market, I’ve learned how to bring order to chaos – designing systems that scale, while staying deeply attuned to the people behind them. It’s a balance I’ve come to embrace as my ikigai: marrying strategy and soul, structure and story, growth and groundedness. That’s the sweet spot where I do my best work.
What drives me is the same thing that’s guided me since the start of my career — helping good people do great work, with clarity and confidence.
That’s the heart and engine of LUMOS:
bringing strategy, structure, and soul to the way we grow, together.
Here’s a little about my journey and how we landed here.
Where It All Started: Soule
I got my start in social entrepreneurship as a teenager, co-founding Soule, a one-for-one shoe company.
For every pair sold, a pair of school shoes was given to a child in need.
Over more than 10 years, I led Soule’s branding, marketing, and e-commerce — growing it from a student project into a lifestyle brand and CSR consultancy. We delivered thousands of pairs of shoes and supplies to communities in China, Singapore, and disaster zones, and I advised corporates on how to build more meaningful community engagement programmes.
Giving.sg: Campaigns with Heart
The next part of my journey continued at the National Volunteer & Philanthropy Centre (NVPC), where I was the first digital marketing hire for Giving.sg - Singapore’s national giving platform. I led brand and digital marketing, and shaped journeys that grew the user base to 200,000+ and contributed to over S$150M in donations by 2019.
From brand films and OOH to influencer collaborations and email flows, I helped make giving more accessible and habitual for everyday Singaporeans.
Scaling Startups: Sleek and Beyond
At Sleek, I had the privilege of joining as the Brand and Comms Lead, and later Country Marketing Lead. I led Sleek's brand refresh, built content and campaign systems from scratch, and oversaw comms across Singapore, Hong Kong, and Australia, which included their Series A Fundraising announcement.
Beyond growth marketing, I was also entrusted with initiating Sleek’s CSR and sustainability efforts, with great joy. I led the company’s successful B Corp certification, started its environmental practices, and helped embed a culture of responsible growth from the inside out.
The Thread That Ties It All Together
Whether in startups, nonprofits, or social enterprise, my work has always sat at the intersection of strategy, storytelling, and social impact.
I believe marketing shouldn’t just sell. It should clarify, connect, and compound.
That’s what we believe and build at LUMOS: brands with purpose, systems with soul, and strategies that scale without the burnout.
Let’s light the way forward, together.
And if you’ve made it here, thank you for making it through the end, and reading through my journey.