Hi, I’m Serene!

All my career, people have told me I’m great at bringing ideas to life, and packaging them with beauty and a lot of heart and soul.

You could call that being a generalist. I think being multifaceted is what it takes to turn an idea into something real, like a business, a product, an artwork or an outcome. I’ve done it for big corps, big brands and small startups alike.

These days, I run AI classes for women, talk about AI, and build tools that help teams bring AI into their work. I’m also cofounder at a VC-backed AI startup that does growth marketing for DTC brands in the US, Australia and Singapore.

I design & build custom tools for teams.

With AI, I believe people now get the chance to be more creative, more strategic, more productive, with a lot less busywork. I help teams automate the grunt work in their workflows, so they can spend their time on the work only humans can do, and get a little more delight back in their day.

Fred the birthday bot. A Slack bot that wishes everyone on the team a happy birthday, usually with a corny joke. I built him so HR doesn’t have to send birthday wishes by hand, nobody’s birthday gets forgotten, and we don’t pay $300 a year for a birthday tool. Plus, Fred is 10x cuter.

FredAPP9:12 AM

Happy birthday, @Serene, everything you touch turns pretty and I’m a little jealous! 🎉

Production board. A steel factory ran every order on pen and paper for 15 years. I built them one simple shared board instead.

Before: The owner had to be in the office before the 7am shift. Writing purchase orders by hand took an hour, gathering everyone to coordinate took another 30 minutes, then copies were printed for 4 stations. Priorities couldn’t change once the day started, new orders couldn’t be added, and the only way to check progress was to find the paper, which often went missing.
The challenge: Ready-made tools like Trello, Asana and Notion didn’t fit. Most of the team are foreign workers who aren’t very computer savvy, so it had to be dead simple.
What I built: A custom shared board that moves each job from laser cutting to delivery, simple enough for everyone on the floor.
After: About 3 hours saved every day, and the owner can update orders and priorities from anywhere.

A handwritten order sheet: product codes, sizes and quantities for each customer. Customer names are blurred. — before: physical paper!

Needle ad & email generator. Our goal was to cut design time for emails and static ads by 50%, because paid ads need speed and a lot of volume.

Before: Every creative was made by hand.
The challenge: Great creative work takes art and human judgement, and using AI doesn’t mean shipping slop. The challenge was deciding what stays human and what gets automated, so every asset ships quickly but still feels tasteful, made with care and true to the brand.
What I built: Custom creative tools that hand designers a first draft and take care of the busywork: copying and pasting, downloading assets, generating visuals and writing copy in each brand’s voice. I also built brand kits and systems to keep every asset on-brand. That lets our designers spend their time on their craft and their judgement.
After: 75% less time per asset, beating our 50% goal, and more joy back in our designers’ day.

I talk about AI, and host IRL AI classes for women.

The more synthetic the world gets, the more I believe we need real human connection. AI should lift people up and advance humanity, not the other way around. I help non-technical women upskill and reinvent themselves without it feeling scary or intimidating.

A big group of women smiling together at a Women who AI meetup

Serene on stage in a big auditorium, with a slide that says Hi, I'm Serene

Serene laughing at the front of a room during Side Quest demos

Serene teaching a table of women with laptops at a Women who AI workshop

Serene holding a mic in front of the Women who AI Show and Tell slide

Serene laughing with a mic on stage, on a panel with two other speakers

A few recent ones:

Oct 2026Build your first AI agent. A sold-out Women who AI workshop where 12 women built their first AI meal-planning agent.
Sep 2026Claude SG. I showed about 500 people Fineder, a tiny shoe app I built the Sunday before.
Jul 2026Side Quest, where I demoed Bleep, a tiny app for making connections at events.
Sep 2025Retail Summit Asia, where I joined a panel and shared the behind-the-scenes of my creative AI work.

I build tiny apps, and make UGC content for brands.

I believe people learn best through play. So I make tiny apps that bring a little delight, and share what I make along the way. I also make UGC content for brands I genuinely like.

Fineder on a phone, showing a feed of shoes that fit

Fineder. An app that finds shoes for my in-between feet.

Bleep. A digital name card for events. People scan it to say hi.

UGC content for brands

Claude. How I built Fred.

Hone Aroma. Is a $459 diffuser worth it?

Twooak. A day in my contacts.

Let’s work together!

Want to build an internal tool for your team? Have me give a talk or workshop at your event? Sponsor a Women who AI workshop, or explore a brand partnership? I’d love to hear from you!

Message me on LinkedIn