Hey, I’m Keith. Here’s my story.

01 · The early years

Both ends of the spectrum.

Media and marketing are the only trade I have ever worked in, and I've seen it from every side. I've run marketing end to end for small businesses. I've edited for small media outfits and for big, traditional media companies. And I've been on the agency side, selling SEO, SEM, and videography to the owners writing the cheques.

Somewhere along the way I worked out where I do my best work: with small businesses. In a big machine you're one cog among many. In a small business, what I build moves numbers the owner can actually see. Add what I learned about agency pricing, and the gap between the pitch and the outcome, and both lessons point the same way: hands-on, with owners.

02 · July 2025

One business, the whole engine.

I took over marketing at JSS Motorworkz, a traditional auto workshop in Singapore. On paper, Head of Marketing. In practice, the entire function: strategy, ads, design, content, video, promotions, lead generation. A department of one.

The starting point: a business with essentially no marketing footprint, a Google listing sitting at 18 reviews, and nearly all of its work coming through a single channel that was slowly drying up. A fragile position, and a common one. Most good businesses I meet are in some version of it.

03 · The build

The full funnel, not just clicks.

I built the engine from both ends. Paid search for immediate enquiries, tested and optimised until the winning angles proved themselves. Organic for the long game: search visibility, social, and a review system that took the profile from 18 reviews to more than 400 five-star reviews. Customers started saying the reviews were why they came.

And because leads are wasted if a business cannot convert or keep them, I built the other half too: the offers, the packages, the reasons to come back. Traffic is the easy half. The full funnel is the actual job.

04 · Seven months in

S$700K a year in new sales.

Seven months after starting from nothing, the marketing was running at a S$700,000-a-year run rate in new sales. Their own Google data tells the story better than I can.

Before

After

See the full numbers, live

05 · Today

SCALR, full time.

In 2026 I went all in on SCALR. The JSS numbers on this site are their own Google data, so this isn't a story I'm dressing up after the fact.

People ask how one person carries all of this. I've been building with AI since the week ChatGPT launched, and the short answer is that AI carries the repetitive load while the strategy and judgment stay mine. Anyone can open a chatbot. Running a real business on it is the part I had to earn, and it's the part I now build for others: marketing run with AI every week, AI set up inside their own teams, and every lesson published free.

My moat is the ideas and systems in my head. I know how to execute it. AI just made it faster and achievable.