As part of the senior management team at LASALLE, Barbra provides leadership in strategic development of existing and new opportunities in industry and community engagement, alumni relations, fundraising and external communication to project the College’s artistic reach in Singapore and beyond.
She is tasked with translating conceptual and creative ideas into successful initiatives, which are embedded into the operational fabric of the institution. She is responsible for branding and positioning LASALLE as Asia’s leading contemporary arts and design institution.
Barbra was intimately involved in the planning and organisation of several College milestone events, including the introduction of the enhanced academic structure, partnership with Goldsmiths, University of London, launch of Winstedt Campus and LASALLE’s 30th Anniversary. In 2019, Barbra successfully raised S$50 million from The Ngee Ann Kongsi for LASALLE's new campus building.
Prior to her appointment at LASALLE in 2009, Barbra has 20 years of experience in both the private and public sectors. She has assumed senior positions of Chief Executive Officer at the subsidiary of a public-listed company, Group Account Director at an international communications group, Head of Cards & Marketing at a technology start up and Deputy Director at a government agency. She also co-founded an advocacy group, Heartworks for Special People, to raise the self-esteem of a special needs group with the eventual goal of gainful employment for them.