introduction

As a Creative Tech Producer and Project Director, I turn complexity into extraordinary experiences. With 15+ years leading high-impact, cross-market projects, I’ve shaped cutting-edge immersive experiences for global giants like SK-II, Heineken, Visa, and Skechers. From multi-million dollar Mixed Reality Olympic showcases and AI-powered retail innovations to scaling new tech across stores, pioneering experiential boutiques, and executing rapid global campaign takeovers, I’m drawn to challenges demanding ingenuity, precision, and determination.

My sweet spot is where creative vision meets operational excellence—transforming bold whiteboard ideas into real-world magic. I specialize in projects blending tech, compelling artistry, and human connection. Leading international teams from Tokyo to New York and across APAC, I’ve seen innovation spark when diverse talents unite with shared purpose.

My systems analyst/developer roots fuel my fascination with optimizing processes and using smart automation to unlock clarity and creativity. I love designing workflows that turn chaos into elegant systems and ‘aha!’ moments.

Beyond creative tech, my path has been wonderfully varied. I’ve owned a gym, competed in strongman (placing 3rd in Singapore with tyre flips, stones, and car deadlifts!), and co-founded SG Titans, a youth-focused strength sports non-profit. My time as an Army Master Sergeant (Reservist) and a bouncer for metal gigs instilled the grit, discipline, and teamwork I bring to every project.

As a proud transwoman, I am committed to fostering environments where authenticity, diverse perspectives, and resilience are core strengths. I believe the best projects and experiences emerge when passionate people feel empowered to bring their whole selves to tackle ambitious challenges together.

So, whether you’re planning the next groundbreaking activation, AI-driven experience, or immersive art installation, I’m here for the bold, innovative, and beautifully complex. Let’s create something incredible.

contact

Please reach out for inquiries, collaborations, and questions to
hello@dianaismail.me or use the contact form.

skills

Project Management Methodologies & Tools: SDLC, MS Project, Smartsheets, Jira, Confluence, Harvest/ForeCast

Technical Proficiencies/Platforms: Sitecore, AEM, GIT, Bitbucket, MySQL, MS SQL, AWS, ASP.NET

Collaboration & Design: Google Workspace, Notion, MIRO, Figma, Adobe Creative Cloud

my journey

A detailed look at my working experience.

2023 – present

Contract | Creative Tech Producer / Project Director
I’ve partnered with creative agencies and global brands as a fractional Project Director and Creative Tech Producer, delivering high-impact activations across APAC. From launching SK-II’s art-meets-retail boutiques in China and Malaysia, to rolling out AI-powered in-store experiences with We Are Social, I excel in navigating fast-moving environments with precision and adaptability. My freelance work often involves establishing project systems from the ground up, aligning cross-functional teams, and bringing innovative concepts to life — all while ensuring smooth execution across borders and disciplines.

  • Creative Tech Producer, We Are Social
    Launched Project Luna, an Agentic-AI retail assistant, revolutionizing physical in-store & online (Telegram) shopping experience with personalized style advice and engagement.
  • Fractional Project Director, MakerLab
    Initiated the set-up best ways-of-working for a new client.
  • Project Director, SK-II, P&G
    • Consulted and launched SK-II’s flagship boutique in Hainan with redesigned experience featuring commissioned art and a permanent Immersive Experience. 
    • Launched SK-II’s first stand-alone boutique in Kuala Lumpur, showcasing commissioned art sculptures.
  • Project Director, LePub, Publicis
    • Managed  operations and servicing Heineken and Tiger Global accounts and implemented a resource management and project forecast system within six months.
    • Production of Heineken Ghosted-Bar AI-based activation working directly with the Global Clients with vendors and a mixture of both local and international teams.

2018 – 2022

Huge Inc – Program Director
As an APAC leader in experiential marketing and program management, I spearheaded SK-II’s transformative “Future of Retail” and “Future of Experience” activations. Leading global teams and expert vendors, I delivered immersive, tech-driven pop-ups and boundary-pushing retail Proof-of-Concepts.

I excel in high-stakes environments, expertly managing the full project lifecycle—from meticulous scoping, budgeting, and multi-market vendor negotiations to seamless go-lives and new business wins. My leadership included guiding project managers on both cutting-edge experiential initiatives and impactful digital campaigns. As APAC Program Management Lead, I championed best practices and streamlined workflows, collaborating across functions to ensure brilliant project delivery through robust financial oversight, efficient scoping, and unwavering process excellence.

  • 2022 – SK-II World Pitera Day, 2022, Tokyo, Japan
  • 2020-2021 – Tokyo 2020 Olympic Pavilion, SK-II, Tokyo, Japan.
    Led the USD 12M project (agency fee only) for the Mixed-Reality experience. Managed a team of Project Managers and Producers across content production, experience and set design, MR implementation, and event planning. Negotiated and managed contracts with international vendors for building engineering, experiential set construction (Dentsu Japan), audio/video/lighting design, network, and Hololens – MR content development (Microsoft). Simultaneously launched a secondary space with the same experience.
  • 2019 – SK-II VS Series #nocompetition launch, New York, US.
    Executed a 40-screen takeover in New York Times Square, featuring Simone Biles for a campaign launch in 6 weeks  together with multiple partners/vendors.
  • 2019 – ‘Future X’, Isetan Centre Stage, Tokyo, Japan. Popup store with eye-tracking POC and motion sensors in an overnight install.
  • 2019-2021 – ‘Retail X’ SK-II, Various Department Stores, Tokyo/Osaka, Japan. Successfully executed multiple innovative, proof-of-concept physical experiences in pop-up stores Singapore and Japan with select experiences integrated into retail locations.
  • 2018-2019 – ‘Future X “Art of You” Smart Store’ SK-II, Orchard Rd, Singapore.
  • 2018 – ‘P&G Brand Summit’ SK-II – 2018, Wine Vault, Singapore – brand showcase.

2012 – 2018

BBDO & Proximity Singapore – Senior Technical Project Manager
Evolving from Senior Technical Project Manager to Operations Lead, I drove agency-wide performance by enhancing transparency, accountability, and revenue forecasting with department heads. I spearheaded the rollout of new tools and processes, boosting efficiency and enabling a capacity-first planning model.

I led and mentored project and resource managers across traditional and digital tracks, guiding diverse teams and external partners through the full lifecycle of projects—from quick-turn initiatives to large-scale, complex deliveries. This included managing vendors, optimizing workflows, and overseeing product iteration, application design, and technical development from UX/IA to final launch.

  • Visa – Led planning, design, and tech specification for the Visa Travel Explore platform. Created functional specs, style guides, localization decks, technical documentation, and digital campaigns. Worked closely with Visa Technical Services and managed external teams/vendors to ensure technical alignment for implementation.
  • Daimler Financial Services (11 markets) – UX and re-design project working with the client’s team and 3rd party vendor within an extremely short deadline. 
  • ExxonMobil – Led PMs to manage regional digital work – 5 languages across 10 markets to migrate regional websites onto a new platform.
  • Discovery Channel Network – launched multi-region websites running on Adobe Experience Manager/CQ platform using Agile methodology with multiple vendors and teams.
  • Other clients include Tiger (APB), GHH (P&G), Cycle & Carriage, Daimler, Singtel and AIA.

2010 – 2011

The Upper Storey – Project Manager
This marked the first time I joined a creative agency, albeit a digital one, it was still a culture shock. Clients like Draeger, Daimler-Mercedes, and MediaCorp.

2008 – 2010

Sembcorp Industries Limited – System Engineer / Project Manager
Delivered full SDLC for in-house stock distribution and system interface using ASP.Net, HTML, SQL, and MS SQL. Part of the Disaster Recovery Team. Supported Honeywell Uniformance Process Historian for utility plant data.

2005 – 2008

Asia Compass – Project Manager / Developer
Delivered end-to-end web projects covering requirements, prototyping, development (front/back-end), testing, and maintenance. Provided tech consulting, client service, and system/server admin.
Key clients include eWineAsia, Saab, Banyan Tree, Total, and Courts.

2001 – 2005

Send.Com (Start-up) – Solo Developer
Full-stack solo developer delivering SaaS products and bespoke projects end-to-end. Managed the entire SDLC, including requirements, development, testing, and iteration, alongside application/backend support, server/DNS maintenance, and sales/pre-sales.

  • Corporate Comms Console – System that allows Corporations to connect with their users via SMS, MMS, Email and also create custom surveys.
  • Courier-Connect – A cloud service that connects couriers with users directly through a fixed price or open bidding system.
  • Automated Tracking System – an in-house talent management system that tracks candidate portfolio and matches them to client’s business needs.