AARIKA LEE

Female (Singapore) - - EDIT -

A strong sense of fam­ily bond has al­ways been the mo­ti­va­tion for this free-spir­ited 35-year-old mar­ket­ing di­rec­tor of bou­tique brand­ing and mar­ket­ing agency Ele­men­tary Co. “A large part of the ‘march to the beat of my own drum’ mantra stems from my up­bring­ing. There are def­i­nitely days when I feel less en­er­gised, but I have an amaz­ing sup­port sys­tem that cham­pi­ons me and re­minds me that I can – and will – achieve what I set my heart and mind to,” she says. Which ex­plains why #LifeBeyondGrades, a se­ries of con­ver­sa­tions with par­ents from this month, is some­thing dear to this mother of two vi­va­cious tots. The cam­paign, which Ele­men­tary Co. is in­volved in, aims to cre­ate a mind­set shift in Sin­ga­pore to dis­pel the in­creas­ing pres­sure of get­ting good grades in our young. The per­fect ice breaker for that first di­a­logue ses­sion? Get­ting par­ents to share their PSLE scores – with no judg­ment at all. Free­dom is: “Know­ing ex­actly who you are and not be­ing afraid to let the world know it.”

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