Leadership Team
Jiveshdeep Singh Sandhu
Business Head
Jiveshdeep Singh Sandhu
Business Head
With over two decades of experience spanning multiple industries and cultural backgrounds, Jivesh brings a wealth of expertise. He has successfully led integrated marketing strategy and communication teams within prominent multinational corporations in the country. Throughout his career, Jivesh has held various roles encompassing marketing, strategy, and operations, gradually expanding his responsibilities and gaining a holistic understanding of organizational dynamics.
Jivesh’s educational background includes completing the Leadership Development Program from IIM Bangalore, an MBA from Punjabi University, and he is currently pursuing a PhD from Thapar University. He has contributed his skills and knowledge to renowned organizations such as Nissan, Toyota, JCB, NIS Sparta, Hero Mindmine, and Shree Cements. Additionally, Jivesh has served on the board of several start-ups, providing valuable executive and advisory support.
SookFun Cheang
Account Director
SookFun Cheang
Account Director
SookFun Cheang is a creative, detail-oriented, and skilled professional with over 16 years of work experience in advertising, sales and marketing, social media, brand management, and content marketing. She has spearheaded and managed various professional key accounts with advertisers such as MIDA, InvestKL, PETRONAS, and Taiwan Tourism Bureau. SookFun is known for being a strong team player with exceptional organizational skills.
Khushwant Singh
Content Editor
Khushwant Singh
Content Editor
With his advertising, journalism and writing careers spanning more than 40 years, Khushwant has always worked in the communications sector He started off as an advertising copywriter with Ogilvy & Mather, where he had his first taste of editing and assisting in the design of an annual report for Pakistan International Airlines.
As he rose through the ranks at various international advertising agencies, he had the opportunity to create annual reports and annual reviews for companies such as Royal Sporting House and institutions such as the Singapore Symphony Orchestra. This is in addition to creating copy for print advertisements, brochures and posters for clients selling consumer goods, automobiles, computers and software.
In 2000, he decided to reinvent himself and became a reporter for the Streats newspaper at Singapore Press Holdings. When it merged with the Today newspaper four years later, The Straits Times invited Khushwant to write for them as a correspondent.
He retired in 2014 but went to take up a contract job as a manager with the Advancement & Alumni Division of the Singapore Institute of Technology in 2017 and 2018. His main duties included writing for the SITizen alumni newsletter and drafting speeches to be delivered by senior management.
Before he came aboard New Base, Khushwant freelanced for The Straits Times, PAP’s Petir magazine, Singapore Progress and the Labour Day Annual Commemorative publications as well as provided content to several start-ups. Occasionally, he wrote under the pseudonym of K.S. Randhawa.
Awards
The Straits Times’ Special Award for Excellence – March 2009
Finalist at The New York Festivals – 2000
Creative Circle Gold Award – 1980
Tulika Agarwal
Planning & Project Management
Tulika Agarwal
Planning & Project Management
Media Marketing professional with over 10 years of experience in creating go-to-market strategy for brands across media platforms in varied categories. Strong credentials in media planning, consumer insights and designing communication strategy. Attention to detail and client focus being key strengths leading to exponential professional journey. Handled categories like Alco-bev, Fashion Lifestyle, Hospitals, Tourism etc.
As a General Manager- Planning & Project Management at Newbase, Tulika has handled numerous media projects across SEA markets providing extensive detailed media planning & content solutions to clients