Salwati Samzaman

“Creativity is a wild mind and a disciplined eye.”

“By viewing the old, we learn the new.”

I’m not changing, just learning. As a lifelong student, I’m always evolving, finding new ways to improve, and pushing myself to think differently. Every day is a new opportunity to grow.

My Journey: From Retail to Digital

My story began in 2007, working part-time at 7-Eleven while pursuing my passion as a freelance makeup artist with Carrie Models. I was drawn to makeup artistry because it allowed me to create something tangible and beautiful — like crafting little pieces of art at every event. The satisfaction of seeing my work come to life fueled my drive to keep improving.

As I navigated my career, an opportunity in retail management came my way in 2011. After careful consideration, I decided to take the leap and grow within the retail sector, working with well-known brands and gaining valuable experience.

A Pivot to Digital

In 2015, as the retail industry was shifting toward online shopping, I recognized the need to adapt. I enrolled in courses at Ngee Ann Polytechnic (Specialist and Advanced Diplomas in Business Analytics) to build new skills in digital business. This opened doors to a new chapter in my career — digital consulting. My first project involved helping a beauty and wellness company digitize its business with a modern POS system while enhancing its branding and marketing strategies. This was my first taste of digital transformation, and I was hooked.

Since then, I’ve focused on guiding businesses through their digital evolution — from branding and marketing to technology integration and strategy. The ability to blend creativity with business solutions continues to be a source of inspiration and fulfillment for me.

A Creative Spark and a New Mission

While working on branding and marketing projects, I realized I was rekindling the same spark I felt when I first started as a makeup artist — the excitement of creating, solving problems, and bringing ideas to life. This fusion of creativity, business, and strategy is where I truly feel “in the zone.”

Today, I’m passionate about supporting businesses through digital transformation while always seeking innovative solutions that drive growth. Whether it’s crafting digital strategies, conceptualizing new ideas, or building meaningful relationships, I thrive in environments where creativity and business intersect.

Giving Back: My Startup, Cat Home

In recent years, I’ve become deeply involved in advocating for cat adoption and welfare. As a volunteer with LUNI Singapore, I’ve helped produce educational content about responsible pet ownership. This passion led me to create Cat Home, a startup dedicated to supporting the cat community in Singapore. Through this venture, I aim to provide a safe and supportive environment for cats while promoting responsible adoption and welfare.

What makes this venture even more exciting is that I’m building Cat Home in parallel with completing my Master’s in Digital Business. It’s a challenging yet rewarding balance, and I’m excited to leverage my digital business knowledge to grow Cat Home into a thriving business that can make a real impact on the community and the lives of cats and their owners.

Let’s Connect!

Thanks for taking the time to read my story. If you’d like to connect, please reach out via LinkedIn or get in touch if you need help with your social media and digital marketing efforts. I’m always happy to chat and collaborate on new ideas.

And don’t worry — I don’t bite (or scratch)! 😊

Warm Regards,

Salwati Samzaman, M.Sc.