Petrina Yuen is the Director of Business Development and Marketing at Partipost, the fastest growing micro-influencer network.
What’s your story?
I’ve taken the unconventional road into business, having studied and practised as a Fine Arts Painter. I went on to become the founder of Shophouse Sixtyfive, a bath and body brand influenced by Singapore culture (think kopi-o lipbalms). From there I headed into the startup scene doing marketing and PR at Paktor and currently am the Director of Business Development and Marketing at Partipost an ad-tech startup, as of now our disclosed funding is at $2 million (SGD).
What excites you most about your industry?
Startups by definition thrive on disruption, it’s an exciting era to be alive in and even more so to be part of innovative and game-changing tech company such as Partipost. Where we want everyone to harness their social media influence and get rewarded by it and build a community of people that believe the everyday person has the power to reach others, and that it’s not just reserved for a select few. I think we are reaching a turning point in the ad tech industry where consumers are educated and question the facts and advertising in general. I think Partipost is aware of that, creating instead, user generated marketing content that audiences actually want to consume! We also want to celebrate authenticity in a saturated market of manufactured images, Partipost wants the everyday person on the street to sit up and capitalise on their own personal reach of influence.
What’s your connection to Asia?
I am Singaporean, I am half Chinese and half Vietnamese. I think that makes me very Asian, although I really like to eat pizza and steak!
Favourite city in Asia for business and why?
Partipost has offices in Singapore, Indonesia and Taiwan. However, Singapore is my favourite as it is an easy testing ground with a very educated population who are keen to try new social tech. It also helps that it’s easy starting businesses here and that the government supports startups, we have grown the Partipost Team to over 20 in Singapore alone and that speaks of how easy it is to hire and find quality passionate people in Singapore.
What’s the best piece of advice you ever received?
I think the best advice I have received has come from my parents who always encouraged me to pursue the road less travelled especially if it allows you to be true to yourself, even if the path is more difficult. I thank my family for their support and encouragement for allowing me to make my own choices. Being true to yourself is a value we hope Partipost embodies as well, as we embrace how social media is evolving to become more organic and less contrived.
Who inspires you?
My mother, is a strong capable woman who grew up motherless with a father who struggled working 4 jobs at times to feed his family of 6 kids. Despite never going to university she has given talks internationally and runs her own agency and always finds time to enjoy the finer things in life now.
What have you just learnt recently that blew you away?
That the Iphone camera can automatically scan for QR codes! No need to download a separate QR code app!
If you had your time again, what would you do differently?
I think I have some regrets, but I think if I changed my past I would not be who I am today. I believe everything happens for a reason, it may not be what you want at the time, but it’s what you need and who you ought to be eventually. All the roads led me to Partipost and I am thankful that it has.
How do you unwind?
I really enjoy going for a spa day or painting my nails! Since I no longer paint actual canvases, I think of my fingernails as little canvases now.
Favourite Asian destination for relaxation? Why?
Bali! There’s nothing like unwinding on the beach after city living. I really enjoy Bali’s mix of cultures, it can be as chill as you want it to be.
Everyone in business should read this book:
Outliers By Malcolm Gladwell
Shameless plug for your business:
Partipost is free and easy to download, with over 100 campaigns with our clients such as KOKA, Nando’s, Capitaland, SPH, Timberland and new campaigns weekly! Snap.Post.Earn , it’s as simple as submitting a picture or selfie and earning upwards of $15 per post in cash. It’s crowdsourcing user-generated content at it’s easiest! Get invited to exclusive events and try out newly launched products!
How can people connect with you?
Email me at [email protected]
Try my IG instead @petrina.y
This interview is part of the ‘Callum Connect’ series of more than 500 interviews
Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.