No stranger to the startup world, Anu founded Watermelon PR in 2003, growing it into one of the strongest local independent PR agencies in Dubai. Her foray into Singapore’s burgeoning startup ecosystem began in 2015 where she worked closely as a PR advisor to budding startups and venture capital firms. At APRW, the practice has since played a key role in building and driving the communication strategies for several of Singapore’s fastest growing startups from Seed stage to Series D across industries such as Travel & Hospitality, Food & Beverage, FinTech, SaaS, E-Commerce, AgriTech and more – many of which are regional category leaders today.
This also led her into new regional markets like Indonesia, Thailand, Malaysia and The Philippines – driving regional strategies for clients which led to developing strong relationships with local agencies in these markets. In 2019, she spearheaded the agency’s decision to set up its first overseas office in Indonesia under the support of Enterprise Singapore and currently oversees APRW’s global network initiatives. The initiatives led her to work with a vast global network of independently-owned PR firms.
Her deep understanding and early foray into the local FinTech sector led the agency to become the PR Partner for Singapore FinTech Association (SFA). She was on the Women-In-FinTech subcommittee at SFA and actively contributed to issues such as opportunities for upskilling in the FinTech sector amongst women, growing women leaders in the FinTech sector and economic issues impacting the sector. She is also a Charter Member of TiE (The Indus Entrepreneurs), Singapore Chapter.