Future of Media Work, Reimagining Roles in Media

Join leading media practitioners as they unpack how storytelling, media, and advertising are evolving in a fast-changing digital world.

Hear from:
Daniel Buenas, Head of Business Planning & Integration, Singapore Press Holdings
Penelope Siraj, Senior Partner, Planning, Brainlabs
Marie Lee, Senior Strategist, Virtue Asia

Explore how data, culture, and creativity intersect to shape today’s media landscape. Whether you are considering a media career, curious about the ecosystem, or passionate about compelling narratives, this panel offers valuable insights into how brands connect authentically with audiences and stay relevant amid constant change.

This is a post-event workshop for NUS Career Fest 2026.

Speaker(s)

Daniel Buenas
Head of Business Planning & Integration, Singapore Press Holdings

Daniel is Head of Business Planning and Integration in the Editor-in-Chief’s Office for English, Malay and Tamil Media at SPH Media. He began his career at SPH as a Business Times journalist covering economics and politics, before moving into strategy and analytics roles in the company. He later spent five years at Google in APAC corporate strategy and HR, and led strategic projects and communications at Carousell, before returning to SPH Media two years ago. He is also an adjunct lecturer at NUS Business School. Daniel holds undergraduate degrees in Computer Science and Management from Seattle University and an MBA from the University of Cambridge.

Penelope Siraj
Senior Partner, Planning, Brainlabs APAC

Penelope Siraj has built her advertising career across holding companies, independents, boutique agencies and a marketing consultancy—working across creative and media roles, as well as leading a media practice at a strategic level. She has partnered with local, regional and global clients in tech, travel, beauty and automotive, helping them navigate complexity with clear, accountable and effective media strategies.

Known for connecting insight to execution, Penelope brings a data-led, human-centred approach that helps clients make smarter decisions, invest with confidence and drive meaningful business outcomes.

Marie Lee
Senior Strategist, VIRTUE Asia

Marie kicked off her creative journey first as a documentarian, digging into global stories with a writer’s curiosity and a researcher’s rigor. She then plunged into adland, using strategy to fuse consumer realities with brand ambitions, driving campaigns for brands like Disney, Shiseido, and Sephora. She works at the intersection of brand, entertainment and culture, enabling brands to exist meaningfully inside culture.

Register by 05 March 2026.
(Registration will close once all slots are filled)