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“We are a team hungry to learn and improve ourselves”

Singapore, September 15th, 2017

Sport marketing and management was Jeffrey Lim’s initial focus of work, helping big organizations on their messages. NGO’s followed, taking charge of new media and marketing. Nevertheless, it all changed when taking over the role of General Manager at Carbon Interactive, an award-winning digital and creative agency.

Based in Singapore, Carbon Interactive aims at helping brands and organizations to create the best user-experience for their target audience. With a talented team, the agency develops websites and apps and creates compelling content. Their aim is helping brands grow in the long term thanks to their help.

Lim, General Manager at Carbon, talks to TIA and gives us a close eye on Carbon and their daily work at the office in Singapore.

A great working environment is one where everyone is in it to learn, grow, and do great work. There are no corporate ladders to climb, hence no politics to meddle in. The organization constantly looks at opportunities to meet the aspirations of our staff,” Lim says, describing the work at the agency.

Can you briefly explain your career path to date?

I started my career in sport marketing and management, where I was given the privilege to work with brands such as Adidas, Salomon, AXN, and other major sports organizations. I loved the “Jerry Maguire” lifestyle of using one the world’s most powerful medium—sports—to help organizations cut through the clutter to bring across their messages. It helped me understand the importance of understanding our target audience and how to engage them. I spent three and a half years in this industry.

My next move was to a global non-profit organization to take charge of marketing and new media where I picked up the ropes of technology, digital, eCommerce, and social. Over the course of the six years there, I worked on several major projects that involved digital marketing, building eStores and social media. I was then headhunted to head the digital division in a Media Company before taking over the role of General Manager at Carbon, an award-winning digital & creative agency five years ago.

Tell us about your company: Give us an overview of what you do and your procedures

Carbon Interactive is an award-winning integrated communications & digital agency. Our multi-talented team comprises digital strategists, digital marketers, designers, developers, content experts, and account managers. We come together to create awe-inspiring experiences for brands and organizations in this digital-driven era.

We specialize in helping brands and organizations create the best user-experience for their target audience through website, portal and applications design and development, as well as creating compelling content, engaging stories and meaningful engagement in the social and digital spaces.

We are not your typical agency. We see ourselves as a communication arm of our clients/partners in helping create the most effective messages for their target audience. We often choose to work on accounts that allow us to help the brands grow in the long term.

Tell us one thing you love the most about your role

We are all paid to solve problems regardless of the vocation we are in. I love the fact that I get to help others solve problems in the most creative and strategic ways in this role.

And what you don’t like?

I get discouraged when working with team members or clients who lack a sense of ownership to grow and to make things great.

What do you believe has been the key to your success thus far at Carbon?

Awesome God. Supportive Family. Great Team. Fantastic Clients. My unwavering belief and pursuit of awesomeness and excellence. I am blessed to have all these on this journey.

Steve Jobs once said, “It doesn’t make sense to hire smart people and then tell them what to do; we hire smart people so they can tell us what to do.” I see myself as a curator of great talent; in the case of Carbon, I see it is a platform that brings awesome and passionate people together to make a difference in the advertising industry.

How would you describe your company culture?

The main thing that underlines the company culture at Carbon is every person’s dedication to do awe-inspiring work working as one team. This is a team that is professional and passionate, advocates open communication, and is always hungry to learn and improve themselves, and are eager to help teammates, clients and partners do so well.

How is that culture cultivated and maintained?

We have an open culture where we can talk about everything and challenge anything. We organize a weekly huddle where we share feedback, updates, anything we’ve come across that can inspire the team to do better. We constantly challenge the status quo to make things better.

What does a great working environment look like for you?

A great working environment is one where everyone is in it to learn, grow, and do great work. There are no corporate ladders to climb, hence no politics to meddle in. The organization constantly looks at opportunities to meet the aspirations of our staff, and add value to them individually and collectively, in addition to just remuneration or corporate benefits.

How do you organize and prioritize your workload?

I organize my schedule/workload based on my personal working style. I have more clarity and I am more creative at night, so I work on strategies, concepts, ideas and even emails at night. I am relational in the daytime; hence, I meet my team and clients during this period.

How do you monitor and review the delegated responsibilities?

In addition to weekly meetings with different departments / department heads, I use technology to aid me: applications that enable multi-device/multiple platforms synchronization.

What is the communication style within your team? Do you use any apps or tools?

We have many face-to-face, stand-up dialogues during office hours. I also rely on Google Drive, Google Calendar, Facebook Workplace, WhatsApp, and Wunderlist to keep communication flowing both ways.

What do you like doing in your free time?

Play sports if I can afford the time. Watching sports. Consume anything creatively crafty, digitally disruptive, and socially sound on the internet/social media.

Thanks Jeffrey!

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