SGNSpotlight 🌟Alicia Cheng-Collette 🌟
A seasoned marketer and natural connector, Alicia has spent nearly two decades helping brands grow across Asia Pacific and North America. But beyond her professional journey, her story is also one of rebuilding community far from home. In this SGNSpotlight, Alicia shares what it means to start over in Canada, how she turned isolation into opportunity by building networks from scratch, and why she is passionate about helping fellow Singaporeans abroad find connection and support.
Tell us a bit about yourself and what inspired you to join our community.
With 17 years in marketing Asia Pacific and North Americas, I’ve learned that 'home' is something you build, not just a place you find or install yourself. Moving from Singapore to Vancouver meant starting over from reinventing who I am professionally to rebuilding my network and my life. It was a little isolating initially due to the distance and not having any friends here while living out of my in-law's basement in Ottawa, and it's -35°C (with windchill) outside. I started reaching out to other employer brand professionals in Canada and created an employer brand forum. We moved from Ottawa to Vancouver in 2023 and that meant another opportunity at making new connections. I networked extensively and spoke at a couple of events.
I joined SGN because I know how vital a support system is when you’re 12,000km from where your family and friends are. As such, I want to help other overseas Singaporeans in Canada find their footing while creating a platform that showcases the uniqueness of Singapore and its innovation to folks in Canada. While there are plenty of networking groups here, I've not seen one that is specific to Singapore. I am hoping to organise some events and activities to bring professionals and Singaporeans together, starting with Vancouver.
Tell us about a job you’re passionate about, and why it holds a special place in your heart.
I bring 'Big Corp' marketing muscle to the startup and SMB world. After a career at Adecco, Philips, Thermo Fisher, and Edelman, I now help small and medium businesses (SMB) build the strategic foundations they need to scale without the high overhead costs, thus reducing their risks while maximising impact. The work requires me to unlearn and relearn some skills like data analytics and HubSpot. I like supporting the underdogs and maybe it's this mindset that makes me passionate about helping SMBs because I can identify with some aspect of the SMB grind...and scrappiness smaller businesses require.
What activities do you enjoy in your free time?
Mostly being outdoors from kayaking, hiking, snowshoeing, XC skiing and road tripping. We drove across Canada from Nova Scotia to Vancouver and back to Ottawa in the summer of 2022 - one of the best memories. Plus, I have been baking a lot more since moving to Canada!
What do you miss about Singapore, and how do you stay connected?
Mostly something more intangible like the familiarity and I miss my family in Singapore. We stay in touch with video calls and regular chat messaging. The other thing I miss is the food occasionally. I'm lucky to be in Vancouver where we have no shortage of food options. But Singaporean food is not as common here and eating out can really add up - I mostly miss the kuehs. I home cook lots of dishes I miss at home now.
Thank you to Alicia for sharing her journey and her passion for building meaningful connections across borders. As she continues to bring Singaporeans and professionals together in Canada, her story is a reminder that community can be created wherever we are in the world. If you’re based in Canada, interested in networking, exploring business opportunities, or simply up for a good coffee chat, don’t hesitate to reach out to Alicia—she would love to connect.
Stay tuned for more SGNSpotlight features, where we celebrate the incredible individuals who make our community thrive. If you have a story or passion you’d like to share, drop us a message or fill out our SGNSpotlight form here, and we’ll be in touch!