Image Mission Ltd is a volunteer-based non profit organisation, led entirely by volunteer Board members and Leaders. All our services are provided by volunteers who are experts in their respective fields, each passionate and committed to our cause of empowering women to achieve economic independence.


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Pang Li Kin
Director, Strategic Partnerships

Chair (2015-2020)

Li Kin is a Certified Image Professional and Certified Results Coach who runs her own image and communications consultancy, Potenxia Unlimited. She is also an international speaker, trainer and published author with 25+ years of experience in market research, business development, leadership and coaching.  


Li Kin believes everyone has the potential to be great and works with clients to achieve their personal and professional goals. She was inspired to set up Image Mission Ltd after volunteering image services to voluntary welfare organisations for several years. 


Li Kin’s experience in board management includes 10 years on the Board of Management at Geylang Methodist Schools (GMS), 6 years as President of GMS Alumni as well as 7 years on the Board of the Association of Image Consultants International (AICI) Singapore, 3 of which she served as its President.


Li Kin is the driving force behind Image Mission and is currently responsible for building strategic partnerships with community and corporate partners.

Elizabeth has 10+ years of experience in public relations and communications in corporate and non-profit communications. As Chair, Elizabeth holds overall strategic and operational responsibility for executing the Charity's mission and programmes. 

Elizabeth Chew  

Director, Communications (2015-2021)

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Cheryl has 18+ years of experience in marketing, sales operations, business planning and product management with multinational corporations in the IT, Telco and technology industries. Cheryl is currently Senior Service Business Manager at Invisalign. Cheryl is responsible for building relationships with donors, corporate partners and volunteers.

Cheryl Ong
(Ong Soh Wei)
Director, Stakeholder Relations

Director, Finance (2015-2019)

Jenny has over 20 years of experience in application development, program/project management, business analyst and operations management in the banking, technology and IT industries. Jenny is responsible for overall operations and CRM functions including database management and boutique operations.

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Jenny Fang
(Fang Xiao Qing)
Director, Operations & CRM
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Philomena has 20+ years of branding and marketing experience in the hospitality industry. She is also a certified Style Coach and currently runs her own style coaching company. Philomena is responsible for managing the organisation and delivering excellent quality of its programmes. 

Philomena Ang
Executive Director 

Ivy has 23+ years of experience in accounting and finance with MNCs in technologies industries. She currently offers corporate secretarial and full set accounting services to SMEs. Ivy holds financial responsibilities for the Board, including the budget, financial accounting and reporting.

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Ivy Long
(Long Hai Lian) 
Director, Finance
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Yin-Fern has more than 20 years of communications experience in both agency and client-side roles including at global financial institutions, fintechs and government agencies. Yin-Fern provides strategic direction for the charity's communications initiatives including marketing communications, media relations and branding.

Yin-Fern Lim
Director, Communications

Ian has 15+ years of strategic planning, marketing and operations experience in the hospitality industry. He is currently Vice President of Strategic Planning and Analysis at Marina Bay Sands and has lived in Singapore for approximately 4 years. Ian’s role at Image Mission is to develop marketing strategies and support the charity's fundraising initiatives.

Ian Feldman
Director, Marketing Strategy