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.


Pang Li Kin
Founder, Director

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.


As the driving force behind Image Mission Ltd, Li Kin holds overall strategic and operational responsibility for executing its mission and programmes.


Elizabeth has 10+ years of experience in communications. Elizabeth provides strategic direction for the charity's communications initiatives which include marketing communications, media relations and branding.

Elizabeth Chew  
Director, Communications

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 holds financial responsibilities for the Board, including the budget, financial accounting and reporting.

Ong Soh Wei (Cheryl)
Director, Finance

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.

Fang Xiao Qing (Jenny)
Director, Operations & CRM
Philomena Ang
Director, Programme Development

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 the design and management of programmes and services.