In conversation: Reinventing influence in the age of content

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” Tjin Lee, the head of Southeast Asia for Gusto Collective, shares about how social media has always been more than a marketing platform, and how it’s been a mirror of her own evolution.

From her early days posting pictures of her baby to her current voice on women’s empowerment, entrepreneurship, and aging, Lee’s digital journey reflects both personal growth and professional insight.

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Her foray into social media began as a simple experiment. “I started an account to explore what was then, a new platform,” she recalled. “It was personal, just me posting pictures of my chubby baby dressed up in funny costumes.”

What began as a mom account soon transformed as Lee’s career and interests evolved. “As the children got older, I didn’t want them in front of the camera. So my content shifted to things I cared about, such as entrepreneurship, women’s empowerment, and how we age with confidence.”

Lee is quick to distinguish between being an influencer, and being influential. For her, creating content is an extension of her work as an agency lead. “If you don’t get in there and play with social media yourself, how can you advise clients?” she said.

It’s like trying to sell a car when you don’t know how to drive.

That hands-on approach has shaped how she leads her team and guides luxury clients navigating a fast-changing digital landscape.

She treats social media like a living laboratory, where she constantly experiments with formats, timing, and tone. “It’s captivating,” she said. “You post stories after a reel, and your views spike by 20%. You learn that you only have 0.8 seconds to capture attention before someone scrolls past. If your first frame is a product shot, you’ve already lost them.”

Her fascination with digital behaviour ties neatly into Gusto Collective’s mission of blending creativity with technology. As a veteran of the fashion and luxury marketing world, Lee sees social media not as a threat to high-end storytelling but as a new kind of stage, one where authenticity and engagement are the true currencies of influence.

Social media is no longer about posting pictures of your latte anymore, or about an aesthetic feed.

“I use it as an extension of my voice, where I can share about entrepreneurship, women empowerment, and empowered aging. I feel like the world could do with more role models in these pillars,” Lee shared. 

And while she continues to evolve her voice online, Lee remains clear-eyed about her purpose. “For me, it’s about connecting meaningfully—with women, with entrepreneurs, with anyone navigating change. The older I get, the more powerful I feel.”

Catch the full conversation here in this video:

Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

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