Posts published by: Jackie
At Wachsman, our greatest asset has always been our people: the strategic minds, the sector experts, and the creative problem-solvers who navigate the complexities of a rapidly evolving global landscape. As we look toward the future of elite advisory and the collision of traditional finance with digital assets, we are taking a look behind the scenes with the leaders and innovators shaping our agency. Through candid conversations, we’ll explore the personal journeys, leadership philosophies, and bold ambitions that define the Wachsman team and the impact we strive to make for our clients worldwide.
In the latest installment of Beyond the Brief, we sit down with Bee Shin, whose career has been shaped by a deep understanding of Asia’s cultural and market nuances, as well as the evolving intersection of technology, reputation, and business strategy. Having built her career in Singapore after growing up across Korea, India, and the Philippines, Bee brings a regional perspective rooted in adaptability, clarity, and the belief that strong communications must help companies build narratives that endure beyond any single moment of hype.
Background
Where did you grow up and what do you think that environment gave you?
I grew up mostly in Korea, with a few years in India and the Philippines before eventually building my career in Singapore. Being exposed to different Asian cultures early on shaped how I see the region today. Asia is often spoken about as a single market, but each country has its own nuances, behaviors, and strengths. That perspective continues to influence how I think about communications, partnerships, and regional growth.
What did you want to be when you were younger and what influenced that?
A copywriter. There was something compelling about moving people with just a few words. In many ways, that instinct still connects to what I do today: understanding what keeps audiences up at night and helping businesses communicate how they are responding to it.
What is the most unusual job or experience you had before Wachsman and what did it teach you?
Working across two very different worlds: I interned at the World Food Programme in government relations, then moved into marketing at Philip Morris. Many people saw those as opposite ends of the spectrum, and they were not wrong. But for me, it was always about learning through experience. Whether navigating humanitarian work related to DPRK, or finding creative ways to communicate in a heavily regulated industry, both taught me the same thing: there is almost always a path forward if you are willing to think differently and adapt.
What did you learn about yourself early in your career that you still rely on today?
I do my best work when I focus on competing with myself rather than trying to outshine others. I have worked alongside incredibly talented people across many industries, and over time I learned that comparison is rarely the most productive lens. What matters more is understanding the value you uniquely bring and continuing to build on it.
Wachsman
What first drew you to Wachsman and what made you feel this was the right place?
What drew me in was how technology was treated here. Not as a siloed practice or a separate department, but as something woven into the businesses and industries we support. Coming from more traditional agency environments, that felt like a meaningful shift in how communications could evolve alongside technology itself.
What kept me here was the people and the flexibility. Being surrounded by sharp, like-minded individuals who genuinely care about doing good work is hard to find and easy to stay for.
You have [been at Wachsman for nearly seven years]. What has changed most in how you think about the business day to day?
The work has become less about communications in isolation and more about where reputation, policy, and business strategy intersect. I spend less time thinking about what we are delivering and more about why it matters to the business overall. That shift changes how I show up for clients entirely.
When you look across regions, where do you think Wachsman has a real edge right now?
Adaptability. We are operating in an industry where the rules are still being written, across regions moving at different speeds and realities. That means we are constantly learning in real time, and what makes that genuinely useful is being agile enough to share those insights globally. A lesson from one market can sharpen how we advise a client in another.
What is the biggest opportunity for Wachsman in 2026?
The biggest opportunity lies in helping companies build narratives that endure. There is always a new feature, technology, or trend competing for attention, but the brands that last are rarely built on novelty alone. Companies need to clearly articulate why they exist and what they uniquely offer. Having grown alongside these industries ourselves, Wachsman is well positioned to help clients build something that holds beyond a single cycle of hype.
What is a common misunderstanding clients have about the value of PR and strategic counsel?
PR is often treated as a nice-to-have rather than a core business decision. But its value becomes clearest during difficult moments, whether that is a crisis, regulatory pressure, or rapid change. Companies that have invested early in stakeholder relationships and a consistent narrative are far better positioned to navigate those situations with credibility and confidence. That is when you see the real return on the investment.
Inspirational
What is a book, idea or conversation that has shaped how you think about leadership or life?
The idea that there is no single way to lead. Some of the most effective leaders are completely different in personality and style, yet what connects them has very little to do with any of that. It comes down to curiosity, consistency, and the ability to bring people along. That taught me there is room to adapt and evolve as a leader, as long as you stay grounded in the values that matter to you.
What is something you have changed your mind about over the last few years?
I used to think expertise meant having the most sophisticated answer. But the real challenge is often the opposite: simplifying complexity clearly and honestly. Clients are navigating increasingly noisy environments, and clarity has quietly become one of the most valuable things we can offer.
What is something you are grateful you learned early rather than later?
If you do not try, you will never know what you are capable of creating. Some of the most rewarding outcomes in my career came from opportunities that initially felt uncertain or difficult to predict. Meaningful work requires a willingness to take risks, trust your instincts, and stay consistent even when the results are not immediately visible. A lot of good work compounds that way.