Our founder, Michelle, is known for her relentless "fire-in-the-belly" drive—a passion that radiates from within. In her corporate marketing days, this energy was her signature, setting her apart as someone who didn’t just do the work but lived it.
This fire isn’t about achieving success for success’s sake. It’s about transforming companies into world-class brands and sharing her expertise with the next generation of marketeers and CEOs. That’s why she started Firebelly—a reflection of her mission to help organisations discover their true purpose and reach their full potential.
Like our name suggests, we’re fired up and fanatical about what we do, bringing brands to life and elevating business with passion, innovation, and drive is everything we stand for.
Firebelly creates panoramic brands that elevate organisations from local to world class.
We believe that a solid strategy, driven by a strong purpose, is the key to building a brand with soul.
Igniting brands to reach new heights
Every business a world-class brand
Transforming businesses from within and globalising brands through strategic branding
Our values define our way of working and make up the quintessential Firebelly spark.
Passion
We have a fire-in-belly passion, and will love your business like our own.
Innovation
We help predict the future; a marketer's best deliverable.
Drive
We pay our expertise forward to raise standards for brands and marketeers.
We support flexible remote work arrangements to encourage healthy work-life balance
We are committed to ensuring all team members receive fair, equal pay, regardless of gender or background.
We prioritise using sustainable materials such as recycled paper and energy-efficient appliances, like LED lights, in our offices.
We donate 1% of our annual profits to foundations that focus on global reforestation efforts, helping restore vital ecosystems and fight climate change.
We have led sustainability communications for numerous organisations, crafting strategies that resonate with purpose-driven brands.
As an official partner for sustainability branding with Enterprise Singapore, we help businesses integrate sustainability into their core messaging.
We collaborate with NGOs, IPCs, and other not-for-profits to extend the reach of sustainability initiatives, making a broader impact.
Michelle has profound insights on branding and believes that a strong brand is an invaluable superpower for any organisation.
It all began with a pivotal marketing job that sparked over 25 years of expertise in corporate brand marketing. She has since spearheaded transformative strategies for high profile brands, pioneering marketing for Marina Bay Sands, one of the world’s most iconic destinations, and driving strategic marketing for FMCG giants such as McCain Foods, Fraser & Neave, Sunshine Bread, and SCS Butter.
This stellar background positions her to transform organisations into world class brands. From devising business strategies to managing profit & loss marketing, and creating innovation roadmaps, Michelle helps brands stand out in a competitive market and take them to the forefront of their industry.
© 2025 Firebelly Pte Ltd
