A little about me
I started as a creative. I learned to think like a business owner.
Lab89 was founded by SweetEe Chin, a Malaysian marketer and brand builder with 15 years of experience across creative, ecommerce and commercial growth.
I began my career as a photographer and designer, but I was never interested in making things look good without understanding how they worked.
The journey
From making the work to owning the outcome.
- 01
Early ecommerce
Around 15 years ago, when selling online often meant building a store on Blogspot, I was already helping brands build and run their ecommerce businesses. My work spanned photography, design, Magento, WooCommerce and eventually Shopify, alongside marketing, operations and the day-to-day management of their stores.
- 02
Head of Marketing & Digital
At Amazin' Graze, a homegrown Malaysian CPG brand, I managed work across brand identity, packaging, product development, campaign planning, performance marketing, email, the DTC store, marketplaces and P&L reporting.
- 03
Senior Brand Manager & P&L owner
At Rainforest, a Singapore-based ecommerce aggregator, I managed North American brands as a full P&L owner. I was responsible not only for how the brands looked and marketed themselves, but also for revenue, margins, inventory, supply chain, operations and overall commercial performance.
Why this matters to founders
I see the decision behind the marketing decision.
Marketing decisions never exist on their own. What looks successful in one channel can create a very different result across the wider business.
- 01
A campaign can drive sales and still hurt your margins.
- 02
A beautiful launch can fail because the operations are not ready.
- 03
A growth strategy can look impressive in a presentation but make little sense for the realities of the business.
That is why I do not give advice from only one perspective. I look at the brand, the customer, the channels and the business behind them. I understand what founders are balancing because I have been responsible for those same decisions.
Why I built Lab89
At the heart of everything, I still love building brands.
Lab89 brings together the creative instincts I started with and the commercial thinking I developed along the way. It is where I help early-stage DTC brands and founders move from zero to one with more clarity, stronger foundations and a marketing system built around how their business actually works.
Business details
- Company name
- 89 Design Lab
- Registration no.
- NS0322575-U
- Business owner
- SweetEe Chin
- imagine@lab89.studio
- Phone
- +60 12-972 5903
- Location
- Kuala Lumpur, Malaysia
- Address
- 19, Jalan Eco Majestic 7/1A, Semenyih, 43500, Selangor, Malaysia
- Line of business
- Brand and growth strategy