Sheng Jin is one of Singapore's most accomplished strategic creative leaders, recognised for a career spanning creative direction, brand strategy, systems design, and AI-integrated marketing.

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He currently leads brand strategy and research as an independent consultant. His recent work, whose brand and sustainability programme earned recognition at the Reuters Global Sustainability Awards and the S&P Platts Global Energy Awards, two of the most respected benchmarks in international energy and sustainability communications. Alongside this, he is developing AI-integrated workflows for proprietary IP projects, including UI/UX and customer journey design, generative content and campaign strategy, programmatic advertising, and the evolving discipline from AI-driven Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO).

Prior to this, Sheng Jin served as Executive Creative Director at MullenLowe Singapore for over a decade, leading the agency's creative output across all brands and a 30-person multidisciplinary team. Under his leadership, the agency doubled its business, expanded beyond its Unilever roots, and secured new accounts across global, regional, and local markets. He led MullenLowe to some of its most defining achievements. In 2016, the agency won Singapore's first Cannes Gold Lion in Health. In 2020, Cannes Lions recognised MullenLowe as one of the Top 10 Creative Agencies of the Decade in Asia. In 2022, the agency swept the Gongs, winning Best of Show, Agency of the Year, Digital Agency of the Year, and nearly every major Best of Category. In 2023, he led MullenLowe to become Singapore's first Digital Agency of the Year at AdFest, and brought home the country's first AdFest Grande in nearly two decades.

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Named Best New Art Director at the 2005 Gongs, Sheng Jin has since earned over 300 industry awards across creative and effectiveness festivals, including four Cannes Lions Golds, a D&AD Graphite Pencil, One Show, Clio, Spikes Asia, and Effie recognition. Campaign highlights include Closeup's City Hall of Love, iSEE's Leave With Pride, and It's Not Crazy. It's the Navy. for the Republic of Singapore Navy, a sustained recruitment platform that doubled career consideration and moved the Navy to the top military career choice in Singapore.

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He has served as a jury member at Cannes Lions, One Show, LIA, Spikes Asia, AdFest, and M.A.D. Stars, and is a two-time finalist at Singapore's President's Design Award for Designer of the Year.

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At the core of his approach is the belief that the most powerful creative work begins with identifying the most interesting problem to achieve a clear insight, and that the best ideas are those that make people see themselves in a brand.