Team

Pictures


Founders

  • Cindy Jeffery

    Cindy Jeffery/Finance Director

    Cindy Jeffery

    Cindy Jeffery

    Finance Director

    Cindy’s interest in Asia began when she was sent to Hong Kong with Mary Kay Cosmetics to manage the company’s China market entry, and she has never looked back! Having lived In Hong Kong since 1993, Cindy now calls Hong Kong home with her husband Paul and their three children. Cindy was born in New York, completed her Bachelors Degree in Finance from the University of South Florida in Tampa and her Master of Business Administration in International Studies at the University of Texas in Dallas while working at Mary Kay. Before leaving the corporate world in 2006, Cindy held a number of senior corporate positions at Thomson Financial and The Financial Times and also engaged her entrepreneurial zeal with two start ups. It is from this base that Cindy leapt at the chance to become a Sassy Mama and help other mummies across Asia find the best information and resources for their families.

    Email Cindy at

  • Claire Melwani

    Claire Melwani/Editor at Large

    Claire Melwani

    Claire Melwani

    Editor at Large

    Claire Breen Melwani is the Director of Luxury Sales, Partnerships and Special Projects for the Financial Times, Asia Pacific. Prior to joining the FT Claire worked in TV production, publishing and public relations, both in Asia and the UK, with roles at companies including Saatchi & Saatchi’s Rowland Company and Condé Nast. Based in Hong Kong, Claire sits on the Board of FilmAid Asia, is a founder member of the British Fashion Council, Fashion Trust Hong Kong and holds a BA in Public Relations and Marketing

    Email Claire at

  • Hester Aba

    Hester Aba/Creative Director

    Hester Aba

    Hester Aba

    Creative Director

    Hester is originally from the incredibly glamorous city of Bristol, in England. Determined to escape her West-Country roots (though a love of good scrumpy should never be lost) she packed off for uni at Oxford to waste several years on a degree in Philosophy and never looked back… Following a stint in Switzerland eating too much fondue and meeting her future husband, they jumped at the chance to follow their dream of heading to Asia, and landed in Hong Kong in 2008. Along with partners-in-crime and fellow Tai-Tais, Maura Thompson and Natalie Firestone, she founded Sassy in 2009 and then Sassy Mama in 2011 after the birth of her daughter Elodie. Number 2 daughter Margot arrived in August 2012 and then two months later it was off to her new home in Singapore with tinies in tow. Hester is discovering the Lion City one shophouse at a time with a love for seeking out Singapore’s hidden secrets!

    Email Hester at

  • Jaime Rose

    Jaime Rose/Strategy Director

    Jaime Rose

    Jaime Rose

    Strategy Director

    Jaime Rose hails from London, England where she graduated from the University of Nottingham with a degree in Politics. Deciding to branch out from the corporate path she followed her passion and immersed herself in the world of startups. Her career started in the health food sector, before she went on to set up her own UK private tuition company, Rose Okin and eventually she has found her true calling in the world wide web. Having moved to Hong Kong in 2011 she has since launched a UK hotel site, The Escape List, and heads up strategy and marketing for the Sassy Hong Kong website.

    Email Jamie at

  • Kate Malin

    Kate Malin/Editor in Chief

    Kate Malin

    Kate Malin

    Editor in Chief

    Originally from the coast of Maine, Kate went to Middlebury College and graduated with a B.A. in International Politics and Economics. She began her career in New York City at one of the country’s most prestigious law firms before joining American Express Publishing, where she spent several years in the company’s Public Relations office working on luxury magazine titles such as Travel + Leisure and Food & Wine. In 2005 she joined the Public Relations team at Christie’s auction house where she went on to handle the media campaigns for sales of some of the world’s most iconic works of art. Always up for an adventure, Kate and her husband transferred to Hong Kong in 2008. Despite being the ‘trailing spouse’, she transfered her job as well, and joined the Press Office at Christie’s Hong Kong where she oversaw press and public relations for the company’s biannual sales series. During the maternity leave for her first child, Kate started a blog on the joys and difficulties of being a new mom in Hong Kong.  Along with a super team of seven talented women, her personal blog turned into the popular full-service parenting resource website, Yummy Mummy Asia, which merged with the Sassy group in Spring 2012.  Now based in the United States, Kate and her husband Ian have two children.

    Email Kate at

  • Kelly Gave

    Kelly Gave/Director of Business Development

    Kelly Gave

    Kelly Gave

    Director of Business Development

    Kelly Creel Gave was born and raised in Bartlesville, Oklahoma before leaving to study Economics and History at Vanderbilt University. After university, she spent ten years in New York and London, working in investment banking for Merrill Lynch and Deutsche Bank. Since 2003, Kelly has lived in Hong Kong with her husband Louis-Vincent and their four children (aged two, four, six and eight). Kelly now spends most of her free time on philanthropy, founding the GaveKal Endowment to advise and fund Asian charities in the child/education space. She first became interested in the needs of children in developing Asia through her work with Room to Read, where she chairs events which have raised over US$10mm to build schools and libraries throughout the region. Kelly is on the board of Pathfinders, an HK charity which aids the marginalized pregnant and undocumented migrant women and babies in Hong Kong. She is also on the Hong Kong board of the Nepal Youth Foundation, a charity which aids impoverished Nepalese children by providing them vital healthcare, education and a safe environment In addition to her work with various NGOs, she is a co-founder of Sassy Mama, a regional website addressing the needs and interests of moms.

    Email Kelly at

  • Levina Li-Cadman

    Levina Li-Cadman/Director of Business Development

    Levina Li-Cadman

    Levina Li-Cadman

    Director of Business Development

    Born and raised in Hong Kong, Levina has over 15 years of experience in strategic business development, marketing and brand management, as well as direct sales in the media and luxury goods sector in Asia. In 2007, she was appointed as Christie’s Vice-President, Director of Business Development for Asia managing daily business development activities for the region, including identifying and developing new relationships, partnerships and alliances and refining private client development strategies in the region. Levina joins Christie’s from Financial Times where she has been Partnership & Alliances Director, Asia Pacific since 2003 where she helped developed the luxury strategy for the FT and managed promotional campaigns and events in the region, working with a range of blue-chip brands and private banks. She was also primarily responsible for conceiving and executing the FT’s inaugural Business of Luxury Summit in Shanghai in 2005. Previously, she was Marketing & Communications Director, Asia Pacific at Lanvin. From 1997-2001, she was Director and Vice President at Turner Entertainment Networks Asia Pacific and prior to this, she was Asia Regional Director for Elite Model Management.

    Levina earned her Bachelor of Science degree in business administration from Pepperdine University. Besides her work for Sassy Media Group, Levina is also a business development consultant for clients in art, design, and luxury goods industries.  In terms of charitable board appointments, Levina serves as a board of director for FilmAid Asia and The Sovereign Art Foundation.

    Email Levina at

  • Maura Thompson

    Maura Thompson/Director of Sales

    Maura Thompson

    Maura Thompson

    Director of Sales

    Maura Thompson, Sassy Media Group’s Director of Sales, spent 6 years working in the pharmaceutical industry before moving to Hong Kong in 2008 and starting up Sassy. In her previous roles she specialized in the ‘oh-so-fun world’ of data and analytics and dabbled a bit in marketing projects as well which led her to gravitate more towards the business side of Sassy once the team got large enough to have different departments (there was a time when she wrote several times a week on the website but these days she gladly leaves that to the editorial experts!). For the past few years Maura has taken the lead on building Sassy’s sale team and has also worked with businesses, both large and small, to introduce them to the lovely readers of Sassy and Sassy Mama. Maura’s favourite part of her job as sales director is being introduced to new brands entering the Hong Kong market. She particularly enjoys working with independent designers and loves helping them create a name for themselves by promoting them on Sassy and Sassy Mama.

    Email Maura at

  • Sofia Berman

    Sofia Berman/Director of Marketing

    Sofia Berman

    Sofia Berman

    Director of Marketing

    With a degree in Media and Communications from Stockholm University Sofia has spent the past 15 years working with advertising and marketing in Stockholm, London and Hong Kong. In 2012 Sofia moved to Singapore and opened up the Singapore chapter of Sassy Mama together with Hester Aba. It’s been a busy six years since she arrived in Asia, but as a workaholic- gone- mama, Sofia loves spending her days looking after the Singapore business development as well as her two sons.

    Email Sofia at

  • Sooni Shroff-Gander

    Sooni Shroff-Gander/Executive Editor

    Sooni Shroff-Gander

    Sooni Shroff-Gander

    Executive Editor

    Sooni Shroff-Gander is a graduate of Oxford University who ran her own publishing company in Hong Kong. She is currently Contributing Editor for the Financial Times, writing on a wide variety of subjects including celebrity interviews, travel, hotels, lifestyle, fashion, investments and banking and environmental energy issues. Her work has appeared in regional newspapers, international glossies and in-flight magazines and she has worked for both the Conde Nast Group and the Time Warner Group. Her freelance work has clients as diverse as HSBC and Audi to Krug Champagne and Air Mauritius. She is fluent in English, French and Cantonese.

    Email Sooni at

Staff

  • Claire Barr

    Claire Barr/Sassy Mama Singapore Business Development Manager

    Claire Barr

    Claire Barr

    Sassy Mama Singapore Business Development Manager

    Email Claire at

  • Dervla Louli

    Dervla Louli/Managing Editor

    Dervla Louli

    Dervla Louli

    Managing Editor

    Dervla Louli lives in Hong Kong where she works as the managing editor of Sassy Media Group. She started her adventure in publishing in the luxury lifestyle sector, interviewing industry leaders in fashion, entertainment and culture, before turning her hand to online media. She now heads up the editorial team at Sassy HQ making sure that Sassy Girls and Sassy Mamas are kept in the know about what’s on in Hong Kong and Singapore.

    Email Dervla at

  • Gaby Chui

    Gaby Chui/Executive Assistant

    Gaby Chui

    Gaby Chui

    Executive Assistant

    Email Gaby at

  • Kristin Keen

    Kristin Keen/Sassy Mama Singapore Director of Business Development

    Kristin Keen

    Kristin Keen

    Sassy Mama Singapore Director of Business Development

    Indiana native Kristin (a trained pilot didn’t you know?) looks after Business Development at Sassy Mama, which means she’ll take you out for coffee and tell you all about how fab we all are. Currently resting up after the arrival of the newest Sassy team member, little George Warwick, Kristin is getting used to new mama-hood and putting all Sassy’s recommendations to the test!

    Email Kristin at

  • Lauren Yee

    Lauren Yee/Sassy Hong Kong Editor

    Lauren Yee

    Lauren Yee

    Sassy Hong Kong Editor

    Born and bred in Hong Kong, Lauren loves everything to do with this city. With family from Hong Kong, Australia and England (including her cousin’s beautiful baby Jack – modelling in the banner!) she’s always had love of traveling and exploring the world. After studying art history, teaching English in the Basque Country, and one amazing post-university gap year that saw her trekking in Nepal, taking 17 hour buses around India and exploring a cluster of island in the Philippines (that may, or may not have ended in gunfire!), she decided to return to her much-loved home. A passion for writing led her to Sassy Media Group and she can’t wait for the next adventure with the Sassy team!

    Email Lauren at

  • Leslie Yeh

    Leslie Yeh/Sassy Mama Hong Kong Editor

    Leslie Yeh

    Leslie Yeh

    Sassy Mama Hong Kong Editor

    This is Leslie’s first year in Hong Kong and she’s beginning to see what makes so many call Hong Kong their favourite city in the world! After obtaining her masters in journalism at Columbia University and working a short stint at Condé Nast in NYC, she spent the past two years writing for a parenting magazine in Shanghai and can’t wait to bring that mama-expertise to Sassy Mama HK! Leslie loves everything kid-related and looks forward to pounding the pavement in search of the city’s best family-friendly shopping, dining, travel, arts and entertainment options to share with Sassy’s amazing mom community (not to mention the occasional cupcake tasting or pizza-making party!)

    Email Leslie at

  • Lynn Yeow-de Vito

    Lynn Yeow-de Vito/Sassy Mama Singapore Co-Founder

    Lynn Yeow-de Vito

    Lynn Yeow-de Vito

    Sassy Mama Singapore Co-Founder

    Local girl Lynn was born in Singapore and born to be a dedicated mama. With three boys in tow (9 years, 3 years and 6 months), the dynamic multi-tasker is keeping her fingers crossed that a little baby girl will complete what she affectionately calls her, “crazily intense family”. Married to an established Italian restaurateur, Lynn is also endowed with an entrepreneurial streak, first establishing her own PR agency before moving onto become the Executive Director and partner of a successful integrated communications company. Known for her generous appetite and her passion for the F&B industry, Lynn has a natural penchant for feeding her little ones well, and takes great joy in scrutinising the diet of her 3 kids. While she embraces all things modern, she’s a firm believer in all things trad when it comes to pre-natal, confinement and post-natal treatments. When asked how she balances her hectic work life with motherhood, her answer is, “There is much joy in motherhood, as long as you have a supportive husband!”

    Email Lynn at

  • Sarah Fennell

    Sarah Fennell/Sassy Mama Singapore Editor

    Sarah Fennell

    Sarah Fennell

    Sassy Mama Singapore Editor

    As our Sassy Mama Singapore Editor, Sarah has her finger on the pulse when it comes to enjoying Singapore with the under-5 set. As a mama to an active little boy, she knows all about how to combine the art of finding a good cappuccino with the reality of playground playdates. Originally from Australia, Sarah traded in chilly Melbourne winters for hot and humid Hong Kong in 2008, where she spent a happy three years eating dim sum and doing laps of the Peak Trail. Finishing her Masters degree mere weeks before giving birth to her son in late 2009, Sarah went from juggling study books and deadlines to changing nappies, before leaving Hong Kong for Singapore’s sunny shores in 2011. Determined to recreate herself in her new country, she dabbled in blogging and social media (and a writing course or two!) before gaining her start in Digital Media. A few months later, Sarah joined Sassy Media Group, where she spends her days delivering the inside scoop on where to eat, shop and play with kids in Singapore!

    Email Sarah at

  • Simran Savlani

    Simran Savlani/Sales and Marketing Executive

    Simran Savlani

    Simran Savlani

    Sales and Marketing Executive

    Email Simran at

  • Vivien Cheng

    Vivien Cheng/Executive Sales Manager

    Vivien Cheng

    Vivien Cheng

    Executive Sales Manager

    Vivien grew up in Hong Kong and went to university in Milwaukee, Wisconsin where she climbed snowbanks taller than her just to get to class, ordered Chinese food at 2 am in the library (“Yes, I’m on the fourth floor… make a right at the elevators… second cubicle on the left“) and went on a ghost tour of the campus (hint: you might want to do this during your senior year rather than your freshman year. It would prevent the near heart attacks you’d get everything time you hear noises in old campus buildings after hours).

    Email Vivien at