Leadership Team
Charissa Guan, Founder & Managing Partner
Charissa is a marketing and communications specialist well-versed in the travel, lifestyle, food and drink, and hospitality spaces. She founded bSIDE in 2022 and led the agency to its award-winning status within 18 months, including for New Consultancy at PRCA APAC Awards 2024.
She has 15+ years of experience in brand strategy and integrated marketing communications, specialising in partnerships and public relations. Her clients run the gamut from tourism boards and Michelin-starred restaurants to cell-cultured meat start-ups and design-led hotels, propelling them to both brand fame and commercial success.
Prior to founding bSIDE, she was in agency leadership roles managing campaigns and teams across Asia, and has spent time in-house with The Lo & Behold Group and Four Seasons Hotels & Resorts (APAC). She’s also an active marketing industry leader and angel investor.
She believes that great stories can transform businesses and continues to find the thrill in connecting people and brands.
Jasmine Choo, Partner & Head of Experiential
Jasmine has over 18 years of experience across luxury and lifestyle events and marketing. Having spent her career agency-side, her clients know and return to her for her blend of strategic thinking and strong creative execution.
Known for her meticulous attention to detail and people-centric approach to management, she thrives in fast-paced, high-touch environments and has successfully designed and executed 100+ events for some of the most recognisable luxury brands in the world, managing everything from high end weddings to product launches and VIP services.
Before joining bSIDE, she was in a regional agency leading Culture & Lifestyle, and double hatting as the agency’s Head of Events.
She’s a keen observer of global trends and remains endlessly curious about how the best experiences leave lasting emotions, long after they’re over.