Meet Shir Li, whose journey into media entrepreneurship began with a leap of faith during a season of uncertainty. Faced with the closure of her department, she chose to acquire it against all odds, guided by prayer and an unshakeable trust in divine purpose. That pivotal decision led to the founding of Greendot Media, an agency that continues to thrive over a decade later, grounded in humility, clarity, and conviction.
Today, she leads with heart and strategy, combining digital reach with tactile print experiences, and investing in platforms like KiasuParents and DatesIdeas.sg to serve key life stages. For Shir Li, media is more than advertising. It’s about building lasting impact through authentic stories, meaningful connections, and faithful stewardship.
What inspired you to start Greendot Media back in 2008, and how has the media landscape changed since then?
It was a management buyout. In 2008, the company I was with was acquired by a government-linked entity, and my department was deemed non-core and set for closure. I was given the chance to acquire it, even though many advised me not to. At the time, I was going through a difficult season both personally and financially, and the asking price was well beyond my means.
I went on a silent retreat to seek Jesus in prayer, asking for clarity and surrendering the decision to Him. During that time, I sensed His peace and assurance that I was not walking alone. Trusting that if this was truly His will, He would open the way, I counter-proposed at just a fraction of the original price and, to my surprise, it was accepted.
By God’s grace, I set up the business shortly after with a small team and very limited resources, and it has remained profitable since. That experience shaped how I lead today, with faith, humility, and stewardship, always seeking Jesus for direction in every decision.
I am in the advertising business, and while most content today is digital, print still stands out. People can see it, touch it, and remember it better in a crowded online world. We also use environmentally friendly paper materials as part of our commitment to sustainability.
Advertising today is not just about reach, but about engagement. Strong visuals, clear stories, and limited print runs create impact and urgency. When combined with digital channels, print helps messages cut through the noise and stay top of mind.
Many companies struggle to stand out online. What do you believe is the biggest mistake brands make when marketing digitally?
I think the biggest mistake brands make in digital marketing is blindly following trends without understanding their own USP (Unique Selling Proposition) and target audience. Many jump onto the latest platform or format simply because it’s popular. Without clarity on who they are speaking to and what they want to convey, the message gets lost.
Effective digital marketing starts with strong fundamentals, clear positioning, deep audience insight, and a compelling story. Trends should support the strategy, not replace it. When brands stay authentic and audience-focused, digital channels become a powerful way to build connection, not just chase attention.
Greendot Media is the agency of choice for the National Day Parade Discount Booklet. What goes into managing such a massive, nationwide project?
Managing a nationwide project like the NDP Discount Booklet comes down to experience, strong networks, and timely execution. Our team has over 20 years of experience working with lifestyle, retail, and F&B merchants, and a proven track record in marketing and driving real traffic to brands.
The idea for the NDP Discount Booklet was one I first proposed in 2002, and it has since gained strong acceptance from the public. We continuously collaborate with new partners and media platforms to expand our reach, with a clear focus on delivering top-of-mind awareness, engagement, and conversion for participating merchants.
I think the biggest mistake brands make in digital marketing is blindly following trends without understanding their own USP and target audience. Many jump onto the latest platform or format simply because it’s popular.
What attracted you to invest in platforms like KiasuParents and DatesIdeas.sg?
I have always been intentional about owning my own media platforms. That led me to invest in KiasuParents and DatesIdeas.sg, because parenting and dating are two life stages where people invest the most time, money, and emotional energy.
Today, KiasuParents has close to 200,000 in its database and DatesIdeas.sg has more than 100,000, and both platforms continue to enjoy strong and growing viewership among parents and couples respectively. Through these platforms, my goal is to help parents and couples make better, more informed decisions and support them through important seasons of their lives.
What advice would you give business owners who want to leverage media but feel overwhelmed by digital complexity?
I would advise business owners to start by building a basic understanding of digital media themselves—set up their own social channels, experiment with platforms, and learn what works firsthand. Today, there are many short, practical digital marketing courses available, and in Singapore, SkillsFuture credits make this very accessible.
Once they have that foundation, they can then decide whether to hire an in-house digital marketer or partner with a reliable agency. Having baseline knowledge helps business owners make better decisions, set clearer expectations, and get more value from their media investments.
Who inspired you to become the person you are today, and how did that shape your mission?
Entrepreneurship was never my original aspiration. However, Jesus knows me better than I know myself, and over time, He led me onto this path. Through entrepreneurship, I discovered that I thrive in an environment where I have the flexibility to steward my time, choose projects aligned with my values, and take ownership of decisions and outcomes.
What’s your vision for Singapore in the next five years?
In the next five years, I hope more Singaporeans will be open to entrepreneurship and starting their own businesses. I also hope Singaporeans will support local brands more, and that we build a business environment where companies collaborate, support one another, and grow together, creating a stronger and more resilient economy.
If you could have a superpower for one day, what would it be and why?
It would definitely be teleportation. I’m constantly moving from one place to another, and being able to teleport would save a lot of travel time. I could spend that time more productively and fit in more meaningful appointments.
Connect with Shir Li: GreenDotMedia and LinkedIn.
Shir Li is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
