Valerie's love for painting since 5 spawned a career of more than 20 years across brand-building and integrated creative solutions for major brands such a Hewlett-Packard, Procter & Gamble, Singapore Airlines, HSBC, Burger King, VISA, Singapore Tourism Board, Changi Airport, Central ProvidentFund, Shell, GSK, Cycle & Carriage, Friesland Campina and many others.
In 2010, Valerie was made the first female chairperson in the history of the Creative Circle Awards Singapore and went on to judge at Spikes Asia 2011, Cannes Lions 2011, 2014 and 2019, D&AD 2012 and 2015, Clio 2013 and 2019, One Show 2015 and 2017 and London International Awards 2013.
Over the years, she has made her mark at Cannes, One Show, London International, Effies, Golden Drum, Spikes Asia, Adfest and the Webby’s. Under her leadership, JWT Singapore picked up the Best Of Show award, at Creative Circle Awards 2012. That same night, they were also awarded Digital Agency of The Year and the Grand Prix for Digital/Mobile.
For all her achievements, she was awarded Singapore’s first Digital Creative Director of The Year award at the 2011 Advertising Hall of Fame event and she continued to defend this title again in 2012. She has also been voted by IAS as one of Singapore's Most Influential CD from 2011 to 2018.
Besides painting, advertising and spending time with her family, her other creative refuge is cooking, which inspired her to start her own artisan ice cream shop, Licktionary
, with her husband, another advertising veteran, Farrokh Madon.