Hey, I’m Sam(uel).
What I Do
I currently lead APAC growth marketing for Deel, a US tech SaaS company, and alongside that, I coach other professionals and marketers on their careers. (A proper home for that coaching work is in progress — I’ll link it here once it’s ready.)
How I Got Here
That current role sits on top of a fairly winding path: I spent a decade in the Singapore Armed Forces, then ran my own brick-and-mortar store at Cineleisure, before moving into growth and performance marketing — ~16 years of it now, across Online Travel Agencies (Zuji, Klook), OTT (Viu), and Tech (Microsoft, Asana, Deel), with the last 4 years specifically in SaaS and about 7 in tech overall. I’ve sat on the agency side, the client side, and the platform side, and spent the last 7 years in leadership roles. It’s a longer résumé than most people expect from a guy who also writes about ant traps.
Why I Review, Tinker, and DIY
Outside of that, I review, tinker, and DIY things — mostly so you don’t have to. If I’ve already spent the weekend figuring out whether something’s worth it, you get to skip straight to the informed decision.
The Story Behind samuelgoh.net
samuelgoh.net has always been this life — it’s just been on-and-off for years, more side project than commitment. What changed is that I decided to actually put real time and effort into it, and the rise of AI made that far more sustainable than it used to be. I’ll admit I’m still working out where I land on it. What I do know is that it can’t just be me prompting something and posting it as-is — whatever comes out has to actually align with my original intent: my thoughts, my purpose, my voice. That means iteration, checking, and rewriting before anything reaches you. I’m also starting to explore agentic AI — a small team of AI agents helping me get more done — but I’m still very much learning as I go, and still figuring out what “doing this right” actually looks like.
Work With Me
I do take on sponsored posts and collabs — I just won’t do the gloss. If it’s genuine, I’ll write it. Money can’t buy my integrity, and I’ll say so if something didn’t work for me even when it’s paying the bills. Feel free to reach out via the contact form or drop me a line at hello@samuelgoh.net.
You’ll also spot referral codes and affiliate links scattered through my posts (or gathered all in one place on my Referral Codes page) — if something I’ve written helps you decide, using those (or dropping a tip via Ko-fi) is an easy way to support the site at no extra cost to you.
Topics you’ll find here: home & office, driving & riding, photography, shopping, and tech & gadgets — mostly Singapore-specific, always from actually having used the thing.
Find Samuel Goh Online
You can find me on Instagram and LinkedIn.
If you’ve made it this far, you now know more about my ant-trap collection than most of my LinkedIn connections do. Thanks for reading — see you around the site.