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Adelin Lek is an accomplished media strategist with significant experience in integrated media planning and execution. Currently serving as Lead, Media Strategy at Castlery since April 2022, Adelin previously held roles at OMD APAC from November 2017 to March 2022, progressing from Senior Media Planner to Senior Media Strategist. This experience included driving user acquisition for a mobile application and managing relationships with clients and media owners. Adelin began the career in B2B media planning and buying, with earlier roles in various organizations, including The LoKal and MSF. Adelin holds a Bachelor of Arts in Sociology from Nanyang Technological University and has studied at Vrije Universiteit Amsterdam, enhancing a foundation in strategic media and research.