Executive Leadership
Founder and CEO
Joash Lee | Columbia University
Joash has come full circle in the educational consulting industry: first as a student at three of Singapore's largest consultancies, then as the founder of products generating over $20M in annual revenue for the world's largest educational consulting firm, and now as the Founder and CEO of Sedifly, a VC-backed EdTech firm helping students get into their dream schools. Under his leadership, Sedifly has scaled to a team of over 40 members and achieved a 100% acceptance rate for all of its students into Global Top 20 colleges. Sedifly's Strategists have also secured over 250 offers from US T20 or UK G5 schools, of which 40% were Ivy League or Oxbridge.
Joash writes for Forbes as a member of the Forbes Business Council, and actively speaks on platforms such as CBS News (for the World Economic Forum), The Economist, the Financial Times, Channel NewsAsia, and The Straits Times. Before Sedifly, Joash was in finance, most recently serving as a General Partner at a New York-based VC fund with $10M in AUM. He also managed a portfolio with a 6.2x MOIC. Joash holds a BA in Financial Economics from Columbia University.
VP of Student and Career Development
Nirali Jivrajani
Nirali has over 13 years of experience in education and university admissions, with particular expertise in UK and US undergraduate applications, profile building, application strategy, and medical school admissions.
She has helped more than 200 students secure offers from universities including Carnegie Mellon, Cornell, the University of Pennsylvania, the University of Chicago, UCLA, UC Berkeley, NYU, Northeastern, and the University of Michigan. She has also supported students applying to medical programmes at Oxford, Cambridge, Imperial College London, UCL, NUS, and NTU.
At Sedifly, Nirali leads Student and Career Development, working with students from early-stage academic and extracurricular planning through to university applications and final offers. Her approach centres on developing clear, individual strategies rather than treating admissions as a single application-season exercise.
Head of Program
Ananya Ann
Ananya has over 10 years of experience in international education across admissions, revenue, and program growth. Her work has included supporting students and families applying to highly selective universities across markets including Singapore and the Middle East. She combines admissions experience with program development and team leadership, with an emphasis on clear strategy and close support for students and parents throughout the application process.
Head of Finance
Rupin Ramesh | London School of Economics
Rupin studies Finance at the London School of Economics and has experience across capital markets, venture capital, and private equity. At LSE, he has contributed to student investment initiatives, including a real-money fund and finance societies. Having navigated two UK university application cycles himself, he brings firsthand experience of the admissions process alongside his finance background.
US Strategists
Head of US Consulting | Senior US Strategist
George Baxter | Harvard University and University College London
George graduated from Harvard University with a BA in Sociology and a secondary field in African American Studies. He later earned an MSc in Public Policy from University College London, graduating in the top 5% of his cohort and making the Dean’s List.
He has nearly a decade of experience in university admissions consulting and has personally guided more than 200 students to offers from universities including Harvard, Stanford, Yale, Princeton, and UC Berkeley. His career has also included leading admissions strategy teams and developing counselling frameworks used by consultants working with students internationally.
George is an experienced speaker and has delivered admissions seminars and workshops across Asia, Europe, Africa, and North America. At Sedifly, he leads US Consulting and works with students on long-term academic, extracurricular, and application strategy.
Senior US & UK Strategist
Roscoe Nicholson | Former University of Chicago Admissions Officer
Roscoe is a former Admissions Officer at the University of Chicago, where he reviewed thousands of undergraduate applications, interviewed applicants, and served on the committee evaluating international students seeking financial aid, one of UChicago’s most competitive applicant pools.
His academic background spans the humanities, biosciences, and social sciences. He also taught Academic and Professional Writing at UChicago for five years, working with students across disciplines and providing individual personal-statement feedback to students applying to medical school.
Since moving into admissions consulting, Roscoe has mentored students from Grades 9–12 on academic development, extracurricular direction, writing, and application strategy. His former students have received offers from more than 100 universities, including Stanford, Yale, Brown, Cornell, Duke, Northwestern, Johns Hopkins, Vanderbilt, and UC Berkeley.
Special Projects Lead | Senior US & UK Strategist
Ruchika Singhal | University of Pennsylvania
Ruchika graduated cum laude from The Wharton School at the University of Pennsylvania with a BSc in Economics, Finance & Operations Management. She later earned an MBA in Strategy & Entrepreneurial Finance from the University of Oxford’s Saïd Business School, where she was named to the Dean’s List.
Her career spans finance, consulting, entrepreneurship, and higher education, with experience at Citigroup Asset Management, L.E.K. Consulting, and the United Nations. She has also served as an Adjunct Professor at Singapore Management University, teaching management modules and mentoring students on academic and career development.
Ruchika co-founded sustainable design brand ipse ipsa ipsum and has worked extensively on education, entrepreneurship, and sustainability initiatives. At Sedifly, she leads Special Projects and works across both the US and UK strategy teams.
Senior US Strategist
Eleanor Rachel Bloom | University of Cincinnati
Rachel is a former college counsellor at a specialised public high school in New York City and a former career counsellor at the University of Cincinnati. She holds both an MA and MEd from Teachers College, Columbia University, as well as a BA in Psychology. Her counselling experience centres on helping students clarify their academic and career goals, evaluate universities, and identify environments where they can thrive.
US Strategist
Ethan Liew | Brown University
Ethan studies Computational Neuroscience through Brown University’s Program in Liberal Medical Education. He achieved 45 points in the IB and is involved in orthopaedic research at Brown Health. Outside academics, he has competed in Division I rugby, worked with the Brown Technology Consulting Group, and served as a student advisor. His experience gives him particular insight into highly selective US and combined medical admissions.
US Strategist
Benson Yee | Cornell University
Benson studies Economics and Computer Science at Cornell University. His experience spans finance, consulting, research, and student leadership, including serving as President of the Cornell Bitcoin Club and Cornell Singapore Students’ Association. He also conducts applied econometrics research in labour and behavioural economics. Benson works with students to identify what distinguishes their profile and communicate it clearly through their university applications.
US Strategist
Jeremy Galang | Columbia University
Jeremy studies Financial Economics at Columbia University after progressing through Singapore’s Normal Technical stream, ITE, and a US community college. He served as Student Government President while in North Carolina and later became involved with the Columbia Organization of Rising Entrepreneurs. His unconventional academic journey gives him firsthand experience of navigating different education systems and building a distinctive application from a non-traditional starting point.
US Strategist
Jennifer Shon | Columbia University
Jennifer studies Biological Sciences and Creative Writing at Columbia University. Before university, her research on honeybee health received recognition at ISEF and Regeneron STS, while her writing and performance earned national recognition through Poetry Out Loud. She also served as class president for three years and was named a U.S. Presidential Scholar semifinalist. She brings experience across scientific research, writing, leadership, and communication.
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US Strategist
Baifern Pornwarin Boonduongprasert | Barnard College
Baifern studies Economics and Cognitive Science at Barnard College, affiliated with Columbia University. Before university, she ranked first globally in Cambridge International A Level English Literature and first in Thailand for Edexcel A Level Psychology. Her experience spans consulting, entrepreneurship, and social impact, including work with Boston Consulting Group and award-winning sustainability venture The Anchor.
US Strategist
Ke Yue New | University of Chicago
Ke Yue is studying Philosophy, Politics and Economics at NUS and has accepted an offer from the University of Chicago for Fall 2026. Her academic achievements include a Very High Commendation in the John Locke Global Essay Prize for Politics and a Gold Award in the Queen’s Commonwealth Essay Competition. As a former Sedifly student, she also brings firsthand understanding of the admissions process and competitive profile development.
UK Strategists
Senior UK Strategist
Ik Benjasupawan | UCL
Ik holds a BSc in Neuroscience from the University of Edinburgh and an MRes in Translational Neuroscience from UCL. She works in data science and project management at Bangkok’s Big Data Institute, where her work includes digital innovation and public-private partnerships. She also has several years of UK admissions counselling experience and has helped students receive offers from universities including Cambridge, Imperial, and UCL.
Special Projects Lead | Senior US & UK Strategist
Ruchika Singhal | University of Pennsylvania
Ruchika graduated cum laude from The Wharton School at the University of Pennsylvania with a BSc in Economics, Finance & Operations Management. She later earned an MBA in Strategy & Entrepreneurial Finance from the University of Oxford’s Saïd Business School, where she was named to the Dean’s List.
Her career spans finance, consulting, entrepreneurship, and higher education, with experience at Citigroup Asset Management, L.E.K. Consulting, and the United Nations. She has also served as an Adjunct Professor at Singapore Management University, teaching management modules and mentoring students on academic and career development.
Ruchika co-founded sustainable design brand ipse ipsa ipsum and has worked extensively on education, entrepreneurship, and sustainability initiatives. At Sedifly, she leads Special Projects and works across both the US and UK strategy teams.
UK Strategist
Lefan Ping | University of Cambridge
Lefan studies Data Science & Economics at NUS and previously received an offer to study Human, Social and Political Sciences at Cambridge, as well as an Oxford PPE interview. He has experience in private tutoring and education centres and founded Project Aristhoughtle, which introduced philosophy and critical thinking to underprivileged students. He supports UK applicants with academic development, analytical thinking, and interview preparation.
UK Strategist
Shaun Chew | London School of Economics
Shaun studies Finance at the London School of Economics. His experience includes internships in consulting and investment banking, participation in a real-money student investment fund, and involvement in a major student-led investment and banking conference. Drawing on his own UK admissions experience and exposure to peers across the university system, he supports students navigating competitive UK applications.
UK Strategist
Javen Liew | UCL
Javen is beginning his LLB in Law at University College London. Having navigated the UK admissions process himself, he understands the challenges of developing a clear and personal application for highly selective universities. He works with students to strengthen the logic, maturity, and individuality of their applications while helping them approach the process in a more structured and methodical way.
Programs & Specialist Support
Senior Competition Coach
Benjamin Steven Goldstein | Columbia University
Benjamin is a historian, researcher, and educator with experience supporting students in academic writing, humanities research, and competitive essay programmes. His own research focuses on U.S. foreign policy, the transnational Right, and interwar engagements with fascism, and has taken him to more than 75 archives across 16 countries and four continents.
As an educator, Benjamin has worked with more than 300 students in group and individual settings, both online and in person. His teaching experience includes humanities tutoring and preparation for the Concord Review and John Locke Essay Competition.
At Sedifly, Benjamin serves as Senior Competition Coach, helping students develop stronger research, argumentation, and academic writing skills for competitive humanities programmes and essay competitions.
Art Coach
Sam’s entertainment illustration career includes dozens of films, series, games, and commercials, including Twisters, X-Men ’97, Metroid Prime 4, and The Odyssey, as well as work with directors like Jon Favreau and Gore Verbinski.
Our Board & Advisors
Board Director
Daniel has almost 25 years of experience in real estate investment and transactions across APAC and EMEA, with involvement in more than US$4 billion of investments. He has held senior leadership positions in real estate consulting and construction, including as Managing Director of a global real estate consultancy and CEO of an SGX Mainboard-listed construction group. He also serves on the board of a listed real estate developer.
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Board Director
Jessie is a finance leader with more than 30 years of experience across APAC and EMEA. Her career has spanned audit, real estate, hospitality, media, manufacturing, telecommunications, and banking. She is a Chartered Accountant in Singapore and Fellow of CPA Australia, and currently serves as Regional CFO of a European-listed company overseeing operations across seven countries.
Board Advisor
Dr Kid is an investor and innovation leader with experience across venture capital, startup ecosystems, education, and healthcare innovation. Through SeaX Ventures, he has backed technology companies including Solana and Band Protocol, while his work at RISE has involved partnerships with more than 500 corporates and governments and support for over 2,000 startups. He also serves on the board of a major education group in Thailand and has been recognised as an Eisenhower Fellow, a Tatler Gen.T honouree, and a Prestige 40 Under 40 recipient.
Dr Kid currently leads the SEA Health Innovation Hub, an initiative focused on expanding access to emerging medical technologies across Southeast Asia. At Sedifly, he serves as a Board Advisor, contributing experience in investment, innovation, entrepreneurship, and education.
Board Advisor
Ameer Ibrahim is an investor and strategic advisor from Scotland. He is Managing Partner at Callian Capital Group, where he leads investment mandates and strategic advisory engagements across global markets, and also works with Hamershlag Private, a U.S. family office, on cross-border investment initiatives.
He previously worked in Investment Banking at HSBC in London and Financial Services Assurance at PwC. His experience spans private markets, technology, infrastructure, energy, and international partnerships across the Middle East, Asia, Europe, and North America.
Ameer serves on the Advisory Board of Clinton Global Initiative University and is an Advisor to Times Higher Education. He holds a Master of Global Affairs from Tsinghua University as a Schwarzman Scholar and Masayoshi Son Fellow, as well as an MSc in Entrepreneurship & Innovation from the University of Edinburgh. At Sedifly, he serves as a Board Advisor.
Marketing & PR
Strategic Communications Lead
Cherry Sung | Stanford University
Cherry studies at Stanford University and is a RISE Rhodes-Schmidt Global Fellow with interests spanning economics, data science, public policy, and sustainability. She founded Greener is Cleaner, a youth-led environmental organisation that has engaged thousands of students, and has spoken at international forums including the United Nations. She also has experience mentoring students through academic, university, and scholarship applications.
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Marketing Communications Associate
Mandy studies Business Management at Singapore Management University, majoring in Communications. Her experience spans technology, education, and lifestyle brands, with work across content strategy, social media, public relations, UI/UX and integrated campaigns. She has contributed to campaigns generating more than 1M views and substantial audience growth, and focuses on combining clear storytelling with measurable marketing performance.
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Content Marketing Assistant
Clarissa is currently pursuing a Diploma in Mass Communication at Ngee Ann Polytechnic, with interests in marketing, journalism, filmmaking, and storytelling. Her experience spans the creative and education sectors, including work across digital marketing, integrated campaigns, and phygital experiences. She is particularly interested in social content that communicates clearly and creates positive impact. Outside her studies, Clarissa is involved in the arts, volunteers regularly, and supports event organisation within her school community.
Founder’s Office
Founder’s Office Associate
Ariel is a Taiwanese undergraduate at the National University of Singapore with interests in technology, strategy, and human behaviour. Her experience includes student leadership and business consulting, where she has developed a practical approach to problem-solving, ownership, and working through ambiguity.
Having navigated university across borders herself, Ariel is particularly interested in helping students find clarity in their own academic and career paths. Outside work, she enjoys photography, music, and film.
Growth and Compliance Lead
Dylan Chan
Dylan studies Law at the University of Bristol and has gained experience through internships spanning FinTech, M&A, and civil litigation. He has a particular interest in corporate and commercial law and has developed experience in legal research, risk analysis, and detailed review. At Sedifly, he applies this legal background to the company’s compliance work.
