Ser, 38, now runs her own communications business, where she provides training on media handling, public speaking and presentation skills.

She “keeps one foot in the media industry by hosting events and television shows”.

“The kids, of course, are an ongoing project. Together with work, they keep me very busy,” she says.

She left Channel NewsAsia about 3½ years ago, just before she was due to give birth to Jake, her first child with former-actor-turned-banker James Lye.

She says she decided to leave a full-time media job so she could have more flexibility to take care of Jake.

“Running my own business has opened up a world of opportunities, although at first, it was difficult to adjust because I had been an employee of big companies all my life,” she says.

“Yes, I did worry after becoming a mum, but mainly about how I was going to juggle my time. That said, being in the media has actually given me an extra incentive to maintain my looks.”

She quips: “No matter what they say about substance over style, no one’s going to complain if you have a bit of both.”

The power mummy currently appears in campaigns for local milk powder brand Friso, Monaco-based beauty brand Lancaster, home products range Novita, haircare name Trichokare and household cleaning product Dettol.

Despite this, she says that motherhood is not directly relevant in promoting products like beauty fixes: “Celebs are natural opinion leaders because one assumes they know more about beauty due to the nature of their work.”

Motherhood, however, opens up new opportunities for endorsing family products.

“If I wasn’t married with kids, I would hardly be a candidate for a milk powder campaign. In the case of Dettol and Novita, my being a mum and family woman is obviously a key consideration,” she says

“The endorsements have definitely increased (since motherhood), although I’d like to think that it’s down to a bit more than just motherhood,” she says with a laugh.

“From what I understand from my agent, the brands were looking for someone whom they deemed credible as a spokesman.”

Besides sealing endorsement deals, she says motherhood has helped her to do a better job as a reporter, trainer and business owner.

“I am more empathetic and more fearless – when you’ve been through childbirth, breastfeeding and night feeds, everything else just seems bearable.”

This article was first published in Urban, The Straits Times.