2021/09—2022/12 innocent Drinks Marketing Creative Lead

Led innocent Drinks’ brand development in China, translating its global purpose and playful spirit into culturally relevant local experiences.

Developed integrated creative initiatives across product launches, brand films, experiential activations and social platforms, while managing agency partners and multidisciplinary teams to build long-term brand equity.

2018/05 — 2018/11 AKQA SH Creative Director

Worked with global brands including Apple, Nike, Gore-Tex and Evian, leading creative development across digital experiences, brand storytelling and integrated campaigns.

Collaborated with multidisciplinary teams to create ideas connecting technology, culture and human behaviour.

2013/08 — 2018/05 BBH SH Creative Director

Led creative teams in developing integrated campaigns and brand platforms for global and local brands across categories including luxury, technology, mobility and FMCG.

Partnered with brands including Nike, Google, Martell, Audi, IKEA, Harbin Beer and more, creating culturally relevant ideas that connected brand ambition with human insight.

Global Creative Exchange — BBH London

Collaborated with BBH London creative teams on global projects for Audi, Trainline and Verse, gaining experience working across markets and cultures.

2011/10 — 2013/08 MCCANN Senior Copywriter

Developed integrated creative concepts across platforms, collaborating with strategy, account and production teams to deliver brand communication solutions.