Currently leading all-inclusive growth of the Mountain Bike (MTB) retail / online business (e.g., demand planning / forecasting, product management, operations, marketing/merchandising) and identifying growth opportunities in the Southeast Asia region.Managing performance of the MTB product portfolio including developing and growing customer/dealer relationships, expanding product selection and dealer base, setting category strategy, developing marketing programs, running activations, driving sales and margin improvements and creating best-in-class customer experiences.

Leading the Asia marketing teams to further collaboration to create greater synergy and impact through the most influential culture icons and telling stronger technology stories.Charted direction for brand strategy and positioning for new products in the region with local insights achieving industry leading engagement for the brand. Develop the omni-channel strategy and marketing programs for the team in undergoing a digital transformation through structuring how retail channels should complement e-commerce, supported by digital marketing.

Successfully transitioned organization from distributor-led to a direct-to-rider model through increasing the number of direct touchpoints.Executed activations to serve multiple points on the customer journey, all the way from brand awareness campaigns to driving riders to retail.Managed a network of social media channels throughout Southeast Asia with more than 15 Facebook Pages and Instagram accounts.Crafted a diversified KOL / Influencer / Ambassador strategy to serve the various category segments with investments that supported the intended growth of each experience.Supported key activations at the most influential sporting events in the region with ambassador athletes racing, on-site production and social media coverage.

Translated consumer insights into coherent brand strategy and design concepts for the client. The objective was always to innovate and create memorable brand experiences to our client’s customers.Conducted a wide variety of primary market research techniques for clients including survey research, focus groups, in-depth interviews, ethnographic studies and communication audits.Account management for multiple client projects from pitch to consultancy through the full project lifecycle.Created or refined our client’s retail strategy and offering. As the creators of the new brand, we worked closely with retail designers to realise the new brand in retail.

Managed a multi-channel strategy comprising of the corporate website, Facebook, blog and also partner sites.Drove an original content driven strategy through sponsored athlete content and regional promotion activities and events calendar.Enhanced in-store selling with digital catalogues to give dealers flexibility with built in menus and buttons for key technology stories enabling quicker activation of brand values such as innovation and improve sales.Redesigned the layout of our partner stores into a premium Shimano Shop-in-Shop concept. Further developed the concept and design of the Shop-in-Shop which rolled out to partner shops in the SEA region.Managed DAM and CMS for the brand and content production for all collateral and online material.