Luxury Jewelry Market | Retail | D2CJoined the company with a key leadership role reporting to the CEO. Leading and developing the In-House Creative Agency comprised of an expert team of Art Directors, Designers, Copywriters, Project Managers, Photographers, and Retouchers. Playing a vital role in the transformation and modernization of its portfolio of luxury jewelry brands including Ross Simons. Leading the planning, creation, and execution of all creative and brand marketing assets, across all channels and platforms. A compelling blend of campaigns coming to life in website assets, digital marketing, social, television, video, and traditional catalog and print assets – including new media channels.

Consulting entrepreneurs on brand development, creative strategy, and content creation to establish a unique brand voice for new and emerging brands.

Global Design Agency | Retail | Social MediaLed a multi-national creative content organization and managed a client portfolio of high-profile global beauty brands and retailers in the luxury and mass market. Provided world-class service to a client base that spanned across North America, Asia, and Middle East. Elevated creative content quality, expanded campaign development abilities, ramped up scalability, reduced turnaround times, and helped enlarge the roster of clients. Consulted clients on strategies to increase volume of content across digital and social media platforms for maximum impact.

Luxury haircare products | Global marketJoined organization to lead creative team, optimize processes and elevate deliverables to align with luxury product line. Nurtured agency partnerships. Liaised with leadership team on strategy. • Architected culturally relevant creative strategy and 360-degree campaign for brand’s new product line and key product introductions to surpass sales forecast. • Directed comprehensive rebrand during COVID-19 pandemic to increase brand recognition. • Partnered with colleagues to promote cultural and body diversity in brand visuals as member of the diversity and inclusion committee.

Scope: Multibillion-dollars in sales | 1.4K North American retail stores & B2B businessDirected multi-channel brand and design transformation spanning all consumer touchpoints. Played vital role in wholescale brand reinvention and creation of a game-changing, purpose-led identity. Led in-house team and external agencies. Directed creative development for 5 new Staples-owned brands. • Steered creative development and execution of new corporate strategy and brand identity to launch 8K+ assets within tight 6-month timeline. • Positioned 50-member in-house agency team as a trusted strategic and creative partner and delivered breakthrough campaign ideas for 5 brand launches, improving communication with key merchandising partners. • Convened 6 siloed agency teams and established vision and direction that unified efforts and led to the first-ever Creative Summit and cohesion across all consumer touchpoints for critical initiative.• Headed user experience (UX) redesign to facilitate shift from product and price-driven Staples.com presence to branded, integrated solutions.

Scope: Multibillion-dollars in sales | 10K+ retail pharmacies | 34 store brandsHired to lead creative development of key marketing initiatives for multibillion-dollar portfolio and drive brand innovation for 10K+ pharmacies and rapidly expanding Minute Clinic services. • Spearheaded visionary overhaul and creative direction for CVS Pharmacy 34-brand portfolio that doubled sales. Captured 10 major awards from the American Package Design Association and personally earning ’50 Outstanding Asian Americans in Business Award.’ • Orchestrated creative design, direction, and execution for splashy, prime-time launch of CVS’s new Beauty Club loyalty program during the People’s Choice Awards, eclipsing goal of 1M members in first year with 7M new members within only 4 months. • Leveraged deep consumer insights to steer creative development, brand strategy, and packaging concepts for healthy foods that solidified a new product category while substantially increasing sales in 2 years. • Secured double-digit growth for in-house brands across 19 business categories and 6000 SKUs as head of creative for enterprise large-scale product evolution and transformation from retailer to healthcare company.• Led creative development of a celebrity-endorsed brand, producing multimillion-dollars in sales and earning the Beauty Magazine Launch of the Year Award.

Fortune 500 Consumer Packaged Goods (CPG) Clients Established new advertising group, elevated creative strategy, and expanded capabilities into promotions and advertising. Led creative development with an award-winning design team delivering solutions for brands, including Pantene, Old Spice, Gillette, and Dolce & Gabbana. • Conceptualized creative strategy, development, and production for agency’s first 360-degree campaign that generated $10M+ in retail sales for Old Spice brand’s new ‘OS’ fragrance, paving way for agency to provide additional creative services. • Crafted design strategy to enable Pantene Japan to regain market share while honoring unique cultural aspects to aid brand in emerging as #1-ranked haircare launch in Japan. • Partnered with Gillette to provide comprehensive design principles defining global brand standards for future growth.

Aramis & Designer Fragrances | Global MarketsLed and strengthen global in-house agency team promoting portfolio of luxury brands, including Jo Malone, Aramis, Tommy Hilfiger, Lab Series, and La Mer via TV, print, radio, and digital. • Achieved double-digit sales growth with innovative campaigns, including Cosmetic Executive Women’s Launch of the Year (for Aramis fragrance with Andre Agassi) and a finalist for The Fragrance Foundation’s FiFi Awards Campaign of the Year (Tommy Hilfiger’s T). • Revived iconic Lab Series men’s skincare line amidst increasing competition, leading brand transformation and relaunch that vaulted sales 30%. • Lauded by Tommy Hilfiger for unparalleled creative concepts that infused new energy into a multimillion-dollar fragrance business with elements later adopted for designer’s fashion brand campaign. • Bolstered team culture to facilitate collaboration with marketing. Later consolidated domestic and international teams to produce a unified, high-performing global workforce.