Launched YULEX 2.0 a new high-stretch natural material available from a wider supply chain Launched YULEX100 a new 100% natural material with DecathlonSupporting partners in the ocean and surf space

Part of new team restructuring Xcel post acquisition from BoardridersResponsible for marketing, creative, athletes, e-commerce, and international distributorsReset the GTM process (product, sales, marketing, partners)Set new brand and creative direction (lifestyle, athlete, product, e-comm)Developed new athlete strategy, rebuilt athlete teamLaunched new women’s strategy (product, athletes, ambassadors, content)Developed enhanced media partnerships (Stab, Surfline)Reset e-commerce, including new Shopify platform, new agency, new playbookLaunched new Amazon storefront with new agency Reset approach in international markets, including new owned / e-comm channels Reset and tightened global wetsuit line, adding new tech & materialsLaunched the new COMP+, a high stretch, mid-priced wetsuitLed a shift to producing 100% neoprene-free wetsuits (2025)

Brought in by venture capital company Dyrdek Machine to develop brand & product growth plan for a portfolio brand

Responsible for marketing, creative, e-commerce and retailLed rebranding and repositioningRelaunched with new creative, new impact & giving model, new product direction Developed new brand campaign WEAR GOOD Rebuilt website and e-commerce platformLaunched new Amazon storefront Rebuilt international and domestic wholesale relationships with key accounts Reset PR, Celebrity and Influencer strategyCreated and launched new footwear products for women and menCreated and launched new apparel and sock linesLaunched new product collaborations (e.g. Wildfang, Krost)

Head of global brand and product marketing, creative, PR, regional teamsWorked with product teams to create and launch new items (W- Fluff Yeah, M- Neumel)Supported creation and launch of a new winter apparel line Drove new approach to GTM and delivery of marketing assets Led a new approach to collabs, influencers, and celebrities Part of the team that refreshed global retail design direction

Head of marketing, creative and PRLed a brand repositioning and creative reset Rolled out a new logo and brand identity Created annual and mission based campaignsCreated a “2050 future wetsuit” climate change campaign (SIMA campaign of the year) Relaunched e-comm with an expanded range of branded merchandise

A member of the team brought in to sell Friendster.

Youth marketing agency in Bangkok, Singapore, Hong Kong, Kuala Lumpur, and Tokyo. We were acquired by Aegis Plc.