Brand, Marketing, Communications, Creatives

Lead creative concepts for events, pop ups, exhibition and retail including strategy, art direction, space design and copywriting. - Craft stories that resonate with local and global communities, - Drive creative direction strategies that enhance people engagement, spark brand and product awareness, - Create meaningful and personalised spaces.

Global creative responsibility for brand and retail, covering strategy, design and experience. This, unfortunately, came to an end in 2020, when the global pandemic drove the Byton story to a stop. - Drove the retail concept rollout in China, the EU and US, including design, suppliers selection and guidelines. - Oversaw all brand designs from advertising, photography, lifestyle to digital platforms.

- Led the global retail concept, covering strategy, design and digital experiences. - Managed the construction of the first store within 8 months in Shanghai, covering architecture and digital touchpoints. - Linked offline and online customer journey, for a unified and seamless experience.

Joined Byton in the first exhilarating year of its creation to establish the first digital marketing touchpoints. - Steered the first website development from scratch, covering UI/UX, copywriting, coding. - Managed the creation of the first APP from strategy to delivery, integrating a car configurator and AR experience.

Edit Suits is a made-to-measure menswear brand in London and Singapore. I conceptualized a new ready-to-wear business to enrich the company's portfolio, from brand strategy, identity to business operation model.

Managed the new brand identity and retail concept design roll-out in France for VW, Audi and Škoda.- Drove end-to-end corporate design and identity project implementation with over 150 rebranded stores in 5 years,- Localised Škoda retail concept in terms of design and suppliers and developed Škoda retail design guidelines,- Mentored a team of consultants, coordinated architects and suppliers and reported project progress to headquarters.

My first assignment was to renovate the bank agencies of Le Crédit Lyonnais. I had to choose the subcontractors, then manage the refurbishments while controlling costs and planning. It was a valuable first experience because it taught me that a successful project involves managing people well, anticipating problems and paying attention to detail and organisation.