Responsible for LG home entertainment category product and brand marketing. Developed overarching marketing & communication strategy to improve long-term brand performance while driving short-term success.

Led brand marketing for Samsung’s $10B home electronics business to strengthen relevance and resonance with consumers.- Developed campaigns for the premium QLED TV, leveraging partnerships. Won the D&AD Graphite Pencil for Best Use of Talent/Influencer and drove +5 points in market share.- Developed integrated campaigns and brand guidelines for the home appliance business for advertising and retail. Improved brand preference and purchase intent metrics maintaining #1 brand preference and market share.- Created Key Drive Period marketing initiative to increase engagement and revenue on owned and operated digital channels based on product priorities, seasonality, and cultural moments. Led the integrated marketing team for KDP marketing efforts.- Led both internal and external relationships in a highly complex matrixed organization, driving alignment to drive projects forward. Established collaborative ways of working across multiple teams via clear communication and support of shared goals.

Led brand strategy and campaign development for high-end women’s fashion brands.- Recharged a 20-year-old brand, IZZAT BABA, through a clearly defined brand strategy and creative execution to meet changing consumer expectations. Analyzed retail presence in major department stores and recommended improvements for a consistent brand experience.- Oversaw development of three photo shoots for FW ’16 and SS ’17. Selected and negotiated with production companies and modeling agencies, led production process from briefing to execution.

Marketing strategy development and campaign oversight for APAC. - Developed annual marketing plans for the region in the speaker and headphone categories, oversaw creation of global campaign platforms and assets, and drove alignment with product groups and in-country teams, resulting in 16% revenue growth in the region. - Led QC20 in-ear noise cancelling headphones campaign in Japan. Digital advertising, retargeting, and content marketing activities produced e-commerce sales 62% above target, and over 3,000 new social media followers over a two-month period. - Drove company-wide media agency consolidation towards cohesive media strategies and cost efficiencies. Saved $2MM for the region and received the internal VAULT award in recognition of streamlined marketing operations.

Corporate brand strategy development and implementation. - Developed new brand vision and strategy for Samsung Electronics to redefine the brand’s positioning in the changing consumer market. Led the creation of a new visual identity system and tools for global rollout. Contributed to a 40% increase in brand value in 2012.- Managed global agency network with an annual budget of $34MM. Implemented agency management policies for all business units and subsidiaries, resulting in a 12-point improvement in the annual global agency performance evaluation.

Client relationship management and strategy lead for three key accounts. - Developed and executed brand communications plan for Nationwide Financial in the South Asian market. Delivered 15-point increase in unaided brand awareness in one year.- Led customer acquisition program for Bank of America by creating promotional ideas, managing logistics, developing point-of-sales materials, and procuring premiums. Generated a record 2,528 new deposit accounts from a single promotional campaign.- Managed advertising campaign for the California Tobacco Control Program from focus group research to production. Oversaw development of TV campaign, which received the ANA Multicultural Excellence Award.

Lead copywriter for SkyMart, Siemens, DeBeers, Nestle, Standard Chartered Bank, driving campaign development and copywriting from concept to production. - Launched Hong Kong SkyMart brand via multi-channel media campaign. Received the Thompson Total Branding Award for campaigns that exemplify TTB principles among all global JWT offices. - Led creative concept development for APAC launch of Siemens MP3 mobile phone. Collaborated with creative teams from China, Spain, Japan, Australia and Singapore.