Reporting to the CMO/EVP, leading multiple creative teams, responsible for master brand enhancements and adherence; global campaign ideation and execution for social, ecom and retail channels; content creation for seasonal product narratives and lifestyle photoshoots; collab creative direction; event design; product packaging; catalogue design and production, and executive presentation design.

Experiential marketing thought leader, driving consumer engagement through live activations and social platforms; developing content, digital campaigns and physical environments for a diverse array of globally positioned enterprise client teams.

New Business and Advanced Concepts creative direction including retail, product launch activations, studio and in-situ brand/product photoshoots, digital campaigns, live events and ecom product presentation.

ECD for a team of 50+ designers, writers, project managers, and content creators within brand, motion, studio, environments and experience design functions. Managed a network of internal and external creative talent in support of physical and digital omni-channel campaigns and initiatives serving multiple companies-inside, marketing objectives. Drove a $7M operations and demand creation budget in the design of compelling brand assets that helped Life Time achieve its’ mission of promoting the ‘healthy way of life’ brand promise and the Love Your Life brand positioning. Led company wide master brand, enterprise content strategy and our tone of voice strategy and execution.

Led design team against innovative consumer journey touch-points within Nike owned, wholesale and partner door expansion projects. Consumer journey elements included fixture planning, product merchandising, digital interaction, brand storytelling, experiential graphic design and architectural features that generated that undeniable “wow” moments driving both “shareable” brand heat and transaction conversion. Notable projects included Nike Miami and Nike Soho as well as Rio 2016 Olympic Athlete Hospitality Experience.

Empowered to elevate the Samsung consumer experience across all brand interactions, including customer service, retail store design, consumer events, sport and entertainment sponsorships, and premium partner collaborations. Initiated brand enhancing projects including, comprehensive retail sales ambassador uniform project, scalable retail experience overhaul and best in class retail flagship concept. Established the culture of design within the organization, resetting the brand ethos and DNA to align with its’ well deserved marketplace leadership position. Moved the company mindset from fast follower to inspiring creative leader, supporting their ambition to be the most loved brand in Asia.

BUILT and led a dedicated design studio against both strategic and tactical responsibilities for Nike retail environments, seasonal category initiatives, product launches, quick strike product creation, digital brand integration and executive internal presentation experiences. Provided DIRECTION and INSPIRATION to the team by developing key concepts and strategies against Nike brand positioning and Greater China marketing plans. COMMUNICATED compelling design concepts to senior management and external audiences. Managed work intake and design process for both internal studio and external agencies to ensure Nike design ethos and critical time-lines were maintained. INITIATED best practices, allocating $3M demand creation budget in support of marketing and business objectives. UTILIZED performance management tools and process to grow and challenge team members within the Brand Design organization. Team projects included BJ08 retail design and consumer activations, 706 House of Basketball/Innovation brand exhibits, Nikepark basketball court remodel projects for Houzimen/Shanghai stadiums, Liu Xiang product collection and most notably the design/execution of the Nike Festival of Sport 2012, harnessing the essence of Just Do It across categories, territories, and 60 days of summer.

Leveraged exceptional design skills and product knowledge to lead the development of original design solutions. Managed outside agencies and internal resource teams in the development of innovative experience based design solutions for Nike branded environments throughout the Asia Pacific region. Major projects included Nikepark SKO consumer experience design, product launch events, regional athlete tours and live show Sales Meeting ROS/content/environmental design.

3-D lead designer for Niketown Berlin. Project managed display design, fabrication, value engineering and installation. The design process required collaboration between creative directors, architects, display designers, merchandisers, project managers, content developers, media specialists, sports marketing team members, legal consultants, illustrators, photographers and archival specialists. Additionally designed sport category environments for Niketowns Boston, Las Vegas, Honolulu and Miami. Design opportunities included; athlete graphics, floor patterns, archival product display, custom furniture and interactive exhibits.

Contributed to concept and design development within interdisciplinary project teams. Environmental graphic/exhibit designer for the following projects; graphic and signage program for Citicorp Center_New York, branded retail environment for Hallmark Showcase prototype store_Jacksonville, identity and way-finding for Celebrity Cruise Line and product innovation exhibit for Texas Instruments_Dallas.

Environmental graphic designer for the following projects: identity sculpture for 3-Com corporate head quarters_San Jose, civic and marketing signage for Indonesian master-planned communties_Alum Sutara and Lippo Village_Jarkarta.