SGK is a $500M+ brand and content agency that helps brands carve the shortest path to market and growth with creative storytelling, scaled for global reach. I was hired in Shanghai, worked across Singapore, and now based in Sydney.I currently lead strategy for regional/global pitches and new business development; manage a regional team of brand and marketing strategists; and guide our service creation, including the development of a next-gen content delivery platform.

Repositioned Accor, restructured its portfolio of brands, and created ALL, its global lifestyle loyalty program; helped bring Woolworths to China and other APAC markets; consulted companies such as Coca-Cola, American Express, Mars, Mondelez, Selleys.

Lead our brand strategy and innovation services and grew it to 30% of revenue, consulting companies like Air France KLM, Skyteam, IHG, AB-InBev, Moet-Hennessy Diageo, J&J, Mary Kay, Watsons, Herbalife, and Friesland Campina.I drove brand and portfolio rationalisation strategy behind the APAC merger of USG Boral; crafted post-M&A brand and portfolio strategy for SHV Energy in China; and lead product innovation projects and localised NPD processes for General Mills and AB-InBev

With multidisciplinary skills in media, creative, strategy, and business development, I was hired to lead new ventures in brand consulting, digital media, and education to expand a Swiss brand agency.I created daiPublishing, one of Switzerland’s first digital publishing platform to bring magazines to Apple Newsstand, creating custom UI, planning media-rich content, and helped publishers transition to a print+ digital model; opened a studio in Shanghai, where I led staffing, BD, and methodology design; co-created China’s first Bachelor’s program in Brand Strategy & Management with the Shanghai Institute of Visual Arts; and consulted clients such as UBS, Lindt, and Swiss Deluxe Hotels

I grew into strategy when I joined one of Taiwan's leading brand, industrial design, and digital agencies, first by leading a business development team operating between Shanghai and Taipei, and achieving 27% growth YoY. A passion and skill for solving clients' business problems drove a transition to brand strategist, where I helped create Giant Bicycle's global lifestyle and IF Design Award-winning brand Momentum, China's first homegrown luxury skincare brand Shanghai Vive, while consulting other clients such as Ermenegildo Zegna, Uni-President, and Casio.

With twin passions in design and storytelling, I helped launch Taiwan’s first multidisciplinary design magazine, which--with its robust architectural critique mixed with fashion and lifestyle--became known as "the thinking creative's" media. The magazine attracted advertisers such as Louis Vuitton and Issey Miyake, got called out by Wallpaper magazine to be "Best of Taiwan," won numerous national publishing awards, and its mark on the creative scene celebrated when it was included in a 2024 exhibition on "Emancipatory Architecture in Taiwan." With a journalistic and graphic eye for storytelling, I oversaw editorial planning, created advertorial campaigns, co-produced special events such as Louis Vuitton's annual trunk show, and created a co-branded design newspaper with Starbucks that became the country’s largest lifestyle publication.