Lexicon is a Strategic Advisory and Business Solutions partner that supports unlocking strategic challenges to enable businesses to grow. Our subject matter expertise along with experience in dealing with senior stakeholders allows us to get to the true business challenge at hand. We then work to develop creative solutions to their challenges, usually leveraging on our innovation, product and service creation expertise. We continue to support our clients through their planning and execution, including measurement of their strategy delivery to ensure that the strategy is fully embedded within their business.To date we have managed to unlock some interesting strategic challenges for our clients in the areas of customer acquisition and retention through an innovative loyalty program design, enter new categories through new product and brand launch and reposition brands for a more optimized market placement.

As the world’s first international luxury hotel brand, InterContinental Hotels & Resorts has more than 200 hotels opened worldwide, and more than 70 years of history. Being part of the Global InterContinental brand team, my role involved developing the brand strategy, and designing global brand experiences to deliver against the brand's luxury strategy. Projects I've worked on include:- Developed a refreshed brand and collateral identity for InterContinental, to further enhance the brand's luxury perception- Guest Journey Design: Designed a premium guest journey for the “Club InterContinental”, so as to drive a rate premium for InterContinental hotels. This included financial analysis, redesign and implementation of new processes, and development of Digital sales and marketing content with the aim of increasing brand awareness, booking conversion, revenue and loyalty - Developed new video-led Brand Orientation for all hotel colleagues around the globe, from defining the brand content, to reviewing the video scripts to overseeing the filming of the video contents. Over 45,000 colleagues have completed the Brand Orientation - Service Design: Redefined the brand's service style and service behaviours; and developed a suite of training tools for our hotel colleagues that is relevant across the different countries that we operate in- Responsible for maintaining and developing the global brand standards to drive consistency in the guest experience at the hotels- Worked with the customer research team to develop analytical insights, brand performance metrics, and competitive intel with focus on identifying strategic gaps and mitigating them

Responsible for the InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, and Hotel Indigo brands in the region, where I focused on regionalising the global guest experience programmes for AMEA.- Worked on the brand launch of the first Hotel Indigo property in the region; conducted research to understand guest expectations; regionalised global brand guest experience hallmarks so that they are relevant for the market- Designed and rolled out new Chinese traveller experience touchpoints and cultural training for the hotels in my region to attract and capitalise on the growing Chinese Outbound market - Coordinated with Brands Communications colleagues to craft key messaging and develop Public Relations initiatives for the brands- Collaborated with Design colleagues to ensure that the interior designs of new opening hotels were in line with the brand style guide- Developed brand campaigns to drive awareness

- Developed above-the-line advertising campaigns for the InterContinental brand to drive awareness - Created the InterContinental “World of Weddings” communications toolkit, which involved conceptualization of creative concept, running the photoshoot and creating advertising templates and collaterals- Ran digital tactical campaigns to increase revenue to hotels - Created local Marketing toolkits and assets for hotels