Founded lifestyle cult retail brand BTDT by identifying GenZ’s unmet need of “Bucket-Listing” with a new product category of Interactive Lifelogue Posters, launched globally with operations in 3 markets, and growth hacked into a no-maintenance fully self-sustaining business:1- Strong revenue and global sales: Within just 6 months, Lifelogues generated $1M in revenue and sold over 300,00 posters worldwide.2- Crafted end-to-end experience: Conducted comprehensive landscape analysis and strategically developed the entire Lifelogues experience, encompassing branding, product design, website development, marketing campaigns, SEO/SEM, and customer service.3- Ingenious micro/nano KOL strategy targeting GenZ: Orchestrated a highly effective micro/nano KOL strategy focused on engaging GenZ users, generating FOMO, and elevating Lifelogues to cult status within key niche segments.4- Unprecedented Premiumization: Launched at $29.90, Lifelogues sell at $70 (134% Premium) behind strong WOM and satisfaction.

Transformed Spotify from a schizophrenic campaign machine to a unified long-term brand strategy & platform to become the #1 SEA Streaming Service (Best New-User/Subs Growth, Retention Brand Health) by identifying “Why Spotify?” barrier, uncovering a “discovery” unmet need in GenZ, isolating Spotify’s algorithm as its USP, and crafting the long-term brand platform of “Music That Finds You” to tell a lasting brand story.1- Brand Strategy, Positioning, Communication Model, & Messaging - Redefined brand positioning via landscape analysis to identify a clear POD that elevated not only brand equity & highest-ever Brand Health scores in SEA but also across all key metrics (Users, Subs, Retention, Churn).2- Brand Platform & Big Idea - Led and created Spotify’s long-term brand campaign platform, “Music That Finds You”, based on comprehensive consumer research aligned with superior brand strategy. Also, led the record-breaking 2022 brand campaign “The Magic of Music” that began explosive growth in SEA.3- Integrated Campaigns - Led & oversaw all marketing campaigns across the region to build Brand Equity in line with renewed Brand Strategy to unify Spotify on a consistent & holistic brand message vs the previous schizophrenic campaign machine. Led integrated commercial tool-kits (TVCs, Online Videos, OOH, KOLs, Partnerships, Activations, On Platform, Podcasts, PR, Social, and Programmatic Advertising) from ideation, and storyboard development to shoot, post-production & release. 4- KOL Strategy & Operations - Led the creation of Spotify's Reverb Ambassador Program reimagining KOL framework to step-change SOV, Engagement Rates, KOL numbers/quality, & overall ROI.5- Creative Agency Operations- Led the successful Pitch process for Spotify’s regional Creative Agency with significant savings and re-organizations. 6- Co-created the Spotify In-House agency to facilitate product innovation and strengthen regional creative excellence proven with the best-in-class campaigns.

Led Billion Dollar Brands (Olay/Pampers) to highest ever share, revenue, and profit growth in 2019/2015.BRAND BUILDING LEADERSHIP1 - Global/Regional Campaigns - Led multi-functional teams to over 15 product launch campaigns with strong equity gains and business results.2 - Communication Strategy – Developed Integrated Communication Strategies, Brand Equity Pyramids, Shopper Based Design Principles, Support Model Design Strategy, and Brand Re-Design.3 - Creative Idea Development – Led end-to-end development of breakthrough ideas by identifying deep consumer insights, married with product propositions.4 - Holistic Communication Assets – Led the development of over 15 holistic commercial toolkits (TVCs, iVideos, Social Push, Pull, eComm, In-Store, Print) from ideation, storyboard development to shoot, post production for offline/online channelsBUSINESS LEADERSHIP1 - Business Turnaround - Delivered Olay turn-around to share growth for the first time in 7 yrs leading to #1 share and equity by leading multi-functional teams across R&D, Design, Sales, Finance, Product Supply, and Consumer Research.2 - Business Model Development – Delivered leadership shares by defining the “Who”, “Where to Play” and “How to Win” choices analyzing Consumer, Category, and Competitive landscapes resulting in Communication Strategies, Product Innovations, Whitespace Expansion Plans and Commercial Support Models3 - Launch and Go-To-Market Strategy – Designed launch propositions from scratch. Developed Go-to-Market strategies by leading a multi-functional teams, across regional markets by influencing organization upwards, sideways, and downstream on business strategies to deliver breakthrough results. 4 - Product Innovation– Managed and designed Innovation Plan to deliver long term pipeline of Product Innovations for regional launches.5 - P&L Management - Managed Global/Regional P&L for Pampers/Olay responsible for delivering both top and bottomline.

1 - BRAND LAUNCH CAMPAIGNS– Led the development of global whitespace multi-million dollar launch campaigns by leading multi-regional cross-functional teams.2 - BRAND BUILDING FUNDAMENTALS – Demonstrated core marketing competencies in - Business Model Development - Defined business choices analyzing Consumer, Category, and Competitive landscapes influencing Communication Strategies, Product Innovations, Whitespace Expansion Plans and Support Model. - Commercial Development – Defined Communication Message Strategy and developed globally qualified Concepts and holistic Commercial Toolkits covering TV, Online (e-Comm/Social/Mobile), In-Store by Channel, Product Demo (Online, In-Store) from brief to execution. - Marketing Plans – Developed in-depth marketing and media plans across multiple touch points while driving budget and resource efficiencies. - Consumer Understanding – Demonstrated strong skills in understanding consumers' unmet needs, identifying opportunities and recommending action plans to mitigate.3 - DIGITAL MARKETING - Pioneered three 100% digital marketing campaigns including breakthrough e-Commerce Product Page designs with exceptional results. Recommended and drove agreements on new digital marketing strategies on a global business. Developed breakthrough e-Commerce Product Page designs receiving global recognition with roll-out across entire Pampers franchise.4 - GLOBAL RECOGNITION - Awarded P&G's highest accolade for marketing leadership - "Recognition Shares". Also awarded 7 P&G “Power Of You” recognitions for breakthrough ideas and results.

1- Led the APAC Pampers Active Baby and India Pampers Pants launch campaigns, holistic toolkits and Go-to-Market Strategy.2 - Analyzed Pampers APAC business model and identified opportunities in communication strategy, portfolio design, media strategy and defined Pampers Digital support model.3 - Created the "dream P&G" campaign, which significantly improved P&G’s corporate equity resulting in P&G's first foray into SG Top 10 employer rankings. Campaign was expanded to Asia.

1- Led the System Professional super prestige haircare brand launch campaign and Go-to-Market Strategy by leading a multi-functional team and distributors in 8 ASEAN markets exceeding targets by 293% creating the highest brand growth globally. 2- Led the NIOXIN super prestige haircare brand launch campaign and Go-to-Market Strategy by leading a multi-functional team and distributors in 6 ASEAN markets exceeding targets by 262% with highest growth in Asia.3- Re-Invented the Go-to-Market Strategy by creating from scratch the end-to-end Sebastian Professional Facebook Trial + ER campaign becoming the #1 Prestige Haircare Brand Page in the world in less than 6 months.

• Coordinated Product, Development, QA and IT teams in various projects.• Led detailed daily/weekly Status Reporting and Risk Analysis meetings.• Managed Microsoft Sharepoint and Confluence Enterprise Wiki sites