As the Head of Strategy at PHD and Strategy Lead at La Maison Media, I hold two roles. In my first role, I am responsible for overseeing the overall strategy, insight, and innovation for PHD's accounts. In the second one, I specialize in consumer insight and media strategy for luxury clients. These two positions allow me to expand my expertise and creativity.I possess a track record of success in acquiring new business. My achievements include leading projects for Vitasoy and Lipton. I was responsible for creating a consumer cultural landscape which helped Vitasoy's product portfolio resonate with diverse consumer tribes and media behaviors. My team devised a model for Lipton that linked cultural insights to content, guiding the creative, media and effectiveness of the campaign. These innovative solutions and new ways of thinking have given clients the confidence to take a bold step forward.

CCL (Culture Content Lab) is an integrated product that unifies expertise, data, and tools to reinvent and translate consumer culture from content to commerce. It captures and models trends and consumption behavior data from social and commerce platforms to visualize and find consumer insights. It decodes the coded cultural language on various platforms required for landing brands authentically. It brings strategy, creative, media, and content together in one mind and one brief. CCL is the cutting edge of communication and brand building at today's super speed.Super team: Data & tool expert, insight, strategy, planning, social & creative.Product offering:1, Consumer Understanding - new insight methodology fueled by deep learning of social & EC data.2, Culture mapping - cultural positioning to standout amongst competitors.3, AI content generator - tool to guide content creation by deep learning & semantic analyze.4, IMC planning - one stop solution from insight to end execution.

Established a new function to address the challenges faced by clients needing actionable insights. New Culture team brings together a diverse range of talent with people from insight, strategy, creative, branding and media backgrounds, with a remit to redefine insights and articulate the connections between brand and culture.Mission: Convert Cultural Currency to Commerce, bringing innovative tools into media strategy, planning & content to answer fast changing consumer and culture waves.Function: Strategy fueled by anthropological, culture & social data insights; Data led content hub.Inventor: Creation of new tools and frameworks to create cut through and competitive advantage in China’s complex and fast moving marketing ecosystem.Thought leader, Brand coach, Product Development.•Keynote speaker for 2018 ROI Awards “Reverse Rule of the Game”•Contributor to Brand Vista•Leading contributor of thought leader projects “Reverse Rule of the Game” (2018), “Embrace X Wave” (2019), “What Does it Mean to Be a Woman today” (2019), “Lazy Economy” (2019), “Culture to Consumption” (2020), “Redesign a New Living”(2021)Proven track record of success in new business with innovative strategy and collaboration with integrated teams: IKEA, Bayer, Friso, Tapestry, Amorepacific, Airbnb.Clientele: IKEA, Coca-Cola, Bayer, Friso, Mondelēz, Adidas, Airbnb, Vitasoy, Zegna, Herbalife, MengNiu.

•Brand Development & Branding Strategy•Consumer Research•Digital Communication Strategy•Cross Media Consulting (Mobile, Web, App & others)