• Global project lead on the highly complex multi-million LUX Core bodywash portfolio. Managed experienced cross functional teams of internal resources and external partners to develop winning mixes, competition-beating superior products and unmissable communication assets validated in consumer tests.• Led an innovative approach, borrowed from the perfume industry to develop a highly effective "cousin variant" range extension of the brand's best-selling bodywash to drive physical & mental availability while creating a disruptive winning innovation for Gen Z.• Developed and expanded the new visual identity guidelines across multiple touchpoints aligned with the evolved brand attitude and personality.

Crafted communications and product innovation plans for China, one of the biggest markets for the 1Bn Euro beauty brand – LUX, with a focus on the high profitability Core liquids portfolio.• Co-developed the transformative Core bodywash re-launch which completely revamped LUX bodywash in China and was adapted for all key markets, leading to incremental turnover and steady market share gains across key markets - A world first 24hrs long-lasting fragrance claim, new variant architecture based on fine fragrances, strong winning concept, superior product beating a range of competition and disruptive packaging revamp with strong test wins.• Fully developed and launched new bodywash innovations with disruptive benefits & ingredients on the brand.• Co-developed the highly successful Purpose strategy for China with the disruptive and locally relevant articulation through exclusion IP partnerships and award-winning Purpose campaigns.• Co-led 3 complete and highly effective Product/Purpose advertising campaigns with record high test scores.• Developed and led disruptive fragrance demos that bring product superiority communications to life.• Led the emergency-COVID response project to land a new Hygiene portfolio of bars, handwash, self-foamers and sanitizers - within a record 3 months in China.

Head of Marketing for Singapore team, led brand building strategy for the Singapore market, the No. 1 premium laptop market in the SEA region, with the objective of driving market leadership and sustaining market share gains in the US$300+ million consumer laptop category locally. Also managed an experienced team of 8+ marketing specialists across different functions and diverse portfolio of Laptops, Desktops & All-in-One PCs formats.• Led the transformative launch of new consumer Personal Computing products that propelled ASUS as the No. 1 consumer notebook brand in Singapore for 10 consecutive months.• Developed the marketing strategy for a new commercial business segment with an ambitious vision to be the top 2 brands within a year.• Crafted and led new content campaigns to disaggregate the most premium laptop range and drive upgradation and penetration of premium laptops, resulting in 8.6% increase in sales YoY, 8% increased in overall ASP YoY.• Developed and led disruptive and highly effective IP collaborations with 120% increase in QoQ sell-through above baseline target.• Led and developed e-commerce launch plans with exclusive shop-in-shop and digital brand stores.