SAGA Studio is a full-service creative agency focusing on brand entry and localization in China. We develop 360 campaigns for brands like Reebok, Marriot International, Stokke, Grundfos, Chr. Hansen, Alibaba etc. In recent years, with the wave of cross border business, we also help Chinese enterprise to build their brand presence outside of China.

Pandora is one of the world largest jewelry company, my role was to develop global brand strategy, orchestrate global campaigns in key consuming cycles and develop communication strategy and toolkit according to product/brand strategy roadmap• Built brand and product category strategy and 3 years road map to unlock new growth opportunities. • Led cross functional teams and orchestrated global 360 campaigns from end to end through gate controls for key consuming cycles. • Delivered… Show more Pandora is one of the world largest jewelry company, my role was to develop global brand strategy, orchestrate global campaigns in key consuming cycles and develop communication strategy and toolkit according to product/brand strategy roadmap• Built brand and product category strategy and 3 years road map to unlock new growth opportunities. • Led cross functional teams and orchestrated global 360 campaigns from end to end through gate controls for key consuming cycles. • Delivered global communication toolkit (ATL & BTL) and presented campaign strategy guidelines from global to ensure alignment across 8 regional markets within the organization.• Continuous track of consumers’ insight and industry trend, follow up with cycle performance from key markets. Translated the learnings into new initiatives and objectives in briefs for on coming marketing plans.• Representative from Brand Strategy & Communication Dpt. of Global Responsible Marketing Committee, responsible for update and implementation of Pandora’s Global Responsible Marketing Standard• Part of the task force team from Global, drove and orchestrated China’s strategic initiatives and successfully relaunched Pandora in China with new brand platform after 3 years of waiting. Key achievement: The work directly translated into 8% organic growth in FY 2023 which comprised of solid LFL (like- for-like) growth of +6% and EBIT margin 25%. Show less

Self funded feminine personal care brand with 0-1 experience from concept to market launch • Owned the business plan, brand and product development and P/L responsible • Established and in charge of the whole value chain from brand concept development, brand strategy and communication strategy, GTM plans, product innovation, testing & certification, manufacturing, warehousing, logistics & CRM setup, omni sales channels development both retail and e-commerce platforms, ongoing social… Show more Self funded feminine personal care brand with 0-1 experience from concept to market launch • Owned the business plan, brand and product development and P/L responsible • Established and in charge of the whole value chain from brand concept development, brand strategy and communication strategy, GTM plans, product innovation, testing & certification, manufacturing, warehousing, logistics & CRM setup, omni sales channels development both retail and e-commerce platforms, ongoing social media marketing development, brand community establishment. Key achievement: Freja won the award of top 20 most influential new brands in China in 2022. Channels expansion through convient store,Apotek, e-commerce channesl on Tmall, JD, Little Redbook, Wechat Store. Show less

• Developed business plan, financial budgeting and marketing strategy for the agency, P&L responsible• Identified and developed new business accounts• Advised clients on their marketing and communication challenges• Expanded the team from 3 to 30 members Key achievement: Revitalized the business after 5 years consecutive loss, doubled the year-end sales revenue in 2016, and further drove a 50% increase in profits in 2017. This successful turnaround subsequently led to an… Show more • Developed business plan, financial budgeting and marketing strategy for the agency, P&L responsible• Identified and developed new business accounts• Advised clients on their marketing and communication challenges• Expanded the team from 3 to 30 members Key achievement: Revitalized the business after 5 years consecutive loss, doubled the year-end sales revenue in 2016, and further drove a 50% increase in profits in 2017. This successful turnaround subsequently led to an acquisition by Media Monks, marking a pivotal moment in its journey.Key Projects: • SAM’s Club Rebrand in China• Strongbow brand launch in China• Absolut Vodka by Pernod Ricard• Ask Jerry by Pernod Ricard• Campari & Aperol by Campari• Fingerprints digital and social media in China Show less

During my tenure at TOMORROW, I was hired as the Interim Marketing Director on site by the client Carlsberg Group China• Defined local strategy, channel and customer assortment and business model to deliver sales, market share and value contribution objectives. • Owned annual budget, forecasting and demand planning for premium line and craft categories. • Defined investment priorities, above the line and trade support and allocate commercial resources as per strategy vision… Show more During my tenure at TOMORROW, I was hired as the Interim Marketing Director on site by the client Carlsberg Group China• Defined local strategy, channel and customer assortment and business model to deliver sales, market share and value contribution objectives. • Owned annual budget, forecasting and demand planning for premium line and craft categories. • Defined investment priorities, above the line and trade support and allocate commercial resources as per strategy vision. • Responsible to align initiative master plan, financial targets and investment requirements across total portfolio with regional directors and making priority market.Key achievement: Successfully launched all three premium brands Kronenbourg 1664, Grimbergen and Somersby in China encompassing product innovation strategies tailored for the Chinese market, Go-To-Market plans, orchestration of the official brand launch. Show less

I worked as a management consultant for Dansk Industri Shanghai office for Danish companies entering China on various topics e.g. market entry/sourcing/business setup/production etc. per requirement.