I’m a brand, innovation and marketing senior strategy director. I pair imagination with a firm acumen on operational realities, so that strategy gets built and executed.

For fifteen years I’ve worked on both sides of the table, consultant and client, across Asia, US, Europe and the Gulf, with Fortune 500 companies, homegrown brands, the public sector and zero-to-one start-ups.

I help brands define what’s next and capture value through:

• Branding: defining what a brand stands for and where it sits in the market, whether it’s entering new markets, repositioning itself, expanding into new categories, launching from zero, or scaling for growth

• Innovation: end-to-end innovation development, from identifying white space and growth opportunities through concept development, testing and commercialization

• Narrative and messaging: the messaging and communications that carry the strategy to every audience, from internal executives and investor relations to creative teams and end consumers

• Experience design: shaping how the brand shows up across packaging, retail, hospitality and key experience touchpoints

• Consumer and cultural research: identifying who your audience segments are, what drives them, and the place your brand can credibly own in culture

• Strategic transformation: reshaping how the organization works to deliver on the strategy, from leadership alignment and operating model to the capabilities, rituals and ways of working that turn ambition into everyday behavior

• Executive stakeholder management & investor relations: building alignment and confidence at the top, from C-suite and board engagement to the equity story and investor narratives that turn strategy into conviction

I have received internal awards for both executional craft and leadership traits in the realm of “bravery” and “audacity”. My work has also previously been recognized by Cannes, Effies, Spikes and WARC, and I’ve judged marketing and creative awards across APAC.