JOBS

GREY GROUP, Hong Kong  Creative Director, Brand Experience  2016 - Present
Multidisciplinary creative lead at the intersection of brand, campaign and design for clients in Greater China, Hong Kong and ASEAN markets. Drive the integrated creative process to develop and evolve clients’ brands, visual worlds and retail experiences. Direct compelling and memorable creative to meet consumers’ needs. Address business requirements, support brand building and strategic insights.

Partner with wider creative teams across two agencies to lead and deliver holistic brand experiences across touchpoints including advertising and marketing campaigns, retail design and digital and social channels.

SEPHORA, Singapore  Creative Director  2015 - 2016
Brand guardian leading Southeast Asia, Australia and New Zealand to establish a multi-channel creative offer across digital, social and retail via new brand direction, tone of voice and visual storytelling.

Evolved and elevated the e-commerce experience that matched the global Sephora brand, enhanced the customer journey and drove conversion on desktop and mobile while staying relevant to the Asian beauty consumer. Conceptualised new launch campaigns such as Marc Jacobs Beauty, Kat Von D Beauty and Burberry Fragrance. Led creative development on the Sephora Mobile app and VIP rewards program.

Built and nurtured a team of 20 multi-disciplinary creatives. Partnered with UX/UI, Marketing, Merchandising, Social, Influencer and Retail teams throughout APAC, U.S. and Europe.

Selected brands: Fresh, Mark Jacobs Beauty, Kat Von D Beauty, BECCA, Burberry Beauty, Benefit Cosmetics, 3CE, Lancome and Hourglass

FITCH, Singapore  Design Director  2013 - 2015
Creative lead for award-winning brand and retail experience agency for fashion and beauty accounts in their respective markets: North America, Asia Pacific, ASEAN and India. Collaborate with strategy team to develop transformational insights that inform new approaches to the clients' retail experience.

Provide creative direction and design framework throughout the FITCH design methodology and multidisciplinary design teams. Develop and manage client presentations to global client leadership and key brand stakeholders. Lead seasonal ideation workshops to develop design solutions that meet client objectives. Responsible for new business, pitches, speaking engagements, fee recognitions, proposal writing, resource planning, budgets and office operations. Collaborate with affiliate agencies to ensure a unified brand vision.

Key input into recruitment of designers and consultants. Manage, mentor and inspire a team of up to ten multi-disciplinary designers for continued growth with a view on their holistic career aspirations at FITCH.

Clients: P&G Prestige SK-II, Pantene, Van Heusen India, Phillips, Adidas

ESTEE LAUDER COMPANIES, NYC/Miami  Associate Design Director  2011 - 2013
Managed, designed and oversaw new and existing store renovations for over 75 international travel retail doors in the Americas: North America, Central America, South America and Caribbean. Oversaw store plans, fixture specifications, vendors, designers, field and store managers for new store installations, fit-outs and visual merchandising. 

Brands: Estee Lauder, Clinique, Bobbi Brown, MAC, Jo Malone, DKNY and La Mer.  

ESTEE LAUDER, NYC  Global Associate Design Director  2007 - 2011
Designed store concepts, special event environments, shop-in-shops, counter displays, testers and windows for global style guidelines to launch products worldwide for Estee Lauder flagship brand. Created skin care, makeup and fragrance product launch visual merchandising displays for Bloomingdale's, Neiman Marcus, Lord and Taylor, Nordstrom and Saks Fifth Avenue.

BERGDORF GOODMAN, NYC  Associate Visual Designer  2005 - 2006
Managed and executed windows, interiors, prop design and styling.

DILLER SCOFIDIO + RENFRO, NYC  Designer  2004
Assembled models and materials, site photography, and visual communication for Lincoln Center NYC and ICA Boston projects.

PARSONS SCHOOL OF DESIGN, NYC  Design Studio Manager  2000 - 2003
Mentored students through the design and fabrication process.

CONSULTING

KNIGHT FOUNDATION, NYC/Miami  2010 - 2013
Developed interactive strategy, concept, and website design to create a transformative online experience to reposition the global philanthropic organization.

Created, designed and executed a branded exhibition environment and collateral for the foundation at SXSW Interactive 2013.

UTOPUS ARCHITECTURE & DESIGN STUDIO, NYC  2006 - Present
Directed design and project management for commercial, retail, furniture, product and packaging projects. Oversaw material, furniture, fittings and fixture specification, vendor relations and design staff.

AUDI + PROPELLERFISH, Singapore & Hong Kong  2011
Designed and visualized a series of service-oriented marketing concepts for Audi Hong Kong that included ambient, interactive and mobile campaigns.

GIORGIO ARMANI, NYC  2011
Designed and visualized in-store concepts and style guidelines for seasonal product launches in North America.

FASHION'S NIGHT OUT + BAL HARBOUR SHOPS, Miami  2011
Conceptualized and designed a series of web pages and print ads to promote Fashion’s Night Out and the Bal Harbour Shops smart phone app.

LANCOME + WORLD WIDE MIND, NYC/Los Angeles  2010
Prestige beauty interactive social media and OOH campaign concepts developed to engage, empower and educate the consumer.

BATH AND BODY WORKS, NYC  2010
Developed product design and packaging concepts for a line of luxury home fragrances.

PEPSI + ADDED VALUE, NYC & Mexico CIty  2006  
Collaborated with PepsiCo and IDEO to create a trend forecasting guide that redefined the product and packaging landscape through the study of interaction, form, material, color, graphics, and type treatment. Participated in a Latin American market innovation session around speculative new beverage product and packaging.

UNILEVER + ?WHAT IF! INNOVATION, NYC  2006
Visualized and advised on brand strategy concepts during innovation session for Dove Body.

ARAMIS DESIGNER FRAGRANCES, NYC  2006
Created packaging design concepts for Michael Kors, Kiton and DKNY fragrance licenses.

DIANE von FURSTENBERG, NYC  2006
Set design, visual vignettes and prop styling for Spring/Summer 2007 press launch.

STUBBS AND WOOTTON, NYC  2006
Window display concepts, design and execution for NYC and Hampton locations.

VERA WANG, NYC  2006
Conceptualized a series of fragrance packaging based on Vera Wang bride personalities.

EXHIBITIONS

Authors of Use  Felissimo Design House.  NYC  2005
Made Here  Cranbrook Museum.  Detroit  2005
Holy Sit  Contemporary Art Institute of Detroit.  Detroit  2005
Convivial Tools  ICFF.  NYC  2004
Seating Arrangements  4731 Gallery.  Detroit  2004
Made in Brooklyn  Felissimo Design House.  NYC  2003
Transformation  Felissimo Design House.  NYC  2003 

EDUCATION

Cranbrook Academy of Art, Bloomfield Hills  MFA in 3D design. Merit Scholar.  2005
Fabrica, Treviso, Italy  Grant recipient, 3D design.  2004  
Wesleyan University, Middletown  BA in Studio Arts & Economics.  2000
University of Tasmania School of Art, Hobart  Semester abroad.  1999

PUBLICATIONS

Design Miami/ Catalogue  Call Out to the Americas.  December, 2009
Flou Book  Pillow Talk.  October, 2006
Metropolis Magazine  Designer Remix.  January, 2006
Innovation Design Journal  Spring, 2005
Metropolis Magazine  Convivial Tools from Cranbrook Students.  May, 2004
CORE77 Design NewsICFF 2004.  May, 2004
 

SKILLS

Software  Adobe Creative Suite, Cinema 4D, Microsoft Office
Expertise Creative Direction, Concept Development, Ideation, 3D Rendering, Photography, Trend Forecasting, Wood/Plastic/Fabric Construction Techniques, Silkscreen Printing, Sketching
Languages Proficient Spanish.