Senior Director
Shanghai + Toronto | 2016 to 2017
Handpicked to mentor incoming CEO, accelerate creative and strategy integration, and motivate cross-functional teams between the Shanghai and Beijing offices.
- Embedded within strategy and design teams to safeguard institutional knowledge, retain high-value talent, and sustain delivery standards on multi-million-dollar client engagements
- Piloted an innovation and brand experience process integrating global trends with local customer insights, accelerating market relevance and unlocking new revenue opportunities
- Accelerated collaboration between strategy and creative teams by leveraging client relationships across Shanghai, Shenzhen, Dalian, Beijing, and Hangzhou, fostering integrated solutions and stronger alignment
- Defined the Shanghai office’s engagement process within the global network, establishing consistent frameworks for client delivery and cross-market collaboration
- Executive Committee member and crisis management point-person:
- ensuring security of the Shanghai office and personnel safety
- stabilizing operations process, finances and business performance
- strengthening recruitment, hiring and team depth
Senior Director, Strategy
New York NY | 2009 to 2016
Client engagement director and manager of direct reports with annual performance reviews. Projected financials, conducted monthly revenue reviews, and introduced client growth plans.
- Embedded with cross-functional teams to deliver fully integrated solutions spanning strategy, analytics, experience, design, activation, and internal engagement
- Designed and executed qualitative and quantitative research studies to uncover customer and market insights
- Facilitated client workshops to translate insights into actionable strategies and solutions
- Partnered with creative and implementation teams to deliver cohesive brand launches, messaging strategies, and brand voice platforms
- Accountable for organic growth and collaboration with the new business team
- Built a 5-year partnership with Johnson Controls, sharpening focus on its global brand portfolio through integrated marketing planning and brand management operating system
- Aligned senior leadership teams at Qualcomm, MUFG, Nissan, 3M, TD Bank, S&P Global, and USGA on the role of brand and their respective brand strategies
- Partnered with Emerson Network Power to create and launch Vertiv following its separation from Emerson Electric—developing the name, brand platform, voice, experience principles, visual identity, messaging strategy, and launch campaign
- Designed and delivered internal engagement, training, and brand education programs for John Deere, Qualcomm, BNY Mellon, and MUFG Americas
- Developed brand portfolio strategies, nomenclature systems, and acquisition integration tools for TE Connectivity, Ryder Cup, and Golf Channel
Head of Strategy
Singapore | 2006 to 2008
Selected to re-structure the client engagement model and transform a regional office from narrowly focused, phased projects to multi-year client relationships generating the office $4M per year.
- Integrated Strategy & Design Process: Embedded within strategy and design teams to co-create an end-to-end process spanning research, insights, collaboration, and client management—strengthening alignment between disciplines and elevating the quality and consistency of client delivery
- Client Relationship Transformation: Shifted client engagements from short-term, project-based work to multi-year partnerships, building revenue stability, expanding scope of influence, and positioning the regional office as a long-term strategic partner
- High-Impact Client Work: Developed brand strategies and forged enduring client relationships with AIG, CIMB Bank, Singapore Land Transport Authority, ST Engineering, Banco de Oro, OCBC, Far East Organization, and VIB—helping organizations sharpen market differentiation and achieve business growth across Asia
- Team Building & Leadership: Rebuilt and scaled the strategy team by recruiting top talent, investing in professional development, and establishing new performance standards—fostering a collaborative, high-performance culture that drove both employee retention and client satisfaction.
Director Corporate Branding
New York NY | 2005 to 2006
Hired to solve complex brand portfolio challenges with brand strategy and migration plans, establish and managed budgets, report performance, manage checkpoints and supervise project team members
- Directed strategic engagements by scoping projects, managing cross-functional teams, and overseeing budgets to ensure delivery excellence
- Created names, taglines, and messaging platforms for clients including Intel, Bausch & Lomb, Kraft, Valassis, GE Healthcare, and EMC
- Partnered with ChoicePoint to define a brand strategy and rebuild market trust following a data breach under intense government and media scrutiny
- Developed an in-depth perspective on Regional Sports Networks and assessed brand implications for AT&T during a series of acquisitions
- Designed brand strategies and architectures to unify and strengthen GE Healthcare’s diverse business portfolio
