CV

 

My career can be read in five chapters, each shaping how I approach brands, creativity and business. From learning by doing in the dot-com boom, to building brands at scale, pushing creative ambition, and ultimately applying creativity to drive commercial growth across the world. Together, these chapters define the strategic leader I am today.

 

McCann

EUROPE

CHAPTER 5: THE GROWTH LEADER

At McCann, I focused on turning creativity into commercial growth across Europe, aligning strategy, ideas and business performance. I was often referred to as “WD-40”, brought in to solve problems fast, unblock teams and keep complex organisations running smoothly.

Led McCann Europe to Agency Network of the Year at the Euro Effies for three consecutive years

Won and secured Ferrero as a Top 10 global McCann client through global pitch leadership

Led strategy for the next chapter of Just Eat Takeaway’s “Did Somebody Say…” platform, featuring Christina Aguilera and Latto

Drove incremental growth and new revenue for IKEA globally, aligning a fragmented organisation and securing global market buy-in for a new platform

Built a Europe-wide strategy community and talent pipeline, strengthening collaboration and long-term excellence

Designed and delivered training to embed a culture of creative excellence across internal teams and external partners

Wieden+ Kennedy

AMSTERDAM

CHAPTER 4: THE CREATIVE INSTIGATOR

At Wieden+Kennedy, one of the world’s most creatively influential companies, I deepened my understanding of creativity in all its forms. Beyond film and TV, I learned to use ideas, experiences, platforms and non-traditional formats as tools to solve complex brand and business problems.


Led global strategy for global bluechip brands including Uber, Corona, Google, Visa, Airbnb, Miele, Milka and Zalando

Helped Uber navigate the launch of its highly sensitive Safety Report, proving transparency could build trust

Shaped Corona’s global “This Is Living” platform and launched in China, contributing to double-digit growth

Reset Milka’s global brand strategy, helping return the brand to No.1 after years of decline

Worked with leadership in W+K Delhi to reset the planning discipline and build strategic momentum

Won and led multiple new business pitches such as Miele, Google, Visa

Cramer-Krasselt

NEW YORK

CHAPTER 3: THE SHAPE-SHIFTER

At Cramer-Krasselt, I deliberately stepped outside the comfort of the P&G/CPG world into a broader, messier mix of categories and business problems. It was a crash course in New York–style brand thinking - faster, scrappier and culturally sharper - forcing me to adapt my discipline to restaurants, spirits, insurance and home improvement, and to think beyond frameworks to what actually moves people.

Made what’s big feel small for Patrón - reframing the brand by uncovering and elevating its untold craft story to counter mass-produced perceptions.

Brought the sizzle back to Benihana by reclaiming its glamorous, celebrity-fuelled past, shifting the brand from a “once-and-done” occasion to increased frequency.

Convinced Kraft to “man up” by spotlighting men as co-decision makers in the kitchen, reshaping both brand communication and business focus.

Saatchi & Saatchi

BANGKOK, NEW YORK, LONDON

CHAPTER 2: THE BRAND BUILDER

At Saatchi & Saatchi, working across three countries, I built my foundation in brand leadership within the P&G ecosystem. Progressing from Account Manager to Global Planning Director, I helped shape global brands including Olay, Ariel, Tide and Head & Shoulders, moving them from product-led stories to emotionally resonant platforms grounded in deep, multi-market consumer understanding.

Helped Olay become the No.1 brand in key markets through winning strategy and whitespace-driven growth

Led P&G ASEAN’s most extensive skincare consumer research, spanning 1,000+ women across seven countries

Elevated Tide and Ariel from functional laundry brands to emotionally resonant, life-focused global platforms

Repositioned Head & Shoulders in Japan, de-stigmatizing dandruff and reframing the brand as a beauty choice

Developed deep expertise in navigating complex, matrixed global organisations while aligning local and global needs

Relevanz

SINGAPORE

CHAPTER 1: THE JACK OF ALL TRADES.

At the start of my career, during the dot-com boom, I learned by doing, and doing everything. At Relevanz, a marketing workflow software company, I worked across market research, competitive audits, strategy, project management and design, including creating the company logo and corporate identity. It was a formative crash course in building brands from the ground up

  • Built the company’s communication platform from scratch, spanning market research, competitive audits, strategy and execution

  • Designed Relevanz’s company logo and corporate identity

  • Managed projects end to end, from insight to delivery, long before roles became specialised

  • Developed a builder’s mindset - resourceful, fast, and hands-on - that still underpins how I work today