Expand my presence to MONI Media, a digital-commerce agency with Tag acquired in the end of 2021. Lead and inspire the design team with a storytelling approach. Providing clients with integrated e-commerce and omnichannel solutions with the collaboration with Tag.

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Bring the company's success beyond Hong Kong to Taiwan. Set up the creative department

for P&G Taiwan business in 2022.

Transformed a 10-people design team, which focused on POSM and adaptations into a full-service creative department with over 40 creative talents. Elevated the overall creative output quality and enhanced the operations and structure of the department. Provide creative services, from ideation, 2D and 3D design, content creation, e-commerce and social ideas to clients such as Dairy Farm, Estée Lauder, P&G Hong Kong, SK-II, British American Tobacco, Wellcome, Mannings, Yuu, Johnson and Johnson.

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Won new business from Estée Lauder (APEC and Global), P&G HK e-commerce, LEGO and SK-II HK in my first 6-month tenure. And P&G HK&Taiwan (Shopper marketing), Johnson and Johnson followed.

Led teams of creative of different disciplines from digital communication, social media, to events marketing to work on key integrated communications project for Cathay Pacific Airways – such as the "MOVE BEYOND" brand relaunch, and the hugely-awarded HK Rugby Sevens campaign. Also integral for work on different clients such as SK-II, AXA, Lindor Chocolate, Tempo, Bank of China, HSBC Life, MOX, Sino Property, etc.

Led the Greater China creative team to produce the acclaimed SK-II "#CHANGE DESTINY" brand idea. 

Contributed to the global SK-II creative team by producing multi-channel ideas from product communications to brand manifesto.

Extended my presence to ARC Hong Kong – transforming the creative department from a pure FMOT design team to a total commerce creative agency, providing retail solutions covering in-store experience, digital / e-commerce, social, UX design and O2O activation. Key clients include Arté Madrid, Olay, SafeGuard, Rejoice, Vidal Sassoon, Watsons Skincare, Landmark, Star Cruise, Sundan, etc.

Part-time creative consultant of the in-house creative team. Provided creative inspiration and ideas for various product launches, event ideas and visual merchandising designs.

Joined the SK-II global team as part of the creative force. Creating ideas and executions that crossed borders in Asia and helped the local Greater China team to build business through creative solutions.

Helped extend the SK-II’s brand’s success beyond Hong Kong to Taiwan and Mainland China. Successfully launched several product campaigns with record-breaking sales figures and top-of-mind awareness.

Successfully built SK-II as the most desired skincare brand in Hong Kong. Also worked on other P&G's beauty care brands such as MaxFactor and Clairol Herbal Essence.

Joined the company and focused on key clients such as SK-II Hong Kong and Standard Chartered Bank.

Moved to Shanghai and started to build expertise as a beauty/grooming products specialist while working on L'Oréal Paris and Braun electric shaver.

Started my life as an advertising creative, working on L'Oreal Paris, Dairy Farm Hong Kong and Hang Seng Bank.