A creative and conscientious brand and communications strategist with a background in both design and business—I have been building, launching and growing brands that push culture forward for over a decade.
Based in London and working globally, I founded LAB COLLECTIVE—a strategic consultancy built to serve brands in their creative expressions—in 2015. I am a graduate of OCAD University's design program and HEC Paris' business program. I have lived in five countries and speak French.
Skilled in research/discovery/insight development as well as brand, go-to-market, communications, content, social and creative strategy.
Projects
- PANDORA | A Moment for Self ExpressionTHE SITUATION Pandora jewellery was looking to update their social media and content strategy in line with their refreshed branding. THE SOLUTION We workshopped Pandora's social media and content strategy to develop updated narratives for the brand. Our goal was to welcome new customers while celebrating longstanding loyal fans as well. It was important to highlight Pandora's sustainability initiatives, give a voice to fans of the brand, and to give relatable styling advice. We worked alongside
- CATHAY PACIFIC | Celebrating Hong Kong’s Creative EntrepreneursI worked with boutique creative consultancy LIIPSTIIK to help craft the creative concept and approach for a content series with Cathay Pacific called Hong Kong State of Mind. The series featured Belinda Koo, founder of XYZ spin studio and Justin Sweeting, co-founder of Clockenflap Music and Arts Festival and lived on Cathay’s Life Well Travelled blog. It was featured in their social media and print channels.
- LANE EIGHT | Challenging the Performance NarrativeA versatile performance footwear brand, founded on an inclusive philosophy and built for everyday athletes. I was the lead strategist on the ADAM Studios team that developed the brand identity for LANE EIGHT. I then led the launch campaign and content production via my consultancy, LAB COLLECTIVE. Afterward, I was brought in-house to continue to lead brand, communications and marketing. https://www.hellolabcollective.com/work/lane-eight
- ANTHROPOLOGIE | From A Women’s Perspective with Zigi & MaraisAn environmentally conscious women’s reading glasses brand, with a bold spirit and a big heart. I worked with global eyewear and jewellery house B.BASE to re-brand their private label women’s reading glasses brand ZiGi & MARAiS ahead of their launch with Anthropologie. Z&M’s eyewear is made with bio-plastics and a portion of sales is donated to organisations supporting women and girls. Together we developed the brand strategy, NGO partnership strategy and Instagram strategy for the brand. I the
- TATLER | Branding a Community with Asia Tatler’s Generation TThe Gen.T List recognises 400 leaders of tomorrow who are shaping Asia’s future. I was brought on by Hong Kong brand consultancy Untapped to work on the brand positioning, business model development and marketing plan for Generation T. In addition to developing insights from our conversations with list members, we worked alongside Brandon Edwards (design at Apple, previously Executive Creative director at Frog) to facilitate a two-day workshop that brought together the key stakeholders of Asia
- CREATE & CULTIVATE | A Celebration of Women in the Cannabis IndustryTHE SITUATION Create & Cultivate and MISSBISH are both digital media brands celebrating and empowering women on the rise, so when the opportunity arose to collaborate, it was a no-brainer 一 the two brands had great synergy and similar readerships. The idea of a ‘women in cannabis’ content series was intriguing. Cannabis had recently been legalised in several states in America, leading to an industry boom; and a relatively large number of women were at the helm of this ‘new’ industry. THE SOLUT
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Work history
Strategy DirectorLAB COLLECTIVE
London, United KingdomFreelance
I started LAB COLLECTIVE in 2015 with the aim to help build, launch and grow brands that push culture forward via thoughtful strategic direction and beautifully executed creative work. Through this venture, I have partnered directly with clients and via external agencies as well.
LAB COLLECTIVE was built to serve brands in their creative expressions. We chart your course, dream up the brightest future, and then — we get you there. We believe it takes equal parts strategy, creativity and a dash of magic to create the best brands.
www.hellolabcollective.com
Brand Strategy InstructorGeneral Assembly
- Hong KongFreelance
I instructed short-form brand strategy and communications strategy workshops.
I also co-instructed the 10-week part-time Digital Marketing course for a diverse group of entrepreneurs, agency, and corporate professionals. We covered topics such as business and customer strategy, social media strategy, data-driven marketing and analytics, paid marketing, content marketing, UX fundamentals, campaign planning & budgeting.
General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, GA fosters a flourishing community of professionals pursuing careers they love.
Skills
- Research
- Design Thinking
- Copywriting
- Brand Partnerships
- Campaign Planning
- Trend Analysis
- Brand Strategy
- Social Media
- Media Partnerships
- Content Strategy