(She/Her) Brand Strategist | Make Each Creative Decision Matter
Carries a passion for amplifying people’s creative visions into experiences with cultural relevance. Believes in the importance of building an authentic narrative and empowering shared values in the current climate of a diverse multi-hyphenated community -- starting by daring to take up space with the right visual and creative language.
Previously created different scaled brand activations and business products in Hypebeast with industries leaders, lifestyle visionaries and global brands across fashion, music, art & tech etc. Experienced in concept ideation, O2O interactive projects in collaboration with multi-hyphenated creatives, and further amplified each project's potential in becoming a hybrid of the diverse business venture through the right partners and community.
Projects
- HYPEFEST NYC 2018Core member of the in-house project management team overseeing the development to execution of Hypefest, a weekend-long festival with over 10,000 attendees in New York A curated program of over 50+ international brands with event-exclusive products and exhibition, 2 full day music talents line up, cultural renowned artists workshop and exhibition and talks featuring brands designers and other youth-culture ambassadors
- Porsche. The SCOPES Southeast Asia LaunchBuild new brand identity and positioning for South-East Asia launch for The Scopes, Porsche's digital creative platform with Singaporean renowned graphic designer, Theseus Chan. The project entails editorial video, photo production and a special web interaction to celebrate Porsche's creative platform the SCOPES in the SEA region
- Moncler Genius x Fragment Art Basel Talk “Imagination In The Digital Age”Head project manager for Moncler Genius x Fragment Collaboration during 2019 Hong Kong Art Basel Week Produced a series of brands activations: Exclusive talk with Hiroshi Fujiwara and Kevin Ma hosted by Hans Ulrich Obrist and followed up a VIP dinner and afterparty Event recap: https://hypebeast.com/2019/4/moncler-hiroshi-fujiwara-kevin-ma-hans-ulrich-obrist-event-recap
Work history
Senior Creative StrategistHYPEBEAST
- Hong KongFull Time
• Develop creative campaigns for clients across fashion and lifestyle realm from market insights, brand strategy, conceptualization, talents sourcing to execution
• Assist VP of Brand Partnership APAC in planning regional marketing strategy to grow existing regional markets’ outreach and viewership and expand into new regions
• Spearhead new branding project in partnership with local investors and business partners
(Clients featuring Rimowa, Nike, Burberry and other lifestyle brands)
Special Projects Senior ExecutiveHYPEBEAST
- Hong KongFull Time
• Develop detailed project plans from ideation to execution for cross-team projects across Hypebeast teams including editorial, retail/e-commerce (HBX), creative agency (Hypemaker)
• Oversee and manage different aspects of projects such as brands and talent management, programming, on-site operation etc
• Coordinate with internal and external stakeholders effectively to hit timelines, budget and KPIs
• Conduct market/feasibility research for potential projects
Projects including:
- Launch of Hypebeast Radio and Hypekids (editorial platform)
- Series of HBX collaboration launch 2017
- Hypefest - New York 2018
- Hypebae 3 Year Anniversary Party - New York 2019
- Moncler Genius: Fragment - Hong Kong Art Basel 2019
Skills
- Project Management
- Creative Direction
- Talent Management
- Brand Creative Strategy
- Content Ideation
- Creative Consultation
- Event Management