Venturing through China’s dynamic advertising and branding realm for over 14 years, I’ve traversed various roles across esteemed agencies. From orchestrating creative teams to overseeing budget and production, I’ve remained steadfast in my pursuit of excellence. Every chapter of my journey has played a vital role in sculpting the multidisciplinary brand and design creative I embody today.

Experiences

BEAMY
(Singapore & Shanghai)

2011 – Current, Creative Director

Responsibilities:

  • Led major branding, creative, traditional, and digital campaigns for Greater  China and APAC, resulting in consistent year-over-year revenue growth.

  • Collaborated with client servicing and strategy teams to win campaign pitches, contributing to a 30% increase in pitch success rate.

  • Managed creative and design teams, ensuring adherence to quality standards and meeting project deadlines consistently, resulting in a 25% improvement in project delivery time.

  • Implemented brand design principles, resulting in improved brand consistency and recognition across channels.

  • Oversaw photo shoots, video productions, and print productions, optimizing processes for efficiency and cost-effectiveness.

  • Developed internal creative and production capabilities, driving agency profitability and client satisfaction.

Clients:
airbnb, Ctrip, Hyatt Hotels Corporation, Fedex, Longines, Philips

Identica (Shanghai),
Tag Worldwide (Shanghai)

2008 – 2010, Design Director

Responsibilities:

  • Led ideation, art direction, and design initiatives for clients, resulting in a 25% increase in client satisfaction ratings.

  • Managed creative teams and projects, achieving high productivity and timely project delivery.

  • Mentored designers and junior designers, fostering skill development and team growth.

  • Successfully contributed to winning campaign pitches through collaboration with client servicing and strategy teams.

Clients:
Thomson Reuters, Henderson Land Development, Shui On Land, Watsons

Saatchi & Saatchi (Singapore)

2006 – 2007, Senior Art Director

Responsibilities:

  • Conceptualized and executed campaigns, increasing brand awareness and market penetration.

  • Managed creative teams and projects, ensuring high-quality deliverables within deadlines.

  • Contributed to successful projects across diverse industries, enhancing brand visibility and reputation.

Clients:
MSIG, United Overseas Bank, Tiger Beer

Tagekuchi Yoshimi
and Associates Inc (Tokyo)

2003 – 2006, Art Director

Responsibilities:

  • Led ideation and art direction for TVCs and print ads, contributing to improved client satisfaction.

  • Mentored junior designers, fostering creativity and innovation within the  team.

  • Developed campaign collateral and BTL materials, aligning with client objectives and brand guidelines.

Clients:
Sony Asia Regional, Sony Singapore, Thomson Heinle

Tagekuchi Yoshimi
and Associates (Singapore)

2002 – 2003, Chief Designer

Responsibilities:

  • Directed art direction and design initiatives, enhancing brand visibility and recognition.

  • Managed project workflows and print productions, optimizing processes and reducing costs.

  • Mentored junior designers, enhancing their skills and capabilities.

Clients:
Sony Asia Regional, Sony Singapore, Wacoal

Education

Master of Arts in Professional Design Practice

4 Credits Completed

Northumbria University

Nanyang Academy
of Fine Arts

Diploma in Visual Communication

Top 5% of cohort