Creative business leadership · China / APAC

From brand foundationsto living brand worlds.

I connect strategy, visual craft, content, digital and physical experience - leading the people and partnerships that turn a brand idea into something audiences can see, feel and remember.

Private working portfolioLocal review only

My advantage

A brand is not a logo. It is a system that learns to move.

My career has moved from graphic and branding agencies into content, campaigns and experience design. That progression lets me protect the clarity of a brand foundation while understanding how it must behave across channels, spaces and real human moments.

01Brand foundations
02Visual craft
03Campaigns
04Social systems
05Living experiences

Leadership, with a point of view

I translate between ambition, creativity and delivery.

I have built my career inside international agencies - from brand identity and graphic design to campaigns, content and live experience. I understand both the integrity of the idea and the realities required to make it happen.

My role is often to create the conditions in which specialists can do their best work: clarifying the business question, aligning senior stakeholders and keeping multidisciplinary teams moving toward one coherent outcome.

That makes me comfortable moving between a founder's ambition, a strategist's logic, a designer's detail and the commercial decisions needed to grow a client relationship.

Selected work

Eight stories. One leadership thread.

Each case is rebuilt from individual project assets and structured around the opportunity, my role and the way I led.

01Brand Foundations & Identity

WEI Retreat

A Chinese hospitality brand with a global point of view

02Visual Craft & Production

Coca-Cola

Visual craft at the speed and scale of FMCG

03Campaign & Localisation

Pull&Bear

Turning a global fashion brand into a China campaign system

04Social Strategy

Yellow Tail

Building a social system, not just a content calendar

05Campaign, Content & Live

Harley-Davidson

United We Ride - a new generation meets an icon

06Brand Home & Immersive Experience

Diageo Yuntuo

Turning a distillery into a destination of discovery

07Physical + Digital Experience

Swire Properties

A show suite designed as a living commercial story

08Physical + Digital Experience

Macao Government Tourism Office

A connected museum that invites visitors to return

Brand Foundations & IdentityPaper Stone Scissors

WEI Retreat

A Chinese hospitality brand with a global point of view

Context

WEI Retreat was created by a Chinese hotelier with an ambition to build a new premium hospitality brand: internationally credible, yet unmistakably rooted in Chinese culture and ways of hosting.

Opportunity

Build the brand from the ground up and turn a founder's point of view into a coherent foundation - from strategy and identity to language, guidelines and guest-facing collateral.

My Role

Account Director, contributing to brand strategy and leading concept presentation, programme management and close communication with the hotel owner.

How I Lead

I kept the founder, strategy, design and copy teams aligned around one cultural idea. I translated feedback into clear creative decisions and protected the brand logic as it moved from positioning into a usable system.

Outcome

A complete launch foundation spanning brand strategy, identity, guidelines, copywriting and collateral, followed by continued collaboration on the owner's wider hotel-brand development.

WEI Retreat identity and hospitality press coverage

Visual Craft & ProductionPaper Stone Scissors

Coca-Cola

Visual craft at the speed and scale of FMCG

Fanta key visual with fruit and product photography

Context

Across Coca-Cola's product portfolio, packaging and campaign visuals had to feel immediate and locally relevant while meeting the control and consistency expected of global FMCG brands.

Opportunity

Translate product propositions into energetic, market-ready packaging and key visuals without compromising brand recognition, colour accuracy or production quality.

My Role

Account Director overseeing budget control, project management, shoot production, associate art direction and final artwork delivery.

How I Lead

I converted creative ambition into a disciplined production plan, coordinated specialist partners and maintained a clear approval rhythm from pre-production through retouching and final artwork.

Outcome

A portfolio of packaging and campaign assets across Sprite, Fanta, Aquarius and other product lines - demonstrating hands-on visual judgement as well as reliable delivery.

Campaign & LocalisationPaper Stone Scissors

Pull&Bear

Turning a global fashion brand into a China campaign system

Context

Pull&Bear had worldwide recognition but was not yet connecting strongly with young audiences in China. The work required close collaboration with the Spain team and multiple local partners.

Opportunity

Create a locally fluent campaign approach across Tmall 11.11, Tmall Anniversary and Super Brand Day, connecting fashion content, KOLs, livestreaming and e-commerce.

My Role

Account Director responsible for project and budget control, KOL strategy and management, livestream art direction, video and photo production, and Super Brand Day campaign strategy.

How I Lead

I acted as the bridge between the global brand and China's platform ecosystem, aligning agencies and creators around one campaign direction while keeping each execution recognisably Pull&Bear.

Outcome

A multi-touchpoint campaign programme designed for China's digital and commerce channels. Lookbook, Tmall and live-campaign originals will replace the current archive selection when supplied.

Pull&Bear China team and campaign moment

Social StrategyPaper Stone Scissors

Yellow Tail

Building a social system, not just a content calendar

Context

Yellow Tail asked PSS to rethink its China social presence and improve the connection between brand awareness, fan engagement and sales.

Opportunity

Move from ad-hoc posting to a repeatable social operating system grounded in competitor intelligence, audience journeys, clear goals, content pillars and monthly learning.

My Role

Account Director leading competitor research, brand social audit, consumer journey, social goal-setting, content pillars, monthly development, reporting and analysis.

How I Lead

I connected strategic diagnosis to the monthly operating rhythm, giving client and creative teams a shared framework for deciding what to create, why it mattered and what to learn next.

Outcome

A structured social strategy and management model designed to improve consistency, collaboration and performance over time, with channel metrics to be added once verified.

Yellow Tail social management and content framework

Campaign, Content & LiveImaginationPrivate source material

Harley-Davidson

United We Ride - a new generation meets an icon

Context

Harley-Davidson was launching the X350 model family and needed to engage a new generation of riders without losing the freedom, credibility and culture of the master brand.

Opportunity

Create one connected launch platform that could live through subculture, creators, documentary storytelling and a high-energy physical event rather than separate campaign workstreams.

My Role

Business Director and lead consultant across senior client leadership, integrated strategy, pitch and end-to-end delivery. Final personal scope will be confirmed before external circulation.

How I Lead

I aligned strategy, creative, production, creator management and live teams around one audience idea, while keeping senior stakeholders close to the narrative and decision-making process.

Outcome

One 360-degree campaign strategy, four subculture-inspired narratives, five feature mini-documentaries and one launch event with after-party. The work received Silver for Best Content Marketing at the Event Marketing Awards.

Harley-Davidson creator documentary frame

Event Marketing Awards Silver for Best Content Marketing

Brand Home & Immersive ExperienceImaginationPrivate source material

Diageo Yuntuo

Turning a distillery into a destination of discovery

Context

Yuntuo is a Chinese single malt distillery deep in the Yunnan highlands. Its remote location needed to become part of the attraction for whisky enthusiasts, cask buyers and visiting dignitaries.

Opportunity

Transform a production site into a rare, rewarding brand destination that reveals the influence of place, nature and craft through an emotionally coherent guest journey.

My Role

Lead consultancy and client leadership across strategy and experience design, with exact project phases and personal scope to be confirmed for the external version.

How I Lead

I helped connect brand ambition, audience needs, spatial design, content and interactive technology, protecting the narrative as it moved through multiple disciplines and physical touchpoints.

Outcome

A five-chapter journey from arrival to tasting and beyond, anchored by a multisensory Immersion Room and tactile encounters that make the origins and craft of Yuntuo personally discoverable.

Physical + Digital ExperienceImaginationPrivate source material

Swire Properties

A show suite designed as a living commercial story

Aerial rendering of Taikoo Place Beijing

Context

Before the official launch of Taikoo Place Beijing, Swire needed a core show suite for prospective tenants, media, government stakeholders and the leasing team.

Opportunity

Move beyond a conventional property presentation and let visitors envision a future way of living and working through art, technology, theatrical storytelling and useful digital tools.

My Role

Lead consultant connecting the client's commercial priorities with the experience narrative and cross-disciplinary delivery. Exact ownership of the content and digital workstreams will be confirmed.

How I Lead

I aligned leasing needs and stakeholder expectations with a clear journey, then helped bring generative art, immersive content, an exploration app and host controls together as one system.

Outcome

An integrated show-suite proposition designed to create emotional engagement and support deeper sales conversations - combining aspiration with practical tools for precise project storytelling.

Generative art direction for Taikoo Place Beijing

Immersive environment reference for Taikoo Place Beijing

Digital exploration layer for the show suite

Physical + Digital ExperienceImaginationPrivate source material

Macao Government Tourism Office

A connected museum that invites visitors to return

Context

The Macau Grand Prix Museum was conceived as a cornerstone in Macao's ambition to become a more family-focused destination while preserving the cultural heritage and thrill of its racing history.

Opportunity

Break away from traditional exhibition conventions and build a personalised, connected museum where visitors could learn, compete, create a race profile and have a reason to return.

My Role

Lead consultancy and client leadership across an end-to-end brand experience spanning identity, visitor journey, interactive content and supporting systems. Precise scope will be confirmed.

How I Lead

I helped align a government client, storytellers, spatial designers, technologists and production partners around one connected journey, balancing cultural narrative, accessibility, operations and repeat engagement.

Outcome

Fifteen interactive experiences linked through a personal race profile and leaderboard, supported by a flexible identity and CRM logic designed to turn a museum visit into an ongoing relationship.

Macau Grand Prix Museum digital identity

Macau Grand Prix Museum interactive gallery

Interactive experiences inside the museum

Off the clock · still observing

Curiosity is part of the job.

The strongest consumer insight rarely comes from a meeting room. I dive, travel, seek out food, animals and exhibitions because new places and rituals keep my eyes open to how people spend time, form taste and find meaning. That curiosity always travels back into the work.

Tina travelling by the sea — TravelStay open to unfamiliar rituals.

Tina scuba diving — DiveGo beneath the surface.

Tina with a white dog — ConnectNotice what makes people care.

Tina visiting an immersive exhibition — ObserveSee how culture is staged.

Tina enjoying local food while travelling — TasteUnderstand everyday pleasure.