Catherine Lum

Led creative design efforts for Dua Beauty as a freelance partner, shaping brand identity, visuals, and marketing materials to support growth and customer engagement.

Developed a comprehensive business plan including a market analysis and innovative strategies for product, branding, and marketing. Led the creation of the brand's identity by defining its purpose, values, and unique selling propositions, ensuring alignment with market needs and opportunities. Managed launch timelines, secured vendors, and led the development of multiple product launches — including naming, marketing strategies and packaging design. Played a key role in developing the brand's online presence, working with developers to launch a user-friendly website that effectively showcased the brand and products. Established and managed a high-performing marketing and creative team, driving the brand's creative direction and organising successful launch campaigns.

Developed a comprehensive business plan including a market analysis and innovative strategies for product, branding, and marketing. Led the creation of the brand's identity by defining its purpose, values, and unique selling propositions, ensuring alignment with market needs and opportunities. Managed launch timelines, secured vendors, and led the development of multiple product launches — including naming, marketing strategies and packaging design. Played a key role in developing the brand's online presence, working with developers to launch a user-friendly website that effectively showcased the brand and products. Established and managed a high-performing marketing and creative team, driving the brand's creative direction and organising successful launch campaigns.