This project began with the challenge of bringing a new lifestyle concept to life in a way that felt cohesive, functional, and ready for customers. My role was to build the entire digital presence from the ground up. I created the Squarespace website and shop, set up the blog, and developed the initial email and social campaigns to introduce the brand and its products. I also established the systems behind the scenes, from product setup and merchandising to content workflows and basic automations. The outcome is a fully functioning ecommerce ecosystem that continues to grow, giving the brand a clear home, a consistent voice, and a foundation for ongoing sales and community engagement.

This project started with a simple challenge: to shape an early idea for a circular book-swap concept into something people could actually understand, get excited about, and try. My role was to give the concept structure and help it feel real. I developed the brand identity, clarified the positioning, and built out the marketing and content strategy. I also designed the full pilot program, including the user journey, operational workflows, and all the messaging and materials needed to test the idea in the wild. The result was a cohesive brand and a practical pilot model that demonstrated genuine interest, provided clear feedback to work with, and laid the groundwork for how the concept could grow or evolve.

The company needed deeper insight into arbitration behavior and technology trends across APAC to inform product strategy and strengthen institutional relationships. Understanding regional practices was critical to positioning the company for larger, enterprise-level deals in an evolving market.

I designed and executed an end-to-end research and thought leadership campaign. This included developing the survey, partnering with a third-party to conduct stakeholder interviews, analyzing the results, and authoring the insight report. I then organized a panel event at a top-3 global arbitration institution, managing logistics, speaker coordination, and digital promotions to share findings and facilitate industry dialogue.

The research positioned the company as a thought leader and sparked new institutional conversations. It directly led to a SaaS opportunity with that global arbitration institution, aligning with the strategic goal of securing larger, multi-year enterprise deals and demonstrating the value of research-driven market entry.

A legaltech company needed immediate visibility for its new Hong Kong office in a competitive market. The world’s largest arbitration event offered a rare opportunity to announce the office and connect with key decision-makers, but required standing out amid heavy sponsorships in a saturated market.

I developed and led the event strategy to establish the company’s presence in the region. This included setting goals, key messages, and metrics, plus coordinating pre-event, on-site, and post-event activities. I managed
stakeholder communications, attendee experience, and thought leadership content to reinforce the company’s regional presence.

The campaign strengthened visibility and credibility within the arbitration community, generating meaningful
engagement with senior professionals and new business opportunities. It also established a repeatable, cost-efficient framework for future event-led growth in the region.

A legal technology company needed to shift client behavior. Many lawyers requested support late in the arbitration process, limiting readiness and outcomes. The goal was to educate the market on early engagement benefits and drive measurable demand.

I developed a multi-channel campaign to inform, engage, and convert. This included defining messaging, designing the campaign funnel, and overseeing content production. I led creation of long-form articles, a
downloadable guide, and nurture emails to move prospects through awareness to conversion.

The campaign increased awareness of early engagement practices and encouraged behavioral change. It extended lead times from original inquiry to hearing date, improved lead quality, and demonstrated the effectiveness of a cost-conscious, content-driven approach.

A legal technology company was expanding into the Middle East to meet growing demand. The competitive, culturally distinct market required a tailored approach balancing brand consistency with local relevance to build trust and drive long-term growth.

I developed and executed the go-to- market communications strategy. This involved market research, positioning and messaging, and coordinating initiatives to build visibility and credibility. I led creation of thought leadership content, sales enablement materials, and event activations to connect with key decision-makers and partners.

The campaign positioned the company as a trusted player in the Middle East’s legal technology landscape. It strengthened audience awareness, supported new business conversations, and established a scalable framework for future regional launches while reinforcing global-local team collaboration.