I am a brand strategist and marketing director with over 20 years of experience that spans various markets including ASEAN, North America, and Europe. My journey began on the agency side and has evolved into founding my own consultancy, Highly Persuasive, where I focus on driving brand and commercial growth for various sectors.…

MICHAEL LYNCH

I am a brand strategist and marketing director with over 20 years of experience that spans various markets including ASEAN, North America, and Europe. My journey began on the agency side and has evolved into founding my own consultancy, Highly Persuasive, where I focus on driving brand and commercial growth for various sectors.…

Available to hire

I am a brand strategist and marketing director with over 20 years of experience that spans various markets including ASEAN, North America, and Europe. My journey began on the agency side and has evolved into founding my own consultancy, Highly Persuasive, where I focus on driving brand and commercial growth for various sectors.

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Language

English
Fluent
Thai
Intermediate
Spanish; Castilian
Intermediate

Work Experience

Founder & Principal at Highly Persuasive
February 1, 2014 - Present
Commercial brand and marketing consultancy serving clients across B2B, SaaS, hospitality, professional services, and consumer sectors. Engagements run from brand strategy and positioning through identity direction, campaign execution, sales enablement, and full marketing system builds.
Brand Strategist at Campbell Mithun
August 1, 2011 - February 1, 2013
Served as the strategic link between creative, media, and digital production teams. Led cross-functional creative briefing, developing consumer journey maps identifying friction points in the path to purchase.
Marketing Director at Siam Traditions
February 1, 2010 - June 1, 2011
Led brand strategy, eCommerce growth, and digital marketing for a boutique artisan silver brand with distribution across Asia, North America, and Europe.
Sales Manager at Feld Entertainment
February 1, 2004 - May 1, 2010
Managed merchandise and event-based retail sales across 25+ countries, overseeing pricing strategy and sales operations.

Education

Bachelor of Business Administration (BA-TESOL) at Thongsook College, Thailand
January 1, 2015 - January 1, 2019
High School Diploma at Tomah High School, USA
January 1, 2000 - January 1, 2004

Qualifications

Add your qualifications or awards here.

Industry Experience

Professional Services, Consumer Goods
    uniE621 The Hub Samui Brand Identity Case Study: From Cafe to Island Destination
    PROJECT BRIEF The Hub Samui is more than just a café. It’s a tropical destination in the heart of Koh Samui, Thailand — blending the ease of island living with a modern café culture that attracts locals, travelers, digital nomads, and health-conscious explorers. From artisanal coffees to fresh, vibrant meals, The Hub Cafe offers a laid-back, inspiring atmosphere where visitors come for the vibe as much as the food. In a market like Koh Samui, “new” is a liability. The island is saturated with trendy, short-lived concepts. So when we began work with The Hub Cafe, the strategic challenge was clear: we couldn’t just be new, we had to be permanent. We needed to create an identity that felt like it had always been there, a reliable anchor for the local community. FINDINGS Our solution was a core brand strategy we call Tropical Authenticity – A Meeting Point. This became our north star. The brand couldn’t just be on the island; it had to be of the island. This strategy was built on a deliberate fusion. First, we defined the Tropical Authenticity. This was a deep dive into the real Samui. The brand’s color palette was drawn directly from the island’s surroundings—the deep greens of the jungles, the granite grey of the waterfalls, the warm tones of the beaches and temples. This gave the brand a genuine, sophisticated, and natural foundation. But authenticity alone isn’t enough to be a functional, modern meeting point. We needed to fuse that tropical vibe with a Modern Chic aesthetic. This was expressed through a visual style that is bold, legible, and clear. It’s an identity that feels reliable and sharp, cutting through the visual noise of the competition with a confident, sans-serif logotype. This fusion—the raw, natural authenticity of the island meeting a clean, modern, and reliable chic—became the entire identity. It’s an experience that is both a sophisticated escape and a trustworthy daily stop. This is how we positioned The Hub Cafe to win the trust of discerning locals. The strategy was then distilled into its simplest, most verbal form: Meet me at The Hub.…
    paper Brand Identity Design + Menu Design + Website Design

    The Hub Samui is more than just a café. It’s a tropical destination in the heart of Koh Samui, Thailand — blending the ease of island living with a modern café culture that attracts locals, travelers, digital nomads, and health-conscious explorers.

    From artisanal coffees to fresh, vibrant meals, The Hub Cafe offers a laid-back, inspiring atmosphere where visitors come for the vibe as much as the food.

    In a market like Koh Samui, “new” is a liability. The island is saturated with trendy, short-lived concepts. So when we began work with The Hub Cafe, the strategic challenge was clear: we couldn’t just be new, we had to be permanent. We needed to create an identity that felt like it had always been there, a reliable anchor for the local community.

    FINDINGS
    Our solution was a core brand strategy we call Tropical Authenticity – A Meeting Point. This became our north star. The brand couldn’t just be on the island; it had to be of the island.

    This strategy was built on a deliberate fusion. First, we defined the Tropical Authenticity. This was a deep dive into the real Samui. The brand’s color palette was drawn directly from the island’s surroundings—the deep greens of the jungles, the granite grey of the waterfalls, the warm tones of the beaches and temples. This gave the brand a genuine, sophisticated, and natural foundation.

    But authenticity alone isn’t enough to be a functional, modern meeting point. We needed to fuse that tropical vibe with a Modern Chic aesthetic. This was expressed through a visual style that is bold, legible, and clear. It’s an identity that feels reliable and sharp, cutting through the visual noise of the competition with a confident, sans-serif logotype.

    This fusion—the raw, natural authenticity of the island meeting a clean, modern, and reliable chic—became the entire identity. It’s an experience that is both a sophisticated escape and a trustworthy daily stop. This is how we positioned The Hub Cafe to win the trust of discerning locals. The strategy was then distilled into its simplest, most verbal form: Meet me at The Hub.

    https://www.twine.net/signin