Available to hire
I’m a creative marketing leader with 20 years of experience building brands across China, Hong Kong, Singapore, and globally. From digital-first campaigns to purpose-driven storytelling, I bring creative firepower that drives brand growth, digital engagement, and real business results. Today, I evolve insightful brand strategy through AI-powered content and purpose-led thinking; connecting creativity, culture, and conversion across platforms.
I believe creativity should do more than capture attention - it must convert. Every creative marketing idea should move the business and the people forward.
Experience Level
Language
English
Fluent
Chinese
Fluent
Work Experience
Head of Content & Creative at RELOAD
May 1, 2021 - PresentLead regional (China/APAC) brand storytelling and content strategy across APAC, driving social-first campaigns, ESG branding, and integrated brand ecosystems for global and challenger brands. Spearheaded creative vision across digital content, platform-native storytelling, and omnichannel marketing; aligning brand voice with performance and purpose. Led KolonSport (ANTA) repositioning campaign, achieving +211% sales growth and securing Taobao’s No.1 Outdoor Brand ranking. Led Alpenliebe’s China multi-platform IMC festive campaigns, developing breakthrough creative concepts and an omnichannel media strategy that significantly increased market share despite economic challenges.
Creative Director (APAC Marketing) at PERFECT WORLD GAMES
January 1, 2023 - PresentAppointed as in-house Creative Design consultant, across APAC market expansion, strengthening creative design and strategic direction across Asia.
Strategy + Executive Creative Director at FREEMAN
November 30, 2020 - August 27, 2025Established and led the Strategy Planning, Creative, and Design Departments, integrating immersive brand experiences with digital & social marketing strategies. Developed tech-driven, immersive live innovations for Google, Visa, and Vivo. Led Google Developer Day’s large-scale brand activation, delivering high-ROI digital audience engagement.
Executive Creative Director at PUBLICIS, LEO BURNETT
December 31, 2018 - August 27, 2025Led McDonald’s China’s digital-first creative strategy marketing campaigns, boosted product sales & customer engagement.
Executive Creative Director (Shanghai) at RELOAD
March 31, 2018 - August 27, 2025Transformed agency creative excellence, earning 40+ regional awards in the first year. Led impactful digital/social engagement campaigns that enhanced brand awareness for clients like The North Face, AB InBev, and Unilever. Rebranded The North Face APAC outdoor positioning 'Your Outdoor Gym, Anywhere,' driving significant brand awareness and expanding reach from mountain peaks to everyday urban fitness.
Group Creative Director / Digital Creative Director at PUBLICIS, 133 & RAZORFISH
December 31, 2015 - August 27, 2025Developed Integrated Global campaigns for Nike, Audi, DS-Automobile and Lancome, driving total brand experience across storytelling, design, and digital ecosystems.
Creative Director at LOWE
August 31, 2011 - August 27, 2025Led award-winning campaigns for Taobao and Unilever. Led Taobao’s breakthrough campaign ‘Everyone's Gone Shopping’, reshaping e-commerce marketing strategies. Successfully rebranded Taobao travel platform as ‘飞猪Fliggy’, capturing consumer interest and driving strong brand recall.
Group Head / Associate Creative Director at JWT
February 28, 2009 - August 27, 2025Developed award-winning FORD ‘Make Everyday Exciting’ campaign (Cannes Lions and One Show International) that significantly enhanced brand awareness and drove robust sales growth in China.
Head of Content & Creative at RELOAD
May 1, 2021 - PresentLed regional brand storytelling and content strategy across China and APAC, driving social-first campaigns, ESG branding, and integrated brand ecosystems for global and challenger brands. Spearheaded creative vision for digital content and omnichannel marketing, delivering significant sales growth and platform leadership for major clients such as KolonSport (ANTA) and Alpenliebe.
Creative Director (APAC Marketing) (Part-time Remote) at PERFECT WORLD GAMES
January 1, 2023 - PresentAppointed as in-house Creative Design consultant supporting APAC market expansion. Strengthened creative design and strategic direction across Asia to align with regional brand goals and marketing initiatives.
Strategy + Executive Creative Director at FREEMAN
November 30, 2020 - August 27, 2025Established and led Strategy Planning, Creative, and Design Departments, integrating immersive brand experiences with digital and social marketing strategies. Developed tech-driven live innovations and delivered high-ROI digital audience engagement for clients including Google, Visa, and Vivo.
Executive Creative Director at PUBLICIS, LEO BURNETT
December 31, 2018 - August 27, 2025Led McDonald’s China’s digital-first creative marketing campaigns, enhancing product sales and customer engagement with innovative digital strategies.
Executive Creative Director at RELOAD
March 31, 2018 - August 27, 2025Transformed agency creative excellence and led impactful digital/social engagement campaigns that enhanced brand awareness for clients like The North Face, AB InBev, and Unilever. Successfully rebranded The North Face APAC to broaden consumer reach and engagement.
Group Creative Director/Digital Creative Director at PUBLICIS, 133 & RAZORFISH
December 31, 2015 - August 27, 2025Developed integrated global campaigns including Nike, Audi, DS Automobile, and Lancome, orchestrating brand experiences across storytelling, design, and digital ecosystems.
Creative Director at LOWE
August 31, 2011 - August 27, 2025Led award-winning campaigns for Taobao and Unilever. Directed breakthrough e-commerce marketing strategies and rebranding projects such as Taobao travel platform (Fliggy).
Group Head / Associate Creative Director at JWT
February 28, 2009 - August 27, 2025Headed creative development on award-winning Ford ‘Make Everyday Exciting’ campaign, significantly enhancing brand awareness and sales growth in China.
Head of Content & Creative at RELOAD
May 1, 2021 - PresentLed regional (China/APAC) brand storytelling and content strategy across APAC, driving social-first campaigns, ESG branding, and integrated brand ecosystems for global and challenger brands. Spearheaded creative vision across digital content, platform-native storytelling, and omnichannel marketing; aligned brand voice with performance and purpose. Led KolonSport (ANTA) repositioning campaign achieving +211% sales growth and Taobao’s No.1 Outdoor Brand ranking. Drove Alpenliebe’s China multi-platform IMC festive campaigns, developing breakthrough creative concepts and an omnichannel media strategy increasing market share despite economic challenges.
Creative Director (APAC Marketing) at Perfect World Games
January 1, 2023 - PresentAppointed as in-house Creative Design consultant for APAC market expansion, strengthening creative design and strategic direction across Asia.
Strategy + Executive Creative Director at Freeman
November 30, 2020 - August 27, 2025Established and led Strategy Planning, Creative, and Design Departments, integrating immersive brand experiences with digital and social marketing strategies. Developed tech-driven immersive live innovations for Google, Visa, and Vivo. Led Google Developer Day’s large-scale brand activation delivering high-ROI digital audience engagement.
Executive Creative Director at Publicis, Leo Burnett
December 31, 2018 - August 27, 2025Led McDonald’s China’s digital-first creative strategy marketing campaigns, boosting product sales and customer engagement.
Executive Creative Director (Shanghai) at RELOAD
March 31, 2018 - August 27, 2025Transformed agency creative excellence, earning 40+ regional awards in the first year. Led impactful digital and social engagement campaigns enhancing brand awareness for clients such as The North Face, AB InBev, and Unilever. Rebranded The North Face APAC outdoor positioning with significant brand awareness and expanded reach.
Group Creative Director / Digital Creative Director at Publicis, 133 & Razorfish
December 31, 2015 - August 27, 2025Developed integrated global campaigns for Nike, Audi, DS-Automobile, and Lancome, driving total brand experience across storytelling, design, and digital ecosystems.
Creative Director at Lowe
August 31, 2011 - August 27, 2025Led award-winning campaigns for Taobao and Unilever. Led Taobao’s breakthrough campaign ‘Everyone's Gone Shopping’, reshaping e-commerce marketing strategies. Successfully rebranded Taobao travel platform as ‘飞猪Fliggy’, capturing consumer interest and driving strong brand recall.
Group Head / Associate Creative Director at JWT
February 28, 2009 - August 27, 2025Led the award-winning FORD ‘Make Everyday Exciting’ campaign (Cannes Lions and One Show International), significantly enhancing brand awareness and driving robust sales growth in China.
Head of Content & Creative at RELOAD
May 1, 2021 - PresentLed regional brand storytelling and content strategy across APAC, driving social-first campaigns, ESG branding, and integrated brand ecosystems for global and challenger brands. Spearheaded creative vision across digital content, platform-native storytelling, and omnichannel marketing; aligning brand voice with performance and purpose. Led KolonSport repositioning campaign achieving +211% sales growth and Taobao’s No.1 Outdoor Brand ranking. Led Alpenliebe’s multi-platform IMC festive campaigns, increasing market share despite economic challenges.
Creative Director (APAC Marketing) at Perfect World Games
January 1, 2023 - PresentAppointed as in-house Creative Design consultant for APAC market expansion, strengthening creative design and strategic direction across Asia.
Strategy + Executive Creative Director at Freeman
November 30, 2020 - August 27, 2025Established and led Strategy Planning, Creative, and Design Departments, integrating immersive brand experiences with digital & social marketing strategies. Developed tech-driven, immersive live innovations for Google, Visa, and Vivo. Led Google Developer Day’s large-scale brand activation, delivering high-ROI digital audience engagement.
Executive Creative Director at Publicis, Leo Burnett
December 31, 2018 - August 27, 2025Led McDonald’s China’s digital-first creative marketing campaigns, boosting product sales and customer engagement.
Executive Creative Director (Shanghai) at RELOAD
March 1, 2018 - August 27, 2025Transformed agency creative excellence with 40+ regional awards in first year. Led impactful digital/social campaigns enhancing brand awareness for clients including The North Face, AB InBev, and Unilever. Rebranded The North Face APAC’s outdoor positioning as “Your Outdoor Gym, Anywhere,” expanding brand reach from mountains to urban fitness.
Group Creative Director / Digital Creative Director at Publicis, 133 & Razorfish
December 31, 2015 - August 27, 2025Developed integrated global campaigns for Nike, Audi, DS Automobile, and Lancome, advancing brand experiences via storytelling, design, and digital ecosystems.
Creative Director at LOWE
August 31, 2011 - August 27, 2025Led award-winning campaigns for Taobao and Unilever. Directed Taobao’s breakthrough campaign ‘Everyone's Gone Shopping’ reshaping e-commerce marketing strategies. Successfully rebranded Taobao travel platform as ‘飞猪Fliggy’, driving strong brand recall.
Group Head / Associate Creative Director at JWT
February 28, 2009 - August 27, 2025Created award-winning FORD ‘Make Everyday Exciting’ campaign achieving Cannes Lions and One Show International recognition, enhancing brand awareness and driving sales growth in China.
Education
Executive Master’s of Science in Sustainability at Nanyang Technological University
January 1, 2024 - December 31, 2026Certificate in Digital Strategy at Singapore Management University
January 1, 2020 - December 31, 2020Bachelor Degree in Communication Design at Royal Melbourne Institute of Technology
January 1, 2003 - December 31, 2005Certificate in Digital Strategy at Singapore Management University
January 1, 2020 - December 31, 2020Bachelor Degree in Communication Design at Royal Melbourne Institute of Technology
January 1, 2003 - December 31, 2005Executive Master's of Science in Sustainability at Nanyang Technological University
January 1, 2024 - December 31, 2026Certificate in Digital Strategy at Singapore Management University
January 1, 2020 - December 31, 2020Bachelor Degree in Communication Design at Royal Melbourne Institute of Technology
January 1, 2003 - December 31, 2005Qualifications
Certificate in Digital Strategy
January 1, 2020 - December 31, 2020Certificate in Digital Strategy
January 1, 2020 - December 31, 2020Certificate in Digital Strategy
January 1, 2020 - December 31, 2020Industry Experience
Consumer Goods, Financial Services, Media & Entertainment, Travel & Hospitality, Retail, Software & Internet
Experience Level
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