PL

Phoebe Lei

Available to hire

I am a visionary design leader with 20+ years shaping licensed consumer products for global brands including Mattel (Barbie, Hot Wheels), Nike, Disney, and New Era Cap.

About

I am a visionary design leader with 20+ years shaping licensed consumer products for global brands including Mattel (Barbie, Hot Wheels), Nike, Disney, and New Era Cap. I specialize in 0→1 category creation and cross-functional P&L ownership to drive ambitious growth.

I have led large APAC design teams (40+ designers) and grown licensing revenue by 30%. I excel at pioneering Gen Z lifestyle verticals and translating insights into tangible products, packaging, and retail experiences across eCommerce and brick-and-mortar.

  • 18 years' experience
  • Joined January 2026

Languages

  • EnglishFluent
  • ChineseFluent

Industry experience

  • Consumer Goods
  • Media & Entertainment
  • Retail
  • Manufacturing
  • Professional Services

More experts in Hong Kong, Hong Kong

Work experience· 6 roles

Freelance Creative Director · Independent / EU/US ReferralsJan 2023 – Present · 3 yrs 11 mos

Delivered 30+ high-impact projects for Dove, The North Face, Lululemon, Gap, Bath & Body Works and Disney. Full design lifecycle ownership includes product development, packaging design, eCommerce, retail VM and marketing campaigns. Secured 80% projects via Mattel, New Era Cap and Nike alumni referrals.

Regional Creative Director · Bespoke Creative LimitedDec 2018 – Dec 2022 · 4 yrs 1 mo

Defined & launched Bang & Olufsen audio accessories category from scratch (0→1). Transformed ad agency into full-spectrum product design studio (product strategy, product development, category creation, packaging design and retail design). Onboarded Nike, Columbia, Bang & Olufsen, Apple and Starbucks. Reported to General Manager and managed 15-member team.

Regional Creative Assistant Manager · Mattel East Asia LimitedSep 2016 – Jun 2018 · 1 yr 10 mos

Created Barbie Lifestyle Vertical (sportswear, home, FMCG) for onboarded 3 licensees with 30% YoY revenue. Oversaw 1,000+ SKUs annually (licensed consumer products across apparel, stationery, FMCG, home goods, electronics, sporting goods, toys, travel goods, infant products and publishing). Managed USD 2M+ annual design project budget. Drove 30% revenue growth via new licensee onboarding, trend reports and pitch decks for Barbie, Hot Wheels, Thomas & Friends and Fisher-Price. Led 40+ designers across APAC and Emerging Markets and coordinated cross-country approvals, packaging, retail displays and co-branding.

Lead Graphic Designer · New Era Cap Asia Pacific LimitedApr 2014 – May 2016 · 2 yrs 2 mos
Design Manager · Tooo Company LimitedMay 2011 – Oct 2013 · 2 yrs 6 mos
Design Support · Nike International LimitedJun 2006 – Jul 2010 · 4 yrs 2 mos

Education

BA (Hons) Design · University of Huddersfield, UK2030 – 2026
Diploma in Design Studies · Hong Kong Polytechnic University2030 – 2026

Hire Phoebe Lei today

Post a job and invite Phoebe, or contact them directly. No hidden commission.

Post a job