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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.…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.

Phoebe Lei

Creative Director, Brand Designer, Product Designer, +7

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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.…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.

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. 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.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Chinese

Fluent

Work Experience

Freelance Creative Director at Independent / EU/US Referrals

January 1, 2023 - Present

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 at Bespoke Creative Limited

December 1, 2018 - December 1, 2022

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 at Mattel East Asia Limited

September 1, 2016 - June 30, 2018

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 at New Era Cap Asia Pacific Limited

April 1, 2014 - May 31, 2016

Designed 500+ MLB/NFL/NBA graphics and drove 25% APAC licensing growth. Streamlined processes with design shortcuts, boosting productivity and 30% cost reduction. Built & trained 8-member team.

Design Manager at Tooo Company Limited

May 1, 2011 - October 31, 2013

Co-owned the children’s accessories P&L with Marketing & eCommerce to define pricing, inventory levels & VM strategy (40% quarterly GMV uplift & 30% gross margin). End-to-end execution: Trend moodboard → Tech pack → Product page → Retail VM. Weekly P&L sync with Marketing & Supply Chain.

Design Support at Nike International Limited

June 1, 2006 - July 31, 2010

Developed trend-based graphics, built tech packs, 3D drawings and catalogs for Running, Yoga, Basketball and Football categories.