Creative Director with 15+ years of experience building brands, packaging systems, and creative campaigns across global FMCG and beauty ecosystems. Most recently served as Design Director for ASEAN & South Pacific at, leading multi-market creative direction across 10+ markets, following a role as Senior Design Manager APAC at, where I led in-house creative teams across Asia.
My foundation was built through global agency and beauty experience at New York, Shanghai, and SelectWorld Geneva for P&G Professional Hair, working across premium beauty, fragrance, FMCG, and shopper marketing brands. I have authored global brand guideline systems including the Wella global rebrand and Gillette shopper marketing frameworks, while developing scalable brand-governance systems for Coca-Cola ASEAN and Micron APAC to ensure cohesive, high-quality output across markets.
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Led creative development and regional adaptation projects for across APAC markets, focusing on packaging design, retail communication, and brand consistency across multiple consumer touchpoints. Collaborated closely with cross-functional marketing and production teams to localize global campaigns while maintaining strong alignment with NIVEA’s iconic brand identity and skincare heritage.
Managed artwork adaptation, premium visual storytelling, and shopper-facing creative systems across print, packaging, and in-store executions. Balanced global brand governance with local consumer relevance, ensuring cohesive execution across diverse markets and retail environments.
The project strengthened expertise in beauty and personal care branding, particularly in translating trust, softness, efficacy, and emotional connection into clear visual systems and premium consumer experiences.
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