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Work Background
bbase Design GroupDirector, Strategic Communications
Jul. 2020Hong Kong SARbbase Design Group is an eyewear design house with over 20 years in the business and offices in HK, NY, Barcelona, Singapore and China. Working closely with C-suite and creative teams, I lead strategic communications, setting budgets, overseeing media outreach and positioning for bbase. I oversee marketing analysis for all campaigns and industry insight reports that inform our strategic initiatives and business development. I've led a rebrand of bbase (ideation and design of new brand identity, visuals, literature and positioning as "a global lens in the business of eyewear") that included streamlining marketing and revenue funnels from subsidiary entities, which included driving the conceptualisation, creation and launch of The bow Index, an industry-first tool for comparative analysis into biodegradable and recycled materials for eyewear. My projects have included the launch of incubbase, HK’s first sustainable eyewear design competition in 2020 and implementing rigorous CRM processes and tracking of external outreach campaigns to create deeper sales touch points for the business. My efforts have supported a growing increase in annual revenue and a 200+% increase in visibility and brand awareness, which generated strategic partnerships, trade media and financing interest, boosting the company’s overall value proposition.
Evergreen CommunicationsFounder
Jan. 2020RESPONSIBLE STORYTELLING is our key value for delivering deep and enduring results in safeguarding confidence in your brand. Our consultants are tethered to the world's pulse bringing over 20 years of brand building experience, creative thinking and strategic and tactical planning for impactful execution of our work. Our experience and specialisations span multiple industries: Art, Design + Culture
Fashion & Retail
Lifestyle + Wellness
Media + Entertainment
Hospitality + F&B
Property + Real Estate
Tech/SaaS
NGO + ESG/Sustainability
ICICLE GroupDirector, Marketing and Communications
Jan. 2019 - Dec. 2019Hong KongICICLE Group is a listed company with core offerings in branding (ICICLE Productions) content & programming (STUDIO SV, Lupe Fiasco’s “Beat N Path”, Andrew Hevia’s “Leave The Bus Through The Broken Window”) and ecommerce and retail. Reporting to the CEO, I shepherded omnichannel marketing for the group, with the goal to grow value for our shareholders. I managed teams in HK, NY and China, overseeing content, communications and performance marketing for each core business. Under my remit, I managed special events and partnerships to engage the public, clients, shareholders and business partners in the US and Asia. Oversaw the global launch of Grammy award winning rapper Lupe Fiasco’s “Beat N Path”, a docuseries about music and culture, along with the drop of his single “Air China”. Previewed Oscar winning producer Andrew Hevia’s “Leave The Bus Through The Broken Window” art documentary to premiere in HK exclusively with STUDIO SV in partnership with the Hong Kong Art Center.
HandsOn Hong KongHead of Development
Apr. 2017 - Sep. 2018Hong KongHandsOn Hong Kong is a non-profit that makes it easy for people to volunteer through a web based platform that matches people with tailor made opportunities to give back to the community. Reporting to the Executive Director, I worked with the corporate programs team and drove growth of a seven figure annual budget in 12 months through fundraising campaigns (Serve-a-thon, Drink for Good) and generating financial support from corporate partners like Bloomberg, Estee Lauder, MetLife, Fossil, PVH, Li & Fung, Telstra, Disney, CBRE, American Express, AON, J. Crew, L’Oreal, KPMG, Marriott, SCMP, MTR and more. -Created and established strategic partnerships with tech platform FeedMeGuru and beverage giant Pernod Ricard with a signature Drink for Good fundraiser which brought amplified visibility and financial support to the organisation. -Supported launch of a study in partnership with Nielsen on insights into the value and role of individual and corporate volunteering in Hong Kong during International Volunteer Day 2017
Christie'sManager, Strategic Partnerships
May. 2015 - Apr. 2017Hong KongChristie’s is a leading international auction house under the Kering Group. I worked with the Asia special events team by planning content and operations for opening parties, VIP dinners, art forums, film screenings, book launches, exhibition tours and more. I also worked with the global strategic partnerships team, overseeing alliances in Asia (including China) which drove new client acquisition and amplified brand awareness through co-branded events, social media partnerships, and marketing collaborations valued up to over six figures (HKD) with companies such as Marriott, Nike, Phaidon, CITIC, Art Fair Philippines, Potato Head, Town & Country, Asia Art Archive and more. Projects included planning and content ideation for standalone and partner Christie’s Art Forums events. Topics ranged across all business categories: art, wine, jewellery, handbags, watches, real estate and tech.
Lightbombs ContemporaryFounder
Jun. 2011 - May. 2015Hong KongFounded first international art consultancy focused on Filipino contemporary art. Lightbombs focused on leveraging back room stock of artists to ensure that each artwork had its time to shine again. Through this business philosophy, we gave second life to pieces that would have been looked over by most galleries. We were passionate about circularity before we even knew the word for it. I represented 20+ artists (Norberto Roldan, Wawi Navarrozza, Michael De Feo, Dex Fernandez, Stephanie Syjuco, Michael Arcega and more) and introduced them to collectors, galleries and brands to invest in. The company was regularly tapped to consult on numerous projects with MELCO (City of Dreams), Miele, Cathay Pacific, Net-A-Porter and more, building business profitability to seven figures by its second year. Lightbombs consulted on one of the first digital art management systems targeted for personal, corporate and institutional collections which was launched in SEA. Successfully exited company in 2016.
Art Radar JournalContributing Writer
Nov. 2010 - May. 2011Hong KongArt Radar Journal was a leading art news website which published content for collectors, academics, artists and professionals in the art world. In my role as a contributor, I pitched, wrote and edited a number of articles for the website, including the Ai Wei Wei protest in Hong Kong and brought in an exclusive interview with renowned auctioneer and art world figure, Simon de Pury which came out during Art Basel Hong Kong 2011.
No Borders ContemporaryGallery Manager
Mar. 2010 - Nov. 2010Hong KongNO Borders was the first urban contemporary art gallery in Hong Kong. As Gallery Manager, oversaw daily marketing, sales and operations in the gallery and launched inaugural Asia exhibitions for globally renowned street artists Michael de Feo and Dalek in Hong Kong.
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