Co-foundered the Dyson Center Of Excellence in Singapore to ensure all global commercial objectives and new product launches were supported by locally relevant and insight informed creative solutions

Hired and expanded creative teams across APAC, China, US and EMEA and creatively led the production of all campaigns, social content, films, digital, e-commerce, 2D retail, influencer strategies and Ai output

Adapted and transcreated global campaigns into local markets and conceptualised & produced full end to end campaigns for key regional seasonal occasions including Chinese New Year, Double 11, 618, Ramadan,  Diwali, etc

Applied data driven insights to every campaign and content rollout. Collaborated with marketing and media teams for optimised performance. During the past eight years, Dyson has recorded consecutive year-on-year growth.