Strategy Director
Strategy is the logic
behind the magic.
Born in Thailand. Raised in Hong Kong. American passport. I've lived across three continents, owned a restaurant in Bangkok, and spent my career trying to understand what makes people tick. These days I channel that into strategy. Finding the human truth that gives brands a reason to exist in culture. Outside of work, Butter and Waffles (my corgis) remain significantly more popular than I am.
Strategy starts with the business problem and works outward to consumer behaviour. The job is to surface the human truth that was always there. The one that reframes the problem so clearly that the solution feels obvious in hindsight.
Brand Launch · Tobacco
Launching a new deep discount dipping tobacco brand without making it feel cheap.
Coming soon
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Coming soon
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Global Integrated Campaign · Spirits
Building a global integrated campaign for one of the world's most iconic tequila brands.
Coming soon
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Coming soon
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Organic Social · Spirits
Relaunching Don Julio's global Instagram presence from the ground up.
Social Content Series · Retail
A social content series built to make people fall in love with a furniture brand.
Content Strategy · CPG
Reconnecting a legacy brand to gardeners by realising it was never in the gardening business.
Shopper · CPG
Making the hottest taco shell on the shelf feel like it belonged at every family taco night.
Coming soon
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Coming soon
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Performance · Finance
Driving new client acquisition for an independent advisory firm against category giants.
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CRM & Launch · Tobacco
Launching the boldest menthol cigarette in the portfolio through a phased CRM and rewards experience.
Loyalty & Audience Strategy · QSR
Rebuilding a loyalty rewards model through audience clustering to drive long-term profitability.
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Innovation & Growth · CPG
Finding new growth for a brand that already owned 99% of its market.
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Coming soon
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Brands I've worked with