Over 19 years, I've worked at the intersection of creative direction and brand strategy — defining what a brand stands for, then making it real across every consumer touchpoint. From a blank brief to a product on a shelf, I've done that over and over, across categories and continents.
My career spans global luxury and lifestyle brands — Jo Malone London, Tiffany & Co., Sephora — and high-growth consumer startups. I co-developed Kaja with Sephora US, scaling it from 28 to 478 doors in 8 months. I built Dunkin Wonders from zero, driving +325% daily sales at launch. I've led IP partnerships with Disney, Pokémon, Warner Bros., Sanrio, and Korea's four major entertainment companies — HYBE, SM, YG, and JYP — turning fan culture and entertainment IP into consumer brand moments.
I'm bicultural — born in Los Angeles, raised in Hong Kong, RISD-trained, and based in Seoul after 15 years in New York and San Francisco. That background isn't just a bio detail. It shapes how I read markets, build teams, and bridge global brand standards with what actually resonates locally.
What I do
Brand strategy & positioning — I define what a brand is, who it's for, and why it wins.
New brand incubation — I've taken 6+ brands from concept to commercial launch, including full business model definition, partner structures, and go-to-market execution.
IP & entertainment partnerships — Annual licensing strategy, partner negotiation, and IMC campaign execution across global and Korean entertainment IP.
Creative leadership — I've built and led teams of 46+, set creative standards across organizations, and authored brand identity systems that scale across thousands of touchpoints.
Recognition
Red Dot Design Award (2024–25) · iF Design Award (2022–24) · Fast Company Most Innovative Beauty Brand — Kaja · Allure Best of Beauty · CEW Awards · UK FiFi Awards — Jo Malone London · 16+ total industry awards
Education
BFA in Graphic Design ·
Rhode Island School of Design (RISD) · Class of 2007