The Story Behind the Strategy
I bridge the gap between front-line commercial operations and high-level digital strategy, turning consumer psychology into measurable growth.
Before transitioning into marketing strategy, I spent years leading high-performance retail operations for global brands—from managing the Rolex showroom at Goldsmiths to driving virtual sales and VIP clienteling for Michael Kors' largest European flagship outlet.
This frontline experience gave me a rare, unfiltered understanding of what truly drives consumer behavior. I've managed high-net-worth clients, deciphered the purchasing habits of international buyers, and witnessed firsthand where top-tier brands succeed—and fail—in translating their marketing promises into real-world conversion.
Now, backed by a CIM Level 6 Diploma in Professional Digital Marketing, a Bachelor's degree in Finance, and a Fashion Design Foundation at Central Saint Martins, I apply analytical rigor and creative intuition to solve strategic marketing challenges across diverse commercial sectors.
How I Approach Work
Consumer Psychology First
Having served on the front lines of luxury retail, I know that purchasing decisions are rarely purely logical. I build strategies rooted in the emotional and psychological drivers that actually convert interest into action.
Bridging Strategy and Operations
A strategy is only as good as its execution. My background ensures that the high-level digital campaigns I design are fully viable and aligned with on-the-ground operational realities.
Data meets Aesthetics
With a background spanning financial analysis and fashion design, I believe the best marketing balances hard data with uncompromising visual and aesthetic standards.
Cross-Cultural Intelligence
Fluent in English, Mandarin, and Cantonese, I specialise in decoding the nuances of international markets—particularly the rapidly evolving Chinese luxury consumer landscape.
What I Do
Digital Customer Experience (CX)
Designing seamless, omnichannel journeys that eliminate friction and build long-term brand equity across physical and digital touchpoints.
Conversion Rate Optimisation
Utilising A/B testing, user journey mapping, and behavioural analysis to combat decision paralysis and drive measurable revenue uplift.
China Market Strategy
Developing holistic market entry and consumer engagement strategies tailored to the unique expectations of high-value Chinese demographics.
Omnichannel Commercial Strategy
Aligning digital marketing initiatives with CRM data, VIP clienteling, and physical retail operations to maximize Customer Lifetime Value.
Let's Work Together
I'm always interested in hearing about new projects and opportunities in the luxury and fashion space.
Get in Touch