I'm a Creative Strategist specialising in brand storytelling, cultural insight and experience-led campaigns across fashion, luxury, lifestyle and culture. I turn audience and cultural insight into concepts, then carry them through campaigns, pop-ups, content and partnerships, briefing the photographers, creators and freelancers who bring them to life. I've worked directly with founders and in lean teams, and I'm trained at Condé Nast College of Fashion & Design and Regent's University London. I speak French and Mandarin and have a particular interest in cross-cultural brand strategy. I'm looking for strategy and brand roles in agencies and brands with a strong point of view.
Wrote hypothesis-led hooks, briefs and copy that turned cultural moments and live events into content for a luxury entertainment brand across Instagram, TikTok, LinkedIn and YouTube. • Reviewed platform and engagement data each cycle to decide which ideas to push and which to drop, working with brand, production and events teams.
Work directly with founders, including on brand direction and editorial pillars for an independent culture publication (14STROKE16), where I delivered a 28-slide brand strategy and sit on the senior leadership team. • Develop and present creative proposals for small brands, scoping brand direction, content concepts and deliverables, and revising them against client feedback.
• Developed the creative concept and content strategy for the POP-ID series, an integrated programme spanning a premium Notting Hill pop-up, social and creator content, and oversaw on-site content capture. • Led a partnership with clothing-customisation app Loom, coordinating timelines, assets and approvals from concept to delivery, and presented direction to the Head of Brand, building feedback into sharper concepts.
Developed campaign concepts and creative strategy for seasonal launches, translating commercial objectives and audience insight into narratives that increased engagement by 35%. • Owned newsletter and digital audience communications, building cross-channel copy and content across social, web and email and tracking performance to refine messaging. • Directed editorial shoots, commissioning and managing photographers, stylists and production vendors, and managed production budgets to deliver on time and on-brand, reducing turnaround times by 20%.
• Supported senior producers in creative coordination, production logistics, and set design. • Managed creative briefs, ensuring seamless execution of high-end visuals. Supported campaign productions for Jimmy Choo, Chanel and Stella McCartney alongside photographer Harley Weir, assisting with brief interpretation, location scouting, casting and shoot logistics. • Joined post-production reviews, seeing how creative stays aligned with brand, budget and delivery timelines on high-calibre sets.
• Developed integrated campaign concepts and brand narratives, building pitch decks and research packs rooted in audience behaviour and presenting the rationale to PR, marketing and creative stakeholders. • Built website content and landing pages in CMS platforms to support product launches.
Owned the yearly editorial concept and led a team of student contributors from concept to delivery, setting priorities and keeping monthly output on track. Led weekly content review meetings, mentoring the team and helping elevate output at every stage of production. Directed and conceptualised a four-part fashion film series ‘Human Interference,’ exploring climate issues through visual storytelling; leading creative direction, set design, and execution.