Hi, I’m SHI MIN

Creative and brand leader with 15+ years of experience building brands, leading multidisciplinary teams, and driving creative excellence across 4A agencies and Alibaba ecosystem.


Singaporean based in Shanghai, my work sits at the intersection of brand, culture and operations, translating strategy into scalable experiences across channels and markets.


Experience


Taobao Shangou 淘宝闪购 (Previously Ele.me 饿了么），

Alibaba Group

Senior Creative & Design | November 2021 – Present


Led brand and creative initiatives for one of China’s largest local services platforms, driving consistency and executional excellence across national campaigns, retail ecosystems and multi-city marketing programs.


Partnered with cross-functional stakeholders to establish scalable brand standards, improving creative operations and elevating execution quality across multiple cities and channels.


Systematized Ele.me’s signature blue bar identity into a cohesive visual system that strengthened brand recognition and simplified implementation, improving first-pass asset approval rates from 66.99% to 75.46%.


Built and mentored a multidisciplinary team, strengthening creative processes, quality benchmarks and cross-functional collaboration.


Led the end-to-end creative strategy and daily content ecosystem behind Ele.me’s viral “免单答题” campaign, creating experiences that drove sustained engagement and widespread social conversation. Generating 45M+ impressions, the campaign became one of the platform’s most recognizable IPs, popularized “免单” as a category-wide marketing phenomenon, and inspired similar mechanics across the industry.



Saatchi & Saatchi Shanghai

Creative Group Head | September 2018 – October 2021

Senior Art Director | January 2017 – August 2018


Promoted to Creative Group Head for Head & Shoulders China, leading brand strategy, ideation and art direction across campaigns and product launches. Managed a small creative team and developed market-specific approaches to strengthen the brand’s relevance across audiences ranging from super first-tier cities to lower-tier markets.


In 2020, led the implementation and launch of a global category first for Head & Shoulders — an anti-dandruff range designed around different levels of dandruff severity. The initiative opened up a new market by introducing personalised anti-dandruff care and established a new category proposition, with the range becoming the best-selling haircare product during 2020's Double Eleven.


Played a key role in refreshing the Rejoice master brand for China, shaping its visual expression and developing integrated campaigns across TV, social and OOH to strengthen its relevance among millennial consumers.



Mirum Agency Singapore

Art Director / Design Lead | May 2015 – December 2016


Led a team of creatives in developing digital experiences and campaigns for clients including Mastercard, Pan Pacific Hotels Group (PHG), InterContinental Hotels Group (IHG) and Singapore Tourism Board.


Served as Creative Lead for HSBC and helped secure the account within the first week of joining the team. Partnered closely with UX, content strategy, project management and engineering teams to deliver digital products and business transformation initiatives.



JWT Singapore

Art Director | February 2013 – July 2014


Conceptualised and art directed product launches, brand campaigns and activations for the India, Middle East and China markets as part of Unilever’s global Lux team.


Winner of the Singapore Young Creatives Competition and Singapore representative at the 2014 Cannes Young Lions Competition.


Freelance

Art Director | July 2011 – May 2015


Developed creative concepts and art direction for agencies including TBWA, DAN, Ogilvy, iris Worldwide, Jack Morton and AdPlanet, delivering integrated campaigns across ATL, digital and social channels for clients spanning aviation, beauty, automotive, financial services, hospitality, property, retail and tourism.


TMP Worldwide

Jr. Art Director | January 2010 – June 2010


AGI Communications

Jr. Art Director | August 2007 – November 2009

Recognition


2014 – Cannes Young Lions: Winner – Print

2014 – Creative Circle Awards: Grand Prix

2014 – Creative Circle Awards: Best of Category – Cause Branding

2013 – Ad Stars Busan: Bronze – PR

2013 – Ad Stars Busan: Silver – Innovation

2013 – Ad Stars Busan: Silver – Outdoors

2013 – Cannes Direct Lions: Shortlist

2012 – Cannes Future Lions: Finalist

2012 – Crowbar Awards: Finalist – Posters

2012 – Crowbar Awards: Bronze – Advertising Photography

2012 – Crowbar Awards: Bronze – Art Direction



Education

LASALLE College of the Arts | 2010 – 2012

BA (Hons) in Design Communication (Advertising)


Singapore Polytechnic | 2004 – 2007

Diploma in Creative Media Design