Summary

Singaporean creative leader based in Shanghai with 15+ years building brands across global agency networks and China’s platform ecosystem.

At Alibaba, owned creative direction for Ele.me and Taobao Flash Buy’s retail expansion: built the brand identity system and approval process that kept 20+ cities aligned and cut asset rejections by about 20%, led in-house teams of up to 12 and 8+ external agencies, and was creative lead on a campaign that reached 4.6B+ exposures in its first 10 days.

At Saatchi & Saatchi, core creative on P&G’s Head & Shoulders and Rejoice: led the China launch of a global-first haircare range that became the best-selling haircare product on Double Eleven 2020, and restaged both legacy brands for Chinese consumers.

Native in English and Mandarin; presents creative strategy to senior global executives and briefs local execution partners in both languages.

Key Skills

BRAND & STRATEGY

Brand strategy · Visual identity systems · Brand restages and packaging · Brand IP and campaign IPs · Mascot campaigns and brand partnerships

CREATIVE & CONTENT

Integrated campaigns (social, video, OOH) · Content strategy · Key visuals, TVC and social video · Performance creative · E-commerce product pages

LEADERSHIP

Team leadership (4–12) · Agency direction (8+ agencies) · Senior stakeholder management · English and Mandarin (native)

OPERATIONS & PRODUCTION

Creative approval workflows and SOPs · Modular design for speed and testing · Merchandise and product development · Production budgets up to RMB 8M

Experience

Taobao Flash Buy (previously Ele.me), Alibaba Group

SENIOR CREATIVE & DESIGN LEAD · Nov 2021 – Jul 2026 · Shanghai

Creative owner for Ele.me’s retail and brand marketing as the platform expanded beyond food delivery and rebranded as Taobao Flash Buy. Led an in-house creative team of 4–12 people per project, directed 8+ external agencies, and aligned internal teams under one creative direction.

Earned media. Reached 4.6B+ exposures and 5.1M+ interactions in the first 10 days of Ele.me’s two-month summer 2022 daily-riddle campaign, which turned a tired promotion into a public guessing game and took Weibo’s #1 hot-search spot four times. As creative lead, designed every daily image-based riddle and set the content strategy so the game educated as well as entertained. Won 2022 Digitaling Awards Gold (Media Marketing) and Bronze (Content Marketing); the mechanic shaped Ele.me’s Summer and Winter marketing for three years and was adopted by other platforms.

Creative operations. Cut asset rejections by about 20% across 20+ cities by building Ele.me’s brand visual identity system from scratch and a creative approval process (online workflow, SOPs, team training, Legal and PR checkpoints), reducing rework for in-house teams and agencies.

Brand architecture. Unified five retail verticals (gifting, supermarkets, wet markets, alcohol, pharmacy delivery), each with its own team and owner, under one brand by creating a shared messaging and visual system. It became the standard template across the retail line.

Performance creative. Cut Tencent splash-screen CPC by 80%+ versus benchmark by originating a premium retail IP, from concept to launch, across splash screens and a subway tunnel takeover. Rebuilt key visuals as modular components so the best-performing variants could be tested and scaled.

Speed at scale. Delivered 307M+ exposures, 425% of target, on Taobao Flash Buy’s first Chinese Valentine’s (Qixi) campaign, its debut as the consumer-facing brand. Turned the “all categories, fast delivery” positioning into a multi-touchpoint visual system, kept external agencies on-strategy, and shipped 100+ assets and 3 social videos in 10 days with a modular design method.

IP-led brand building. Kept 20+ integrated campaigns consistent over three years by setting the visual language and quality bar for Ele.me’s food-culture IP built around China’s 24 solar terms, directing 6+ agency partners. Used Ele.me’s mascot, Blue (named after the brand colour), as a consistent visual cue for the brand across own campaigns, social content and co-branded campaigns with partner brands.

Product and merchandise. Took branded merchandise from concept to production runs of 50–5,000 units per SKU across lifestyle, home, tech, paper and plush, from adapted supplier products to original designs with custom molds and tooling, managing external manufacturers mainly in Guangzhou.

Education

LASALLE College of the Arts · 2010 – 2012

BA (Hons) Design Communication (Advertising)

Singapore Polytechnic · 2004 – 2007

Diploma in Creative Media Design