EXPERIENCE:

Regional Executive Creative Director SEA (We Are Social (2023 - present)

• Led global creative for Samsung’s social presence and other blue-chip clients with a strategic approach.

• Drove growth through strong client relationships and successful pitches — winning MAX (HBO), H&M, UOB, and Boletero (Merz Pharmaceuticals).

• Co-led .XYZ, We Are Social’s innovation and tech unit, launching Vector (artist community) and Luna (AI-powered retail experience).

Executive Creative Director | Edelman, Singapore (2022 - 2023)

• Led creative for clients including HP, Unilever, Baxter, CMC Invest, Jollibee, and DSTA.

• Secured Edelman’s first international creative wins at Spikes Asia, New York Festival, and One Show — earning a spot in Campaign Brief Asia’s Top 10 Hottest Agencies.

• Played a key role in building and transforming Edelman’s integrated solutions team, shaping its structure and regional creative culture.

• Grew business by deepening HP and Unilever partnerships, winning pitches for Jollibee and CMC Invest.

Regional Creative Director | BBH APAC (2018 - 2022)

• Led global and regional sports campaigns for Nike, and developed an innovative digital platform for runners, earning international recognition.

• Drove strategic creative for 360° campaigns across Facebook SEA, IKEA, UOB, and Samsung — with work awarded at The One Show, Clio, Effies, Gongs, etc.

• Delivered effective work recognised by Effie APAC, WARC, and Most ‘Contagious’ Campaigns of the Year.

• Drove business growth by winning international pitches like Uber and scaling the account regionally.

• Developed globally recognized work that broke out of trade media, featured in Hypebeast, Condé Nast, Bloomberg, and beyond.

Senior Creative | BBH APAC (2014 - 2018)

• Helped drive the creative success that earned BBH APAC Ad Age’s International Agency of the Year 2018.

• Created and developed strategic, effective cross-channel campaigns for blue-chip clients including Nike (APAC), Uber (APAC), IKEA (SEA), Perfetti (Global & APAC), Unilever (SEA), and UOB Bank (SEA).

• Earned recognition for creativity and effectiveness at top-tier shows including The One Show, Clio, and Effies.

Senior Copywriter | Leo Burnett, Chicago (2011 – 2014)

• My campaign made Leo Burnett (Lapiz) the most shortlisted U.S. agency at Cannes Outdoor Lions 2013 and Agency of the Year U.S. at The Eye of Iberoamerica.

• Created award-winning, multi-platform work for McDonald’s (McCafé), Purina, P&G (Gain, Bounty, Charmin, Always), and Kellogg’s (Cheez-It, Mini-Wheats, Special K) across North and Latin America, earning recognition at Cannes Lions, The One Show, LIA, New York Festivals, among other awards.

Copywriter | Leo Burnett, Peru (2008 - 2010)

• Created campaigns for major clients including DirecTV, McDonald's, BCP Bank (The most important bank in Peru), El Comercio Newspaper (The biggest and most important newspaper in the country), Alicorp (Largest Peruvian consumer goods company with operations in South, Central, and North America), Pacifico Insurance.

• Brought international and local recognition to the agency for creativity and effectiveness, including Effies, Cannes Lions, and The Eye of Ibero-America.

Creative Director | Inquba, Peru (2007 – 2008)

• Among the first hires—and the first creative—at one of Peru’s pioneer digital agencies, helping shape its boutique model, build the creative team, and set up operations.

• Led early wins with Coca-Cola, Nestlé, Kimberly-Clark, and Telefonica (Telco)—securing key accounts and driving the agency’s growth into a top digital operation.

• Drove digital adoption in Peru through client workshops and industry education.

Copywriter | Action Marketing, Peru (2005 - 2007)

Jr. Copywriter | Euro RSCG, Havas (2004)

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