Using research-driven frameworks and service design processes—including empathy and journey mapping, stakeholder workshops, iterative prototyping, and value proposition design—developed cohesive, integrated brand systems spanning visual identities, websites, collateral, service touchpoints, and digital engagement.
Built and led an in-house agency, structured workflows, managed partnerships, and produced multi-channel campaigns and content. Also architected two restaurant overhauls—from branding, local positioning and menu planning to strategic promotions and cross-hotel marketing.
Through an interdisciplinary design approach—blending strategy, branding, marketing, and technology—drove differentiation, portfolio synergy, guest loyalty, and scalable solutions.
2013-2015
Crafted a unified brand strategy across hotels, restaurants, and business divisions, aligning frameworks, experiences, creative, and business strategies.
Established ‘house of brands’ portfolio architecture, then redefined market positioning and customer segments per property, subsidiary, and business unit.
Around this framework, build new design systems & processes, and marketing/sales strategies.
Led guest-centered transformation of the portfolio and its brands through design thinking—research and insight mapping (empathy, affinity, stakeholder, journey, value proposition) to stakeholder workshops and implementation—shaping and integrating brand, digital, and operational improvements into a cohesive service design strategy.
Built and led team of 7—structured workflows, nurtured creative growth, and managed external partnerships with agencies, photographers, and freelancers.
Fostered culture of design thinking, experimentation, collaboration, and trust. Crafted adapable systems and scalable processes for continued growth.
Launched parallel agency operation for external projects that advanced business interests.
Orchestrated a comprehensive redesign of brand identities, visual systems, websites, collateral, and content—crafting a compelling and cohesive brand story, ensuring consistency across physical and digital touchpoints.
Directed brand strategies, campaigns, creative team & partners, design process, stakeholder relations, marketing & sales initiatives, and special projects.
Led creative/strategic overhaul of two restaurants, realty firm, timeshare business, spa/salon brand, and hospitality management operation—encompassing brand positioning, naming, visual system, menu/service planning, collateral, website, crm/email, and social.
Crafted cross-hotel and local promotions and service integration to strenghten portfolio synergies, differentiation, and customer loyalty.