Led a two-year strategic brand transformation for a boutique hospitality group, reimagining brand strategy, guest experience, and marketing across seven hotel properties, three restaurants, and multiple subsidiaries.
Using a design thinking and service design approach, aligned brand, digital, and operational systems—establishing a cohesive portfolio architecture, modernized brand identities, integrated service experiences, and unified marketing platforms. Built and led an in-house creative team, structured workflows, managed agency and partner relationships, and delivered multi-channel campaigns and content.
The work drove sharper differentiation across the portfolio, stronger cross-property synergy, elevated guest experiences, and scalable brand systems built for long-term growth.
2013-2015
Crafted unified brand strategy across hotels, restaurants, and business divisions. Established portfolio architecture, redefined market positioning and customer segments per property. Built new design systems, processes, and marketing strategies around this framework.
Led guest-centered transformation through design thinking—research, insight mapping, stakeholder workshops, and implementation—integrating brand, digital, and operational improvements into a cohesive service design strategy.
Built and led team of 7. Structured workflows, nurtured creative growth, managed external partnerships with agencies, photographers, and freelancers. Fostered a culture of experimentation, collaboration, and trust. Launched parallel agency operation for external projects.
Redesigned brand identities, visual systems, websites, collateral, and content—ensuring consistency across physical and digital touchpoints. Directed brand strategies, campaigns, creative partners, and stakeholder relations.
Led overhaul of two restaurants, realty firm, timeshare business, spa/salon brand, and hospitality management operation—brand positioning, naming, visual systems, collateral, websites, CRM, and social. Crafted cross-hotel promotions to strengthen portfolio synergy and customer loyalty.