Luxury brand & communications strategy.
Europe & Asia Pacific.
Approach
I work with luxury brands at moments that matter — launches, repositionings, new market entries, and the inflection points where communications must be as considered as the product itself. Twenty years in, I still believe the best brand work is invisible: it removes noise, not adds it.
My practice sits at the intersection of brand strategy, cultural intelligence, and talent. I have spent my career inside the fashion houses and, more recently, at the senior end of luxury hospitality — building communications architectures that are quiet, precise, and lasting.
"The best luxury communications feel inevitable, not invented."
Practice
Brand & Communications Strategy
Positioning, narrative, and go-to-market for luxury and premium brands entering new markets or resetting their voice.
Celebrity & Talent Management
Strategic talent partnerships that elevate both brand and talent — placements, ambassadorships, and long-term relationship architecture.
Influencer Strategy
Curated networks over volume. Tier-one influence programmes across fashion, beauty, lifestyle, and luxury hospitality.
Event Direction
Launches, private dinners, brand activations, and editorial moments designed as extensions of the brand world.
Luxury Hospitality Advisory
Brand and communications counsel for membership clubs, hotel groups, and experiential hospitality operators.
Mandala Club, Singapore
Mett Hotel, Singapore
Chanel, Bond Street
DiorSelected Clients
Fashion & Beauty
Chanel, Dior
Hospitality
Mandala Club Singapore, Ennismore,
Mondrian, Sunset Hospitality (Mett Hotel)
How I Work
Understand the brand, the ambition, and the gap between the two.
Audit positioning, communications, and competitive landscape with clarity.
Define the strategic narrative — the story, the voice, and the architecture.
Execute across talent, press, events, and digital — with precision.
Measure, learn, edit. Luxury communications is a practice, not a campaign.