I lead the concept and high-level direction for all New Product Introduction (NPI) campaigns—shaping how global brand concepts translate into impactful retail experiences. My role spans from defining the overarching creative direction to developing detailed retail marketing toolkits that guide regional and market-level teams. These toolkits provide the assets, messaging frameworks, and strategic guidance needed to execute consistently while allowing flexibility for local adaptation based on business needs.

Images coming soon — highlighting campaign rollouts and in-store executions across global markets.