As Senior Director, Brand, Consumer Marketing & Loyalty, I led spearheaded new market entry into Hong Kong, Singapore and China, built a global brand and loyalty capabilities required to operate effectively in complex, multi-market environments.

The focus was on building a differentiated travel brand that could scale globally, starting with establishing the regional engine. Building teams and agency ecosystems across Hong Kong, Singapore and China created the capability and consistency of execution that everything else depended on.

From that foundation, I led the development and full rollout of a new brand identity system, grounded in consumer insight and designed to flex across markets. Execution was shaped by granular local insight into how people dream about and plan travel, translated into mobile-first, gamified, socially-driven experiences that met them in those moments.

The loyalty proposition was expanded beyond its cashback core through experience-based member perks, developed in close partnership with the hotel supply and commercial teams. The perks were a differentiator in market and elevated the value conversation beyond price. A full redesign of the website and CRM, with new journeys and algorithm-driven personalisation, brought the proposition to life at scale across 16 markets and 9 languages.

Running alongside this, I conceptualised "Local Lens," a paid content proposition developed within the marketing team and taken to the media sales arm as a new commercial offering. It created meaningful destination board partnerships and opened a revenue stream that hadn't existed before.