"Metrics don't make stories; stories make metrics."

Visionary Storyteller with 15+ years of experience leading large-scale, multi-sensory ecosystems for Fortune Global 500 and cultural icons including Nestlé, Nissan, LEGO, and BAT.

Proven ability to lead cross-functional teams, translate abstract corporate strategy into tangible market advantage, and deliver unique cultural moments that resonate with audiences.

CORE COMPETENCIES

C-Suite Strategic Visioning & Brand Growth

• Portfolio Strategy & Visioning for C-suite Stakeholder
• Strategic Roadmap Definition & Investment Approval
• Multi-Million Dollar Budget Oversight & Resource Allocation
• Enterprise Risk Management & Operational Resilience
• Pre-Visualization Appraisal

Team Leadership and Execution

• Cross-Border Team Leadership of 20+
• Global Vendor & Partner Ecosystem Orchestration
• Brand Investment Strategy & Value Realization
• Regulatory Compliance & Safety Governance

Technology, Audience Engagement, and Impact

• Large-Scale Event Ecosystems curation/design (3,000+ PAX)
• Seamless Physical-Digital Integration (Hybrid Environments)
• Immersive Technology Roadmapping
• User Journey Architecture & Interaction Design
• Technical Feasibility Assessment

• KDDI (MWC 2026):  Defined the strategic roadmap for a 200m² flagship activation, orchestrating a complex ecosystem of technical and experiential touch-points. Prioritized audience resonance over transactional goals, resulting in an 80% engagement lift and 200% conversion surge—demonstrating how stories make metrics.

• CEO Collaboration:  Partnered directly with the BAT CEO to produce a high-stakes strategic announcement video, ensuring the narrative arc aligned perfectly with global market entry goals and brand values.
• LEGO (Star Wars & F1):  Curated the LEGO Star Wars experience at Celebration Japan, honoring the franchise's emotional legacy to drive fan passion and break regional sales records. Oversees the LEGO F1 ecosystem to ensure consistent brand value realization across motorsport events.
• Nestlé:  Architected the digital ecosystem overhaul, defining the strategic roadmap for brand and product discovery to enhance consumer engagement and market differentiation.

• Creating experiential concepts and strategies for live shows, interactive installations, physical-virtually connected spaces and AR/VR apps.
• Managing expectations with product stakeholders and defining user needs and features of each product, while managing technical development with vendors, including:
• Kinect controlled transparent display installation: furthermore, facilitated content development and guided UI development
• Physical-Digital fusion live show on LED stage, which adjusts virtual background according to camera perspective: furthermore, managed development of all the virtual spaces within this show
• Interactive AR app and its UI, from content to wireframe and exhibition install
• Creating interior design and space design for exhibits and installations, including 3D simulations with SketchUp and TwinMotion.
• Preparing and running stakeholder and production team meetings on a regular basis, facilitating and mediating inter-disciplinary, multi-cultural teams across several departments both intra- and inter-organizationally.

• Managed interior design build of the biggest temporary hospitality site for Rugby World Cup 2019, of 3000 PAX capacity.
• Located, vetted, briefed and contracted suppliers for interior construction.
• Managed multi-million USD budget for interior build and entertainment program, including after project reconciliation.
• Assessed risks in build structure, logistics schedule and planned for operational contingencies for the 6 month operating period
• Connected off-site creative teams and production suppliers to create creative deliverables to order, including interior and exterior design
• Facilitated bilingual client meetings over Vectorworks design plans to coordinate A/B-construction vendor with C-construction vendor requirements, including health and fire safety requirements.
• Created and signed off mood-boards with stakeholders and sourced finalized materials

• Ran ‘mini-agency’ type business providing website creation, video creation and post-production.
• Conducted client hearing and defines goal statements and matching SOW, to match the client’s needs.
• Translated these SOW in development tasks and creative tasks and outsourced each to suitable parties.
• Managed production timelines and budget while identify development risks, scope creep and planning for contingencies.
• Sourced and combined a web deployment system for Wordpress run websites, that allows outsourcing key functions to third parties.
• Sourced, vetted and recruited appropriate designers and developers for each project and managed them in the development process.
• Assisted startups in process automation for marketing processes, CRM integration and reservation systems.

• Developed the prototype UI of one of the first iPhone, touch interface based golf court apps.
• Developed prototype UI for wall-mounted touch displays for the same function, in a time before the first iPad release.
• Slashed prototyping time in half by coordinating UI development directly between Germany based C-Level management and Russia based developers.

2008 - Project Manager at Symposium Events, London

• Spearheaded and executed a complete redesign and recoding of the company website by introducing Wordpress and coding the client-facing templates in PHP CSS, transforming a simple blog into a magazine style portal.

Education

• Educated at Middlesex University in Film,Video and Interactive Art