ABOUT THE PRACTICE
For the challenging middle.
WHEN
The product has promise
The evidence is still growing
The right buyer is still being tested
And every story, message carries weight
Make the next story and market decision with more clarity before more time, money and credibility are spent.
The job is not to say less.
It is to find the strongest version of the truth that holds up as the evidence, the buyer and the stage change.
HOW THE WORK RUNS
Stay with truth.
The product, evidence, market, buyer and real constraints come before the headline, and stay throughout.
ONE EXAMPLE
Every recommendation comes with its evidence, including where it is thin.
Honest and direct.
The hard thing is raised early enough and throughout the time to be useful.
ONE EXAMPLE
Flags the wrong problem before the work starts.
Human depth.
Create for people living with the reality behind the condition, not just the category label. For good impacts.
ONE EXAMPLE
Message crafted from users' lens for impact.
Precision.
No jargon for its own sake. No wellness clichés. No decorative claims.
ONE EXAMPLE
Says when delivered work no longer fits the situation.
THE BACKGROUND
Experience across small business, agency, corporate brand and regulated category work shaped the practice.
Now applied to health teams.
BEFORE 2018 · HONG KONG
Foundations, built in the open market.
PR and sponsorship at the Hong Kong Film Awards, agency accounts including Lancôme, then three years self employed with clients including Wells Fargo.
Small teams and real budgets, with no brand name to hide behind.
2018 TO 2026 · HONG KONG AND LONDON
Eight years under scrutiny
Brand and marketing work at Japan Tobacco International across UK, four APAC markets, each with its own rules. From insight -> strategy -> execution.
Finding and making the strongest version of the truth that move.
2026 TO NOW · LONDON
Same discipline, applying to health.
Independent practice in London, applying to FemTech, digital mental health and healthtech.
One strategic story now has to work for a user, a clinician, a buyer and an investor at the same time.
MSc Strategic Marketing, Imperial College Business School · Works in English, Cantonese and Mandarin