Strategy is a product decision.
Brand strategist and builder. I write the playbook, then build the thing it asks for — for music, sport and CPG.
see the worklet me tell you a couple stories.
hi, I'm hui, and I like to tell stories.
I create culture instead of chasing it. learn more below.
case studies
( 06 )The ask
Red Bull to be the go-to beverage for 'work' for creatives, while branching into fashion as a priority playground.
The end
We put cans on the runway in partnership with Jane Wade: functional workwear with the product as the fuel, with Red Bull Zero fueling rehearsal and load-in. The product fueled the work, from backstage to runway.
The ask
A credible seat at Latin GRAMMYs week and a launch moment for the Winter Edition LTO. The goal was to enter the community as a supporter, not just a sponsor logo.
The end
The Latin GRAMMYs is one of the biggest weeks in Latin music and culture, a stage built for 600+ nominated artists and the fans, press, and industry who follow them. Getting a brand's presence right there means it has to feel earned, not bolted on. So we built a 6 ft ice sculpture entirely with Latin partners: Mexican curated mocktails from Bar Nuda, an Argentinian visual artist, Valeria Divinorum, and a family-run Ecuadorian ice sculpting business. The final piece was a celebration of Latin talent and craftsmanship in its own right, displayed at the Nominee Reception for the 600+ nominated artists. Branding carried through the week at third-party collaboration events with Tigre Sounds and HYPEBEAST, keeping the presence consistent without ever feeling like an outsider at the party.
The ask
Own the entry-point consumer (18–24 y/o) strategy for Artist Marketing and increase relevance of the product in priority occasions: work, fitness, and socializing/partying.
The end
Partnered with emerging to superstar Artists to develop creative occasion-based content, seed product at work, and produce third party events, with Red Bull as the fuel for each moment.
Artist Marketing Hub — the department’s operating system
An all-in-one resource and dashboard built for the new Artist Marketing team at Red Bull in roughly three weeks — replacing five-plus external tools with one place to manage roster information across campaigns, activations and PEMO impressions.
Demo disclaimer — all figures and other data shown here are fictional placeholders, replaced for the purposes of this demo. Nothing on these screens reflects real Red Bull data.
Command Center
EMO impressions and activation counts by relationship tier. Hover any tier for its totals and top artists.
An activation featuring artists from more than one tier counts toward each of them, so tier totals can overlap.
Artist agreement for titled content or events, product seeding & integration, and an artist-relation budget.
Top impression drivers
71 accounts posting · click a rowCoverage posts grouped by the account that published them, ranked by attributed impressions.
Artist Relations 8 activations
Long-term artist partnerships. 8 activations across 3 regions, all confirmed. Key artists: Bad Bunny, The Weeknd, Kaytranada.
Roster in this section
click an artist for their profileInsights
Cost-per-KPI is total tracked spend divided by the matching KPI, across the 51 activations with spend logged. Lower is more efficient.
Red Bull vs. artist-driven visibility
Strip out impressions attributable to owned/titled programs to see the artist-alone picture.
Event Calendar
Logged impressions laid over the Red Bull BC One and Dance Your Style USA event schedule — regional cyphers, qualifiers and finals. The deep band is the portion attributed to titled projects.
Submit Activity
Log an activation so its KPIs roll up into the Command Center. Add one row per metric.
Ask the Hub
Admin-only assistant grounded in this hub's artist data — activities, social coverage, campaigns and the roster. It only answers from what is in the app.
Answers are computed from the data in this hub only. Figures in this demo are fictional.
Settings
Workspace preferences for the Artist Marketing hub. Changes apply to your view only.
The ask
Pitching a digital garment production software and service to brands ahead of NYFW during the pandemic to host their collections digitally.
The end
Positioned the brand as an elite, top of market rendering software that gained 15+ clients during NYFW and beyond, including brands like Ralph Lauren, Louis Vuitton, Target, PARSONS School of Design, and more.
The ask
My capstone project at the University of Michigan was to work with NEON16 to develop a marketing rollout plan for Tainy's new album, DATA, released in 2023.
The end
A go-to-market built on three listener segments and an underdog line — DATA is for everyone — sequenced across pre-launch, launch and post instead of a display buy.
The ask
Paid social was bought like awareness media while the basket moved at the retailer. No shared standard for when to activate, which platform to pick, how to measure a sale, or who runs it.
The end
Social Media for E-Commerce: Activation Playbook — three decision criteria, a capability score per platform, and a route from agency-run campaigns to internal ownership.
projects
( 04 )The ask
I started this site to archive my hobby, but over the years, I continued to build it out purely as a test/learning practice around CRM building, website maintenance, automation and ads, and more.
The end
The result has been a full scale business: a steady base of clientele, a 67 listing automated print shop and delivery service, a 2,000+ social following across platforms, and freelance marketing and event production consulting.
The World, A Full Collection.
Shot on: Sony A7IV & Canon EOS R10
The ask
To produce a 300 person event for No Storage Productions, an all-female production company celebrating women in the film industry.
The end
Successfully produced a sold out event with a through line of telling women in film's stories, programmed with a panel, a projector screening works of female directors, as well as custom merch, zines, a raffle and 5+ sponsors. The party went well throughout the night and served as a perfect platform for women in the industry to network and be celebrated.
A collection of generational stories from my Chinese grandmother and mother, gathered over time — archiving their powerful pasts as an anchor to the present.
A just-for-fun artifact built for travel lovers and ultra-planners.
want to know more?
feel free to reach out, I'd love to chat.