Professional Experience
I lead FINN Partners’ EMEA Consumer & Lifestyle practice alongside FINN Luxe, our luxury division. As a former agency owner, my focus is simple: building earned-first campaigns that ripple seamlessly across digital, social, influencer and retail channels, driven by ideas people actually want to share.
My background covers creative activations, major launches, and reputation strategy for global brands including Macy’s, L’Oréal, MAC Cosmetics, Longines, Kering Group, Marriott International, Emirates Airline, and NBrown. Beyond client work, I love to build bridges. I volunteered for four years as Head of PR for TEDx in Hong Kong, collaborate with industry bodies like Walpole and Positive Luxury, and sit on the British-Swiss Chamber of Commerce committee.
If we are to preserve culture, we must continue to create it.
- Johan Huizinga
How'd you get here?
Growing up between Switzerland, France, and the UK, I realised early on that switching languages meant switching perspectives. Wanting to push that even further, I studied Mandarin and Korean at SOAS and spent a decade across Beijing and Hong Kong.
That curiosity for language and adventure pretty much leaks into everything I do. Besides being an avid traveller, I’m endlessly drawn to history, regional food, and the diversity of beauty out there, much of which I devour on YouTube. I’m also endlessly fascinated by scale, from the microscopic detail of a hand-carved object to our tiny place in the universe.
For me, communications is fundamentally a career built on curiosity and human connection. It gives me the chance to partner with creative brands that don’t just borrow from culture, but genuinely add to it through their products, stories, and values.