About Me

I build premium and luxury brands from concept to shelf: brand DNA and positioning, new product development, packaging and claims, go-to-market, plus retail and omnichannel activation.

My 8+ years span skincare, beauty and wellness (Sleep&Glow Group’s 3-brand portfolio: Beauty Sleep, Somia, Ayris), luxury home and lifestyle retail (10+ heritage maisons including Rosenthal Versace Home and Meissen, across tableware, décor and home fragrance), automotive (Ferrari, Maserati) and FMCG.

Day to day I own brand strategy and brand DNA — positioning, key benefits and reasons to believe, brand books, visual identity and tone of voice; new product development from brief and concept to packaging materials, artwork and colour-proof approval with printers and factories; consumer and category insight, from focus groups and consumer surveys to competitor benchmarking and brand-health tracking; go-to-market and market entry across Russia, Kazakhstan and the US, including local regulatory compliance; trade, shopper and retail — brand guidelines and visual merchandising across boutiques and department stores, POSM and gift-with-purchase programmes; and integrated marketing — annual and quarterly calendars, 360° campaigns across owned, paid, PR, events and creator channels, A&P allocation and agency management.

At Sleep&Glow Group I led end-to-end brand strategy, new product development and integrated marketing for a 3-brand skincare and wellness portfolio (Beauty Sleep, Somia, Ayris) — owning brand DNA and the marketing calendar, co-owning the marketing P&L and directing a 15-person team (5 Senior Leads, 10 Junior Specialists), with cross-functional alignment across Sales, Supply Chain, Regulatory, Finance and the C-suite. I allocated the portfolio A&P budget and owned a $1.7M+ creator marketing budget, and I built each product’s reason to believe on evidence — partnering with dermatological clinics on certified anti-wrinkle and anti-acne claims, then translating the results into pack and product-page copy.

Flagship brand Beauty Sleep grew website revenue +26% and sales +17% YoY at 16% lower spend, with AOV +8% from bundles built to a gross margin target; sub-brands Ayris +73% and Somia +142% YoY after repositioning. I ran the US market launch across the beauty pillow and silk lines, led a Pink October cause-marketing campaign (4M+ reach) and opened Kazakhstan from zero to 1.35M+ reach.

Earlier I led brand and retail marketing for Ferrari and Maserati at Mercury, and a 10+ maison luxury living portfolio at Williams et Oliver — brand DNA alignment with EU, UK and US headquarters, A&P allocation, annual sales target beaten by 40%, 60+ premium activations and two private-label brands launched end to end. Before that I delivered 100+ premium events for UHNW and corporate clients with full P&L ownership on every project.

Since October 2025 I have been consulting independently from Bangkok on brand positioning, product and communication concepts, and omnichannel brand consistency across owned and partner channels, alongside campaign briefs and performance frameworks for creator and partnership programmes.

Currently completing the International Master in Fashion Management at Rome Business School. INSIDE LVMH certified — Creation & Branding, Operations & Supply Chain.

Open to Brand Manager and Assistant Brand Manager roles in beauty & luxury. Based in Bangkok — no relocation needed — and open to Hong Kong, Singapore, Australia and APAC.