Five years working at the heart of one of the world's most recognised beer brands. As Creative Director, I led creative development across campaigns, experiential and shopper engagement, working alongside partner agencies to bring the brand to life across multiple markets in Europe and Asia.

From developing integrated campaign ideas and leading large-scale brand experiences, to creating meaningful connections with shoppers right down to the shelf, the work spanned the entire consumer journey. Working closely with local teams and partners to reshape and reposition the brand for diverse audiences and markets, balancing a consistent global identity with the cultural nuances and opportunities of each.