I help brands say something true — and make sure it lands.
12 years at the intersection of cultural insight and strategic clarity. I build identity systems, naming frameworks, and investor narratives for luxury, hospitality, and high-growth ventures — brands that need to mean something, not just look good.
Started at Landor in London, moved to Interbrand Paris leading LVMH and CAC 40 accounts, then went independent to work across Southeast Asia. Based between Ho Chi Minh City and Paris since 2021.
Brand Architecture
Naming
Investor Narrative
Executive Comms
Luxury & Hospitality
FR · EN · VI (B1)
12+
Years
40+
Brands
8
Markets
Experience
2021–now
Independent Strategist
Self-employed · HCMC & Remote
Luxury brands, hospitality groups, and VC-backed startups in Southeast Asia.
2017–21
Senior Strategist
Interbrand · Paris
LVMH, Accor Hotels, CAC 40. Led teams across three EU offices.
2013–17
Brand Consultant
Landor & Fitch · London
Global rebrands in finance, FMCG, hospitality. Verbal identity specialist.
Education
2011–13
MSc Marketing & Strategy
HEC Paris
2008–11
BA Cultural Studies
Sciences Po Paris
Expertise
Maison Céleste
+34% conversion6 markets
LVMH SEA Summit
400 attendees3 countries
Studio Nōen
$4.2M Series A
Hôtel Particulier Lyon
ADR +28%