My Experience
These are some of my favourite projects i’ve been part of that have shaped how I think about marketing. Across ten years at one of the world’s leading wellness destinations and now as Chief Strategy Officer at Marketing Bear, I’ve had the chance to work on everything from brand identity and large-scale digital builds to content series and e-commerce.
Website
Chiva-Som Website
Chiva-Som’s first website in over a decade was built in partnership with Matter of Form, one of the UK’s leading luxury digital agencies. The project required translating an exceptionally layered offering: wellness programmes, cuisine, accommodation, and condition-specific health pathways into a digital experience that felt intuitive and personal. The strategic challenge was helping guests self-identify the right programme for their goals or health conditions, which demanded careful information architecture.
My role:
- Landing Page Campaign Development
- Content Strategy & Editorial Planning
- Project Coordination
- Analytics & Performance Reporting
- Website Content Management
- Website Administration
Branding
Chiva-Som Brand Identity & Materials
During my time at Chiva-Som, I was involved in two major brand refreshes. The first was in partnership with Quo Global, where I supported the Marketing Director throughout the process, from brand narrative to collateral and communications materials. The second brought in Sarah Miller (former Editor-in-Chief at Condé Nast) and her agency to develop a new set of brand guidelines, anchored by a large-scale, week-long photo production shoot. Together, these two projects gave me a deep, hands-on education in what brand-building actually looks like in practice.
My role:
- Brand Collateral Refresh Lead
- Brand Identity Training & Implementation
- Brand Development Support
- Graphic Design
Website
German Kitchen Design Website
I led the website relaunch for German Kitchen Design, a high-end kitchen design company in Bangkok. Their existing site wasn’t doing justice to the quality of the product or the experience of working with the brand, a critical gap when you’re asking customers to make a significant investment. I led the full strategic direction, including the sitemap and wireframes, and worked closely with our web team to ensure the final design matched the premium positioning the brand deserved.
My role:
- Information Architecture
- Creative Direction
- Competitive Research & Analysis
- Content Strategy & Planning
Video
Chiva-Som Brand Video
Working with a production agency whose credits include Netflix, we captured what makes Chiva-Som truly special: the profound shift into presence and calm it creates. From the moment you arrive, the outside world falls away. Devices are left behind. Time moves differently. Our film brings that experience to life, showing what restoration feels like when you fully arrive at the resort.
My role:
- Project Coordination
- Creative Input
- Distribution & Promotion
E-Commerce
Chiva-Som E-Commerce Store
The Chiva-Som Boutique is a curated in-resort shop selling wellness products, apparel, and gifts. Recognising the opportunity to extend that experience beyond the property, I planned, designed, and built the online store from scratch using Shopify. It required thinking carefully about how to translate a physical, sensory retail experience into something that worked digitally.
My role:
- E-commerce Website Design
- Product Marketing
- Seasonal Campaigns
- Store Management & Administration
- Information Architecture
Marketing Campaign
German Kitchen Design Key Opinion Customer Campaign
Trust is everything when the purchase decision carries a premium price tag. For German Kitchen Design, I planned a comprehensive campaign combining customer testimonial videos with integrated content for their website, marketing materials, and social channels. Rather than treating each shoot as a single asset, I structured it as a full content strategy: interview footage for the testimonial series, individual quotes for marketing materials, kitchen photography for the website, and standalone clips for social. Every shoot was strategically designed to extract maximum value and feed multiple channels from one production, ensuring consistent messaging across their customer journey.
- Creative Direction
- Post-Production Lead
- Production Management
- Storyboarding
- Customer Interviewing
Newsletter Series
Chiva-Som Newsletter
The Wellness Journal was Chiva-Som’s monthly newsletter, which I led from its transition out of print into a digital format via Constant Contact. I managed the full editorial calendar, planned content themes across the year, and made a deliberate decision to write the newsletter in the voice of the General Manager, keeping that sense of personal connection alive between guests and the resort, long after they had checked out.
My role:
- Content Strategy & Editorial Planning
- Newsletter Design
- Content Creation
- Distribution
- Audience Segmentation
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