Rox H.

Partnering with EMEA marketing leads as the go-to creative for high-impact campaigns across markets, leading creative development for product launches, brand collaborations, and trend-driven activations. I shape creative strategy, define campaign platforms, and translate them into social-first ideas, content plans, and production briefs for in-house execution and external creators, ensuring all creative is platform-native, brand-building, and reflective of evolving social and cultural trends.

Working directly with global brands and agencies across Europe and UK to develop integrated and social campaigns and content direction for EMEA and beyond. Expertise in creative strategy, social-first ideas, cultural and market benchmarking (West and Asia), narrative development, visual systems, art direction across AI, motion, photo/film, and stakeholder leadership. Highlights: • L’Oréal Group Global: Led creative concept development for product-led campaigns across dermatology, consumer, and luxury brands. Translated strategic insights into scalable visual and narrative frameworks, enabling consistent rollout across Europe, LATAM, US, and China, amplifying brand credibility, desirability, and cultural relevance. • Cluizel Global Rebrand: Transformed an industrial chocolatier into a Parisian luxury brand. Directed agency partner and a team of 5 across brand repositioning, identity, packaging, content, and retail design, establishing the foundation for its premium positioning. • Agencies: Monks.Paris, R/GA Berlin, Publicis Luxe, Hey Honey Amsterdam, Something London. Brands: L'Oréal Paris, La Roche-Posay, Filorga, Lancôme, Shu Uemura, Art Explora (Pitch Win), IKEA, EverClean, Mollie, Heinz, and Nespresso.

Led Social & Content department restructure as part of leadership team, aligning strategy and operations with global business goals. Directed a team of 12 across creative, design, film, motion, oversaw recruitment, budgets, and creative quality across social campaigns and always-on. Highlights: • Department Architecture: Redefined the creative process to prevent brief misalignments and improve resource allocation. Designed cross-functional workflows bridging campaign and design departments for ongoing and new business. • Creative Oversight: Directed social-first content bridging culture, strategy, and storytelling for 6 brands including Porsche, Randstad, Libresse, delivering 80+ monthly assets with consistent craft and brand integrity. • Pitch Leadership: Drove proactive pitches for global brands including Adobe’s environmental impact activation for Creative Cloud, expanding purpose-driven marketing portfolio, and modernising traditional advertising with platform-native thinking for brand building.

As Senior Creative (Art) within a team dedicated to the global hospitality campaign for the Paris 2024 Olympic Games. Concepted the big idea “Step into the Unforgettable” and led visual direction to position hospitality as the ultimate Olympic experience for B2B and B2C. Then oversaw production of key visuals, OOH, film, and digital assets, and presented to stakeholders across On Location, Paris 2024, and the IOC to ensure consistent brand alignment. Campaign contributed to record engagement for pre-Games hospitality packages.

Built evian's first in-house studio, acting as brand guardian across all creative output, steering international campaigns across NPD, retail, and e-com from brief to delivery, while driving strategic creative direction for social channels. Led a multidisciplinary team of 5, managed budgets and recruitment, oversaw content production, and collaborated with global and regional stakeholders to drive brand equity and commercial impact. • Global Social Refresh: Reframed global content strategy and visual system to reinforce premium lifestyle positioning post-COVID. Led content direction and produced 50+ original assets and a social playbook with refreshed TOV, resulting in +732% impressions, +20% engagement within 6 months. • Wimbledon Partnership: Concepted the social activation that shifted the sponsorship from exclusivity to inclusivity for UK key workers, resulting in 155M+ total reach, 3.9M digital impressions, 68K engagements, and campaign renewal for 2 consecutive years. • #StayHydrated: Developed the creative platform driving global hydration conversations through digital and social activations, resulting in +80% engagement and expanding the brand's lifestyle and wellness narrative. • (re)new Campaign: Launched evian’s first eco-conscious water fountain through a sustainability and design narrative. Led the creative development, delivered campaign toolkit with key visuals, content, social and activation ideas for multi-market rollout across UK, France, and Switzerland. + Also led multiple international product launch campaigns and toolkits, including evian + Sparkling (US), Virgil Abloh rPET (US), evian kids x Disney (EMEA), and the 35 Years in Japan launch.

Led creative across social, integrated campaigns, and experiences for Greater China/APAC. Worked closely with strategy, UX, and production teams to develop innovative ideas and ensure high digital craft. • NikePlus Membership: Won pitch and led creative for a local campaign celebrating Hong Kong’s athletic communities alongside the platform launch, resulting in a 53% increase in buying members. • Clarins Travel Retail: Won pitch and directed a gamified WeChat campaign targeting Chinese travelers, expanding the agency's footprint in premium beauty and skincare. + Also directed multiple B2C/B2B projects and pitches including Clinique, Estée Lauder, Alipay, Siam Commercial Bank, Steelcase, Invesco, and The Executive Centre.

Directed digital campaigns, activations, and experiences for brands including The North Face and Melco across APAC and Greater China, focused on brand awareness and engagement. Involved in multiple pitches. Highlights: • Led concept, art direction, and design for 3 WeChat O2O acquisition campaigns for Melco Resorts. Developed gamified mini-program activations integrated with AR, OOH and on-site installations, resulted in 35K+ new followers and 10K+ daily visitors per campaign across Mainland China, Hong Kong, and Macau. • Co-developed "Little Green Lanterns," an eco-friendly lantern for the Chinese Lantern Festival, utilizing repurposed cardboard and laser-cut designs, raising environmental awareness through workshops and complimentary robot kits distribution at the Makerfaire event in Shenzhen.

Creative concepts, art direction and visual design for digital activations and platform development for La Poste, Mugler, Sodexo, EDF, and Logis Hotels.

Art direction and design for cross-channel campaigns, platform, and pitch support. Clients included EDF, Banque Populaire, LVMH, and La Poste.

Spent a few years as an illustrator and collaborated with prominent editorial magazines, such as Glamour (UK & France), Young Women (Germany), and Trax (France). Also worked alongside agencies on global and regional campaigns for Vodafone (UK), Orange, INPES, and Wagram Records, creating bespoke illustrations for various mediums including OOH, print, and web.

Internship at a design agency in London as a digital designer working on branding and platform projects for brands like Agent Provocateur and others.