Since 2019, I have grown into a multifaceted role where I not only define and develop JING’s brand, but also contribute to strategic marketing initiatives for the businesses trade and consumer channels.
I work with the marketing team to develop a captivating and memorable brand, whilst effectively reaching and fostering meaningful connections with JING’s Foodie Explorer audience.
Click on the links below to jump ahead to:
I collaborated with senior management to develop comprehensive brand guidelines and creative standards for JING.
These resources ensure our marketing efforts consistently and effectively communicate JING’s unique value proposition. As the brand guardian, I’m responsible for maintaining and enhancing JING’s visual and verbal identity across all platforms, creating a lasting and memorable impact on our target audience.
I create and deliver innovative but purposeful marketing campaigns.
I have a deep understanding of JING’s business requirements, products, and brand. This is essential when conducting market research, consumer insights, and industry trends, to ensure each activation is crafted with the purpose of establishing a genuine and emotional link between the JING brand and its audience. This involves creating compelling narratives through both visual and written means.
I own the consumer marketing plan ensuring I apply creative storytelling, and strategic messaging.
Over the past few years I have encouraged a driven approach to ensure the brand are effectively leveraging the right platforms at the right time – to make sure JING stand out in a competitive market – but also stay on budget and aligned to objectives.
A few campaigns which I am really proud to have been a part of at JING are:
Switch to Loose Leaf Tea
Why Choose Organic
PMAX & Meta Digital Stop Motion Campaign 2024
Spring Teas Season 2023
Great Taste Awards 2023
JING Tea Google PMAX & Meta Digital Stop Motion Campaign 2024
I am, and always will be, a creative to the core. At JING I am lucky enough to both art direct a team, and proactively get stuck into the day-to-day creation.
My responsibility is to guide and oversee all artistic and visual aspects of projects. This involves setting the overall creative direction, strategy, and research.
I ensure that all touchpoints reflect the JING brand identity and purpose – this includes overseeing the development of all creative and campaigns from conception to delivery:
Packaging designs
Advertising materials
ECRM
Digital & Social content
I brief and oversee photo and video shoots, as well as briefing external agencies and suppliers, ensuring clarity and embedding understanding of JING’s brand guidelines.
An understanding of how to work remotely and on location is needed to fully meet all of JINGs content requirements. When required I step in as a photographer or videographer.
Both sides of the business require me to facilitate and foster brand partnerships and events to promote positive brand advocacy.
Noteable recent partnership developments have been with Hyatt APAC, The Macallan, Cathay Pacific, Land Choc, and The Chocolatier. Each has tailored and unqiue activations.
I work with the team to create authentic partnerships with influencers and journalists who share our passion for tea.
Through education, creative freedom, and a focus on lasting connections, we ensure our brand values resonate organically. Our PR approach blends quality and authenticity for meaningful tea experiences shared worldwide.
JING launched it’s first flagship store in 2019.
Through beautifully curated displays, expert staff guidance, and interactive tasting experiences, our retail strategy revolved around creating immersive tea experiences. I was responsible for all POS and events ensuring each customer interaction reflected our commitment to quality and taste.
