Greater Kuala Lumpur
For most of my career, I've been fascinated by why some brands stay with you and others simply disappear. Whether in a store, a physical space, a customer interaction, or a brand touchpoint, my answer always comes back to the same thing: people remember how an experience made them feel. That belief came from working where ideas meet the real world. I began my career in interior design, retail design, and visual merchandising. These are disciplines where clarity either holds up or it doesn't. There is no hiding behind a beautiful presentation when someone is standing inside the experience you've created. That path took me to IKEA, where I led retail development, customer experience, visual merchandising, retail communication, and store establishment projects across Malaysia, Australia, Southeast Asia, and the United States. My work spanned store openings, retail expansion, customer experience, visual merchandising, communications systems, and multimillion-dollar development projects. It required bringing together strategy, design, operations, and leadership to create meaningful customer experiences at scale. From there, I joined Gewürzhaus, one of Australia's leading specialty retail brands. As National Creative & Retail Experience Manager, I built and led the Visual Merchandising function, establishing standards, rollout frameworks, and ways of working that supported a growing national retail network. Working closely with founders and cross-functional teams, I led campaign planning, store rollouts, visual merchandising, retail communications, photoshoots, e-commerce initiatives, and product development programs, ensuring a consistent brand experience across every customer touchpoint. Today, through Articulory, I help founders and businesses translate strategy into meaningful brand, customer, and retail experiences across physical and digital channels. Alongside industry practice, I have worked in higher education, delivering and mentoring across interior design, retail design, branding, business, visual merchandising, and professional practice. Teaching has strengthened my ability to simplify complexity, develop people, and connect strategic thinking with practical implementation. Whether through brand experience, customer experience, retail, visual merchandising, creative strategy, or education, I am most energised by work that brings people, ideas, and experiences together in a way that feels purposeful and memorable. The work may take different forms, but the goal remains the same: creating experiences that people can see, feel, and remember.
Founded Articulory to help businesses translate strategy into meaningful brand, customer, and retail experiences across physical and digital touchpoints. Partner with founders and leadership teams across retail, wellness, hospitality, and service industries to clarify positioning, strengthen customer experience, and create cohesive brand ecosystems that support business growth. Lead brand strategy, experience design, creative direction, and communications projects that connect commercial objectives with how customers experience a brand in the real world. Advise clients on brand positioning, customer journeys, visual communication, and experience design from concept development through implementation.
Delivered industry-focused learning across Interior Design, Retail Design, Visual Merchandising, branding, spatial thinking, business, and creative practice within the Bachelor of Design Arts program. Designed and delivered lectures, workshops, and curriculum-aligned learning experiences that bridged the gap between education and industry. Mentored students through concept development, spatial thinking, presentation, communication, critical thinking, and creative problem-solving, creating inclusive learning environments that supported diverse learning needs and professional growth. Contributed to curriculum development, assessment design, grading, and interdisciplinary projects connecting design thinking, business context, and professional practice. Participated in the development of an industry-focused micro credential program in sustainable interior design, integrating professional practice, employability skills, and real-world industry requirements. Designed and piloted an industry networking and placement initiative connecting Interior Design students with practicing professionals, strengthening pathways between education and industry. Contributed to guest lectures, panel discussions, and industry engagement activities that strengthened student understanding of professional creative practice.
Responsible for creative direction, customer experience, visual merchandising, and retail communication strategy across one of Australia's leading specialty retail brands, supporting a national network of 13 stores and multiple new store openings. Built and developed the Visual Merchandising function, establishing planning processes, rollout frameworks, visual merchandising standards, and scalable ways of working that strengthened brand consistency across stores, campaigns, e-commerce, packaging, and customer communications. Led annual campaign planning, range launches, store openings, and customer experience initiatives in partnership with founders, marketing, and cross-functional teams, translating business objectives into cohesive retail experiences across physical and digital channels. Developed visual merchandising guidelines, rollout documentation, and brand standards that improved implementation consistency, strengthened stakeholder confidence, and supported business growth. Led product presentation strategy, photoshoot direction, styling, content planning, and product development initiatives while contributing to capability development, in-store training, and the company's first comprehensive brand style guide.
Pottery Barn — Design Consultant (part time) Provided in-store design consultation, visual merchandising, and customer experience support within a premium home furnishings retail environment, contributing to product presentation, customer engagement, and store standards. Independent Design & Event Consultant Delivered interior styling, visual merchandising, spatial planning, and experiential projects for private clients and retail brands, creating cohesive customer and brand experiences across physical environments and events. Managed projects from concept development through implementation, coordinating suppliers, contractors, stakeholders, and creative partners to bring ideas to life through design, styling, and visual communication.
Led Communication & Interior Design delivery across IKEA Australia's retail establishment, expansion, and store development program, ensuring customer experience, visual merchandising, retail communication, and global brand standards were successfully translated into new store openings, logistics facilities, pick-up points, and national rollout initiatives. Led the planning and delivery of multi-million-dollar retail establishment and expansion projects, including IKEA Marsden Park NSW, IKEA Canberra ACT, IKEA North Lakes QLD, logistics facilities, customer pick-up points, and national retail development initiatives. Partnered with Marketing, Customer Service, Sales, Operations, Logistics, Construction, Architecture, and Project Management teams to align customer experience, commercial objectives, operational requirements, and global brand standards throughout project development and implementation. Led national range presentation, visual merchandising, retail communication, and store planning initiatives, translating global concepts into locally relevant retail solutions while maintaining consistency across the Australian market. Managed a nationally distributed network of Interior Design, Visual Merchandising, and Graphic Communication specialists, supporting capability development, succession planning, resource allocation, and knowledge sharing across retail establishment and expansion projects. Contributed to the successful rollout of major national and global range updates, including the Australian implementation of IKEA's METOD kitchen range, ensuring alignment with global standards, customer insights, operational requirements, and commercial objectives.
Led the Communications & Interior Design function for one of IKEA Australia's highest-profile and highest-volume retail stores, overseeing creative direction, brand consistency, customer experience, visual merchandising, commercial communication, store planning, and retail environment development. Served as a member of the Store Steering Group alongside Sales, Logistics, and senior leadership teams, contributing to business planning, commercial strategy, customer insights, annual objectives, and commercial calendar development to drive sales growth and improve the customer journey. Led major in-store refurbishment projects, seasonal campaign rollouts, and customer experience initiatives, ensuring retail environments remained commercially relevant, locally meaningful, and aligned with evolving customer needs and behaviours. Supported significant retail transformation projects including the Global Market Hall pilot refurbishment and development of the external Merchandise Pick-Up facility, contributing to concepts later adopted more broadly across the business. Created IKEA Australia's first national training program for the Communications & Interior Design function, supporting specialist capability development, succession planning, recruitment of new store opening teams, and consistency across retail establishments nationally. Recognised in the IKEA Global Commercial Review for locally relevant retail execution and identified as a high-performing leader within national talent and succession planning programs.