Michelle joined Aesop as Head of Marketing, Asia in January 2017. Based in Hong Kong, her role extends across all facets of marketing from regional brand strategy, customer management and experience, brand and customer marketing to publicity, partnerships, channel mix and insights across nine markets - Japan, Korea, Mainland China, Taiwan, Hong Kong, Singapore, Malaysia, Thailand and Philippines. She leads, develops and advocates for the Aesop brand for Asia based on the regional environment, opportunities and goals. As the voice for Asia marketing, she contributes to the global marketing strategy and its translation and implementation into the region. She is a key member of the Asia leadership and management team and works closely with her peers to deliver the regional ambition for Aesop.
Michelle has been a fan and user of Aesop for over twenty years and always admired the brand and culture of Aesop – where simplicity, integrity and authenticity is at the heart of what the company stands for. A brand that does not prey on insecurities, but instead embrace sensory and nourishment that nurtures the skin and the mind.
Key projects include the Mainland China entry, activating a brand sensory encounter pre-store opening in Shanghai, large-scale skincare, body and scent activations in Singapore, Seoul, Tokyo, Taipei & Hong Kong, to unprecedented Aesop Queer and Women’s libraries activated in Taipei, Taichung, Tokyo, Osaka, Hong Kong, Shanghai, Singapore, Kuala Lumpur and Penang.
Born in Malaysia, Michelle graduated from her Marketing degree from Monash University and prior to joining Aesop she worked for 3.5 years at the Hong Kong Tourism Board to lead the brand marketing to promote Hong Kong as destination for travellers globally and spent more than 15 years in the advertising industry – with 5 years based in Shanghai prior to moving to Hong Kong. She is passionate about food, design and travel.